Every SDR takes the same number of no’s in a day. The difference is what they do with them. In this live webinar, four operators who have lived through the grind – not just coached from the sidelines – unpack the mindset, systems and AI-powered signals that separate the top 1% from the rest. If you want an SDR playbook for fewer wasted calls and more booked meetings, this is 45 minutes well spent.
- Dan Brockwell runs Early Work, Australia’s first sales school, after cutting his teeth as an SMB account executive at Uber Eats
- Juan Morales went from BDR at HiBob to top SDR at Monday.com and is now an AE
- Jelle Van den Eede manages SDR teams at Notion across Sydney and Singapore, having started as a BDR himself
- Ben Hobbs moved to Australia from the UK and quickly hit 175 percent of target as a senior SDR at Firmable before stepping into an AE role.
Hosted by Jake Morris, the session runs in two rounds. Round one covers rejection, resilience and finding an authentic selling style, capped off with a live mock cold call between Dan and Juan that gets picked apart in real time. Round two shifts to systems: how Jelle’s team uses a 60/40 research-to-dial split and face-to-face coffee chats; how Ben built his day around LinkedIn and call blocks; and a live walkthrough of how Firmable’s signals and intent data turn cold calls into warm ones.
This is for anyone who dials for a living and wants to do it with less wasted effort.
Key moments
[06:45] Dan Brockwell reframes rejection as a curiosity exercise, not a personal verdict
[09:54] Juan Morales explains why organization, not thick skin, was his weak point as an SDR
[13:03] Dan breaks down three completely different selling styles that all hit top-of-org numbers at Uber Eats
[16:39] Juan describes building his own talk track by borrowing snippets from top performers, not copying them wholesale
[22:30] Dan and Juan run a three-minute live mock cold call, in character as prospect and rep
[28:21] Dan critiques the mock call in real time, naming what worked and the one tactical gap
[34:39] Jelle Van den Eede introduces the 60/40 rule his SDR teams in Sydney and Singapore run on
[38:42] Ben Hobbs walks through the structure of his day – LinkedIn top and tail, three call blocks, Loom videos as a personal touch
[41:51] Jelle explains why he hires for attitude over aptitude, using a “zero to one” test
Notable quotes
“Rejection is the norm, and it’s inevitable. What’s not inevitable is finding the lesson in it.” – Dan Brockwell
“I don’t think there’s ever a perfect call. The perfect call is the one where you duck and weave enough times to get to an outcome.” – Juan
“If you’re not using signals, you’re behind.” – Ben Hobbs
Who this is for This is for SDRs, BDRs and their managers who are dialing every day and want to close the gap between where they are and top-of-org performance. It is equally relevant to sales leaders building or refining a prospecting system for a team in the US, ANZ or broader APAC market.
FAQs about the SDR playbook
According to the panel, it comes down to three things: treating rejection as diagnostic information rather than a verdict, developing a selling style that fits the individual rather than copying a script, and building systems – research routines, AI signal tracking, call structure – that reduce wasted effort per dial.
Dan Brockwell’s approach is to log every rejection and review the pattern weekly rather than absorbing each no personally. Juan’s version is similar but focused on process gaps rather than emotional resilience – he treats organization, not thick skin, as his actual growth area.
Both Jelle and Ben use signal tracking – job changes, hiring activity, event attendance – to identify which accounts are worth calling this week, then walk into those calls with specific, researched reasons to talk. Ben demonstrates this live using Firmable in the session.
Read the companion blog on the SDR playbook for the full breakdown of the systems covered here. Explore Firmable with a free 14-day trial of the signal tracking demoed in this session.
