Prospecting workflows & content
Program manager for prospecting workflows, content, and enablement across Zoom SMB and Enterprise sales teams.
Program manager for prospecting workflows, content, and enablement across Zoom SMB and Enterprise sales teams.
Role
Program manager, sales tools strategy lead, content architect
Scope
Prospecting workflows and content for all Zoom sales teams
Stakeholders
Sales Enablement, SDR Leadership, Revenue Operations, Outreach.io partner team
In my time as program manager for Zoom's prospecting workflows and content, I built and led a comprehensive enablement system for B2B, SMB, and enterprise sales teams. This included managing the content and admin for tools like Outreach, Salesforce, and People.io; creating the sales prioritization matrix that defined who to reach and when; designing and running the Strategic Prospecting Program with the Outreach.io beta team; and developing a full lineup of trainings—including case studies, workflow patterns, and tool-stack facilitator guides—for the onboarding program.
The prospecting ecosystem I managed spanned multiple tools across the deal flow. ZoomInfo, LinkedIn Sales Navigator, Salesforce, Outreach, OneMob, Chorus, Clari, and GURU—each supporting reps from acquisition through post-sale.
Before we could run the Strategic Prospecting Program with Outreach, we needed a clear plan for who to reach out to and when. I led the creation of a scalable, persona-driven prioritization matrix that standardized how reps across Zoom's outbound teams prioritized, sequenced, and invested their time.
Zoom's outbound teams had great energy, but prospecting strategy varied widely by rep. Some were contacting the wrong personas, over-prioritizing low-impact roles, or using automated sequences where personalized outreach was needed most. This inconsistency led to:
We needed to standardize how reps prioritize, sequence, and spend time in their outreach — and give managers tools to coach this effectively.
We mapped the most common contacts by title and department, then grouped them by level of influence and relevance to IT-focused buying decisions.
I developed two tiered outreach tracks: Tier 1 — High-touch, manual steps (10+ custom touches); Tier 2 — Streamlined semi-automated sequences for broader awareness.
We introduced a clear visual breakdown of where reps should invest their time: 75% on Tier 1 manual outreach; 20% on Tier 2; 5% on post-sequence follow-up; 0% on disqualified personas.
Outcome: Reps who adopted tiered sequencing saw up to 26% reply rates on manual outreach. Managers used the matrix as a coaching tool during 1:1s. Time spent with the right personas yielded higher ROI than sheer activity volume.
With the prioritization matrix in place, we had a clear plan for who to target. The next step was optimizing how we reached them. As part of a special partnership between Zoom and Outreach.io, I led a four-week beta program to test new prospecting templates and task flows directly with our outbound sales reps and their managers.
Project
Zoom x Outreach.io beta program
Role
Program strategist & content architect
Duration
4 weeks
Zoom's sales teams had strong outbound motion, but workflows varied wildly by rep — especially when it came to follow-up timing, personalization, and documenting outcomes. Outreach.io was introducing new templates and flows to help standardize outbound prospecting and follow-ups. But:
We needed to test these new templates in the wild — and prove they could drive consistency without limiting rep flexibility.
With the help of the Outreach.io CS team, we developed an account plan which helped build a foundation for designing and leading a structured 4-week beta program with selected reps and managers, built around four pillars:
Each week included: new content to test (templates, sequences, snippets); lessons of the week (e.g., account tagging, personalization, rebuttal handling); a mini exercise (e.g., "Research, Reference, Request").
Reps and managers provided weekly feedback in Slack, surveys, and 1:1s.
I created a working doc to track every template tested — including usage, rep feedback, and case study additions. Reps could then pull from these mini-success stories for future outreach.
Tools + tactics: Outreach.io sequences and templates (manual and automated flow testing); task flow optimization (calendar, call logging, window mode); custom snippets (persona-based content from real Zoom wins); rep onboarding content to help reps understand and improve their sales tools stack.
Outcome: Manual follow-up sequence achieved a 102% reply rate. Cold outbound sequence achieved a 20% reply rate. Reps reported increased confidence personalizing outreach. Content system was rolled into Zoom's internal enablement library. Prospecting Library in Outreach: 20 curated snippets, 40 case study templates, 5 fully built value prop + follow-up sequences.
Beyond the Outreach beta, I developed a full lineup of trainings for the sales onboarding program. This included workflow patterns, case studies, and facilitator guides. The "Supercharge your Prospecting" session—delivered at Zoom Growth Summit 2019 (SKO)—married the prioritization matrix and Outreach program processes for organizational use.
I managed the content and admin for programs including:
Add image: Supercharge your Prospecting deck cover or key slide from SKO session
The Outreach beta worked because we built in real-time feedback loops (Slack, surveys, 1:1s) and iterated based on what reps actually needed.
Adding a relevant case study or personalizing a snippet made a measurable difference. Proof that content quality matters as much as volume.
The prioritization matrix had to come first. We needed to know who to reach before we could optimize how. Time spent with the right personas yields higher ROI than sheer activity volume.
Templates shouldn't be restrictive. They should give reps a starting point and enough structure to stay consistent while leaving room for personalization.
Clear targeting
The prioritization matrix gave reps and managers a shared framework for who to contact, when, and how much effort to invest—reducing wasted time on low-value prospects.
Measurable results
Manual follow-up at 102% reply rate and cold outbound at 20% proved that structured, content-driven workflows outperform ad-hoc outreach.
Scalable content system
Case studies, snippets, and templates became a reusable library that rolled into Zoom's enablement system—building once, using everywhere.
Foundation for Basecamp
The program laid groundwork for Zoom's internal Basecamp learning program—training and content that scaled across B2B, SMB, and enterprise teams.
