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How Firestarter Helped TimeXtender Build a High-Impact SDR Function

TimeXtender, a global leader in data integration and automation, sought to establish a high-performing Sales Development Representative (SDR) function. Having previously attempted to implement an SDR programme with limited success, the company partnered with Firestarter to build the right foundations for a sustainable and effective sales development approach.

Project Objectives

Firestarter’s involvement focused on three key areas:

  1. SDR Plug-In Support: Providing Firestarter’s sales expertise to test and refine the approach for converting marketing-qualified leads (MQLs) into sales-qualified leads (SQLs). This process involved members of the Firestarter team acting as SDRs on behalf of TimeXtender and working directly in their Hubspot CRM environment to capture all activity.
  2. Process & Toolkit Enhancement: Sharpening TimeXtender’s sales process, improving MQL-to-SQL handover, and developing a robust sales toolkit to drive sustainable best practices.
  3. Strategic Advice: Offering ongoing senior-level advice and support to optimise the SDR strategy and maximise value throughout the project.

The Firestarter Impact

Firestarter’s process-driven and highly engaged approach brought structure and momentum to the SDR development project. Key highlights of the collaboration included:

  • A Fresh Approach to SDR Development: Firestarter’s expertise helped TimeXtender identify critical improvements and best practices that were previously overlooked.
  • Action-Oriented Meeting Rhythms: The structured cadence of meetings Firestarter used to drive the project fostered a culture of accountability and proactivity from all parties, encouraging sustained and rapid progress despite the project’s 3-month duration.
  • Enhanced Project Management: Leveraging Basecamp as a central project management tool provided an organised and seamless experience for collaboration.
  • Tangible Learning & Best Practices: While the project generated some direct leads, the most valuable outcome was the strategic learning and insights gained, allowing TimeXtender to build a new, more effective SDR programme.

Client Feedback

Sarah Canning, Regional Marketing Manager, TimeXtender:
“Firestarter’s structured and hands-on approach was exactly what we needed to refine our growing SDR programme. Their focus on best practices and practical implementation gave us invaluable insights that will shape our sales strategy long-term. The project was not just about short-term lead generation but about building a sustainable foundation for our SDR team’s future success, and we’re delighted with the service we received from Firestarter.”

Firestarter Perspective

Kate Griffiths, Account Director, Firestarter:
“It was fantastic to work with TimeXtender and support them in developing a solid SDR foundation. Their commitment to continuous learning and improvement made this a truly collaborative effort and seeing them take the insights from this project and apply them to their wider sales strategy is a testament to the impact of our partnership.”

Conclusion

Firestarter’s strategic guidance and structured approach has enabled TimeXtender to build an SDR programme with strong foundations, ensuring long-term success. By developing and refining SDR processes, enhancing collaboration, and instilling best practices, the project has positioned TimeXtender’s SDR team for sustainable growth and higher conversion rates in the future.

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