Florin Tatulea

Sales Leader | LinkedIn Top Voice 2023 | GTM Advisor | Focusing on Seed → Series B

I'm a passionate leader that lives and breathes all things sales.

I was lucky enough to be the first sales hire at Loopio and have had the opportunity to be a part of and contribute to the exponential growth that had led us to a sales team of ~50 strong. In my 6.5 years at Loopio we grew revenue by 65x. 

I am now doing it all over again at Common Room

Whether it's been as an SDR, AE, Manager or Director, I'm constantly looking for ways to reinvent myself and my team.

I'm a people-first leader that understands that leading a team is not about me. It's about lifting others up and seeing them succeed. My success is simply a bi-product of my team's success. 

As a sales leader, I'm curious about scaling sales teams, generating pipeline, increasing win rates and lowering ramp times in a remote world.

As an individual, I'm passionate about copywriting, sequence/cadence building, leveraging social selling and the future of sales technology.

Director of Sales

SDRs - Your cold call opener doesn’t really freaking matter. 

Sorry to break it to you. 

I've seen SDRs absolutely kill it using "Hey, how are you?".

I've also seen others kill it using a permission-based opener like: 

"Hey Tom, I know, I'm calling out of the blue. Mind if I take 30 seconds to explain why I'm calling? If it's not interesting from there, feel free to hang up".

Most of the ACTUAL battle is your tone, energy and confidence.

These are all things you can work on with enough practice.

You need to:

1. Deeply understand your persona - read books/blogs, look up what memes/jokes they like, how they talk, what they are measured on, where they hang out, how they think. Obsess over it.

2. Repetition - nobody likes to hear it but you just have to make thousands and thousands of calls. Period.

Get yourself a fantastic data platform like FullEnrich so you actually get shots at bat with real people.

(Their 30-provider enrichment waterfall is NUTS for mobile numbers… we use it).

3. A "just get it done" mentality.

4. Stop trying to be other people - The exact phrases that work for another person WONT work for you! 

Use words you are comfortable using, sense of humour (or lack thereof), natural tone etc. 

It sounds rehearsed and awkward (and probably makes you nervous) to try to force someone else into your calls. 

So…..

Stop analyzing everything all the time. Just make the damn calls and learn from your mistakes.

It's really not rocket science.

#FullEnrichPartner

GTM Leader | LinkedIn Top Voice | Advisor

PSA to all sales reps. 

Nobody is reading your ESSAY of a follow up email after a sales call. 

Why are we still doing this? 

Stop with the links, case studies and generic templates.

Here’s a template that’s short and sweet that I stole from Salman Mohiuddin  Mohiuddin a few years ago: 

——-

Hi , 
Appreciate your time today. 
A few highlights from our call yesterday:

* X
* Y
* X 
Confident {Your Company} can help solve all of these things and excited to continue the conversation. From here:

* XX
* YY
* ZZ

Anything I missed?

——-

That’s it. 

Oh, and maybe don’t just send the same email to everybody on the call. 

Tailor each one to the different people on a call. 

It’s really that simple. 

#sales

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Obtained a GPA above 3.5 for the entire academic year 2011-2012

Dean`s List

E3 Business Case Competition

Top Ranked Junior Tennis Player - Canada  

Talk Master Certification 

Competed against 20 business schools across the U.S. including Wharton, Stern, Berkeley and Sloan. 
This competition asked students to choose a stock to either long or short, with the only requirement of it having a 30 day SMA of over $200m in market cap. Our team, being the only international presence in the competition,  chose to pitch Iridium (IRDM), a satellite communications company, and have received a final judgement score of 24/30 based on Stock Selection, Presentation, and Q&A. 

Georgetown Stock Pitch Competition

Cold Email Conversion Machine by Florin Tatulea

Prospecting from the Trenches | Florin Tatulea | Substack

Working with Local Food Plus, a not-for-profit aiming to drive a sustainable food model to the benefit of local farmers and retailers in Ontario

An important lesson here that dooms most GTM teams from the start.

Why is it so hard to grasp?

How you target and build your account lists is MORE than half the battle. 

First - let's start at the account layer.

Saying that your ICP is venture-backed "B2B SaaS" companies isn't helpful. 

There are so many differences in how a B2B SaaS company goes to market. 

Let's use their GTM motion as just ONE example:

An org can have a GTM motion based on Product-Led Growth, Sales-Led, Open Source-Led etc... all of these companies go to market COMPLETELY differently. 

The same message likely won't land for these different motions. 

Second - the persona layer. 

Based on the motion a company has, the problems a "Demand Generation Marketer" has are also completely different. 

Even with the best copy in the world, your message has now failed at the account level AND at the person level. 

Your reps were doomed before you even started.

A lesson I've learned the hard way in the past.

h/t to Yurii Veremchuk for the inspo

#sales #outbound

There's a fundamental flaw with how outbound teams approach messaging that I see over and over again.

We've gotten to a place where "signals/triggers" have become a commodity.

The signal should NOT be your message. 

The signal is actually just telling you that it COULD be the right time. 

Let's say I'm a rep at an observability platform that monitors outages for software teams... I happen to get a pricing page web visit from an ICP persona. 

Unfortunately most reps will default to Example 1 which is a massive problem for a few reasons: 

1. There is no additional value that a salesperson brings to this interaction that can't be automated by a simple marketing email.

2. Being on your pricing page MIGHT indicate interest, but you can't assume it. 

As a salesperson, your job is to take a signal and paint a contextual picture as to why this is the perfect time to evaluate/purchase your solution. 

CONTEXT is what is missing in a lot of outbound messaging and sales cycles. 

Tell an exec something they don't know or help them connect the dots on something they might be thinking about. 

Not enough teams are doing it. 

#outbound #sales

Here are the 10 platforms in our tech stack we ACTUALLY found valuable for our team in 2025: 

1. Common Room - the brain behind our GTM engine. The Jarvis to our Ironman. 

Having one platform where so much valuable GTM data and workflows are unified has helped us and our customers deeply. A lot of people still don’t fully understand how much the platform actually does. Most people at first glance think it’s a contact-level signal & intent platform. Much deeper actually.

Internally in 2025 we used Common Room’s AI agents to “GTM Engineer” and do the following:

TAM/SAM Analysis, List Building, Account Research (i.e. Crawling websites for custom signals, 10K reports etc.), Contact Enrichment (Phone, Email, LinkedIn), Duplicate Detection in CRM, Signal/Intent detection (i.e. CRM data, Gong Transcripts, Web Visits, Negative + Positive Reviews, Product Usage Data, Social + Community Engagement, Job Changes, Tech Stack, Job Listings), Dynamic Lead Scoring, Competitor Analysis...

This info was then summarized by our AI agents, pushed to reps in real time and provided suggested messaging/actions to take. 

2. FullEnrich - contact database and waterfall enrichment across 20 providers. For us, it was especially fantastic for phone numbers across all regions and hard to find contact data for prospects outside of North America. It was so good we built a deep integration directly into Common Room for customers as well.

3. Wiza - As a stand alone contact database and provider, they have some of the best contact info out there right now. 4x connect rates compared to Apollo. Solid workflows from Sales Nav.

4. Nooks - AI-Dialer and Virtual Sales Floor. Doing power hours together, being able to listen in and coach on live calls, all while making it way easier to have more conversations on the phone. We 10x’d the number of conversations we had with prospects per month.

5. Outreach - our Sequencer. Lots of people hate on Outreach, but the backend, workflows and deep integrations into other GTM platforms (especially Salesforce) are still relatively unmatched.

6. Kondo: Superhuman for LinkedIn DMs - LinkedIn inbox management. Made us SO much more efficient at LinkedIn outreach. Can't believe there wasn't something like this sooner. 

7. Gong - Call recording, analysis, deal management & forecasting. Best platform in the market for this IMO.

8. Chili Piper - scheduling and lead routing. Super easy to use and helps us run all inbound.

9. Perplexity - our day-to-day LLM. Deep research, ideation, data analysis, completing tasks that are mundane with ease.

10. LinkedIn Sales Navigator - Still the most up to date database of professionals on the planet. Very helpful for building the best lists. 


Hope this was helpful! Stay tuned for my list of tools I'm bullish for going into 2026 👀 

#sales #gtm #outbound

LinkedIn DMs are a MESS.

What that means is, if you’ve been prospecting consistently over the past 6-12 months...

You probably have at least SIX FIGURES in STALE PIPELINE to re-engage.

The problem is that LinkedIn’s DM search and UI make it nearly impossible to navigate and find buried gold. 

Luckily, I stumbled upon the solution a few months ago and I have a prediction: 

Kondo: Superhuman for LinkedIn DMs will be one of the most widely adopted productivity tools in 2026 with massive growth. 

It makes executing on LinkedIn so much easier for reps. 

One of my reps booked 3 meetings right away after installing Kondo.

I almost can’t believe that it took this long to come out with a solution. 

With it you can: 

1. Actually search keywords properly and find profiles 

2. Organize, Label & Tag conversations: I use “Prospect”, “Vendor”, “Customer”, “Side Hustle” tags

3. Set automatic reminders to follow up..

4. See exactly who has accepted my connection request. 

5. Sync convos back to CRM.. much better visibility for coaching reps on how to use LinkedIn

All in a clean UI. 

I’m never going back.

If you want to keep wasting time and navigating an Inbox that hasn't been updated in 20 years, you should ignore this. 

Otherwise, jump on this January promo ending in 2 days...

2 months at no cost 👉 https://lnkd.in/dsYeYi8v

#kondopartner #sales

Most sales tools aren’t actually designed for the nuances and workflows of how sales reps operate. 

I know because I’ve tested hundreds of platforms over the last decade.

It’s usually the small decisions… sometimes even just simple UI/UX designs that determine whether a tool fits in your workflow or fights against it.

One platform with truly thoughtful design is Prospeo.io. 

They just shipped a V2 of the platform and I’ve genuinely enjoyed using it.

3 things stick out for me:

-Triple verified emails and mobiles 
-Weekly data base refreshes (most providers are every month or quarterly)
-Lowest price per mobile number ($0.010 VS. $1 for others)

They actually have the best match rate for verified emails in Clay’s waterfall. 

Sharing a quick video with what changed + why these product designs matter a real SDR workflows.

What’s been your favorite sales tool recently? 

#prospeopartner #sales #outbound

Turns out... I still got it.

Cold Email Showdown on 30 Minutes to President's Club.

Had a TON of fun going up against one of the best cold email reps in the game, Evan Greek.

3 Rounds... very different context for each email. 10 minutes to write on the spot and judged by the man himself, Jason Bay. 

Here's the email that gave me the edge early:

(Situation: Selling vegan burger meat to McDonalds)

------

𝐒𝐮𝐛𝐣𝐞𝐜𝐭: 𝐑𝐨𝐧𝐚𝐥𝐝'𝐬 𝐛𝐞𝐞𝐟 𝐢𝐬𝐧'𝐭 𝐰𝐢𝐭𝐡 𝐮𝐬

Saw The New York Times report on Ronald threatening to quit after the market share loss, Jason.

Was looking at both of your menus and noticed a potential opportunity for you all. Have you considered a vegan burger option? 22% of the world is vegetarian, and there is a big opportunity to increase market share that you aren't paying attention to.

Can I send over a couple of patty samples? I promise not to disappoint.

Let's win you back the crown.

------

30 minutes of us walking through our thinking process. 

Give this a watch if you have some time :) 

Full video in the comments

#sales #outbound

Is Juliano Massarelli dominating anybody else’s social media feeds or is it just me? 

🤣🤣🤣

Elric Legloire

Outbound GTM strategy for B2B SaaS companies | SDR leader | Follow me + 🔔 for prospecting, productivity, and sales career tips for SDRs

If your outbound doesn't work, it's not a talent issue. It's a system issue.

Most B2B SaaS companies don't have a system for outbound. They have individual reps doing their own thing, different definitions of the same terms, no standard processes, and knowledge that lives in people's heads instead of in systems.

The result: chaos that looks like a talent problem but isn't.

I created the Outbound Kitchen System, a standardized system any B2B SaaS company can implement to make outbound predictable and scalable. Shared data. Shared language. Shared methodology.

The systems has 6 sections:

The Foundation - Strategy, market, ICP, product fit, company stage
The Ingredients - Accounts, data, signals, research
The Recipe - Messaging, sequences, channels, plays, playbooks
The Kitchen - Operations, tech stack, AI, productivity
The Team - Talent, training, enablement, coaching
Plus The Menu - Metrics, dashboards, forecasting, planning

$50M+ pipeline sourced. 30+ B2B SaaS companies. 7 years.

Two ways to implement the system:

- The Full Menu (done for you) - 90-day implementation
- Private Chef Retainer (Done with You) - Ongoing advisory

Ready to implement the system? DM me or book a tasting.

Want to learn the model first? 
Get a seat → newsletter.outbound.kitchen

SDR Manager

I help SDRs perform to their full potential and crush their quotas by mastering the mindset, habits, and skills needed to perform at the highest level.

Rippling started their outbound team too late

They weren't ignoring outbound. 
They had inbound working. 
They had programmatic emails running. 
Automated sequences going out at scale.

At ~$100M ARR, they hit a wall.

Same 1,000 target accounts. Programmatic outbound was generating 5-10 demos.

When they sat down to plan for growth, the math didn't work. They'd miss their targets.

And they had no SDR team to fix it.

Matt Plank (their CRO) says it:

"If you think automated emails or marketing forms alone can scale your business, you've clearly never scaled anything before."

They panicked. Hired Ashley Kelly to build an SDR org from scratch under massive pressure.

Here's what most companies underestimate:

Building an SDR team takes 6-12+ months.

Hiring. Training. Ramping. Getting them productive. You can't flip a switch.

The result after building the team?

Those same 1,000 accounts now generate 30-70 demos. 3-7% conversion vs the 0.5-1% from programmatic alone.

Human SDRs outperformed automation 7x on the same accounts.

If you're planning to add an SDR team "when you need it," you're already 12 months behind.

📌 Want the complete breakdown? 

I put together a 7-email deep dive on how Rippling, Snowflake, and Ramp built their outbound engines.

Click "Visit my website" to get them.

I build outbound systems for B2B SaaS | Outbound is a function, not prospecting

I got this question from a GTM leader in December:

"How do you divide SAM into territories for each rep? I can't find this anywhere."

This is the question nobody answers well.

Here's why: most companies are working from TAM, not ICP.

They think they have 100,000 accounts.
Reality: maybe 11,000 actually fit their ICP.

That's a 10x difference in how you staff, plan, and divide territories.

The framework that works:

1. Define your TAM (everyone who could theoretically buy)
2. Filter to SAM (can actually use your product today)
3. Narrow to ICP (highest conversion probability)
4. Remove anti-ICP (accounts that waste rep time)
5. Score remaining accounts by fit and value
6. Calculate capacity (600 accounts per SDR per year)
7. Divide by potential, not account count

The biggest mistake? Dividing territories by equal account count.

Rep A gets 600 Tier 1 accounts.
Rep B gets 600 Tier 3 accounts.

Same count. Completely different potential.

Why this exercise matters:
- Build accurate territory plans
- Inform your hiring model
- Understand territory potential

Without this: you're guessing on headcount, misallocating accounts, and can't measure territory performance.

Which step is hardest for you: defining ICP vs SAM, or calculating real capacity?

Most execs see inbound converting at 40% & outbound at 20%.

They ask: "Why is outbound underperforming?"

It's not underperforming. They just don't have the context.

I've seen this pattern at company after company.

Then I found HockeyStack's research on 50+ B2B SaaS companies, it backed up exactly what I was seeing:
- Outbound win rate: ~1/2 of inbound
- Outbound sales cycle: ~2x inbound

Real numbers:
- Inbound: 28% win rate, 54-day cycle
- Outbound: 17% win rate, 82-day cycle

I call this the 2x Rule.

This is not failure.
This is how outbound works.

The problem?
Most exec dashboards mix all revenue sources together.

So outbound looks broken when it's actually performing exactly as expected.

The fix: dedicated outbound reporting that compares outbound to outbound standards.

Give execs this mental model BEFORE they see your outbound numbers. It stops the "why is outbound underperforming?" question before it starts.

I wrote a full breakdown:
- The exact metrics execs need to see
- How to set realistic expectations

Comment DASHBOARD and I'll send it.

This is one of the best outbound books I've read.

It completely explains why so many teams struggle with it.

Here are my biggest takeaways from "Outbounding" by William Miller:

1. Why inbound reps struggle with outbound 

Inbound reps are trained to handle prospects who've already decided to change - they're essentially order-takers. Outbound requires diagnosing unrecognized problems, creating urgency around the status quo, and guiding prospects through early-stage change psychology.

2. Inbound vs Outbound = Different Buyer Psychology 

Inbound prospects have decided to change: 50%+ want demos immediately.
Outbound prospects don't know they have a problem: less than 10% are demo-ready. You're shifting from product-focused selling to change awareness creation.

3. Change Before Adoption

Outbound success follows Lewin's model:

- Unfreezing (create problem awareness)
- Changing (guide evaluation)
- Refreezing (solidify solution)

Most reps jump to "buy our product" when prospects are stuck in unfreezing.
Focus on why they need to change their current state, not why they should choose you.

4. Two Buyers, Two Messages

- ATL (executives): Care about ROI, risk, past failures, future threats
- BTL (managers/users): Care about features, functionality, present problems

ATLs live in the past and future while BTLs focus on present problems.
Use VAT Framework for ATLs: Value + Action + Time urgency.

5. "Validate, Don't Educate" for Execs 

Replace "Here's what we do" with "If you need to reduce costs, here's what works." Execs buy confidence in outcomes, not product features.

6. Solution Box Theory

What prospects think they're buying (Box A - your product) represents maybe 10% of the real value. The game-changer is Box B - their larger strategic initiative worth millions that your solution enables. ATL buyers have a 30% confidence gap in achieving Box B, and that's where urgency and big deals live. Stop selling your product; start selling their success in the bigger initiative. 

7. Account Research is a system, not a task

Systematic homework across company, executive, and industry dimensions transforms generic outreach into relevant conversations.

8. Toward vs. Away drives urgency

Prospects running away from pain buy 2x faster than those moving toward gain, diagnose their motivational direction.

--

📌 The fastest way to scale outbound sales?

It's not sending more emails.

It's learning from what billion-dollar companies do.

These 7 companies generated $6+ billion using systematic outbound (and their playbooks are more valuable than ever).

Want to see exactly how they built their sales machines?

I spent 100+ hours breaking down their complete strategies into 7 teardowns.

Click "Visit my website" at the top of this post to get instant access.

Gorgias built outbound automation before hiring a single SDR.

At $7,7K ACV, the unit economics didn't support an SDR army. So they engineered around it. 

(Early day ACV was $3k)

Today: 900 cold email inboxes. 5,000+ unique AI emails per day. 
Cost: $0.002 per email. (10 cents for 5k emails)

Not templates. Fully researched, unique messages.

Their system has three layers:

Research layer
- Pulls hiring signals, tech stack changes, events
- Feeds context to the LLM before any email gets written

Generation layer
- 400-500 line structured prompts (not short generic ones)
- GPT-4o-mini drafts the email
- PromptLayer tracks what converts

Review layer
- LLM categorizes every response and routes replies to reps
- Feedback loop improves prompts weekly

One sequence drove +150% positive replies vs. their old templates.

They evolved from 200 manually-written sequences to 10 modular AI-generated ones. When they added SDRs later, the team was layered on top of automation, not the other way around.

The key: they automate the process, not the conversation.

AI writes the first email. SDRs handle replies. That's where the skill matters.

Most companies hire SDRs first, then try to automate later.

Gorgias automated first, then added people where humans actually matter, conversations.

--

📌 I break down Gorgias & 6 other companies: Rippling, Snowflake, and Ramp's full outbound systems in a 7-part email series. 

Click "Visit my website" to get it free.

Old way: Train SDRs once. Hope it sticks.
New way: Build a practice culture with AI coaching.

Troy Johnson is back for Part 2.

Last time, he broke down how JumpCloud approaches SDR enablement. This time, he's going deeper, showing us exactly how to use AI role-play to build a practice culture that scales.

On the menu:

- How to use AI role-play beyond onboarding (5 use cases)
- How to get reps to actually adopt AI practice tools
- How to build an SDR progression program with AI coaching

Troy is the SDR Enablement Program Manager at JumpCloud. He's built AI role-play programs across onboarding, competitions, and progression tracks - and he's currently developing an SDR-to-AE accelerator using AI coaching.

This is show-and-tell format. He'll share his screen. Show us what's actually working.

When: Wednesday, February 18
Time: 6 AM PT / 9 AM ET / 3 PM Paris
Where: LinkedIn Live

Click "Attend" to register for the Outbound Live.  

Got questions? Drop them here to make sure they get covered.

Can't make it live? Register on Luma and I'll send the recording.

P.S. Outbound Live is a new show where outbound practitioners share their screen and build workflows live.

Daniel Puga, Elric Legloire and 41 other attendees

5 AI Role-Play Use Cases for Outbound Teams - From Onboarding to Objection 

The Outbound Paradox: 
While everyone rushes to replace SDRs with AI, elite teams are doing the OPPOSITE, investing MORE in outbound talent and outperforming competitors.

Want to see exactly how they're doing it? 👇

In the past 12 months, I've reverse-engineered the outbound engines of 8 Michelin-Star outbound teams:

• Snowflake : $4.6 B+ ARR
• Ramp: $1B+ ARR
• Rippling : $570 M+ ARR
• ClickUp: $300M+ ARR
• Pigment: $100M+ ARR
• Gorgias: $80M+ ARR
• Owner : $50 M+ ARR
• HockeyStack : $70 M+ pipeline

After 140+ hours dissecting their strategies, I discovered their secret sauce:

They treat outbound like a Michelin‑star kitchen, where both human expertise AND technology create something remarkable.
 
You'll get 8 detailed breakdowns:

• How they use AI as a force multiplier (not a replacement)
• Their contrarian outbound playbooks that others miss
• Complete tech-stack analysis 
• Real outreach examples that consistently convert

These teardowns normally live behind my Outbound Kitchen newsletter paywall. 

Today they’re on the house. 

I'll deliver one company breakdown every 1 day.

To get the full series: 

• Like this post
• Comment “outbound” below
• Connect with me if we aren't already (so I can DM you) 

Need it faster? DM me “outbound” and you'll get the email series today. 
 
I’ll send you the link ASAP.

I did the math on what bad contact data costs outbound teams.

It wasn't pretty.

You already know the drill:
- Bounced emails
- Wrong numbers
- Sequences that never land
- Follow-ups to people who left 6 months ago

The question isn't whether bad data costs you. It's how much.

Multiply every bounce by:
- The research time on accounts that went nowhere
- The pipeline you didn't build because you were dialing dead numbers
- The momentum you lost chasing ghosts

Bad data isn't just annoying. It's expensive.

The fix isn't buying more data. It's buying smarter.

Waterfall enrichment pulls from 20+ data providers in sequence. First source fails? It tries the next. And the next. Until you get a verified contact.

One source gives you gaps. Twenty sources working together close them.

This is why I started using FullEnrich.

Not because it's fancy. Because the math finally makes sense.

Brand partnership • I build outbound systems for B2B SaaS | Outbound is a function, not prospecting

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Florin Tatulea

Elric Legloire

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The Battle

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