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

I just took a look at the new Nooks launch.

Users of Outreach and Salesloft are going to want to take a look after what I saw with the their new AI Sequencer.

I believe they are going to seriously shake up the legacy sequencing space. 

Not a lot of people know this, but I was one of the first 10 customers of Nooks when the company was still just Dan, Rohan & Nikhil and a virtual sales floor.

As a multi-time customer, not even I could have predicted the level of execution that their team was going to put forth.

Apart from building a quality product FAST, Nooks did something (intentional or not) that is going to give them a massive competitive advantage over the next couple of years.

They owned the action/execution layer FIRST, and have now built the Data Foundation layer (Account Research, Signals, etc.) around it.

Most GTM tech orgs in the market today are doing the exact opposite.

They built the data foundations and are now trying to build an execution layer.

Why is this important?

Because the action layer is where the rep lives. If you own the action layer and do it well, it’s VERY sticky.

Reps will kick and scream if you take it away from them. Re-training tens or hundreds of reps on a new system of action is a nightmare for enablement.

Trust me, I’ve lived through the kicking and screaming.

Selling GTM tech, everybody was constantly asking us… “Can you integrate with Nooks? That’s where our reps live.”

Right now there is a full-blown race to see who will own the full “Sales OS”.

Today, Nooks made this race a lot more interesting by launching their new Agent Workspace for Intelligent Outbound.

They just added:

1. Signals (Combining live web intent with your CRM and past calls)
2. Autonomous Account Research Agents (Running in the background 24/7)
3. List Building Capabilities
4. An Omnichannel Sequencer (Executing across Email, Phone, SMS, and Social)

Imagine autonomous agents that monitor web intent in the background, cross-reference it with your CRM, draft hyper-personalized emails, and then drop the warmest leads into a power hour calling block.  Because it's actually an action layer, the feedback loop makes it smarter with each engagement. 

You can argue that they have a real chance at being the MAJOR player in the consolidation of the GTM tech stack.

They also have a massive moat of call data (50% of our own outbound meetings came from cold calls)... which a lot of other data platforms simply do not have.

​​GTM Leaders: what are your thoughts on this space? Let's debate below

(PS - go check out the massive Nooks launch ). 

#NooksPartner

GTM Leader | LinkedIn Top Voice | Advisor

Here's what my calendar would look like 9-5 when I was managing the whole SDR function a few months ago. 

This is why I always tell reps to try to call decisions makers between 8-9am or 5-6pm. 

We ran the data across thousands of calls in Nooks. It supports this as well. 

Managers and execs are in an insane amount of meetings (for better or worse).

Give yourself a better shot. 

#sales #coldcalling

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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

If you prospect on LinkedIn, you should watch this. 

This is something I’ve always struggled with that I’ve now found a solution for.

If you use sequencing platforms like Outreach, Salesloft and Gong Engage you’ll know that after you do the manual steps of sending connect requests, LinkedIn activity just gets lost to the void.

There is no easy way to systematically filter for:

1. New LinkedIn connections who are actually in your ICP vs general networking contacts

2. Prospects who have accepted your request but you never actually bothered to send a DM to

This has made systematic outreach that’s coordinated more difficult.

This is no longer a problem as I’ve started to use Kondo: Superhuman for LinkedIn DMs. 

I can now:

→ Filter for connections and bulk tag them as prospects

→ Search for specific personas very easily with a fuzzy search that actually works

→ Open a custom of these personas posts on LinkedIn to build more tailored outreach

SOOO much easier. 

They have a great promo running right now if you sign up by the end of the week (Feb 28):

2 months free with this code:  https://lnkd.in/gFETw84Z

You are welcome :) 

#KondoPartner

2026 is the year to double down on cold calling.

Last year, 50% of all of our qualified opps came from cold calling. 

Keep it simple.

First, get yourself a proper data provider for cold calls so you actually get connects. 

FullEnrich has been an absolute CHEAT code for us with their 20-provider waterfall. 

They now also have amazing search functionality directly in the platform so you can build proper lists. 

Then, I break this down into 3 parts (here's an example):

1️⃣ Permission Based Opener

Hey this is {NAME}, I was actually just on the customer tab on your website at
{ACCOUNT}, and had a question. Do you have a sec?

2️⃣ Menu of Pain (most important part)

Noticed you are selling to accounts like {ACCOUNT}. Typically when I talk to SDR leaders at commercial open source companies, they’re focused on one of these three things:

1. Your SDRs see tons of developer engagement but struggle to identify which users are actually ready for a sales conversation.

2. Your team relies on community signals, but it’s hard to surface and action on real buying intent.

3. SDRs waste time digging through GitHub, Slack, forums, and LinkedIn instead of working on the right leads.

3️⃣ Open Ended Question

How are you making sure your SDRs are focusing on in-market leads?

-----

I like the menu of pain, because if done correctly and the messaging is tight, at least one of the 3 challenges is something they are likely thinking about.

This then opens the conversation.

3 days left this week. Let's get it 🫡

#FullEnrichPartner

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How do you feel about this take GTM leaders? 

To me it comes across as a take from somebody who doesn’t fully understand GTM. 

Sure, there are a lot of incredible things AI can do to automate TAM building, lead scoring, account research, funnel optimization etc. 

But GTM is also still one of the professions that is still deeply human. 

I doubt this person has spent a lot of time making cold calls, on demos, meeting clients in person etc. 

If you believe this, you essentially believe that robots will be selling to each other only in the near future. 

No offense to you Jay Sahnan. I respect the opinion and it’s a good discussion 🙏🏻

graphical user interface, text, application

We talk about “GTM Engineering” and “Revenue Orchestration” but how does it apply to outbound? 

Here’s how you tactically execute a strategy at scale using signal data. 

Now we have the ability to capture 100+ signals at a time, transform the data and tell us which leads are the lowest hanging fruit.

That’s a HUGE amount of context for sales reps to have in one place and it means that we can now get HYPER-specific with our messaging and sequences.

Each signal that is important to your organization should have its own purpose, messaging, and sequence built out.

Step 1: Write down all the signals that you currently have access to at your organization. 

There are standard signals everybody can use (I.e. web visits) but also very specific signals to your org (I.e. software outages for an outage tracking product) 

Step 2a: Map out where each signal implies a lead is in the buyer journey

Look at the image below. You can see that a signal and therefore message has to adapt to where somebody is in the BUYER JOURNEY.

Step 2b: Create a lead-scoring system that takes into account which signals (or combination of signals) tend to imply that an individual and account is ready to buy or at least talk to sales. 

This usually happens when they are in the “Solution Aware” and “Product Aware” stage.

Step 2c: Cross reference these leads with your account level- ICP criteria. 

Not all leads that exhibit buying behavior work at accounts that are good fits for your business. (THIS IS CRUCIAL). 

Step 3: Create messaging (i.e. email campaigns, outbound sequences etc.) for each signal.

You can get even more complex here and create messaging or sequences for combinations of signals.

Step 4: Set up alerts and workflows so that if a lead provides a certain signal or hits a certain threshold they get put into the respective “campaign”.

There are many platforms to do this in… Common Room, Clay etc. 

THREE OTHER THINGS TO CONSIDER:

1. Top of funnel leads that aren’t ready to talk to sales go in automated sequences that are more focused on education (this can either be done by marketing or SDRs)

2. Mid-to-Bottom of funnel leads are sent to the sales team and are put into the appropriate sequences (emails + call scripts + LinkedIn message templates are already built out by the team). It is up to the SDRs/AEs here to do additional research and tie your product's value to your prospect’s strategic priorities.

3. Consider the size of the account and the number of owners on the buying committee. Start multithreading into the various decision makers/economic buyers who will influence your deal so you establish momentum early.

(h/t FletchPMM  for the great visual)

#sales #outbound

There is a very simple but important question that most sales reps miss when they are selling to GTM leaders . 

And I say this from experience as somebody that buys software. 

Put simply: 

“Is your team hitting their number…What % of attainment is your team at?” 

The harsh reality is that unless you are a SVP/EVP/C-Level exec with long term incentives, the average GTM leader doesn’t really care to change much if things are working well. It’s a massive uphill battle to sell to a leader that is crushing. 

Even most VP, Sales are just trying to survive next quarter. 

It’s very difficult to sell somebody the “future” if they are at 110% of quota as a team and in accelerators. 

Saves you a lot of time as a rep. 

Just what I’ve seen over the last decade. 

Thoughts?

LinkedIn and X seem to be an echo chamber of Claude AI workflow hype beasts. 

Don't get me wrong, I think all of these AI agents are awesome and I see the potential. 

But curious to see from my network... who is actually finding real value with them today? 

What have you built and what has the impact ACTUALLY been? 

I saw some interesting examples of: 

1. Sales Demo Closed Lost Analysis 

Analyzing calls and extracting the reasons why the team is losing deals

2. Product Feedback 

Analyzing calls and pushing product gaps to the engineering & product teams in real time 

3. Intent Signal Agent 

Built a custom agent tracking 100s of first party data and creating the first draft of messaging for reps based on the signals 

4. Account Research

Doing the manual work an AE would usually spend 15 mins doing before a call and building a custom 1-page summary of an account and what to focus on during the next call 

#sales #outbound #ai

I cold call as a service. if you want to know if i’m any good… look at my cold call videos and the recommendations from some of those that have worked with me.

Oliver Johnson

Salespeople… agree or disagree? 

If a prospect says yes to a meeting via cold call - you 100% SHOULD send a follow up email recapping your call IMMEDIATELY.


My opinion?

100% AGREE and here’s 3 main reasons why…

- The second you hang up, 80% of what you said is forgotten by the prospect. 

- It’s an easy way to share additional insights that you didn't get to share on the cold call.

- You can reply to your initial email to confirm the prospect will attend - this serves as a quick reminder as to WHY they’re taking the meeting, and WHO you are. Prospects forget who you are QUICK people.


Sending a quick recap email is such an easy way to make that meeting you just set a TAD bit sticker.

PS: Want an even BETTER way to send follow-ups?

I use Claap (it records all my calls in the background) to auto generate a follow up email based on the actual conversation… My recaps includes their exact pain, timeline, and objection pulled STRAIGHT from the actual call.

Mohamed, Roy J., Mark, Alex, Thaddeus What do you guys think? What do you put in your follow up emails?

Chief Conversation Officer at Smartbound || I cold call as a service.

Salespeople… here’s the reality of being a fractional SDR… 


You’ll cold call for 2 hours…

Get hung up on 4x.
Get told to f off once.
Get THIS  🤏  close to booking a meeting before the prospect says: “Hold on one sec I gotta take this call…” click.
AND THEN… 

You gotta do it all over again for another client…

Yes, it’s true - you can make 10-20k/month pretty quickly if you position yourself right… 

BUT, you sure as h*ll better LOVE to cold call if you do this. 

Luckily I’m a psycho, ENJOY the thrill/game of cold calling, and have a dialer like Minari that makes cold calling sessions a lot easier. 

Elijah, Mohamed, Daniel, Martin, Chris, Aubrey How many hours per day are you guys typically cold calling for?

Salespeople… I don't know how to overcome this objection… help me out. 


While selling my cold calling as a service, I’ve “lost” a few deals because I can’t adequately come up with a way to handle the objection, “We need more concrete data to make a decision. How do we know you’re going to deliver results.” 

My typical response?

Me: “Well here’s 10 videos/recordings of me cold calling/booking meetings, here's 5 client recommendations that state, ‘Oliver booked X meetings for us in X days,’ and here are some dashboards from other client accounts that show I convert from convo to meeting at X percent when selling X product.” 

Potential Client: “Yeah but what would be your connect -> meeting booking rate for OUR company. How many meetings can you get us per month?”

Me: “I don’t know. I’ve never cold called for your company before.”

Because let’s be honest…

I can show proof of past results.

I can guarantee I’ll put in the work every day.

But I CAN’T predict the future. 

Am I approaching this wrong?

Josh, Dennis, Sam, 🔥 Tom, Nate, Adia, Jamis How would you handle this objection? Any tips?

Salespeople… what’s your take on this post I saw yesterday? 


For some context, I saw someone complaining that a sales rep called her mother after she did not respond to a cold dm/pitch on linkedin. 

The original post clarified that she wasn't upset that he called her mother (she understood that their names probably got tied up together on some data scraping tool) - she was upset that the sales rep continued to push after she “expressed that she was not interested…”

The problem though? 

Her “clear expression” that she was not interested was that she didn’t reply. 

Idk about you guys, but I forget to reply to people ALL the time - even when I AM interested. 

I mean cmon… I had a friend text me to ask if I wanted to go grab a bite 2 days ago… I’m just now remembering that I never responded… 

I meant to, but then life happened LOL. 

If you don’t want salespeople to follow up, just say no… 

Now are salespeople owed a response? 

Absolutely not. Don’t respond if you don’t want to.

But… don't get mad when the salesperson follows up. 

If they DIDN’T follow up - they’d be a real crappy salesperson, and Im sure your org wouldn't want to hire them either haha. 

Sam, Jamis, Joe, Dariia, Nate, Devanshu What do you guys think? Is the sales rep in the wrong here? How many times should you follow up after no response?

Salespeople… agree or disagree? 


There are some companies that should NOT cold call…

And look… I know I’m the cold calling guy and almost ALWAYS recommend it, but here’s the truth... 

Some offers/products just don’t sell very well on the phones. 

I ran a pilot with a company recently and we learned this pretty quickly...

The persona was super hard to find clean data for. They RARELY answer the phone. And the offer was somewhat commoditized.

Combine those three things and cold calling becomes just ehh..

Does that mean cold calling is dead or something?

Of course not.

But it DOES mean that channel-market fit 100% matters. 

Elijah, Daniel, 🔥 Tom, Aubrey, Austin, Kellen Curious what you all think…Do you think every company that needs pipeline should be cold calling? Any scenarios where you advise against it?

Salespeople… You ever just have one of those days… 


Ya know… one of those days where EVERYTHING just CLICKS.  

You’re getting connects, prospects are listening, and you’re booking meetings left and right. 

I had one of those days yesterday. 

Meeting booked for ALL the client accounts I dialed on. 

These are the days that make the rollercoaster that is sales worth it lol. 

Gotta enjoy those moments, and RIDE the momentum. 

Have a few slots that are open in April now. 

If you want me to cold call for your business… 

My DMs are open ;)

Kade, Krish, Mohammed, Suji, Roy J., Elliot, Ibrahim What’s your guys' record... most meetings you’ve booked in one day?

Salespeople… watch me book the EASIEST meeting ever with a CRO on a live cold call below..


People like to complicate cold calling…

It’s actually very simple. 

Build a good list, sound like a human, and have a good offer… 

If you have these 3 things - you’ll be UNSTOPPABLE. It truly is as simple as that. 

Luckily my client, captiwate.com, has a GREAT offer and makes my job easy. 

PS: if you want to trial what I spoke about on the cold call here. My DMs are open ;). 

Marc, 📞Justin, Colton R, Abe, Ronen R., 🔥 Tom What do you guys think about this cold call? Easiest meeting booked ever lol?

Salespeople… word of advice if you’re using AI to write so called “personalized” cold emails. 


Please… don’t bold the company name when it’s the only thing that is personalized in the email. 

It makes it PAINFULLY obvious that you used a template.  

Now listen… templates are fine, but don't make it THAT obvious, AND ensure the rest of the email is relevant (this is obviously not… Im a cold caller lol) 

Bogomil, 📞Justin, Ibrahim, When’s the last time you got a good cold email. It’s been a minute for me LOL.

Salespeople… this isn’t related to sales but i’m sharing anyway… I just took the 16 personalities test and the results were… not surprising.


This is quite literally my 3rd time taking this test, and my 3rd time getting the INTJ-A personality type. 

Safe to say that this is me 🤣 …

Some traits they listed that actually feel pretty accurate for me:

- introverted (yes very, but I can be an extrovert for a few hours and fool people hahah) 
- interest in big conceptual questions like philosophy, theology, etc. (studying these questions is how I spend a LOT of my time) 
- very organized (I make a daily to do list that includes exactly when I eat, so yes, pretty accurate LOL) 


curious what other folks get when they take this test. 

🐜 mike, Evan, Jake, Lauren, Chris, Abe ever taken this test? what’re your guys results?

taplio

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