Build and conduct B2B telephone sales for a cybersecurity service - cold calling CIOs with analytics and CRM customization

The initial situation is that there is a B2B service for vulnerability management and compliance (VM + basic reports for 152-FZ/ISO 27001). Leads from advertising are expensive, and ongoing calls yield few meetings - managers read the script, do not go through the secretary and do not record the reasons for refusals. You need to build a manageable telephone sales cycle on a cold base in 3-4 weeks, test hypotheses by segment and get a measurable result.

Technical environment and materials - CRM Bitrix24 (it is necessary to keep all calls and outcomes in CRM), Mango Office or Zadarma telephony (we will provide access), call recording is included. Access to corporate email to send a follow-up after a call. A database of 600 Russian companies from the FinTech, e-commerce, SaaS, manufacturing segments - contains the company name, website, general phone number, and sometimes email. There is a presentation and a landing page, but there is no normal positioning for a cold call.

What to do -
1) Quick immersion in the product - understand purchase triggers, typical IT and information security objections, competitive environment (Tenable/Qualys/Positive/other) at the level of colloquial formulations.
2) Segmentation of the database and preparation of a call-plan - prioritization by characteristics (industry, size, availability of information security page/vacancies, regulatory characteristics), selection of 2-3 ICPs, formulation of an offer for each.
3) Development and testing of a telephone framework - not one script, but 2 versions of the first touch and 2 versions of the secretary bypass, qualification blocks (BANT/CHAMP adapted for IT), an objection map, templates for short follow-up letters. The purpose of the call is to schedule a 20-30 minute discovery-call with the IT/IS manager or process owner.
4) Setting up in Bitrix24 - stages and reasons for outcomes, mandatory qualification fields, segment tags, task templates for repeated contact. If necessary, suggest minimal changes to the funnel so that the analytics are considered correctly.
5) Making calls and maintaining a funnel - make at least 220 attempts to dial through the database (including repeated touches), conduct at least 80 conversations lasting 60 seconds or more, record outcomes only through predefined statuses. After each conversation with interest, send a letter and set the next step.
6) Analytics and results - a summary of the conversion at each stage (dial - conversation - decision maker - appointment), top 10 objections, recommendations for improving the offer and the next iteration of the call.

Restrictions - you cannot use auto-dialer and mass mailings, only manual calls. You cannot promise functionality that does not exist, and you cannot give legal guarantees of compliance - only the wording “helps to close requirements” and “preparing an evidence base.” Geography - Russian Federation, calls on weekdays 10:00-18:00 Moscow time. Confidentiality - call recordings should not be uploaded outside, reports without personal data.

The specific result is a customized and reproducible cold telephone sales scheme in Bitrix24 + a completed call with appointments.

Acceptance criteria (measurable) -
- In Bitrix24, a funnel/stages and a directory of reasons for outcomes have been created, at least 12 reasons for refusal and at least 6 reasons “not the target/not our segment”, mandatory qualification fields have been filled in for all leads with conversations.
- Prepared 2 offers by segment, 2 versions of the first touch and 2 versions of the secretary bypass, 1 objection card, 3 follow-up letter templates.
- A minimum of 220 dialing attempts and a minimum of 80 conversations of 60 seconds have been completed, all calls are linked to CRM entities.
- At least 6 confirmed meetings have been scheduled (date/time in the calendar) with IT/IS decision makers or their direct deputies.
- Final report in the form of a table + short conclusions: conversion by stages, recommendations for the next sprint (what to change in the offer/segment/script).

An important nuance - the project is not about “just calling the database.” You need confident B2B communication with IT/IS, the ability to bypass the secretary, qualify the need, manage in CRM and work with metrics.