CASE STUDY: How EBM Software Went from 30 Meetings in 7 Months to 38 Meetings in 4 Weeks

INTRO

When EBM Software brought in Higher Levels, they weren’t just looking for training. They needed a complete rebuild of their outbound motion. After one day of onsite training and four weeks of internal execution, they booked 38 meetings with net-new logos—more than they had booked in the previous seven months combined. This case study is for tech and SaaS leaders who are ready to build a sales system that actually works.

WHAT YOU’LL LEARN

• Why EBM’s outsourced lead gen strategy fell flat
  
• How one day of training created a lasting mindset shift
  
• What happened when reps rewrote their own scripts
  
• How to build confidence and conversion into your outbound engine
  

CONTEXT: OUTBOUND IS BROKEN FOR MOST SALES TEAMS

Most tech sales teams rely on cadences, tools, and feature-focused pitches. But without messaging that hooks the buyer and reps who believe in the process, nothing moves. EBM had the right people and the right tech stack, but no repeatable way to book net-new meetings. They weren’t just looking to improve their cold call scripts. They needed a new foundation.

“We paid an outbound agency for seven months and got 30 meetings. After four weeks with Higher Levels, we booked 38. All from brand-new logos.”
— Pete Cargill, Senior Director of Sales, EBM Software

THE CHALLENGE: NO REPEATABLE SYSTEM, LOW CONVERSION

EBM Software provides data analytics and management solutions to finance and operations teams in the mid-market and lower enterprise space. They had grown fast, but outbound wasn’t working.

Their situation looked like this:

• A few BDRs selling through internal bootcamps
  
• No structured sales training
  
• Seven months spent with an external lead gen firm
  
• Only 30 meetings booked, and just 23 held
  
• Messaging that leaned on features, not business pain
  
• Reps lacking confidence and clarity on the phone
  

When Pete joined as Senior Director of Sales, he inherited the system—and the ceiling that came with it. The team was stuck. It wasn’t a messaging tweak they needed. It was a complete reset.

THE SOLUTION: 1 DAY OF ONSITE TRAINING, 4 WEEKS OF EXECUTION

Higher Levels was brought in to run a full-day onsite session with EBM’s sales team. The goal was clear: help the reps build a repeatable cold outbound process they could own and scale.

Here’s what we did:

• Rebuilt the cold call script from scratch
  
• Trained reps to surface real business pain in under 30 seconds
  
• Flipped their narrative from product-first to prospect-first
  
• Ran objection handling drills until they stuck
  
• Empowered reps to rewrite and refine their own messaging
  

Instead of downloading a static playbook, the team built something they believed in. Within two days of training, reps had rewritten their own scripts, roleplayed with each other, and cut their pitch down to a 35-second value hook that converted.

“This wasn’t a motivational talk. It changed how our entire sales org goes to market.”
— Pete Cargill

THE RESULTS: MEETINGS TRIPLED, CONFIDENCE MULTIPLIED

The numbers speak for themselves:

• 30 meetings in 7 months with an external agency
  
• 38 meetings in 4 weeks after one day of Higher Levels training
  
• Every meeting came from cold outbound
  
• Every logo was net-new
  
• Internal momentum and confidence spiked across the team
  

But the bigger win? The team now had a system they could scale.

“This wasn’t just a short-term win. It was the start of something we can build our pipeline around.”

The training reframed how the team viewed cold calls. It was no longer about hoping someone picks up and tolerates a pitch. It became a moment to start a real business conversation—grounded in relevance, framed by urgency, and backed by belief.

WHAT SALES LEADERS SHOULD TAKE AWAY

If you lead a sales team at a growth-stage tech company, this is your takeaway:

You do not need more tools. You do not need more cadences.

You need a system that builds real pipeline—and the confidence to execute it.

Your team already has the talent. What they might be missing is a clear, repeatable approach that lands.

“They now know when they pick up the phone, they’re doing something important. They’re not beneath the VP on the other end. They’re on equal footing.”

‍EBM Software spent seven months with a lead gen agency and booked just 30 meetings. After one day of training with Higher Levels, their reps booked 38 meetings in four weeks—all from cold outbound, and all net-new logos.
‍
We rebuilt their cold call process from scratch, trained their team to surface business pain in 30 seconds, and gave them a system that stuck.

Want the same for your team? → Talk to our team

TL;DR

• EBM booked 30 meetings in 7 months with an agency
  
• Higher Levels helped them book 38 in 4 weeks from cold outbound
  
• Reps rewrote their own scripts, mastered objection handling, and gained confidence
  
• Results came fast—and stuck
  
• System now scales beyond the training session