Pema Outbound Outreach Kickoff — 2026-04-05
Overview
Kickoff call between Asymmetric and Pema to finalize the outbound LinkedIn outreach engagement. Cindy and Tim (Pema) walked Mark Hope, Melissa Cusumano, and Sebastian Gant (Asymmetric) through the lead tracker, target audience parameters, tooling setup, show rate expectations, and ramp timeline. Launch target was set for Friday of that week or early the following week, pending messaging approval.
Attendees:
- Cindy & Tim — Pema (pema@pema.io)
- Mark Hope — Asymmetric
- Melissa Cusumano — Asymmetric
- Sebastian Gant — Asymmetric
Key Decisions
| Decision | Detail |
|---|---|
| Target company size | Adjusted from 51–1,000 to 11–200 employees (smaller sales cycle, better fit for Asymmetric's sweet spot) |
| Initial target industries | Manufacturing and Environmental Services — both highly responsive on LinkedIn and aligned with existing case studies |
| Target personas | Owners, founders, CEOs, marketing leaders, business development |
| Outreach channel | LinkedIn via Pema BDRs branded as Asymmetric with client success/strategy titles (not "BDR" or "sales" titles, which yield lower response rates) |
| Warm-up video | Asymmetric will create in-house; Pema to provide script outline and examples from previous clients |
| CRM tooling | GoHighLevel for calendar/booking management; HubSpot integration via webhook |
| Meeting slot format | Six 30-minute slots per day: 2 morning, 2 midday, 2 afternoon |
| Payment model | Asymmetric pays only for attended meetings (no-shows receive a credit) |
| Fathom summaries | Mark will share Fathom meeting summaries with Cindy after each lead call for quality assessment |
Expectations & Benchmarks
Show Rates
- Industry baseline for cold outreach: 60–70% (3–4 out of 10 calls may be no-shows)
- Pema's internal target with manual confirmations: 80–90%
- If a no-show occurs, Mark should notify Pema immediately to maximize rescheduling likelihood
- Pema sales assistant (Janet) will send daily updates on confirmed calls via Slack
Ramp Timeline
- Full volume takes approximately 90 days to reach
- Month 1: Expect only 1–2 bookings (LinkedIn connection requests must be accepted before pitch sequence begins)
- Month 2–3: Increased traction and improved lead quality as feedback loop refines targeting
Lead Quality Feedback Loop
- Quantitative: Pema benchmarks outreach data against comparable clients
- Qualitative: Mark leaves feedback in the lead tracker (Column P — "Communication Notes / Client Notes / Feedback") after each call
- Fathom summaries shared with Pema serve as an additional qualitative signal
Tooling & Integrations
GoHighLevel (PemaCRM)
- Mark will receive an email invite from GoHighLevel ("PemaCRM")
- Must connect Google Calendar and Zoom in the backend
- Calendar availability should be set directly in GoHighLevel — blocks placed on Google Calendar will reflect as "busy" and suppress booking slots
- When a lead books, the event automatically appears on Mark's Google Calendar with a Zoom link
HubSpot Webhook
- Pema's tech team will send a webhook tied to the specific booking link
- Asymmetric handles the HubSpot-side integration using that webhook payload
- Triggers on meeting booking (not on lead interest/conversation stage)
Lead Tracker Sheet
- Shared Google Sheet maintained by Pema
- Tracks: outreach targets, active conversations, booked leads, LinkedIn profiles, conversation history, BDR name, and client feedback
- Mark can review lead context (LinkedIn profile, conversation thread, website) before each call
Action Items
All action items assigned to Mark Hope unless noted.
- [ ] Review and approve outbound messaging from Pema (expected by end of day 2026-04-05 or 2026-04-06)
- [ ] Watch for GoHighLevel ("PemaCRM") email invite → connect Google Calendar and Zoom in backend
- [ ] Create 6× 30-minute availability slots per day in GoHighLevel (2 morning / 2 midday / 2 afternoon)
- [ ] Create company intro/education warm-up video in-house (after receiving script outline and examples from Cindy)
- [ ] Leave post-call feedback in lead tracker Column P after each lead meeting
- [ ] Send Fathom meeting summary link to Cindy after each call with a lead
- [ ] Track sales pipeline metrics (2nd calls booked, proposals sent, deals closed) for reporting to Pema
- [ ] Notify Pema immediately if a no-show occurs so rescheduling can be attempted
Pema action items (for reference):
- Send outbound messaging draft for review/approval
- Send GoHighLevel invite to Mark
- Send HubSpot webhook to Asymmetric tech team
- Send warm-up video script outline and example videos to Mark (Cindy)
- Connect Mark with sales assistant Janet in Slack channel
Transcript Excerpts
On target company size:
"I think our sweet spot is a company with either nobody or two or three people in marketing." — Mark HopeOn BDR title strategy:
"The reason we don't go for business development rep as the title is we generally see that sales or BDR type titles get lower response rates. That's why we keep them more client success strategy focused." — Cindy (Pema)On show rates:
"Typically, healthy show rate for cold outreach is 60% to 70%, meaning 3 to 4 out of 10 calls will be no shows. You all are only paying for meetings that show." — Cindy (Pema)On ramp timeline:
"It does take about 90 days to ramp up to full volume. So please expect as we go to launch, you may only get one to two bookings in that first month." — Cindy (Pema)On Fathom summaries:
"Would you find it useful if we, after a meeting, I send you the Fathom summary?" — Mark Hope
"Yes, that would be excellent. If you send me just that Fathom link, that's excellent." — Cindy (Pema)
Related
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