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
| 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 |
All action items assigned to Mark Hope unless noted.
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
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)