Inside the Inbound-to-Outbound Transformation at ChurnZero

Cracking Outbound

ChurnZero turned an inbound-heavy team into an outbound machine.

Sarah Kiley, Chief Sales Officer at ChurnZero, joins Todd Busler to share how she transformed a historically inbound-heavy sales team into a consistent outbound pipeline engine. With years of experience in government, nonprofit, and EdTech sales, Sarah brings a unique perspective on operational excellence, team culture, and process-driven growth.

Sarah shares how she restructured outbound from the ground up, using a process-first approach. She also explains why every rep at ChurnZero now builds their own "sales math" and how personal goals keep their team motivated.

In this episode, you’ll learn:

• How to transition from inbound to outbound without breaking what works
• The role of sales math and personal goals in performance
• Why outbound fails without clarity in process and ownership

Things to listen for:

(00:00) Introduction

(01:37) Applying for a role that Sarah had to have

(03:36) Unlocking customer insights without a CSM team

(05:30) The pivot from inbound to outbound

(08:09) Culture and clarity during transformation

(10:10) Building process without killing culture

(12:56) A broken prospecting loop and how to fix it

(14:03) Sales math, quotas, and personal goals

(17:53) Learning from SDR wins and feedback

(23:36) Segmenting reps by market for scale

(27:44) How CS teams drive real pipeline

(32:51) Missteps slowing down B2B sales orgs

Bonus for podcast listeners:

Champify turns your company’s existing relationships into net-new pipeline—former customers at new jobs, closed-lost deals ready to re-engage, and warm intros that get missed.

We’re helping teams like S&P Global generate 20% of their pipeline this way. No complex setup. Just results.

Email [email protected] and mention this podcast. We'll run a data test + closed-lost audit to show what you’re sitting on.