Archiving service Mirrorweb provides peace of mind to organizations in regulated industries through the proper recording of electronic communications within a reliable, robust, and cost-effective platform. Harriet Christie, Operations Director at Mirrorweb, manages the company’s sales and marketing, customer success, and finance functions.
“As a business, we are website, social media communications, and email archivists,” she describes. “We were born out of a digital preservation project for the National Archives in the UK back in 2017, and then started getting demand from the financial services vertical, which have strict compliance requirements in order to meet record-keeping regulations.”
Interest from other highly regulated sectors – including legal, brand, pharmaceutical, health care, education and more – quickly followed, requiring Mirrorweb to expand to meet increased demand. “Back in July 2021, we decided that we needed to scale our team,” explains Christie. “We were getting much more traction in the U.S., and we needed an outbound SDR team to support that demand. We took our last round investment from our investors in June and proceeded to onboard 10 SDRs.”
As Mirrorweb’s headcount grew, the team recognized the potential value of strategic partnerships. “We needed some help,” Christie states. “We are a small, but mighty team – but we’re an inexperienced team. We knew a lot about our products, and we can sell our products all day long. That being said, we didn’t know much about how to train and onboard a very inexperienced team. That’s why we looked to external providers like Cosmic Growth.”
At first, Christie notes, “We didn’t actually know something like Cosmic Growth existed.” However, as she and her team learned more about the different types of partners that could support their sales team’s growth, a new concern arose. “We were worried that, if Cosmic Growth or any other provider didn’t know our product, how could they train and coach the newest members of the team? Our biggest fear was that, if they didn’t get it, our new hires wouldn’t get it.”
Ultimately, conversations with Cosmic Growth’s B2B sales experts gave Christie the confidence needed to engage Cosmic Growth for ongoing training, which it offered in combination with internal training and more intense, full-day sessions. A sales playbook, cadences, and call talk-track were also developed alongside the training work.
According to Christie, “The results were overwhelming. The onboarding process was two weeks, but we actually got the SDRs on the phone on day five – and they just started delivering. The script was well carved-out, and the objection-handling was picked up very easily.”
As a result, she states, “We started seeing demonstrations right away. We hit over 100 demos in that first month, and the SDRs’ target was zero. We weren’t expecting a single demo to come through, but since then, we’ve delivered just short of 600 demos in a four-and-a-half month period.”
In part, Christie attributes Mirrorweb’s successes to the warm email nurture campaigns delivered by Cosmic Growth. “Cosmic Growth wrote out the cadence for us, and we didn’t have to touch it,” she explains. “Our strategy had been purely outbound. Now, before any call, all of our contacts have received an email from our cadence, so they’re familiar with Mirrorweb. There’s more work for us to do on the email piece, but we’re reaching a lot more people and getting our message out there.”
Reflecting on the role sales training played in the success of Mirrorweb’s new SDRs, Christie notes that offering Cosmic Growth’s training made it clear that the company had “really thought about new hires’ experience.”
“It was great to have different touch points with Cosmic Growth in the diary,” she continues. “To have injections from Cosmic Growth throughout that process to make sure the SDRs were actually following the script and the process – which maybe would have slipped through the net because there weren’t enough of us – was really valuable.” Cosmic Growth’s involvement also freed up Christie’s time, enabling her to focus on higher priority work. “Having that regular coaching was a huge weight off my mind,” she states. “Certainly, I’m conscious that Jack, who was the team leader, was stretched really thin. Trying to protect him, but also make sure our sales team performed was quite a juggling act. Cosmic Growth certainly helps manage that a lot more.”
Overall, the success of Mirrorweb’s SDR team expansion comes down to several different factors. As Christie explains, “We had invested a lot of money in our tech stack, so we had the data, the tech stack, the script, the objection handling, and then Cosmic Growth and our onboarding process and training as a package. It just worked. It was a magic formula.”
Cosmic Growth is a B2B sales training consultancy that enables companies to increase the number of outbound sales meetings they book through custom sales playbooks, sales cadence development, and sales coaching.
Including templates for ideal customer profiles, buyer persona goals and challenges, probing questions, outreach guidelines, customer stories and objections
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