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Hey there Croners!
Welcome back to The Prospecting Masterclass, a series by Crono where we sit down with the sales leaders, BDR managers and revenue practitioners actually running the plays, to extract the mindsets, methods and metrics shaping modern B2B prospecting. We bring you insights and tips from the brightest minds in sales.
There’s no doubt that outbound sales has changed dramatically over the last few years. AI can now generate emails in seconds, automate workflows, and scale outreach faster than ever before. But while technology keeps evolving, one challenge remains the same: getting buyers to actually care.
In a market flooded with generic sequences and copy-paste messaging, the teams creating real pipeline are the ones capable of combining smart systems with authentic communication. Modern prospecting is no longer just about activity, it’s about relevance, adaptability, and understanding how different buyers want to engage.
For this new edition of The Prospecting Masterclass, we spoke with Clara Sousa, global BDR leader at Odilo with extensive experience managing and scaling sales development teams across both LATAM and EMEA markets.
Having started her own career on the front lines as a BDR, Clara brings a unique perspective on how the role is evolving.
During our conversation, Clara shares why pipeline generation should matter more than raw activity, how modern BDRs can use AI without sounding robotic, and why emotional intelligence is becoming one of the most underrated skills in outbound sales.
From personalization strategies to the future of AI-powered prospecting, this interview is packed with practical insights for every SaaS team looking to build a more effective and more human, outbound motion.
Clara, can you tell us a bit about your professional journey and what led you to your current role as BDR Manager?
I actually started my career as a BDR myself, working in both the Brazilian and EMEA markets.
That experience gave me a solid understanding of the challenges and opportunities on the front lines of business development.
From there, I had the opportunity to start leading teams in EMEA, focusing on driving measurable results through metrics, KPIs, and process improvements.
Today, I’m leading BDR teams on a global scale, working across both LATAM and EMEA markets.
I really enjoy combining my firsthand sales experience with strategic leadership, helping teams grow, adapt, and consistently achieve their targets across diverse markets.
What Metrics Should a BDR Team Track in 2026?
In my experience, there are three key metrics every BDR team should track in today’s B2B SaaS environment:
1. Pipeline generation:
What really matters is how many qualified opportunities a BDR brings in. It’s not about staying busy, it’s about creating real, sales-ready pipeline that fits your ICP and has a genuine chance to close.
2. Conversion rates:
You need visibility into each step of the process: cold outreach to booked meeting, meeting to SQL, and beyond. When you track conversions stage by stage, it becomes much easier to spot where things are breaking down and adjust messaging or targeting accordingly.
3. Activity ( with context):
Calls, emails, and touchpoints matter, but they need to be viewed in context. For instance, tracking activity per closed opportunity or per pipeline contribution ensures the team focuses on high-impact actions rather than just volume.
Ultimately, I believe the most effective BDR teams balance activity with quality and always connect their metrics back to revenue impact. Metrics should guide coaching, not just report performance.
What emerging skills do you think BDRs should be developing to stay relevant?
I honestly think the BDR role has completely shifted.
You can’t just be a volume player anymore.
To really win, you need to be comfortable digging into the data to find the right angles and mastering the tech stack so you aren’t wasting time on admin.
Use AI and automation to speed up your workflow, but never let it make you sound robotic.
Most importantly, you have to be able to tell a story. Buyers want to talk to a human who understands their pain, not a bot reading a script.
The reps who can combine that ‘sales IQ’ with tech savvy are the ones who are going to win.
How do you train your team to sound human and authentic in a world full of automated messages?
In today’s world, where buyers are flooded with automated messages and AI, sounding human is critical.
I train my team to deeply understand the buyer and always put ourselves in the ICP’s shoes.
I think it’s very important to deeply understand the buyer, use a natural, conversational tone, and iterate constantly through feedback.
We also adapt by market and individual strengths, for example, in LATAM, where culturally communication is more informal, we use lighter, empathetic approaches with videos or WhatsApp messages, while in more rigid markets we take a direct, social-proof-driven style.
Ultimately, authenticity comes from preparation and empathy.
Not sure where to start?
Let's talk.
Schedule a session with one of our specialists and get our exclusive Sales Playbook 2026 for free.
BANT, SPICED & MEDDPICC frameworks
30+ ready-to-use sales templates
2026 outbound & pipeline benchmarks
Don’t sell the product. Sell the change the product makes possible.
This playbook is step one.
Finally, if you were to design the prospecting playbook of the future, what would be its three core principles?
If I were to design the prospecting playbook of the future, I would focus on three core principles:
Blend AI with Human Skills
Use AI to automate repetitive tasks like building prospect lists or analyzing data, but rely on human creativity, judgment, and personalization to craft messages that truly resonate.
Experiment and multi-channel engagement
Encourage BDRs to continuously experiment with different outreach strategies, think creatively, and leverage multiple channels, including email, calls, video, and webinars, to identify what resonates most with each audience.
Emotional and Relevant Personalization
Always put yourself in the prospect’s shoes. Understand their context, challenges, and time constraints, and create messages that are meaningful, human, and memorable. Personal branding, like a strong LinkedIn presence, also helps build trust.
Ultimately, the playbook balances technology, creativity, and empathy to generate high-quality, scalable results while keeping the human connection at the center.
Key Takeaways: What Clara Sousa Taught Us About Building BDR Teams That Break Records
- Pipeline quality beats activity volume. The best BDR teams don’t chase call counts — they track qualified opportunities, stage-by-stage conversion rates, and activity tied to revenue impact.
- AI is a tool, not a voice. Use automation to build lists and analyze data, but never let it replace the human judgment and creativity that make outreach actually land.
- Authenticity is a trainable skill. Sounding human comes from preparation and empathy — understanding your ICP deeply enough to write like a person, not a sequence.
- Channel and tone vary by market. In LATAM, lighter and more informal (video, WhatsApp). In more rigid markets, direct and social-proof-driven. One size does not fit all in global prospecting.
- The future playbook has three pillars: blend AI with human skills, experiment across multiple channels, and personalize with emotional relevance — not just job title and company name.
- Emotional intelligence is the underrated edge. As AI commoditizes outreach, the BDRs who win will be the ones who can read a situation, adapt fast, and make a buyer feel genuinely understood.
Not sure where to start?
Let's talk.
Schedule a session with one of our specialists and get our exclusive Sales Playbook 2026 for free.
BANT, SPICED & MEDDPICC frameworks
30+ ready-to-use sales templates
2026 outbound & pipeline benchmarks
Don’t sell the product. Sell the change the product makes possible.
This playbook is step one.
