Robbie McGregor.
Co-Founder at Sentrama
18 years in B2B sales, seven building outbound SDR teams
Robbie McGregor is Co-Founder at Sentrama, the UK B2B outbound agency that guarantees sales meetings with no retainer. He has spent 18 years in B2B sales and the last seven building outbound SDR teams, and still sells in the business every week.
Areas of expertise
- B2B outbound sales
- Sales development (SDR/BDR)
- Appointment setting
- B2B lead generation
- Guaranteed-outcomes, no-retainer pricing
- Cold calling and telemarketing
- Building and managing outbound sales teams
Latest from Robbie.
Why Outbound Fails: The 4 Pillars Most Agencies Ignore
Outbound does not fail because of the phone. It fails because of the four pillars no agency will admit exist.
4 min read ·
Choosing an AgencyHow to Choose a B2B Outbound Agency: What to Look For Before You Sign
To choose a B2B outbound agency, judge one thing first: does it get paid for activity or for outcomes. A good one defines a qualified meeting in writing, shows you every call, and carries the downside if it misses.
9 min read ·
Telemarketing & Cold CallingThe Top 50 Terms in B2B Outbound and Cold Calling
A plain-English glossary of the 50 terms that matter most in B2B outbound and cold calling, from ICP and dial-to-connect to CPM and ACV. What each means, and why it matters.
10 min read ·
Outbound StrategyThe Authenticity Gap: Why AI-Generated Outbound Breaks B2B Trust
The authenticity gap is the distance between what AI-generated outbound can produce and what B2B buyers will actually trust. Buyers detect AI outreach in seconds, then quietly stop replying.
7 min read ·
Telemarketing & Cold CallingWhy Has Your B2B Telemarketing Stopped Working?
B2B telemarketing usually stops working for two reasons, and neither is the market. The data underneath the calling has decayed, or the pitch has been repeated to the same audience until it stopped landing. Usually both. At Sentrama we diagnose this pattern most weeks.
7 min read ·
Telemarketing & Cold CallingHow Many Dials Does It Take to Book a B2B Meeting? The 2026 Benchmark Says 382
Salesfinity's July 2026 benchmark of 1.3 million logged calls puts the blended answer at 382 dials per booked meeting. Sentrama's floor maths, at a 25%+ engineered connect rate, works out at roughly 80. The gap between those two numbers is the whole story of what is wrong with volume-first outbound.
7 min read ·
SDR & BDRHow Much Does an Outsourced SDR Team Cost in the UK?
A full-time in-house SDR costs £45,000 to £55,000 in year one once salary, employer National Insurance, pension, tools, data and recruitment are counted, and takes around three months to ramp. Outsourced SDR pricing runs on three models: monthly fee, pay-per-meeting and outcome-based contracts. The number that settles the decision is cost per qualified meeting, not cost per head.
7 min read ·
Appointment SettingB2B Appointment Setting Agency UK: What It Costs and What SaaS Teams Should Check First
A B2B appointment setting agency in the UK typically prices on the same three models as outsourced SDR work: a monthly fee (£5,000 to £11,000), pay-per-meeting, or outcome-based with a guaranteed number. For B2B SaaS specifically, the check that matters most is whether the agency qualifies against your ICP and buying stage, not just seniority in a prospect's calendar, because 73% of buyers actively avoid vendors whose outreach is irrelevant to where they are in the buying process.
6 min read ·
Appointment SettingHow to Choose an Appointment Setting Agency for B2B SaaS
A B2B SaaS appointment setting agency has to do a harder job than generic outbound: Gartner finds the average buying group now spans 5 to 16 people across up to four functions, and 74% of those groups show unhealthy conflict before they decide. Judge an agency on how it handles that complexity (data, seniority, qualification standard), not on dial volume or day-rate.
6 min read ·
Lead & Pipeline GenerationWhy Is Your Cold Email Suddenly Not Landing in 2026?
Cold email results are falling in 2026 because the inbox providers changed the rules: Google and Yahoo brought in mandatory authentication and complaint thresholds for volume senders in February 2024, Microsoft followed for Outlook in May 2025, and enforcement has tightened through 2026. Reply rates on volume cold email average 0.45% (Belkins, 7.5 million sends). Sentrama's answer is to move the volume budget to the phone, where one dial in four connects to a human.
6 min read ·
Appointment SettingIs the B2B Summer Slowdown Real? What July and August Do to Your Pipeline
Partly real, mostly self-inflicted. Out-of-office replies rise from a 2.7% annual median to around 3.0% across June to August (ZoomInfo), while most teams cut activity far more than availability falls. With mid-market sales cycles at three to six months, August meetings become Q4 closes. Sentrama treats the summer as a discount window: one dial in four connects, and 400+ qualified meetings a month keep landing through the season.
7 min read ·
Work with Robbie and the Sentrama team.
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