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 books qualified 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
- Qualified-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 an agreed 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 ·
Lead & Pipeline GenerationDo B2B Lead Generation Agencies Really Guarantee Results?
Most B2B lead generation guarantees cover volume, not outcome... a promised number of leads or contacts, not qualified meetings. MQL-to-SQL conversion runs at 10% to 26% by industry (FirstPageSage), so a qualified 100 leads can land as 10 to 20 conversations worth having. Judge any guarantee by the unit it commits to. Sentrama guarantees the other unit: qualified meetings, no retainer, 500+ booked for clients every month.
7 min read ·
Appointment SettingB2B Appointment Setting Bristol: How to Check an Agency Is Actually Here
Sentrama is a B2B appointment setting agency operating from Temple Gate in Bristol, BS1 6QA, trading as Brightside Enterprises Limited (Companies House 12265340, incorporated October 2019). Most pages ranking for 'B2B appointment setting Bristol' are location templates published by agencies based somewhere else, and a two-minute Companies House check tells you which is which. Where the callers sit changes the accent on the phone rather than the outcome. The outcome is decided by data quality, caller seniority, a written definition of a qualified meeting, and who carries the cost when the number is missed.
8 min read ·
SDR & BDRBDR Outsourcing in the UK: What You Are Actually Buying
BDR outsourcing means paying an external team to run outbound prospecting: building and verifying a target list, calling, following up, and booking meetings with qualified buyers. In the UK the BDR and SDR titles are used interchangeably, so the label tells you little... under it you can be sold anything from senior UK phone teams to email-only sequencing. Judge the delivery: connect rate, meeting qualification, visibility of the work, and who carries the risk. Sentrama runs the phone-first version with qualified outcomes and no retainer.
8 min read ·
SDR & BDRBDR vs SDR: What Is the Difference, and Which One Does Your Pipeline Need?
A BDR (business development representative) creates new pipeline through outbound. An SDR (sales development representative) qualifies inbound demand that marketing has already generated. That is the textbook split, and in the UK mid-market it barely survives contact with a real org chart... most teams use the titles interchangeably. What decides whether either role books meetings is the seniority of the person and the quality of the data behind them, and that is the thing to price when you compare hiring against outsourcing.
7 min read ·
Outbound StrategyHow Many Meetings Should an SDR Book per Month?
Most outbound SDRs book five to ten qualified meetings a month. Belkins' dial data (roughly 370 dials per booked meeting), GrowthSpree's six-to-ten benchmark and The Bridge Group's 4.1 quality conversations a day all point at the same band. Sentrama's in-house team books 30+ per rep every month, because a 25%+ engineered connect rate turns more of the same dials into conversations. The maths below shows where the gap comes from.
6 min read ·
SDR & BDRIs the SDR Role Dead? What the 2026 Hiring Data Actually Shows
No, the SDR role is not dead... it is getting older. 36% of B2B companies cut SDR or BDR headcount in 2025, but 44% held flat and 19% grew (Emergence Capital), and average tenure now sits at 1.9 years, the highest since the early 2010s (The Bridge Group). The seat is consolidating around experienced reps who stay longer. Sentrama runs a floor of 40+ sales professionals and is still recruiting. The thing that died was the graduate on a script.
6 min read ·
Lead & Pipeline GenerationHow Long Does It Take for Outsourced SDRs to Start Booking Meetings?
Most outsourced SDR providers take six to eight weeks from signed contract to first booked meetings, and The Bridge Group's 2025 research across 351 B2B companies benchmarks SDR ramp at around three months. Sentrama books first meetings in three to four weeks, because data sourcing and reachability analysis run through its platform before the campaign starts. With mid-market sales cycles at 90 to 180 days, Q4 pipeline is a September decision wearing a December deadline.
8 min read ·
Lead & Pipeline GenerationHow Do You Reach Decision Makers in B2B Outbound?
Reaching decision makers in B2B outbound is a data engineering problem: finding the right names is table stakes, and the campaigns that connect are built on lists scored for who will actually answer the phone. Sentrama engineers reachability this way and runs a 25%+ dial-to-connect rate against a best published benchmark of 10.1% (Salesfinity, 1.3 million dials). Around a quarter of the contacts on a typical list will ever pick up (Belkins, 175,000+ dials); the rest is voicemail.
8 min read ·
Lead & Pipeline GenerationHow Do You Build More B2B Pipeline Without Hiring More Salespeople?
You build more B2B pipeline without hiring by engineering capacity out of the team you already have: fix the data so every dial reaches someone who answers, tighten the strategy, make the technology report the truth, and buy outcomes rather than salaries where a gap remains. Sentrama runs that four-pillar order at a 25%+ dial-to-connect floor, roughly 2.5x the best published benchmark of 10.1% (Salesfinity, 1.3 million dials). With UK vacancies at a twelve-year low (ONS, September 2026), it is about to become most sales leaders' Q1 plan.
8 min read ·
Work with Robbie and the Sentrama team.
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