Coaching for BDRs and SDRs

Book more meetings. Build pipeline. Get promoted.

At Pipeline Dojo, we coach SDRs, BDRs, and the leaders who manage them. Our founder, Stephen Merritt, has built SDR teams at seven startups, and we bring that experience to every session.

Start a conversation See what we work on

For reps

Newer SDRs and BDRs ramping up, reps stuck below quota, and reps ready for AE roles.

Get to a repeatable daily routine instead of reacting to the day.
Fix the specific step where your calls, emails, or sequences lose people.
Learn how to qualify properly, so the meetings you book turn into pipeline.
Build the track record and the story that gets you promoted.

For leaders

Founders and sales leaders standing up or fixing an SDR function.

Design onboarding and a ramp plan new SDRs can follow.
Write the playbook: ICP, messaging, cadences, and qualification.
Set the KPIs and CRM habits that make performance visible.
Coach managers to coach their own reps.

What we work on

The whole pipeline, one stage at a time.

Coaching follows the path a prospect takes, so the work you do in a session shows up in your numbers.

Target

ICP and persona focus, account research, and building lists worth calling.

Accounts worked

Reach out

Cold calling, email, and LinkedIn sequencing that earns a reply.

Connect rate

Converse

Openers, discovery, and handling objections without sounding scripted.

Conversations held

Qualify

MEDDIC and value selling, so an AE gets meetings they can win.

Meetings booked

Build habits

Daily activity, KPI tracking, and clean CRM records you can coach from.

Pipeline created

Ways to work together

Pick the format that fits where you are.

Tell us your role, your numbers, and your goal, and we'll recommend where to start.

One-on-one coaching

Regular sessions built around your calls, emails, and numbers, with a clear goal for each week.

For individual reps

Small-group sessions

Practice with peers: live role-plays, call reviews, and shared lessons in a small cohort.

For reps and teams

Leader advisory

Help with SDR onboarding, playbooks, ramp programs, and coaching your managers.

For founders and sales leaders

How it works

The Dojo Method: diagnose, plan, practice, measure.

Every Pipeline Dojo engagement follows the same four steps, so progress is visible and nothing is left to guesswork.

Diagnose
We review your numbers, listen to real calls, and read your emails to find the stage that's costing you meetings.
Plan
One focused plan with a target, a habit to change, and a metric to watch, tied to your role and quota.
Practice
Role-plays and live rewrites of your openers, sequences, and objection responses until they feel natural.
Measure
We check the scoreboard each week, keep what's working, and adjust the plan.

Faster ramp

Get new reps productive sooner with a clear onboarding path.

Better meetings

Book conversations with the right people, qualified well enough for an AE to win.

Consistent teams

Shared playbooks and KPIs so results don't depend on one star rep.

Track record

Results from teams our founder has built and led.

These come from Stephen's own roles, not from clients of Pipeline Dojo.

7 startups

Built SDR functions at seven venture-backed companies, four of them later acquired by Google Cloud, HPE, Starburst, and Western Digital.

$100M+

Qualified pipeline generated by teams Stephen built and led over his career, with $35M+ in closed revenue.

8 AEs + 4 SDRs

Rebuilt an underperforming team at NICE Actimize, a step up from Manager to Director, and launched the EMEA division and Canadian hiring.

$8M+

Annual pipeline from the SMB SDR team at RollWorks, built on workflows in Salesforce and a structured ramp.

30 reps

Led an SDR organization at RollWorks and built "SDR University," an onboarding and promotion path into AE roles.

Pricing

Choose your path.

Reps pay monthly for steady coaching. Leaders get a scoped plan built around their team.

Single session

Try it once.

$100 / session

60-minute call review and role-play
One written action plan
Credit toward a monthly plan

Book a session

Monthly coaching

Steady habits, visible progress.

$400 / month

4 one-on-one sessions
Call and email review between sessions
Weekly scorecard on your numbers
Role-plays for objections and gatekeepers

Start monthly coaching

Intensive

For reps going for AE.

$700 / month

Everything in Monthly coaching
Chat support between sessions
30/60/90-day promotion plan
Interview and resume prep for AE roles

Apply for Intensive

Founding Member rate: our first five clients get 30% off in exchange for an honest written review. Leader pricing depends on team size and scope; we'll confirm a fixed quote before we start.

About

Meet the founder, Stephen Merritt.

Stephen has spent more than a decade building and leading sales development teams, most of it at early-stage software companies where the SDR function had to be built from nothing.

He has been the first SDR, the first manager, and the director, so he knows the daily grind of a rep's day and what a leader needs to see to help. Former managers have recruited him into three roles, including a promotion to Director.

Pipeline Dojo is how we pass that on: practical coaching tied to your own numbers, from people who have done every level of the job.

Based in: Houston, TX
Background: SDR and sales leadership at startups in cloud, data, and AI
Frameworks: MEDDIC and value selling
Tools: Salesforce, HubSpot, Apollo, Clay, Outreach, Salesloft, Gong

Ready to raise your numbers?

Send us a message with your role, where your numbers are today, and what you want to change. We'll reply with where we'd start.

Message us on LinkedIn