Hannah Simons
1 min read
Evolve Scale SDR Performance Without Increasing Leadership Overhead
Explore how Furza supported Evolve in building a high-performing SDR function, delivering consistent pipeline growth while freeing up senior leadership to focus on strategic priorities.
"With SMaaS, I got productivity immediately. It reduces people risk at a critical growth stage, protects margin while still driving perfromance and pipeline, and gives me access to accumulated learning, not guesswork. I saved up to 5 hours a week, enabling me to focus my time on acitivites that drive real business impact."
Neil Muttock, Commercial Director
The Challenge
As a global managed service provider supporting multi-site brands across more than 12 countries, Evolve has built its reputation on delivering reliable, always-on connectivity across retail, hospitality and forecourt environments.
Following a period of sustained growth, Evolve partnered with Furza to successfully build out their first junior sales development team, establishing a new outbound function to support pipeline generation.
However, as the team began to scale, so did the demands of managing it.
Senior leadership became increasingly involved in the day-to-day development of SDRs, from coaching and call reviews through to performance management. While necessary, this began to divert time and attention away from higher-value strategic priorities.
At the same time, hiring an in-house SDR Manager presented both financial and operational risk. The process of recruitment, onboarding and ramping to effectiveness would take time, with no guarantee of immediate impact.
Evolve needed a way to continue developing their SDR function, maintain performance momentum, and introduce structure, without adding further pressure to the leadership team.
The Solution
To address this, Furza introduced SDR Manager as a Service (SMaaS), a fully managed solution designed to embed structure, accountability and continuous development into outbound teams.
Rather than relying on internal resource, Evolve’s SDR team was supported by an experienced sales enablement coach, who worked closely with each individual to understand their strengths, identify development areas, and create a clear path for improvement.
The programme introduced a consistent operating rhythm, combining structured planning, coaching and hands-on support. This ensured SDRs were not only clear on expectations, but also continuously developing the skills required to perform at a high level.
At the same time, Evolve and Furza worked closely together through regular shared updates, ensuring Evolve's leadership team maintained full visibility of team performance and development, with day-to-day activity managed collaboratively.
Key Features of SMaaS
A core strength of SMaaS lies in the balance between structure and flexibility, allowing SDRs to develop quickly while maintaining consistency in output.
Key elements of the programme include:
Dedicated coaching support: Each SDR received tailored guidance aligned to their individual development areas, ensuring focused and relevant progression.
Weekly planning and performance cadence: Regular team sessions created accountability, clarity of priorities and alignment across the function.
Interactive workshops: Ongoing training reinforced core outbound skills, from messaging and positioning through to objection handling.
One-to-one development sessions: Individual coaching provided the space to address specific challenges and build confidence over time.
Live call coaching and feedback: Real-time support enabled immediate improvements in call quality, directly impacting conversion rates and meetings booked.
Leadership visibility and reporting: Clear, consistent updates ensured Evolve’s leadership team remained informed on performance, progress and areas for improvement.
The Result
With a structured framework in place and continuous coaching embedded into their day-to-day activity, Evolve’s SDR team quickly began to show measurable improvements.
Performance became more consistent, confidence increased across the team, and overall output rose significantly. SDRs went on to achieve double their initial targets, contributing to a stronger and more reliable pipeline.
Just as importantly, the operational burden on senior leadership was reduced. By removing the need for hands-on management, Evolve were able to reclaim valuable time, up to five hours per week, and refocus their efforts on strategic growth initiatives.
With these foundations now firmly established, Evolve is well positioned to continue scaling its outbound function, supported by a model that delivers both performance and sustainability without increasing internal complexity.
Rather than relying on internal resource, Evolve’s SDR team was supported by an experienced sales enablement coach, who worked closely with each individual to understand their strengths, identify development areas, and create a clear path for improvement.
"Furza was and continues to be an amazing experience. From the training in the academy all the way through to the support that we have continued to receive post academy. Furza has set me up to be the best I can be in my role, and anybody would be lucky to have the support that they continue to provide."
Tanatswa Makoni, Sales Development Executive
"It has been a great experience with both Furza and Thomas, the training and insights have proven more than valuable in my journey here at Evolve. They have also played a big part in instilling confidence into me, proving there are no silly questions and staying curious is so important as an SDR. You can never learn too much.
The training programme has been top tier, I cannot speak highly enough of it, but the people at Furza create that environment. They have been so easy to work with, it has been a great experience. "
Ewan Topping, Sales Development Executive
Ready to scale your SDR team and drive consistent pipeline growth? Get in touch with Furza to find out how SDR Manager Service can help.
