Webinar: 5 Questions PE-Backed Firms Should Ask Before Building an SDR Team by OrbitalX Webinars

| Eastern Time (US & Canada) (GMT -4:00)

About This Webinar

Most PE-backed companies launch SDRs the moment funding lands, and many regret it within months.

Not because outbound doesn't work, but because the foundations had never been operationalized. The ICP existed in founders' heads and in senior reps' instincts, but never in a playbook an SDR could work from. Messaging hadn't been pressure-tested. Marketing wasn't providing enough air cover. So reps were working a market so cold that nothing was converting.

For the CRO standing it up, that's months of burned runway and a function that quietly underperforms while the PE operating partner wonders why the model isn't working.

In memoryBlue's work with PE-backed CROs, the pattern is consistent: the ones who win wait until ICP and messaging hit roughly 80% confidence before hiring a single SDR.

In this webinar, you'll get the five questions that separate SDR functions that compound pipeline from the ones quietly draining runway, covering ICP readiness, message confidence, marketing air cover, ramp economics, and the hire-or-wait call.

Built for PE Operating Partners and portfolio GTM leaders, standing up an SDR function or fixing one that isn't paying back.

Agenda

When is the right time to launch?
What needs to be in place before day one?
How many SDRs do you start with — and who manages them?
Where do SDRs actually report — sales or marketing?
Outsourcing or Building in-house?

Jane Serra

CMO - memoryBlue

Jane Serra is the Global Head of Marketing at memoryBlue, where she leads the company’s global marketing strategy, including brand, demand generation, product marketing, ABX, customer and community Marketing as well as RevOps.

With more than 17 years of experience driving growth for B2B technology and services organizations, Jane has built and scaled marketing functions across venture-backed startups, private equity-owned businesses, and high-growth scaleups. Throughout her career, she has helped organizations accelerate revenue growth through a combination of strategic positioning, demand generation, brand development, and go-to-market execution.

Known for her people-first leadership style, Jane specializes in building high-performing teams, developing scalable marketing programs, and helping organizations strengthen their market position in competitive industries.

Jane is also the creator and host of the Women in B2B Marketing podcast, a growing community dedicated to elevating women in marketing through thought leadership, mentorship, and professional development.

Simon Sharp

CEO - Verto

Simon Sharp is the Chief Executive Officer of Verto, where he is leading the company through its next stage of growth as the UK public sector's leading Portfolio, Programme and Project Management (P3M) platform.

With 20 years of experience building and scaling go-to-market teams and motions for venture capital and private equity-backed SaaS scale-ups, Simon has taken companies from £0 to £100M in ARR, predominantly within the disruptive SaaS and cybersecurity markets. Throughout his career, he has consistently delivered Net Revenue Retention rates exceeding 120%, driving sustainable, profitable growth through customer-centric go-to-market execution and disciplined RevOps.

Since taking the helm at Verto, Simon has overseen a period of rapid transformation for the business: including the rollout of new AI-powered capabilities and an expanded footprint across UK central and local

Kimberley Kasper

CMO & Growth Partner for PE-backed firms

Kimberley Kasper is the founder of K2 Marketing Strategy, where she works as a fractional CMO and growth partner for private equity-backed and high-growth B2B companies building marketing functions that drive sustainable growth.

With more than 20 years of B2B marketing leadership experience across companies including Salesforce, WebEx (Cisco), Taleo, and Jobvite, Kimberley has built and scaled marketing organizations for some of the industry's most respected software brands. She served as Chief Marketing Officer, and later Chief Growth Officer, at Strattam Capital, a private equity firm, where she partnered directly with portfolio company leadership teams on go-to-market strategy and marketing operations.

Known for helping CMOs and boards translate marketing performance into the language investors trust, Kimberley specializes in pipeline quality metrics, GTM strategy, and building marketing functions built to hold up under PE-level scrutiny.