Inside the Inbound-to-Outbound Transformation at ChurnZero

ChurnZero turned an inbound-heavy team into an outbound machine.Sarah Kiley, Chief Sales Officer at ChurnZero, joins Todd Busler to share how she transformed a historically inbound-heavy sales team into a consistent outbound pipeline engine. With years of experience in government, nonprofit, and EdTech sales, Sarah brings a unique perspective on operational excellence, team culture, and process-driven growth. Sarah shares how she restructured outbound from the ground up, using a process-first approach. She also explains why every rep at ChurnZero now builds their own "sales math" and how personal goals keep their team motivated. In this episode, you’ll learn:How to transition from inbound to outbound without breaking what worksThe role of sales math and personal goals in performanceWhy outbound fails without clarity in process and ownershipThings to listen for: (00:00) Introduction(01:37) Applying for a role that Sarah had to have(03:36) Unlocking customer insights without a CSM team(05:30) The pivot from inbound to outbound(08:09) Culture and clarity during transformation(10:10) Building process without killing culture(12:56) A broken prospecting loop and how to fix it(14:03) Sales math, quotas, and personal goals(17:53) Learning from SDR wins and feedback(23:36) Segmenting reps by market for scale(27:44) How CS teams drive real pipeline(32:51) Missteps slowing down B2B sales orgsBonus for podcast listeners:Champify turns your company’s existing relationships into net-new pipeline—former customers at new jobs, closed-lost deals ready to re-engage, and warm intros that get missed.We’re helping teams like S&P Global generate 20% of their pipeline this way. No complex setup. Just results.Email [email protected] and mention this podcast. We'll run a data test + closed-lost audit to show what you’re sitting on.

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