When Charlotte joined Pennylane as BDR Team Lead, she inherited a blank slate.

No well-structured outbound process, a prospecting motion held together by manual effort, door-to-door visits, and an external agency that was generating leads but not much else.

The team was arriving in September. The foundation had to be ready. That's when they started looking at lemlist.

Outreach and Salesloft were already in the building. Neither made the cut.

❌ The UX felt dated,
❌ Salesforce sync was a constant headache,
❌ And for a team running heavy automation through N8N, the API docs were more of an obstacle than an asset.

Building a new sequence felt like a chore. So naturally, nobody did it.

Then Charlotte got hands-on with lemlist.

She tested it solo, built sequences from scratch, and had direct access to the lemlist team throughout the POC.

The difference was immediate.

The National Congress of Chartered Accountants is Pennylane’s single biggest lead moment of the year. It’s where nearly half of the team’s leads in this segment originate, making it a critical moment for pipeline generation.

Each Account Executive needed to book between 6 and 9 meetings ahead of the conference.

But there was a problem.

Each AE manages portfolios of 200–300 accounts, and reaching out manually to that many contacts before a major event simply isn’t realistic.

That’s where the team rethought their entire preparation process.

Instead of relying on manual outreach, the Growth Ops team prepared everything in advance:

Once everything was ready, AEs didn’t need to build campaigns themselves.

They simply selected the right accounts from Salesforce, slightly customized the messaging when needed, and launched the sequences.

The key enabler was the lemlist Chrome extension.

From Salesforce, AEs could enroll hundreds of contacts into sequences in just a few clicks, without leaving their workflow or juggling multiple tools.

In practice, that meant:

→ Ops handled the structure,
→ AEs stayed focused on selling,
→ and outreach could scale instantly.

Instead of hitting the initial target of 6 to 9 meetings, some AEs ended up with 15 meetings booked before the event even started.

The conclusion was simple:

lemlist had proven itself in the most important prospecting moment of their year.

After that POC, adopting the platform across the team was a no-brainer.

Pennylane doesn't run one playbook. They run four, all inside lemlist.

From high-volume SMB outreach to qualitative BDR sequences, post-event follow-ups, and door-to-door warm-up campaigns.

And because building sequences actually feels good, the team builds new ones instead of recycling old ones.

On LinkedIn, the team is already using voice notes and videos.

They're testing video attachments in messages next.

WhatsApp is on the roadmap for its freelancer and SMB segment.

All in all, the stack keeps expanding because the foundation is solid.

That's what a structured outbound motion looks like when the tooling actually works.

In the second half of 2025, Pennylane's BDR team, just 3 ICs, booked 190 appointments.

❌ Not with a bigger team, not with more budget
✅ With better process and the right platform

They're not slowing down.

Next on the list:

→ WhatsApp steps for freelancers and small businesses,
→ LinkedIn video attachments rolled out across sequences,
→ and more AI-powered automation across every channel.

Try lemlist to build multi-channel sequences, automate follow-ups, and give your sales team a workflow they actually enjoy using.

👉 Start your 14-day free trial