Building a scalable sales process in an industrial environment

PSH sells wooden pallets and logistics solutions to manufacturing companies and logistics providers, primarily in Germany. The main contacts on the sales side are typically procurement managers within industrial companies, and in some cases logistics or operations managers. While the target groups were clearly defined, new customer acquisition was for a long time driven mainly by existing contacts, referrals, and manual research. This approach worked in day-to-day business but was only scalable to a limited extent.

Potential customers were usually identified manually. Sales representatives researched companies via Google, assessed their general fit, and then tried to identify the relevant contacts.

Especially in larger organizations, identifying the right decision-makers often proved challenging. Initial contact frequently went through central phone numbers or general contacts before reaching the responsible buyer. Finding direct contact details also required additional time.

Overall, the process involved a relatively high level of manual effort and offered limited opportunities for systematic scaling.

PSH was therefore looking for a solution that would make the identification of relevant companies and contacts more efficient, while also enabling a structured approach to reaching out to new prospects—ideally without adding complexity to their existing system landscape. Initially, the focus was primarily on a database solution for lead research.

Since July 2025, PSH has been actively using Venta AI in its sales operations, establishing a structured outbound process for the first time. Following a joint onboarding, target industries were defined, Ideal Customer Profiles (ICPs) were set up, and specific decision-maker roles—particularly procurement managers as well as logistics and operations managers—were systematically addressed. The goal was to identify potential customers more precisely and structure outreach based on clearly defined criteria.

On this basis, PSH has launched 20 campaigns so far, each targeting clearly segmented audiences. Relevant companies are identified through Venta AI, suitable contacts within those organizations are enriched, and then approached via structured campaigns. For outreach, PSH uses a centrally configured sales mailbox, from which emails are sent with defined daily limits to ensure stable deliverability.

The introduction of a structured outbound process quickly led to measurable results at PSH. In particular, targeting the right decision-makers resulted in a consistent level of engagement. Across all campaigns, the average reply rate was around 7%, with some campaigns performing significantly better and reaching response rates of up to 31%. This demonstrates that the combination of precise targeting and direct outreach to relevant contacts is highly effective.

PSH especially values the ability to run outreach in a structured and repeatable way. Multi-step campaigns with scheduled follow-ups can be managed centrally, allowing potential customers to be re-engaged at a later stage without creating additional manual workload for the sales team. This ensures a consistent and predictable process.

Beyond direct response rates, PSH measures the success of Venta AI based on several factors: time savings in sales, the number of new business opportunities generated, and the resulting revenue potential. In particular, the significantly faster identification of the right contacts enables the sales team to spend more time on conversations, proposals, and existing customers.

Overall, the newly established outbound process not only delivers stable response rates but also helps optimize sales capacity and systematically unlock new market potential.