A first draft of what an outbound sales unit looks like for SmartEvals, built from our conversation with Ronald on October 28. It is for Ronald and your president to read before we talk it through together on Tuesday, November 10.
For Ronald Jennings and the SmartEvals president · November 10, 2026 · First draft for discussion
those first two are probably 90% of where we're targeting
Ronald, October 28The provost or vice president of academic affairs, and the director of institutional research or assessment. Sometimes IT or the registrar.
we still do old-fashioned cold calling
Ronald, October 28Alongside social media outreach, regional and national conferences, and some limited marketing.
These are people that are already in our CRM.
Ronald, on the new call teamTwo to three people calling past demos and past conversations, to show them what has changed in the system.
Course evaluations, learning outcomes and retention feed what a college reports to local, state and federal agencies to keep its accreditation and its place in the federal loan program.
How you test something new
throw it at the wall, see if it sticks
This plan is built so the first replies show early whether it sticks.
Left out on purpose: no website rebuild, no brand campaign, no awareness emails. The goal is leads your team closes now, not a brand three to five years out.
The colleges and universities in your market, with the provost or vice president of academic affairs and the director of institutional research or assessment named at each. Your current customers come off first.
Short, personal messages to those people, in wording you sign off. Email goes from new domains set up for the purpose, never from smartevals.com. A reply that wants to talk goes straight to your team with the full thread.
Ahead of each regional and national conference you attend, the schools in that market hear from you first, with one ask: a meeting at the show.
The call team stays on the warm leads already in your CRM. The outbound unit works the schools that have not heard from you yet, and the two lists are kept apart, so nobody gets two approaches from SmartEvals.
Learn what works for you today and who we are talking to. Build the target lists, set up and warm the new email boxes, and set up the platform.
The campaigns go live. We watch how each one performs, keep what works and change what does not, and show you the replies as they land.
We train someone at SmartEvals, Ronald or whoever you choose, to run the platform. Then the platform, the vendors and the data move to SmartEvals.
One team runs every piece, so SmartEvals never manages a set of vendors. Unlike a monthly lead service that stops when the contract ends, what is built here stays with you.
| What | From | What it does |
|---|---|---|
| Your current customer list | Ronald | Every current customer comes off the lists first |
| The warm leads your call team works | Ronald | Keeps the two efforts apart, so no school hears from you twice |
| The conferences you attend, with dates | Ronald | Sets when each pre-show campaign goes out |
| LinkedIn profiles connected | Ronald, and anyone else who agrees | LinkedIn starts before email |
| One sign-off on the wording | Ronald, or whoever you name | Nothing goes out in the SmartEvals name until you approve it |
| Who takes a reply that wants a demo | Ronald | Every warm reply reaches the right person the same day |
This is a first draft. It changes with what you and your president tell us on November 10.
| # | On the call |
|---|---|
| 1 | What fits and what does not, slide by slide |
| 2 | The three questions on how a new school comes in today |
| 3 | The investment, talked through live |
| 4 | Whether it makes sense to go ahead, and when |
Dan Reeves, our founder, and Paul Smaldone join Ronald. Your president is welcome on the call too: send Paul his email and the invite goes to him.
Reply to the email this came with, or write to dan@enquirerconsulting.com.