OUTBOUND CALL CAMPAIGNS · POWERED BY CDM
In Diary.
Warming up cold prospects and stale leads, so your sales team can sell.
A business development operation built for event organisers with prospect lists that need warming. We blend calls, voicemails, emails and LinkedIn outreach to turn cold contacts into qualified meetings, and we put them straight into your team’s diaries.
WHAT WE DO
Lead generation, run as a craft.
In Diary is a senior telesales operation. We're paid to do the work most B2B sales teams want done but can't get to: working a list of cold prospects or stale leads, warming them through structured outreach, and booking the genuinely qualified meetings into your team's diary.
The proposition is straightforward — your sales team should be selling to warm prospects, not chasing cold ones. We do the warming. They take the meetings. The sales admin burden goes away, the pipeline widens, and the conversations your team has on their calls are with people who already know who you are and why they're talking.
It's event-led, because that's the heritage. But the work travels — anywhere a B2B brand has a list of cold contacts and a sales team that needs them warmed before the conversation, In Diary is the right fit.
HOW WE WORK
The week-by-week shape of an In Diary engagement.
From contract sign to first booked meeting - here's what you can expect.
WEEK 01
The kick-off pack.
A campaign manager leads the kick-off, supported by Nicky, our business development manager who comes with twenty-five years of telesales experience. We work with you to build the kick-off pack: the named target accounts, the role-level criteria, the success measures, the operational logistics. Setup typically takes a single week from contract signing if the data and information arrive promptly.
WEEK 01
Prospect data, shaped together.
We work with your data, we don't sell our own. What we do is help you shape it into the most impactful list possible. Top 100 cold accounts. Top 250 lapsed sponsors. Top 100 firms in a specific country. Stale leads from the last two years. The shape comes from your objective. If your data is thin or messy, we'll flag it honestly — and we can refer you to Sprint, our sister brand, for a proper data audit and acquisition strategy.
WEEK 01-02
The boilerplate.
The boilerplate is the document that lets our team represent you confidently. Organisation structure. Product offerings. Value propositions. Common questions and answers. Objection handling. We start it; you complete it; we sign it off together. It's the single most important document in the engagement, because it's what turns our reps from external callers into people who genuinely sound like part of your team.
WEEK 02
Briefing and Q&A.
Before the first call goes out, our reps go through a structured briefing. Live walkthrough of the boilerplate. Detailed Q&A. Practice runs. Every rep has to be comfortable speaking to your most senior prospects in your brand voice before activation — no exceptions.
WEEK 02+
Activation.
Calls are the primary touchpoint, supported by voicemails, emails, and LinkedIn outreach. A typical sequence runs call → voicemail → email → call → LinkedIn. Our reps work approximately 70 contacts per day each. We can call from any country code in any timezone, using technology that places us wherever you need us geographically.
THROUGHOUT
Reporting and handover.
Weekly written reports covering activities, response rates, meetings booked, and CRM accuracy. Monthly review. When a meeting is booked, we send a calendar invite directly into your sales rep's calendar with full context from our warming calls. If we have access to your CRM, we'll create the deal record against the contact too. Email handover with the prospect copied. From there your team takes the call. We follow up afterwards to learn what worked.
Every In Diary engagement is overseen by a small senior team and delivered by dedicated reps trained specifically on each client's boilerplate.
We deliberately keep capacity tight, no more than ten active engagements at any one time, so that the leadership oversight on every account is real, not nominal.
We work with a dedicated team of event-sales-specialist reps. Industry-agnostic, the boilerplate is what carries industry context, meaning we can take on any sector where cold prospects need warming.
FOUNDER
Caylee Donaldson
Founder of CDonaldson Marketing, the consultancy In Diary sits within. Caylee leads every kick-off, sets the strategic shape of each engagement, and stays close to the results across the portfolio.
ACCOUNT MANAGER
Nicky Battle
Nicky has 25 years of senior telesales experience and runs every In Diary engagement day-to-day. She is the operational point of contact for every client, the person who runs the rep briefings, and the one accountable for the quality bar across all live work.
THE TEAM
Senior leadership. Specialist reps. Operational discipline.
ON BEING NEW
New brand. Experienced bench.
In Diary is new for 2026, built inside the CDM family because clients of CDonaldson Marketing kept asking for a senior outbound capability they could trust, and the existing market wasn't producing it. Caylee Donaldson has had a career in events leading marketing teams for 10+ years. Nicky, our Account Manager, has been running senior telesales operations for 25+ years. The reps come from a specialist event-sales background that's hard to find anywhere else. The bench is experienced. The brand is the new part.
What you also get is the operational discipline of a business that's deliberately built itself small, and that understands telesales and business development campaigns from a marketing, sales and product perspective. The kick-off pack, the boilerplate, the rep briefing, the weekly reports; it's all built around driving the best commercial outcomes by understanding your marketing positioning, your sales motion, and your product deeply.
We deliberately stay small, never running more than a handful of active engagements at one time, so the leadership oversight on every account is real rather than nominal. If you want a firm where the founder and the account manager are personally close to your campaign every week, In Diary is built for that.
PROGRAMMES & PRICING
Priced by capacity. Scoped to your need.
We price per rep, per week — so engagements scale up by adding reps, extending the run, or both. There's no monthly retainer, no minimum spend beyond the four-week floor, and no opaque day rates. Every quote is built around the size of your list, the urgency of your need, and the seniority of the prospects we're warming.
A typical engagement runs four to twelve weeks with one to seven reps. Each rep works approximately 475 prospects per week — so for context, a single rep across four weeks can work through roughly 1,900 contacts, while a three-rep team across twelve weeks can handle around 17,000. We'll right-size the team to your list, not the other way round.
A one-off setup fee covers the kick-off pack and rep briefing. There's a separate per-meeting commission on top of the activity fee — the exact rate depends on the price point of the product we're warming prospects for, and we agree it openly in the kick-off conversation before any work starts.
Minimum engagement: 4 weeks with 1 rep. Quote in 48 hours.
POINT OF VIEW
"Sales teams should be selling to warm prospects, not chasing cold ones. The work of warming the list isn't glamorous, but it's the difference between a sales team that's stretched and a sales team that's effective. In Diary exists to do that work properly, with care, for clients who'd rather their sales team focused on closing."
- Caylee Donaldson, Founder
GET IN TOUCH
Cold list to work?
Stale leads to revive?
Pipeline to widen?
Get in touch and we'll talk through what you're trying to do, how big the list is, and what an engagement would cost. If In Diary isn't the right fit, we'll say so.