Hey there Croners!
Welcome back to The Prospecting Masterclass, the original Pipenora column where we bring you insights and tips from the brightest minds in sales.
Prospecting today sits at the crossroads of automation, data and genuine human connection. To understand what truly moves the needle in modern SaaS sales, especially in complex markets like EMEA, we sat down with someone who lives and breathes the craft every day.
is the EMEA SDR Manager at Hostaway. With years spent guiding teams across diverse markets, she brings a grounded, field-tested perspective on what makes prospecting effective, scalable and human.
In this interview, Irene opens up about the real X-factors behind successful SDRs and AEs, the pitfalls teams overlook when launching new prospecting motions, and the trends that will define the next era of outbound.
Before diving into technical stuffs... Who is Irene in 5 words?
Irene is a kind B2B sales leader (ok it is 7 words, not 5 😊).
Beyond skills and experience, what’s the “X factor” SDRs and AEs need today to succeed in SaaS sales?
The X factors are empathy and consent based approach.
Having a good working structure, to be able to juggle multiple prospects at the same time, also helps a lot. This is also partially up to the management team to help enable, through coaching and adequate tools.
AI is starting to play a role in lead generation and prospecting, what’s one place humans are still irreplaceable?
In international environments, in the EMEA market especially, we often forget that one size does not fit all.
Listening to reps on the field to understand from them what prospects they are finding easier to convert. Translate their feedback in an update version of the ICP, (re)define market size, main KPIs and expected results, align the rest of the rev org on it, launch it, track, measure, iterate and repeat.
AI is starting to play a role in lead generation and prospecting, what’s one place humans are still irreplaceable?
Live conversations, active listening, personal touch, a nice genuine loughter.
Looking ahead, which emerging trends in prospecting do you think most teams are ignoring but shouldn’t?
It’s difficult to talk about other teams.
I can speak for myself: the importance of a well coordinated and harmonious prospecting motion that involves a close collaboration with the marketing team, orchestrating joint efforts on events and content. I am mostly overlooking it due to lack of time and resources and because it really needs powerful coordination that is not something achievable overnight, unfortunately.
Then I also think intent signals is an overlooked trend, mostly because it requires the right tech tools and a good data infrastructure, that is something not many companies have. Those orgs that have found a nice way to capture intent will definitely have more chances to succeed by reaching out to prospects in a timely manner.
Not sure where to start?
Start with the Playbook.
Download our free Sales Playbook 2026 and learn how top B2B teams structure their outbound process.
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- 2026 outbound & pipeline benchmarks
Don't sell the product. Sell the change the product makes possible.
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