Intelligence, Delight and Pipeline – How Our AI SDR is Redefining GTM

This case study documents Winning by Design’s decision to deploy an AI Sales Development Representative as the first point of buyer engagement—and what happened next. Rather than optimizing an outdated SDR playbook, the team redesigned the role around system-driven intelligence, real-time responsiveness, and SPICED-based qualification. The paper walks through Jack’s onboarding, training, iteration, and performance, showing how AI-human collaboration improves pipeline quality, CRM hygiene, and conversion while preserving empathy and trust in the buying experience.

Best For

• CROs & Revenue Leaders evaluating AI SDRs and frontline GTM automation

• Marketing & Demand Gen leaders responsible for inbound conversion and speed-to-lead

• RevOps & Sales Ops teams focused on CRM hygiene, data capture, and qualification consistency

• CEOs & founders exploring AI-Native GTM systems

• Enablement leaders designing scalable onboarding and talk tracks

Key Takeaways

• Speed-to-response directly impacts pipeline conversion—and AI wins on speed

• AI SDRs eliminate inconsistency in SPICED qualification and CRM hygiene

• Training AI is faster and more scalable than onboarding human SDRs

• Iteration matters: offering value (SPICED summaries) increased email capture from 8% to ~20%

• AI works best as a frontline partner, not a full replacement for humans

• Hybrid AI–human GTM models outperform people-only approaches