How MacroActive turned its best sales calls into an AI SDR that books on autopilot
We built a simulator that sharpened their global sales team, then used what it learned to deploy an AI SDR that calls every lead in minutes and books qualified calls on its own.
2-3 / day
Qualified calls booked on autopilot
5 min
Speed to lead, every enquiry
3 → 1 mo
New rep ramp time
MacroActive, a coaching-software company with a global sales team of around ten reps, wanted two things: sharper reps and a faster pipeline. We built the Simulator, a tool that reviewed each rep's calls and showed exactly where they were winning and losing deals, which cut new-rep ramp from about three months to about one. Then we used what it learned to train an AI SDR, deployed live, that calls every Meta ad lead within about five minutes and books 2-3 qualified sales calls a day into Google Meet, on autopilot, for roughly a quarter of the cost of a salesperson.
What was holding the sales team back?
MacroActive sells coaching software, with a sales team spread across the UK and beyond, around ten reps. Like most sales teams, they had two quiet drains: reps took a long time to get genuinely good, and a lot of selling time disappeared into chasing and booking leads.
Both problems came down to the same thing, nobody had a clear, data backed picture of what actually closes a MacroActive deal.
What did the Simulator do?
We built a tool we called the Simulator. It reviewed each rep's sales calls and pinpointed where they were strong, where they were weak, and what they could have done, based on how the prospect was behaving, to close the deal.
That turned coaching from opinion into evidence. New reps could see exactly what good looks like, and the time it took a new closer to get good dropped from about three months to about one.
How did that become an AI SDR?
The Simulator did not just train people. It gave us a clear picture of what a strong MacroActive call sounds like, and we used that data to train an AI SDR, then deployed it live.
The leads come from MacroActive's Meta ad campaign. The moment a lead comes in, the AI SDR calls them, about five minutes later, while they are still warm, and books a qualified sales call straight into Google Meet. It runs on autopilot, booking 2-3 qualified calls a day.
What was the return?
The AI SDR books 2-3 qualified sales calls a day on average, some days five, some days none, all without a person touching it, and it calls every lead within about five minutes. At roughly a quarter of the cost of a salesperson, it is the cheapest, fastest rep on the team.
| Sales team | ~10 reps, global (UK and beyond) |
| New rep ramp | ~3 months → ~1 month to get good |
| Lead source | Meta ad campaign |
| Speed to lead | ~5 minutes to first call |
| Qualified calls booked | 2-3 a day, on autopilot |
| Booked into | Google Meet |
| Cost vs a salesperson | ~4x cheaper |
| Live in | ~1 month |
A global sales team that gets new reps good in a month instead of three, and an AI SDR that calls every lead within minutes and books 2-3 qualified calls a day on its own, for around a quarter of the cost of a salesperson.
Could this be your sales team?
If your reps take too long to get good, or your leads go cold before anyone calls them back, this is exactly the kind of problem we solve. We start with a Discovery Week: we find your single biggest win, scope it, and ship a first working piece fast, so you feel the value before any bigger decision.
Contact UsFrequently asked questions
Doesn't an AI SDR just sound like a robot?
It is the most common worry, and exactly why we tested it hard before going live. Prospects get a natural call within about five minutes of enquiring, while they are still warm, and it books the meeting without any robotic menu.
Where do the leads come from?
MacroActive's Meta ad campaign. As each new lead comes in, the AI SDR calls them about five minutes later, the speed-to-lead window where booking rates are highest.
What is the Simulator?
A training tool that reviewed each rep's calls and pinpointed where they were strong, where they were weak, and what they could have done, based on the prospect's behaviour, to close. We then used that same insight to train the AI SDR.
Does it replace our sales reps?
No. The Simulator makes your reps sharper and faster to ramp, and the SDR takes the booking grind off their plate so they spend their time on live sales calls.
What does it connect to?
The AI SDR books straight into Google Meet, and works off the leads from the Meta campaign.
More case studies
Jade Financial: AI Voice Receptionist for a Finance Firm
A custom voice agent handles 30-50 inbound calls a day, reading from a new cloud database in real time, so the team only takes the calls that matter.
AI Voice Agent for Candidate Qualification
Outbound voice AI that calls, qualifies, and repurposes candidates for one of Japan's largest recruitment firms.
Internal Voice AI for Real Estate
An internal AI voice agent platform built for US real estate operations.