B2B companies of all sizes face the same dilemma. You have an organization, a team, a ready-made product, but no opportunity to actually sell it. A lack of qualified leads isn’t just a marketing stumbling block; it can also cripple commercial operations, keep teams idle, and create cycles of instability. In a scenario where time and predictability are as valuable as revenue, lead generation is no longer a peripheral endeavor and has begun to define the health of your business.
According to Stavros Frangoulidis, CEO of PaP, organizations looking to solve this problem typically take three paths. You can set up your own SDR team, outsource the work to a company that provides the service, or hire a professional like PaP. The difference, he says, is understanding that creating demand is science, not experimentation.
Although SDR’s internal models look promising at first glance, they tend to be costly and produce unstable results. Investments will also be made in selection, pay and benefits, as well as tools that need to work in an integrated manner. The learning curve is long and the attrition rate is high. Approximately half of professionals leave within a year, forcing companies to start the process over and lose track record. “The internals are expensive and unstable. The challenge is not just finding the SDR, but maintaining the productivity and integrity of the SDR,” Frangoulidis says.
The second option, outsourcing to a generic company, also carries risks. Low barriers to entry allow many companies to enter this market without any real exploration experience. Companies often simply allocate SDRs and software, ignoring that the most important step for executives is market analysis and strategy definition before implementation. “Investigation without diagnosis is not a tool, it is a compulsion,” he summarizes.
It was at this point that PaP established its differentiation. With over 20 years of experience and a pioneer in this field, the company has integrated a model based on standardization, compliance and governance. Its SDR has passed PaP Academy, a center of excellence that has trained thousands of professionals, and its methodology has been tested in over 3,000 campaigns. The entire process is monitored by a proprietary system that guarantees complete transparency. Clients monitor results in real-time and receive weekly reports and regular analysis with insights and recommendations.
In addition to execution, PaP also provides strategic consulting to build your offer and define your ideal customer profile. In October, the company launched Market Pulse, a personalized market and competitive analysis service for each customer and niche. The goal is for each campaign to start with hard data about the market, not guesswork. “Our mission is to transform exploration into a predictable and intelligent operation based on evidence and governance,” Frangoulidis emphasizes.
Another pillar is knowledge transfer. All customers have access to the PaP Academy, where they learn best business practices and techniques to make the most of the leads they generate. The company has also published 14 lawsuits and more than 40 testimonials from customers it has served, reinforcing its commitment to transparency and verifiable results.
With a structure based on tested and standardized processes, PaP asserts that success in active exploration depends on method, preparation, and consistency, not luck. In an increasingly competitive B2B environment, this vision represents a turning point, moving away from trial and error and building a robust, sustainable, data-driven pipeline.
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