Lead Generation Group Scales Sales Onboarding and Rep Readiness with AI Roleplays
Lead Generation Group (LGG) is a global lead generation company that helps businesses acquire high-quality prospects through multi-channel marketing programs.
Located
London, UK
Industry
Business Services
260+
80%
55%
See How Outdoo Turns Practice Into Performance with AI Roleplays?
Book a DemoLGG operates a rapidly growing sales organization responsible for selling lead generation programs to businesses across multiple markets.
As LGG expanded its sales team, leadership invested heavily in structured onboarding and continuous sales training to ensure every new hire could consistently execute discovery, positioning, and closing conversations.
Craig Skidmore, a sales leader at LGG, describes the organization as “scaling exponentially” while focusing heavily on recruitment, training, and ongoing professional development for the sales team.
The Challenge
Lead Generation Group runs a structured onboarding program for new sales hires that includes training on scripts, discovery frameworks, objection handling, and closing techniques.
Craig explains that onboarding traditionally involved “an entire week of training, role play, script work, objection handling, closing with the new starters.”
“If there’s clearly three or four decent value seeds and the closer only touches on one of them, then that’s not great. ”
While effective, this approach required heavy involvement from leadership to run practice sessions, evaluate conversations, and coach each rep individually.
Business Impact of the Challenge
As LGG continued hiring new sales representatives, this model became difficult to scale.
Craig summarized the constraint clearly:
“Before Outdoo, it was all on me.”
Beyond the time investment, leadership also observed inconsistencies in how reps executed discovery and closing conversations. Reps sometimes uncovered valuable insights during discovery but failed to consistently use those insights later in the conversation.
Craig emphasized the importance of capturing multiple “value seeds” during discovery—critical moments where the rep connects LGG’s differentiation to a prospect’s previous marketing frustrations.
If reps missed these opportunities, it created friction later in the sales process and made it harder to build buyer confidence.
The Solution
Lead Generation Group implemented Outdoo to build a structured enablement system combining AI roleplays, post-sales simulations, and AI-driven coaching insights.
This allowed the team to deliver consistent practice scenarios, measure skill development, and scale onboarding without requiring managers to run every roleplay session manually.
AI Roleplays for Discovery and KYC Mastery
LGG uses AI roleplays to simulate real discovery conversations with potential customers.
These roleplays replicate situations where prospects describe past marketing experiences, allowing reps to identify gaps and plant multiple “value seeds” tied to LGG’s differentiation.
Craig explains that a successful discovery call should uncover several meaningful insights from the prospect’s past marketing efforts. If a rep identifies only one of several potential value opportunities, the discovery process is incomplete.
The roleplays therefore train reps to listen carefully, identify multiple buyer pain points, and clearly position LGG’s advantages—such as exclusive leads, multi-channel marketing, and a results-driven engagement model. Through these discovery simulations, reps learn to build reassurance early in the conversation and reduce friction during later stages of the sales process.
Post-Sales Roleplays for ROI and Repeat-Failure Objections
LGG also uses roleplays to prepare reps for close-stage conversations.
Leadership identified two common reasons prospects hesitate to buy: fear of repeating a previous marketing failure and concerns about return on investment.
Post-sales roleplays simulate these objections so reps can practice addressing them confidently using LGG’s proven sales framework.
For example, reps learn how to contrast LGG’s offering against the prospect’s previous marketing experiences and guide buyers toward calculating the realistic ROI of a lead generation campaign. This approach helps reps reinforce differentiation during the closing stage and overcome hesitation tied to previous marketing disappointments.
AI Coaching and Scorecards to Gate Rep Readiness
Outdoo’s AI coaching capabilities allow LGG’s leadership team to track performance across roleplay sessions and measure rep readiness before live customer calls.
After each roleplay, managers can review transcripts, analyze scores, and identify recurring gaps in discovery, positioning, or objection handling.
This data provides a structured way to determine when a rep has reached the required skill level to begin speaking with real prospects. Craig describes using the analytics to monitor progression throughout onboarding:
“I can see their scores, look at the analytics, and see their skill set reaching the caliber we’re looking for before we put them on the phones. ”
The platform also allows LGG to define scorecard criteria tied to compliance and messaging standards, ensuring that reps follow approved sales frameworks during training.
The Impact
By implementing Outdoo, Lead Generation Group transformed its onboarding program from manager-dependent roleplays into a scalable training system where reps can continuously practice, improve, and demonstrate readiness through measurable performance data.
Reduced Leadership Dependency in Sales Onboarding
Previously, sales leaders had to personally run most roleplay sessions during onboarding.
With Outdoo, reps can now complete roleplays independently, allowing leadership to focus on targeted coaching rather than facilitating every practice conversation.
Craig explains that the platform has already significantly reduced the amount of time he personally spends managing roleplay sessions.
“I’m seeing a huge reduction in my individual time being needed with the entire group.”
Higher Consistency in Discovery and Value Messaging
AI roleplays ensure that every rep practices the same discovery framework and consistently addresses LGG’s key value propositions.
By reinforcing how reps identify and use “value seeds” during conversations, LGG improves consistency in how its sales team communicates differentiation to prospects.
This structured practice helps reduce friction in later stages of the sales process and strengthens overall sales execution.
Scalable Onboarding Through Roleplay Libraries and Cohort Training
Outdoo allows LGG to organize multiple roleplay agents into structured collections that new hires can complete as part of their onboarding workflow.
These collections act as practice “playlists,” enabling entire cohorts of new hires to complete training scenarios sequentially and independently.
As the company continues to hire new sales representatives, this system allows LGG to scale onboarding without proportionally increasing the time required from sales leadership.
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