How AI is reinventing outbound Sales and the truth behind AI SDRs

In this episode of the SaaS Sales Performance Podcast, we sit down with Frank Sondors, Co-Founder and CEO of SalesForge. With a career spanning Google, high-growth SaaS startups, and now building cutting-edge AI-driven sales automation, Frank shares his unique perspective on the future of outbound sales, pipeline generation, and sales efficiency.

We explore how traditional outbound models—built on ever-growing headcount—are breaking down, and how AI, automation, and smarter processes can drive predictable growth with leaner teams. Frank also highlights the market realities shaping sales today: talent shortages, buyer saturation, and the rise of AI-to-AI communication.

You’ll learn:

• Why sales software needs to evolve away from “big-team” assumptions

• How to increase productivity per rep using AI and automation

• Why outbound channels like cold email and cold calls are declining—and what’s next

• The future role of AI SDRs, and when they do and don’t make sense

• What leaner, AI-augmented revenue teams of the future will look like

00:00 - 02:00 Introduction of the episode, guest Frank Sondors, and the topic—outbound sales and pipeline efficiency
02:00 - 04:00 Frank’s background: Google, SaaS, founding SalesForge, and rapid $0–$3M growth in 22 months
04:00 - 07:00 Inefficiencies in traditional sales models: reliance on headcount and dissatisfaction with old approaches
07:00 - 10:00 Building software ecosystems that reduce reliance on large teams; addressing deadwood in sales
10:00 - 13:00 Attrition challenges and the high cost of acquiring top sales talent
13:00 - 16:00 Increasing individual productivity with automation, AI, and smarter processes
16:00 - 19:00 Market saturation: overwhelmed buyers, AI filtering, and the rise of AI-to-AI communication
19:00 - 22:00 Adapting continuously: testing channels like direct mail, offline events, and content sharing
22:00 - 25:00 Decline of cold calls/emails; need for experimentation and integrated touchpoints
25:00 - 28:00 Leveraging automation platforms and integrating humans with AI
28:00 - 31:00 Follow-up automation strategies and handling high meeting volumes
31:00 - 34:00 Future of AI agents in sales; when AI SDRs make sense
34:00 - 37:00 Criteria for AI SDR adoption: large account pools, mid-market deals, shorter cycles
37:00 - 40:00 Pitfalls of over-relying on AI without product-market fit; need for iteration
40:00 - 43:00 Testing AI solutions effectively: 3-month cycles and embracing failure
43:00 - 45:00 Future team structures: lean, technical GTM engineers and RevOps specialists
45:00 - 47:00 Augmentation, not replacement: humans + AI for better margins and efficiency
47:00 - 48:00 Closing remarks: salesforge.ai, upcoming events, and advice to adopt AI and automation