B2B companies of all sizes face the same dilemma: they have a structure, a team, and products in place, but they lack real opportunities to sell. A lack of qualified leads isn’t just a marketing hurdle, it’s a factor that puts business operations at risk, keeps teams inactive and creates cycles of instability. In the scenario where time and predictability have the same value as revenue, prospecting is no longer a marginal effort and has begun to determine the health of the business.
For PaP CEO Stavros Frangoulidis, organizations trying to solve this problem generally follow three paths: creating their own SDR team, outsourcing the work to any company that provides the service, or outsourcing a specialized process like PaP. The difference, he says, is understanding that demand generation is a science, not an experiment.
Although the SDR’s internal model appears promising at first glance, it tends to face high costs and volatile results. There’s an investment in selection, pay, and benefits, as well as the tools you need to work in an integrated way. The learning curve is long and the turnover rate is high: about half of professionals leave their positions within a year, causing the company to start operations all over again and lose its track record. “The internal architecture is expensive and unstable,” Frangoulides says. “The challenge is not just finding the SDRs, but keeping them productive and aligned.”
The second option, outsourcing to generic pharmaceutical companies, also carries risks. Low barriers to entry have allowed many companies to enter this market without real prospecting experience. For the executive, it is common to find companies that only customize SDRs and software, ignoring that the most important step is to analyze the market and define the strategy before implementation. “Excavation without diagnosis is an insistence, not a method,” he concludes.
It is at this point that PaP has built its differentiation. With more than 20 years of experience and leadership in this sector, the company has standardized a model based on standardization, compliance and governance. Its SDRs go through PaP Academy, a center of excellence that has trained thousands of professionals, and tested methodologies in over 3,000 campaigns. The entire process is monitored through special systems that ensure complete transparency: the client monitors the results in real time, receiving weekly reports and periodic analyzes with insights and recommendations.
In addition to implementation, PaP provides strategic consulting to build offerings and define ideal customer profiles. In October, the company launched Market Pulse, a service dedicated to market and competitive analysis for each client and niche sector. The goal is to start every campaign with hard data about the market, not guesswork. “Our mission is to transform exploration into an intelligent and predictable process, based on evidence and governance,” highlights Frangoulidis.
Another pillar is knowledge transfer. All clients have access to the PaP Academy, where they learn best business practices and techniques to get the most out of their leads. The company also provides 14 cases and more than 40 client testimonials that are presented to the public, reinforcing its commitment to transparency and verifiable results.
With a structure based on tested and standardized processes, PaP argues that success in active prospecting does not depend on luck, but on method, preparation, and consistency. In a highly competitive B2B environment, this vision represents a turning point: moving away from trial and error and building robust, sustainable, data-driven pipelines.
About The Author
