Salesfinity × SOVRA — Stefan LaForge

The company

SOVRA sells into a specialized market, targeting business development teams at companies that sell to governments. Outbound is a core motion, and the team needs to generate high activity while staying strategic about who they call and when.

We spoke with Stefan LaForge, Business Development Lead (formerly at OnTopical, acquired by SOVRA), about how Salesfinity helped shift outbound from slow, one-at-a-time dialing into a scalable, repeatable system that increased connect rates and meeting output.

The challenge

Early in Stefan’s role, outbound expectations were high, but cold outreach felt monotonous and inefficient without the right tooling. He leaned heavily on email because calling one at a time made it hard to hit activity targets.

“I never really enjoyed cold outreach before because it was so monotonous, and I used to rely a lot on email because calling one at a time was painstaking.”

Before Salesfinity, dialing was handled through a mix of cell phone and HubSpot, which created immediate friction, especially when calling into the U.S. from Canada.

“I was calling from my cell phone or through HubSpot, and I had a Canadian number through HubSpot, so obviously that makes it challenging for connect.”

The result was an outbound motion that wasn’t producing the volume or outcomes the team needed.

“Before it was just a Canadian number, a lot of email relying, and it wasn’t really producing what we wanted.”

The solution

When SOVRA adopted Salesfinity, the multi-dialer became the turning point. Stefan describes it as the moment outbound became scalable and repeatable, not just effort-heavy.

“When we got the multi-dialer, that was the game changer. We were able to increase output significantly.”

Salesfinity also helped him improve connects by making local calling strategy practical day to day, including area code matching and smart rotation across numbers.

“I really like being able to match up area code. I’ll use Smart Rotate, or parallel dialing, and I’ll remove numbers and add them in so that I can match area code strategically, and that’s been really helping the last two weeks.”

On top of that, Salesfinity didn’t just increase activity, it forced Stefan to formalize a process that became reusable across the team.

“It forced me to standardize a script. I used to overthink calls, trying to personalize, but it really forced me to figure out what works and make it repeatable, and when we brought on our second BDR, he could copy and paste that and it worked flawlessly.”

The impact

Stefan quantified the impact across his stack as significant time savings, which created more capacity for calling and meeting generation.

“With all of the tools, Salesfinity included, we quantified it as a 34% time-saving on day-to-day, and that probably led to going from about seven meetings a month before to the most I’ve gotten to date being 38 in a month.”

He also shared a standout quarterly peak that would have been hard to imagine earlier in his career.

“The most in a quarter I’ve got was 72. Not all qualified because sometimes they don’t show up, but I never thought I’d be able to book 72 meetings, and I couldn’t have done it without Salesfinity.”

For him, this wasn’t only about activity, it was about creating a predictable system that produces outcomes.

Workflow transformation

Salesfinity made Stefan’s day-to-day feel more controlled and less overwhelming, because execution became straightforward once the list quality was there.

“When I come in, I know what I need to do. I can import my calls and just get to work. It’s not overwhelming like, how am I going to get through all these or reach my target. If I know I have a good list, I know I can achieve it with a tool like Salesfinity.”

This also helped him manage outbound tradeoffs more intentionally, especially balancing email limits with high call volume.

“I kind of have a reverse problem now. I can do such a high volume of calls, but I can’t do as many emails because I can’t send over like 250 from my primary domain.”

Why Salesfinity

For Stefan, Salesfinity is one of the few tools that’s directly tied to output and revenue impact, which is why it survived scrutiny even during acquisition conversations.

“Clay and Salesfinity were the two tools I presented to the CRO after we got acquired. I quantified it, and he was like, okay, yeah, we have to keep those. It wasn’t about cost cutting because it’s directly correlated to revenue.”

He also points to Salesfinity’s evolution over time, where product updates addressed earlier gaps and improved workflow progressively, often incorporating feedback from the team.

“There were challenges initially with missing features, but the progressive updates you added addressed those, and some of them were from feedback, and it progressively made my workflow even better.”

Who it’s for

Stefan frames Salesfinity as a clear fit for teams who rely on high call volume and need scalable tooling to reach large ICPs efficiently.

“If you’re relying on high call volume and you want to increase your output, it’s a no-brainer.”

He also highlights that showing the workflow live tends to make the value click immediately.

“I’d show them what I do and just have them try it with me, because I’ve shown it to friends and they’re like, ‘whoa, I had no idea stuff like this existed.’”

In one sentence

“Game-changing tech tool to drive results.”