Maia Learning: 40+ K-12 Meetings in 6 Months

How Maia Learning Built Their First SDR Program and Booked 40+ K-12 Meetings in 6 Months

40+

meetings booked with K-12 districts

700%

increase in qualified meetings

First-ever

SDR program built from ground up

went from essentially zero systematic outbound to a functioning SDR program
booked 40+ meetings with qualified K-12 districts

In six months, Maia Learning went from essentially zero systematic outbound to a functioning SDR program that booked 40+ meetings with qualified K-12 districts—a 700% increase from their previous meeting volume. The program gave them a predictable source of pipeline for the first time in their company's history. The key learning: in education markets, SDR success isn't about volume—it's about deep understanding of buying cycles, decision-making committees, and the seasonal rhythms that govern when districts actually make purchasing decisions.

Maia Learning

Maia Learning provides college and career readiness platforms for K-12 schools, helping students explore pathways and plan for their futures. Despite having a strong product, they had never implemented a formal SDR program and were only generating approximately 5 meetings annually through passive inbound and referrals. They needed to build a repeatable outbound motion to scale beyond their existing network and word-of-mouth growth.

our Project

1

Foundation

2

Mapping

3

Development

4

Documentation

Foundation 01and Strategy

SDR Program Foundation and Strategy Design Starting with a blank slate, we designed Maia Learning's entire SDR approach from the ground up. This included defining ideal customer profiles within K-12, identifying the right personas to target (counselors, CTE directors, principals), establishing activity metrics and success criteria, and creating a realistic ramp plan that would build momentum without overwhelming their sales team.

K-12 02Market Mapping

K-12 Market Mapping and Prioritization We built a comprehensive map of Maia Learning's addressable market within K-12, segmenting districts by size, demographics, existing college readiness program maturity, and budget capacity. This allowed us to prioritize outreach to districts most likely to see immediate value from Maia Learning's platform rather than pursuing every school system indiscriminately.

Sequence 03Development

Messaging and Sequence Development With no existing SDR playbook to reference, we developed messaging frameworks tailored to different K-12 personas and their specific pain points. Counselors received messaging focused on student engagement and tracking, while administrators heard about program outcomes and efficiency. We tested multiple sequence structures to find the optimal cadence and touch pattern for this market.

Process 04Documentation

Process Documentation and Handoff Systems Beyond just running campaigns, we built the infrastructure for Maia Learning to sustain their SDR program long-term. This included CRM workflows for lead routing, meeting handoff protocols, feedback loops between SDRs and sales, and documentation that would enable them to hire and train future SDRs using our proven playbook.