Generate 5–10 qualified referrals per month, in as few as 2–5 hours per week.
Without cold outreach, burnout, or starting from scratch.
Sales Schema put us in the driver’s seat. We’re now getting a steady stream of opportunities on a weekly basis.
The Cobbler’s Children Problems…
You get results for clients, but the pipeline is unpredictable.
You’re busy — sales activity is inconsistent.
Cold outreach, ads, and other tactics produced zero.
No system — new business is random.
Fix Referrals, Fix the Pipeline.
of B2B buying decisions start from referrals.1
faster close time vs. cold outreach.2
longer retention for referred clients.3
Take referrals from rain to irrigation system.
What makes this different.
Cold Outreach
Chasing cold leads and fake LinkedIn connections.
Warm intros
Secure warm intros from people primed to help you — including dozens of helpers you forgot about.
Giving homework to your network
Random “Do you know anyone?” requests that go nowhere.
Making intros easy and tasteful
Requesting specific intros to decision-makers you actually want to meet.
Jumping between sales tactics
New tool every quarter. Zero compounding. Momentum keeps dying.
Improving the thing that already works!
Double down on the one channel that’s already proven for your firm.
Everything you need to generate qualified referrals, without starting from scratch.
1:1 Coaching
Together we map your team’s networks, figure out where the access is, and secure partnerships that produce clients for years.
Proprietary Software
HowdyPartner is our partnership management platform. It surfaces the high-potential relationships you forgot you had, ranks them, and builds campaigns that generate qualified intros.
Fast Feedback
Get support on copy, sales calls, and campaigns. Unlock a reliable new business system in weeks, not years.
Small-Group Office Hours
Stop going it alone. Trade what’s working right now with peers and keep your pipeline full.
Curriculum and Resources
Swipe files, templates, and step-by-step walkthroughs. You don’t have to invent the system from scratch.
Install a repeatable new business system in 90 days.
Surface. Rank. Get buy-in.
- Kickoff call to surface hidden connectors — former clients, vendors, friends, team members.
- Rank partners in HowdyPartner by willingness and ability to help.
- Send warm outreach to your top partners using our templates.
- Partners are bought-in and ready to send referrals.
Generate intros.
- Instead of “do you know anyone?”, you request specific intros.
- Partners send warm emails and LinkedIn intros to decision-makers.
- Refine templates based on what’s converting.
Scale the system.
- Build a commission plan with your top partners.
- Bring your team into the system so it isn’t all on you.
- Referrals become a steady-state channel you run in 2–5 hours a week.
Get intros tastefully.
Owners with reliable biz dev systems.
Feedback from a few of the 250+ agencies and B2B service companies we’ve supported since 2014.
In less than six months Sales Schema has helped us generate dozens of solid prospects, one of which generated a six-figure account.
Sales Schema set up our outbound function and ran it to drive repeated meetings at the CMO and CEO level.
Sales Schema’s program gave us the basics to build our business development program in the most efficient way without the fluff. The core fundamentals are laid out in a way that you can go down the list, check off each task, and get started.
If you are looking to build an outbound system at your agency or B2B service company, then I’d recommend Sales Schema.
Sales Schema put us in the driver’s seat. We’re now getting a steady stream of opportunities on a weekly basis.
After going through Sales Schema’s program, our team was able to drive a number of high-value opportunities using targeted outreach, but more importantly, their mindset about sales completely changed.
Sales Schema helped us systemize our new business process. We tripled our outreach volume, but more importantly, the quality of conversations went up sharply. The live coaching sessions were invaluable. No fluff, just experts who understood our business.
Sales Schema were able to drive quite a few qualified leads into our sales process. From that we were able to close very large pieces of business, from which we’re able to see long term lifetime value.
Last year we had campaigns that were too unwieldy for us to actually manage. Sales Schema’s program was perfect based on the size of our agency and what we can actually manage ourselves.
I gained the most from all of the resources and platforms in the program, and understanding the right combination for our agency based on who we are trying to reach.
Sales Schema gave us a structured framework for turning warm relationships and referrals into a real pipeline. The templates, training, and one-on-ones with Dan made it easy to implement, and the Slack community keeps us sharp. It’s given us a repeatable sales process we can actually scale.
Deep experience across agency and B2B service categories.
Hi, I’m Dan.
I’m the CEO and Founder of Sales Schema — a software-empowered training and coaching firm that helps agencies and B2B service owners install reliable new business systems through referrals, partnerships, and trust-based outreach.
Early career.
I started as the first employee at a New York creative agency. I handled biz dev and account management, wearing too many hats. My days ran on two tracks: keeping client projects on the rails while prospecting funded startups, Fortune 100s, and everything in between.
I tried everything to keep the pipeline full — paid media, trade shows, early-morning networking groups, content, cold outreach. Eventually I helped the firm pass seven figures and land two dozen Fortune 500 clients.
Sales Schema’s first decade.
In 2014 I founded Sales Schema as a managed lead generation service for agencies and B2B service firms. Over the next ten years we worked with more than 200 firms, generated 10,000+ qualified appointments, and helped clients win millions in lifetime revenue.
The crisis.
Those wins didn’t come easy. Around 2020, B2B markets got more skeptical and competitive. The cold-outreach playbook that drove our early years fell apart. We lost clients, went through layoffs, and one winter I got stress-induced shingles.
The breakthrough campaign.
Then we got a lucky break. We were running campaigns for a Bay Area agency perfectly positioned in enterprise tech — and the usual playbook produced nothing. The client was about to fire us, so we tried something new: we stopped cold-emailing strangers and started leveraging existing relationships.
We built connections with executives in the agency’s spheres of influence. The results were transformational — dozens of quality meetings, at least two six-figure engagements. Within a year the agency was acquired by a large consultancy.
The reframe.
We doubled down on the relationship-driven approach, and clients started getting reliable results. I published the playbook — Relationship Sales At Scale — so complex-service sales teams could run the same system.
The core insight: agencies and B2B services are different from software. Time-to-value is long, so trust matters. Markets are small enough to fit in a high school gym, so mass outreach backfires. You’ve spent years building a brand, so mass-automation tactics damage your reputation.
Trust is the missing ingredient — not information or persuasion. And the channel that best leverages trust is referrals and partnerships.
Sales Schema now helps agencies install the system we built — so they can stop hoping for referrals and start generating them on repeat. Since 2014 we’ve worked with more than 250 firms. In addition, I host The Digital Agency Growth Podcast, now over 300 episodes.
Common questions.
How much time will this take?
About 1–2 hours per week for coaching and feedback cycles. Once the system is installed, plan for 2–5 hours per week to run outreach and secure warm intros.
Why can’t I just DIY this approach?
Most firms try. They end up with 1–2 random referrals a quarter instead of a repeatable system. The hard parts aren’t obvious until you try: surfacing the right connectors, writing tasteful requests that actually get sent, and maintaining the cadence when client fires pull your attention. The program gives you the data, software, templates, and accountability to install the system in 90 days — not through trial and error over years.
I don’t know most of the people I’m connected to on LinkedIn.
Don’t worry — this is the situation with almost everyone we work with. The process surfaces real relationships in your network, ignoring all the fake connections we all have.
I’m worried that my network is too small.
95% of the time there are dozens of people who are willing and able to refer you — you just forgot about them. The process surfaces those relationships.
Do I need any special software?
HowdyPartner (our platform) is included. Beyond that, the process uses LinkedIn and standard tools you already have. No automation, no spam.
How is this different from a lead generation agency?
We work with you hands-on so you own the system instead of renting it. When our engagement ends, the system stays.
Other questions?
Email Dan@salesschema.com — I’ll get back to you personally.
Ready to install a reliable new business system?
Let’s talk about your team’s networks and where the access is.
Let’s TalkSources
- Influitive / Finance Online, via DemandSage Referral Marketing Statistics, 2025.
- Think Impact / Viral Loops, via DemandSage Referral Marketing Statistics, 2025.
- Implisit pipeline analysis of hundreds of companies, published on Salesforce.com.