· 4 min read · Guide
Does outsourced appointment setting work for mid-market B2B? What our 51–1,000-employee clients booked
Does outsourced appointment setting work for mid-sized B2B companies? Four published campaigns for clients with 51 to 1,000 employees: meetings per month, time to the first meeting, and the call rates behind them.
Written by Orestas Nariunas
Chief Operating Officer at A-Sales
Yes, outsourced appointment setting works for mid-market B2B companies, when there is a sales team ready to take the meetings and a market large enough to call into every day. Across four campaigns we have published for clients with 51 to 1,000 employees, the calendar filled at roughly 10 to 89 qualified meetings a month, and the one that published its start date was booking in its first week. We sell appointment setting, so read this as a provider's evidence: every number below comes from a case study you can open, and we say where the evidence stops.
What four mid-market campaigns booked
| Client | Employees | What it sells | Published result | About per month | First meeting |
|---|---|---|---|---|---|
| Sully.ai | 51–200 | AI medical scribes for health systems | 800+ qualified meetings in 9 months; 724 booked by phone; 93% show rate on tracked meetings | 89 | Not published |
| Tavus | 51–200 | Conversational video AI | 30 qualified meetings in 25 days; 29 of 30 booked by phone; 11 countries | 36 | Within week one |
| 66degrees | 201–500 | Google Cloud consulting | 100+ meetings in 6 months; 5+ a week at steady state | 17 | Not published |
| Jotform | 201–500 | Online form builder | 20 qualified meetings in 2 months, calling-led | 10 | Not published |
"About per month" is our arithmetic on each published figure: 800 over nine months, 30 over 25 days, 100 over six months, 20 over two months. We left out campaigns whose published numbers disagree with each other, campaigns that were not meeting-booking work, and clients outside the 51 to 1,000 range, such as our Google Workspace and Gemini campaign.
Why the numbers spread from 10 to 89 a month
Company size alone does not set the number. The case studies point to three inputs that do:
- How many buyers there are to call. Sully.ai sells to hospitals and health systems, a large market it worked at volume for nine months, and three quarters of its meetings were with organisations of 1,000+ staff. Jotform's campaign ran for two months.
- How long the campaign has run. 66degrees reached five or more meetings a week at steady state after six months of iteration; Tavus's figure covers its first 25 days.
- Which channel books. The phone booked 724 of Sully.ai's 800+ meetings and 29 of Tavus's first 30. Jotform found calls led to more direct conversations than email.
Our guide to how many meetings to expect from a lead gen agency turns those inputs into a forecast you can hold an agency to.
The call rates behind the meetings
A-Sales publishes its own calling rates on our cold calling benchmarks page, from 809,463 calls for 61 B2B clients between January and June 2026:
| Measure | A-Sales | Reference |
|---|---|---|
| Calls a person answered, European multi-country campaigns | 14.0% | — |
| Calls a person answered, US campaigns | 6.4% | — |
| Live conversations that became a booked meeting (April–May 2026) | 7.8% | Gong Labs: 4.6% average rep, 16.7% top quartile |
The two rates measure different steps, so read them separately: the first is how often anyone picks up, the second how often a real conversation ends in a booked meeting.
When it does not work for a mid-market company
- No one to take the meetings. Outsourced appointment setting books the first call; your account executives run the demo and the deal. If they are already at capacity, more meetings will not turn into more deals.
- A market too small to call every day. Calling-led campaigns need a list that refreshes. A short list of named accounts can still work, at an account-based pace rather than a volume one.
- No agreed definition of a qualified meeting. The Sully.ai and Tavus campaigns scored every meeting against a standard agreed before launch. Without one, a monthly number means little.
What it costs
A-Sales engagements start from $4,000 a month, or from $500 per held, qualified meeting once your target profile is proven, and no-shows are not billed. For the rest of the market, our guide to what an outsourced SDR costs compares retainer, per-SDR and per-meeting pricing, and our list of the best B2B appointment setting companies compares providers on what they bill for.
Sources
- A-Sales case studies: Sully.ai, Tavus, 66degrees, Jotform
- A-Sales cold calling benchmarks, January to June 2026
- Gong Labs, "The hidden power of cold calling: Insights from 300M calls", 18 July 2024
Frequently asked questions
In A-Sales's published campaigns for clients with 51 to 1,000 employees, yes: the four campaigns booked roughly 10 to 89 qualified meetings a month, and Tavus, the one that published its start, was booking within its first week. It works best when there is a sales team ready to take the meetings and a reachable market large enough to call into every day.
In these four campaigns, from about 10 a month (Jotform, 20 in two months) to about 89 (Sully.ai, 800+ in nine months), with 66degrees settling at five or more a week. The spread comes from the size of the reachable market, how senior the buyer is, and how tight the qualification standard is, not from company size alone.
Tavus was live and booking within its first week, with 30 qualified meetings in 25 days. Calling can start as soon as the list is researched; an email-led programme waits two to three weeks for new sending domains to warm up.
A-Sales SDRs booked a meeting from 7.8% of live conversations in April and May 2026 (539 meetings from about 6,900 conversations). Gong Labs' study of 300M+ cold calls puts the average rep at 4.6% and the top quartile at 16.7%.
A-Sales engagements start from $4,000 a month, or from $500 per held, qualified meeting once your target profile is proven, with no-shows not billed. Our guide to what an outsourced SDR costs compares retainer, per-SDR and per-meeting pricing across the market.
