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How to Brief an Outbound Agency: What to Include (2026)
Author:
Pablo Jiménez de Parga Ramos
Date:
A good outbound brief tells the agency who to target, what counts as a qualified meeting, which markets and languages to cover, and who on your side approves meetings. throxy collects this through one onboarding form and one onboarding call, then signs off ICP, qualification criteria and messaging in days 1 to 2 so campaigns go live within a week (throxy, what working with throxy involves).
Published by throxy. Every fact links to the throxy page it comes from, checked on 14 November 2026. Last updated: 14 November 2026.
What to put in the brief
ICP: industry, company size and geography. Name the accounts you would most like to win.
Personas: the job titles you sell to and who signs off the purchase.
Triggers: the events that make an account worth contacting now. throxy’s own campaign example uses fleet expansion as the trigger for mid-market logistics companies (throxy).
Qualification standard: the checks a lead must pass. throxy checks company size, decision-maker, budget authority and timing (throxy).
Exclusions: current customers, open deals and accounts you do not want contacted.
Markets and languages. throxy SDRs call in 10+ languages (throxy).
Approver: the person who will accept or reject meetings within 24 hours (pricing).
Tools: the CRM and pipeline tools you use. throxy syncs with them (what working with throxy involves).
What throxy does with it
Days 1 to 2: onboarding and strategy, with ICP, qualification criteria and messaging frameworks signed off (throxy).
Days 3 to 5: lead list built and enriched, SDR team briefed, email infrastructure warmed (throxy).
Day 5 onwards: calls and emails run in parallel, replies managed, qualified leads passed to you (throxy).
Day 7: you review copy and targeting and ask for changes, or stay hands off (what working with throxy involves).
Common gaps in a brief
No written definition of a qualified meeting.
A persona list with no decision-maker named.
No one named to approve meetings, so bookings sit unanswered.
No plan for judging the first month. Read how to structure a pilot with an outbound agency.
Before you sign
Read what to do before signing with an outbound agency and the red flags in an outbound agency proposal.
FAQ
How long does throxy onboarding take?
One form and one call. Campaigns go live within a week (what working with throxy involves).
Can I change the targeting after launch?
Yes. You can ask for changes at the day-7 review, and throxy changes targeting, messaging, timing or the offer every week based on replies (closed-loop optimization).
