TOF was founded by two operators who've sat in the SDR seat, built outbound from scratch and coached the reps who run it. We take on one client at a time and work inside your team.
We've seen all three from the inside. TOF exists to fix them: prove what works first, then build a team that can run it.
Builds the strategy.
Nadean Ghemraoui is Co-Founder and CEO of TOF Advisors, a Toronto-based firm that helps B2B companies prove what creates pipeline before they invest in sales or marketing. She has been in sales since 2014 and leads outbound strategy for every TOF client.
Her strength is getting the right buyer to want the conversation. She learned it door to door, as the top seller earning a stranger's attention in seconds. At FiveRings Marketing, an outbound SDR agency, she found she could build her own pipeline, and went on to train around 30 SDRs across more than 20 client companies. At Cinchy, she proved it in one of the hardest markets there is: new enterprise technology sold to C-level buyers at major banks and enterprise SaaS companies. With the same two SDRs, she took SQLs from 12 a quarter to 120 in three quarters. At TOF, she has since sourced a $6M deal for a client.
Her method is what makes it repeatable. SDRs know exactly who they're reaching out to, what they're listening for and why that buyer would care. Targeting runs on company signals and intent, not volume, so reps reach companies that are the right fit right now. SDRs trained on her method book their first meetings in under 3 weeks and are fully ramped by week 5, against a typical 3 months.
Nadean on LinkedIn →Scales the team.
Felix Suen is Co-Founder and COO of TOF Advisors. He manages and coaches the SDR teams for every client.
His strength is getting reps to perform, consistently. He learned it the hard way, starting as an SDR with no playbook and nobody to learn from, and figuring it out on grit. When Nadean became his manager, they built the structure he’d been missing, and he discovered his passion for helping other reps win even more than winning himself. He went on to be the top rep at every company he worked for, generated over $3M in pipeline, and built outbound from scratch across aviation, HR and data management SaaS, and management and operations consulting.
His coaching is what makes a successful strategy repeatable. He’s been in the seat, so he knows what the job takes, from the rejection to the mental toughness of doing it day in and day out. He works alongside reps every day: on the calls, in practice, and with same-day feedback, shaping each rep’s approach around what they’re already good at. That’s why his teams consistently book above quota, ramp time has dropped from 3 months to 5 weeks, and over half the reps he’s managed have been promoted to AE.
Felix on LinkedIn →Start with a discovery call. We'll look at your market and your current motion, and tell you honestly whether we're the right fit. We run one Proof Sprint at a time.
