Map the soil.
4 – 6 weeks · fixed scopeAn audit and a plan. One root, one outcome. Best for teams who suspect they’re leaking but don’t know where.
- Funnel and stack audit
- ICP & positioning sharpening
- 90-day system roadmap
Services
Four roots. One pipeline.
Every B2B revenue system I build is anchored in the same four practices. Most engagements use all four. Some focus on one or two. We’ll scope it together, the right cut depends on what’s already producing and what’s leaking.
01
Root 01 · The aim
Revenue strategy & insights.
I start with the right target, the right message, and the right metrics. Most growth problems aren’t execution problems, they’re pointing-the-wrong-direction problems. We fix the aim before we fire anything.
“We don’t need more volume, we need to be sure the volume we’re sending is hitting the right people for the right reason.”
What you get
- ICP & segmentation model. A clear definition of who you sell to, who to skip, and which segments compound.
- Offer & positioning refinement. One paragraph each prospect can repeat back. Built from interviews, not whiteboards.
- Go-to-market plan. Channel mix, sequencing, and the order we run things in.
- Pipeline reporting & revenue dashboards. The numbers leadership actually checks every Monday.
The stack
02
Root 02 · The soil
Data & foundations.
The soil everything else grows from. Before any system can produce, the data underneath needs to be clean, rich, and trustworthy, or nothing scales. Every dollar of outreach is wasted when the records are wrong.
“Garbage in, garbage out, is not a cliché. It’s the reason your last three campaigns underperformed.”
What you get
- CRM cleanup & hygiene. Deduplication, field standardisation, ownership rules, and the housekeeping nobody volunteers for.
- Data enrichment & intelligence. Multi-source waterfalls (Apollo, Clay, TheirStack, RB2B) so every record carries the signal that matters.
- Routing & assignment logic. Leads land with the right owner, at the right stage, with the right next action queued.
- Object architecture. Companies, contacts, deals, signals, modelled to scale past the first 10K rows.
The stack
03
Root 03 · The capture
Inbound & capture.
Build the conditions for the right people to find you, then make sure nothing slips through the moment they do. Most teams pour budget into demand creation while the capture layer leaks. I close the leaks first.
“You don’t have a traffic problem. You have a conversion problem dressed up as one.”
What you get
- Lead scoring & qualification. A model that separates curiosity from intent, scored on signal not vanity.
- Inbound orchestration. Forms → enrichment → routing → sequence → meeting, in seconds, with no human in the loop.
- Signal-based activations. Pricing page visits, demo abandonment, second-time visits, each fires the right next move.
- Conversion infrastructure. The forms, the redirects, the routing rules, and the analytics that prove it’s working.
The stack
04
Root 04 · The reach
Outbound & reach.
Deliberate, personalised outreach that reaches the right accounts at scale, without feeling like a blast. Built to run automatically and read human. The kind of outbound that earns the meeting, not just the open.
“Volume isn’t the strategy. Specificity is. Then volume.”
What you get
- Outbound automation. A Clay table per ICP, three plays (Volume, Displacement, Intent), one unified workflow.
- ABM campaigns. Tight account lists, multi-threaded messaging, persona-specific angles, CFO, Champion, and User get different stories.
- LinkedIn outreach. Connection-first, voice-note finishers, designed for warm-cold instead of cold-cold.
- Cold email infrastructure. Domains, warmup, sending limits, reply detection, the boring parts that decide whether you ever reach the inbox.
The stack
Three ways to work together.
Most engagements start with a Sprint to map the soil. Many continue into a Build. A few settle into Advisory once the system runs itself.
Plant the system.
8 – 12 weeks · full stackEnd-to-end: data, capture, outbound, and the reporting on top. By the end, the pipeline runs without being pushed.
- All four roots wired together
- Workflows built, documented, handed over
- 60 days of weekly tending after launch
Tend the roots.
Monthly retainer · ongoingFor teams with the system already planted. I show up where you need a second pair of hands or a sharper second opinion.
- Weekly working session
- Async review of campaigns & data
- Quarterly KPI re-baseline
Questions worth asking early.
Do you take on every engagement?
No. I work with B2B founders and revenue teams who have product-market signal and are ready to invest in the system that compounds it. If we’re a fit, you’ll know on the first call. If we aren’t, I’ll say so and point you at someone who is.
Do you work with my existing stack, or rip it out?
Almost always your existing stack. Most teams don’t need more tools, they need the ones they have wired together properly. Replacement is a last resort, and only when something genuinely can’t do the job.
Will you hand it over, or do I depend on you forever?
Every Build ends with documented playbooks, dashboards, and a working knowledge transfer to your team. The point is a system you can run. If you want me to keep tending it, that’s what Advisory is for, but the dependency is opt-in, not baked in.
How fast can we start?
Sprints usually start within 2 – 3 weeks of the contract signing. Builds are scoped in the Sprint, so the runway from first call to live system is typically 10 – 16 weeks. If you need to move faster, say so on the call, sometimes it’s possible.