Writing
One question per piece, answered properly.
Most writing about outbound lists three causes and stops. These go further: the decision tree, the worked example, the part where we say what we would not do. Written by the person who runs it, not a content team.
Tooling
It automates the cheap half.
7 min readAre AI SDRs worth it? Why most AI SDR tools fail you
Are AI SDRs worth it? They automate the cheap half of outbound and skip the expensive half. What they do well, where they fail, and when to buy one.
Scale
200 sent. 20 reasoned.
8 min readHow to personalize cold email at scale without tokens
How to personalize cold email at scale without tokens: the real daily ceiling, a tiering model, and the swap audit that tells you if it is working.
Prioritisation
Three tiers, not a points total.
9 min readHow to prioritize sales leads without a points system
How to prioritize sales leads with no conversion history: a worked example on 50 names, and why point-based systems can never be proven wrong.
Preparation
Ten minutes, then stop.
7 min readHow to research a prospect before a call in 10 minutes
How to research a prospect before a call: a timed ten-minute pass, the stopping rule, and how to turn your notes into the first thirty seconds.
Messaging
Would it survive a swap?
7 min readCold email opening lines: how to say why you're reaching out
Cold email opening lines fail because they are templates. Here is the procedure for finding the real reason you are contacting this person today.
Services
You sell judgement, not software.
7 min readLead generation for consultants and agencies: what works
Lead generation for consultants and agencies is different: you sell trust, not software. What works when your buyer gets ten pitches a week.
Lists
Distribution problem, or selection problem?
7 min readShould you buy a lead list? What it can and cannot do
Should you buy a lead list? What a bought list really gives you, the three costs nobody quotes, and the test to run before you spend anything.
Outbound
Four links. One symptom.
9 min readWhy your outbound stopped working and reply rates fell
Low reply rates have four possible causes and only one is your message. A decision tree using numbers you already have, plus the wrong-person test.