Library
Reference material on outbound for founders: how to run several go-to-market motions at once, how to qualify, how to structure a sequence, and what the jargon means. Written to be accurate first and to stay accurate.
Long-form, evergreen guides to running outbound when you are still finding out what sells.
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Go-to-market motions: how to test several ways of selling at once
How founders can run two or three go-to-market hypotheses in parallel, keep them from contaminating each other, and decide which one to keep.
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Multichannel outbound sequences: structure, timing and when to stop
How to build an outbound sequence across email, LinkedIn, phone, SMS and WhatsApp: what each step is for, how to space them, and when a sequence should end.
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Writing a sales playbook people actually use
What belongs in a sales playbook, how to structure it so it gets opened during real deals, and how to keep it current as calls teach you more.
Direct answers to the questions founders ask about outbound, each starting with the short version.
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How do you practice cold calls?
Roleplay against a realistic buyer from your target audience, drill the hardest moments (opener, objections, the ask) repeatedly, then review each attempt against your playbook.
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How many touches should an outbound sequence have?
As many as you have genuinely new things to say, spread over a few weeks and several channels. Stop when a step would only repeat.
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What is a go-to-market motion?
A go-to-market motion is one repeatable way of selling: a specific offer, to a specific audience, through specific channels and a specific buying process.
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What is ICP fit scoring?
ICP fit scoring rates how closely a prospect matches your ideal customer profile, attribute by attribute, so you work the best-fitting prospects first.
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What is the difference between MEDDIC and BANT?
BANT checks four basics fast: budget, authority, need, timeline. MEDDIC maps a complex deal: metrics, economic buyer, decision criteria and process, pain, champion.
The vocabulary of outbound and qualification, one term per page, defined in a sentence and then explained.
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BANT
BANT is a sales qualification framework that checks four things about a prospect: Budget, Authority, Need and Timeline.
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Discovery call
A discovery call is the first real conversation with a prospect, where the seller learns their situation, problem and buying process before proposing anything.
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Go-to-market motion
A go-to-market motion is one repeatable way of bringing an offer to a specific audience: who you sell to, what you sell them, and how they discover it, evaluate it and buy.
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Ideal customer profile (ICP)
An ideal customer profile describes the kind of company that gets the most value from what you sell and is most likely to buy it, in attributes you can search and check.
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MEDDIC
MEDDIC is a sales qualification framework for complex B2B deals: Metrics, Economic buyer, Decision criteria, Decision process, Identify pain, Champion.
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Sales playbook
A sales playbook is the working reference for selling one offer to one audience: personas, pains, value propositions, objections and answers, talk tracks, qualification and stage criteria.
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Sandler Selling System
The Sandler Selling System is a sales methodology built on mutual agreements with the buyer at each step, deep questioning about pain, and qualifying out early.
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SPIN selling
SPIN selling is a questioning method for sales conversations, in four types of question: Situation, Problem, Implication and Need-payoff.