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Written frominside the build.

Notes on the parts of a sales system that decide whether it works, taken from engagements rather than summarised from somewhere else. 5 pieces so far.

Lead pieceDemand26 August 20266 min read

Most outbound dies before the first message is sent

The reply rate was decided weeks earlier, by the domain, the list and the person who owns the answer. Copy is the last thing to blame and the first thing everyone rewrites.

Read the piece
  • What it comes down to
  • Deliverability is infrastructure, not a setting you toggle before launch
  • A list you bought is a list your competitors also bought
  • A reply with no owner and no clock is the same as no reply

More from the desk

  1. 02Frontline19 August 20265 min readThe pipeline stage that lies to youEvery CRM has one stage where deals go to wait. It looks like progress on the board and it is the reason the forecast keeps missing.
  2. 03Frontline12 August 20267 min readWhat an AI SDR can and cannot doIt is very good at the part of the job nobody wants and genuinely bad at the part everyone assumes it will handle. Knowing which is which is most of the decision.
  3. 04Broadcast5 August 20265 min readThree seconds is the whole adA cold viewer gives you the length of a scroll to answer who it is for, what the offer is, and what happens next. Clever costs you all three.
  4. 05Machinery29 July 20265 min readThe report nobody reads, and the one they doMost reporting is built to prove work happened. The useful version is built to make one decision, and it is much shorter.

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