One inside-sales system, from cold outreach to committed pipeline.
The job to be done
Turn three disconnected sales efforts into one system that converts reliably, from first touch to pipeline, without leaning on any single rep’s memory.
The challenge
Outbound, inbound, and post-demo lived as three separate efforts. MQLs sat un-worked, every demo ran a little differently, follow-up depended on who remembered, and no dashboard showed where deals actually leaked. The motion worked in bursts, not as a system, so results could not be trusted or repeated.
The process
The build ran in two parts: a one-month setup, then a three-month optimising pilot. Setup stood up three systems, an Outbound Engine, an inbound MQL-to-demo system, and a post-demo-to-pipeline system, each with its own segmentation, scoring, and follow-up logic, all wired to shared dashboards. The pilot then optimised weekly against real funnel data, refining targeting, messaging, and workflows.
What changed
- Outbound: scattered manual sends became an ICP-scored engine with sequenced email and LinkedIn, so best-fit conversations arrived on repeat.
- Inbound: un-worked MQLs got an audit, a clean database, and a response framework, so no qualified lead sat idle.
- Post-demo: every demo now runs to a standard structure and is scored, and a defined follow-up moves it into pipeline instead of hoping.
- Visibility: reply, demo, and pipeline metrics moved onto shared dashboards, reviewed and tuned every week.
The solution
The three systems now run as one machine with dashboards over the whole funnel. The repeatable work, sourcing, sequencing, follow-up, and scoring, is systemised, so reply rates, demo conversion, and pipeline movement improve by structure instead of heroics, and every stage is visible in one place.
What we built
- Outbound Engine (cold email + LinkedIn): ICP, segmentation, and outreach infrastructure
- Lead sourcing, enrichment, and scoring logic
- Messaging frameworks and multi-step sequences
- Inbound MQL-to-demo system: MQL audit, database cleaning, response frameworks
- Post-demo-to-pipeline system: demo standardisation, call scoring, follow-up
- Dashboards, tracking, and reporting across every funnel stage
- A shared Notion execution plan and weekly optimisation sessions
The result
Outreach, response, and follow-up became consistent and measurable, drop-offs between stages fell, and the team could finally see reply rates, demo conversion, and pipeline movement on one live dashboard. Built in one month, then sharpened across a three-month pilot on a weekly optimisation loop.
How long does an engagement take?
Most builds run over a focused one-month setup, then a two to three month optimising phase where the numbers compound. The exact timeline flexes to the scope.
What do you need from our team?
Access to your current funnel and data, one point of contact for decisions, and the room to instrument each stage. The heavy lifting is mine.
How do you measure success?
Against one visible funnel: qualified pipeline in, stage by stage conversion, and a forecast the team will put its name to. Not vanity metrics.
Do you work with our existing tools?
Yes. I build on the stack you already run and add an AI layer over it, rather than forcing a migration.