Every capability
CRM setup and migration
A new CRM built around how you sell, or your data moved into one with the history kept.
A CRM set up in a weekend copies the vendor's default pipeline and fields, and the team spends the next year working around it. We start from how a deal actually moves at your company, then build the stages, fields, permissions and connections to match. If you are moving off spreadsheets or another CRM, we map every field, clean the data on the way in, and run the old and new side by side until the numbers agree.
Pipeline and stages: Built from how your deals move, with an entry and exit rule for each stage.
Fields: Only the ones someone will fill in and someone will report on.
Permissions: Who sees and edits what, set by role.
Migration: Field mapping, cleanup on import, emails and activity history carried over.
Connections: Email, calendar, forms, billing and your sales tools wired in.
First reports: A starting dashboard, so the first week of data is already usable.
A sales team tracks deals in a spreadsheet with 40 columns and a shared inbox. They move into HubSpot with 12 fields, five stages and every email thread attached to its deal. The spreadsheet is archived the same week.
A working CRM in the platform you choose, a field dictionary, and a one-page guide for reps.
A one-page pipeline and field design for your CRM, plus a test move of 50 records from your spreadsheet or old CRM.
CRM audit and cleanup
Duplicates merged, blanks filled, every record owned by one person.
Over a few years a CRM fills up with the same company three times, contacts who left and fields nobody agreed on. We find all of it, fix it, and write the rules so it stays fixed. A check then runs on every new record so the mess does not come back.
Duplicates: The same person or company entered twice gets merged, with history kept.
Blanks: Missing titles, sizes and countries filled from data sources.
Stale records: People who left and addresses that bounce are flagged, not left to rot.
Owners: Every record has exactly one owner and a written reason why.
Field values: One way to write United States, not four.
A CRM holds Acme Inc, ACME and Acme Incorporated as three companies, each owned by a different rep. After the audit it is one record with one owner and all three histories attached.
A cleaned CRM, the rules written down, and a check that flags new mess.
A CRM health check on your data: duplicates, blanks, stale contacts and ownerless records counted, with the five fixes that matter most.
Lead scoring and routing
A number for how much a lead deserves attention, and a rule for who gets it.
Scoring splits the question into fit (who they are) and intent (what they did) and keeps the two apart. Routing then sends the lead to the right owner by territory, size or round-robin. Product-led teams use the same model with product usage as the intent side. Open this one for the full walk-through and a calculator.
A scoring model in your CRM, routing that runs without anyone touching it, and a quarterly check against who actually bought.
We score your last 200 leads with a draft model and show where the ones that bought would have ranked.
Lead lifecycle and routing audit
A check after every list upload that the right leads reached the right people.
Leads go missing between tools more often than anyone admits. A form syncs late, a list upload skips the routing rule, the marketing tool and the CRM disagree on who owns someone. We walk the path from first touch to owner, find where records stall, and put a check on it.
Path map: First touch to owner, step by step, with the tool at each step.
Sync check: Records in the marketing tool and the CRM compared, differences listed.
Upload QA: After each list upload, routing is tested and errors caught before reps see them.
Stuck leads: A report of leads with no owner or no activity past a set time.
A webinar list is uploaded on Friday. By Monday 200 contacts have no owner because the routing rule skipped them. The check catches it on Friday afternoon.
We trace 20 recent leads from first touch to owner and show where each one stalled or went missing.
Enrichment waterfall
Several data sources asked in order, so every record is complete at the lowest cost.
A lead often arrives as a name and an email. We add the rest: role, company size, industry, phone. The cheapest source goes first, and the next one is only asked for the fields still empty. You pay for what you needed, not for a full profile from every vendor.
Source order: Each field has its best source, cheapest and most accurate first.
Fallbacks: If one source returns nothing, the next is asked, for the missing field only.
Email check: Addresses are verified before anyone writes to them.
Write-back: Results land in the right CRM fields.
Cost cap: A budget per run, known before it starts.
Complete records at a known cost per record.
Send us 100 records with gaps. We fill them and show the fill rate and the cost per record.
CRM admin and request queue
One person's worth of Salesforce or HubSpot admin, with a proper intake.
Every team has a backlog of small CRM asks: a new field, a validation rule, a report, a permission change. Left alone, reps work around the CRM. We run the queue. Requests come in one place, get scoped, built, tested and written up.
Intake: One form or channel for every request, with an owner and a status.
Scoping: We say what a change touches before we make it.
Build and test: Changes go through a sandbox where your plan has one.
Release notes: A short note to reps on what changed.
We clear three requests from your CRM backlog: scoped, built, tested and written up.
Deal desk and CPQ
Quotes, discounts and approvals that follow written rules.
Deal desk is the group that says yes or no to a discount and checks the paperwork matches what sales promised. By email it is slow and inconsistent. We set up the intake, the approval routing and the discount rules in your CRM or quoting tool, and the tracking that shows what is being approved.
Intake: One place to ask for a quote or an exception.
Approval routing: Who signs off at which discount level.
Discount rules: Guardrails by deal size and product, written down.
Tracking: Time to approve and discount trends by rep and segment.
We review ten recent quotes against your discount rules and show where approvals were skipped or slow.
Forecasting and pipeline reporting
One definition per stage, dashboards that match it, alerts for deals going quiet.
First one agreed meaning for lead, qualified, meeting, opportunity and won. Then dashboards for conversion, speed and source. On top we add the alerts a manager would raise if they had time: deals with no next step, a big account with one contact, a close date pushed four times. If you use a forecasting tool such as Clari or Gong, we build the weekly review around it.
Stage definitions: One meaning for each stage, in writing.
Dashboards: Conversion, speed and source, refreshed on a schedule.
Inspection alerts: Stalled deals, no next step, single contact, repeated slips.
Forecast cadence: A weekly review and the data behind it.
Capacity model: How many accounts and leads a rep can actually work.
Dashboards the team agrees with, a glossary of every metric, and a weekly exceptions list for managers.
One pipeline dashboard built on your data, plus a list of the deals that have gone quiet.
Territory, quota and comp design
Assignment rules in the CRM, and the numbers behind quotas and plans.
Territories drift and turn unfair when they are managed by hand. We write the rules into the CRM so assignment is automatic, and model quota and capacity so a new rep or region does not mean starting over. The compensation plan stays your call. We supply the numbers it rests on.
Assignment rules: Region, size, industry and named accounts, with a rule for conflicts.
Capacity: How much territory one rep can cover.
Quota model: Targets built from pipeline and win rates.
Rebalancing: A safe way to move accounts when headcount changes.
A capacity check: how many accounts each rep can really cover, against what they hold today.
Revenue stack map and build-versus-buy
Every tool, what it owns, what talks to what, and what to cut.
Most revenue teams cannot draw their own stack from memory. We map every tool, the data each one owns and where the same fact lives in two places. Then we help you decide what to buy, what to build and what to switch off.
Stack map: Every tool with its owner, its data and its connections.
Process flows: How a lead, a deal and a renewal actually move.
Overlaps: Tools doing the same job, and licences nobody uses.
Build or buy: A call per gap, with the trade-offs.
A one-page map, the process flows, and a short list of recommendations.
A one-page map of your sales tools, with overlaps and unused licences flagged.
Suppression and compliance guardrails
Customers, open deals and opt-outs checked before anything is sent.
Before any campaign goes out, every person is checked against a do-not-contact list: customers, live deals, partners and past opt-outs. Matching runs on email, on company domain and on company name, so a spelling difference does not get through. We build the checks. Your counsel decides the rules for your regions.
Lists: Customers, open deals, partners, opt-outs, anyone you name.
Matching: By email, by domain and by company name.
Pre-send check: Runs before every campaign and stops it if something fails.
Opt-outs: Honoured everywhere at once.
Log: What was checked and what was blocked.
A new prospect list includes someone at a company that became a customer last month. The check removes them before a single email goes out.
We check your next campaign list against your customers, open deals and opt-outs, and show what would have gone out by mistake.
Customer health and expansion
One health status per account, and a nudge when one is ready to buy more.
Customers rarely cancel suddenly. Usage drops, tickets pile up, the person who championed you changes jobs. We combine those signs into one status per account and alert the owner while there is time to act. The same signals run the other way and flag accounts ready for more. If you use a customer success tool such as Gainsight or Planhat, we set up its scoring, playbooks and routing.
Usage: Activity against the account's own normal.
Support: Rising tickets and unresolved issues.
People: A champion who left, a new executive who arrived.
Billing: Failed payments and downgrades.
Playbooks: What the owner does for each status.
We score 50 of your accounts on usage, support and contact changes, and flag the ones at risk.
Enablement and AI playbooks
Playbooks and training built from your best calls, plus a written line on what AI does.
Training that lives in a slide deck gets forgotten. We turn how your best reps work into playbooks, battlecards and short lessons, and we update them from real calls and deals. We also write down which tasks AI does, which it assists and which stay with the rep, so a new hire reads one page instead of guessing.
Playbooks: Discovery, objections and handoffs, written from your best calls.
Battlecards: Competitor notes kept current.
AI use standards: What AI does, what it assists, what stays human.
Onboarding: A first-month plan for new reps.
One playbook page written from three of your best recorded calls.
Workflow automation
Your tools connected, so nobody copies and pastes between them.
We connect your CRM, sales tools, Slack and warehouse with n8n, Zapier, Workato or Tray, or with code when the job needs it. Every flow gets an owner, an error alert and a plain note on what it does. That keeps it from becoming something only one person understands.
Triggers: When this happens in one tool, do that in another.
Error handling: Failures alert a person instead of disappearing.
Documentation: What each flow does, written so your team can maintain it.
Ownership: A named owner for every flow.
Connected tools, a diagram of how data moves, and alerts if a link breaks.
One automation built in your stack for the copy-and-paste job your team hates most.
Buying-signal monitors
Watch for the events that say a company is about to need you.
A signal is something that changed at a company: a job post, a funding round, a new executive, a champion moving jobs, a tool swap. We watch the ones that matter for you and send each to the right place with a line of context. We built one for our own pipeline that checks job posts for SDR, GTM engineer and RevOps roles every week. A signal tells you when to call. It does not tell you they want to buy.
Signal types: Hiring, funding, new leaders, job changes, tool changes, news.
Sources: Job boards, company sites, public news and business databases.
ICP filter: Only signals from companies that fit are kept.
Routing: Each signal goes to an owner with the reason it fired.
Message hook: A line of copy that references the signal.
A signal tracker on one signal you pick, run for two weeks, with every hit sent to you.
AI research agents
An agent that reads a company and writes the summary a rep would spend an afternoon on.
The agent reads a company's website, news and job posts and writes a short summary. Every claim carries a link to where it came from, and a person spot-checks a sample. The result lands in a CRM field, ready for a rep or for a message.
The question: Exactly what we want to know, such as who they sell to.
Sources: Website, news, job posts, public filings.
Citations: A link on every claim.
Spot checks: A sample reviewed by a person.
Output: Written into a CRM field.
Briefs on ten of your target accounts, written by our research agent, with a source on every claim.
Agents and Claude inside the seller workflow
Small assistants wired into your CRM and docs, one job each.
Draft a follow-up from call notes. Answer what we promised this account last quarter. Prepare the weekly pipeline summary. Each assistant does one job, has limits on what it can see and do, and sends anything sensitive to a person first. We test on real examples before a rep touches it. Where it can see outcomes, such as whether the meeting happened, it adjusts, so it improves instead of staying frozen.
One job: A single, repeated task per assistant.
Data access: Only what it needs.
Limits: What it may do alone, and what goes to a person.
Where it lives: Slack, the CRM or a simple page.
Testing: Run on real examples before rollout.
One assistant for one job, such as drafting follow-ups from call notes, set up in your Slack or CRM.
AI automation audit
A task-by-task call on what to automate, what AI assists and what stays human.
Before you automate anything, list the tasks in a role or a process and mark each one. Some follow a rule you can write down, so a system does them. Some need judgment with help from AI. Some are conversations and stay with a person. We cost each, and you get a short document to hold a hiring decision or a tool purchase against.
Task list: Everything the role or process does in a week.
Automation test: Which tasks follow a rule we can write down.
Cost: Your own salary and tool costs against the cost of a system.
What stays human: Tasks that need judgment or trust.
Recommendation: Hire, automate, or a mix, with reasons.
For a planned SDR hire, about half the weekly tasks turn out to be research and list building. A system can do those, and the role is rewritten around conversations.
A document you can take to a hiring or budget meeting.
We break one role into its weekly tasks and mark each one: automate, AI-assisted, or keep human.
Warehouse to CRM sync
Product, billing and enrichment data from your warehouse onto the lead record.
Useful data often sits in a warehouse such as Snowflake while sales works in the CRM. We write the queries and the sync so the fields sales needs show up on the lead and account, refreshed on a schedule.
Model: Which warehouse table maps to which CRM object.
Queries: The SQL that produces the fields sales cares about.
Sync: Scheduled, with a check for failures and drift.
Access: Only the fields sales needs.
We map your warehouse tables to CRM fields and sync one set of fields for a test segment.
Hand it over, or hire the person who runs it
Everything we build is yours, and we help you hire its maintainer.
You own the accounts, the data and the documentation. When you want it in house, we help you hire the GTM engineer who runs it: the job description, the assessment and the interviews. We hand over the docs, the access and recorded walkthroughs. Nothing here locks you to us.
The documentation, the access, the walkthroughs, and the hiring pack for the person who runs it.
A job description and an AI-proof assessment for the GTM engineer you would hire to run it.
Account research and daily lists
A one-page brief per account, and a ranked list each morning with a reason on every row.
Before the first touch or the call, the rep gets a brief: what the company sells, what changed lately, who the likely buyer is, one reason to reach out. Each rep also starts the day with accounts that showed a signal, ranked, with the reason each is there. Research that took about 20 minutes takes about 2.
A brief for every target account and a daily list for every rep.
One week of daily ranked lists for one rep, with a brief on every account.
Sequences and cadences
The planned run of touches, built by buyer type and loaded into your tool.
A cadence is the series of touches a rep runs: email, LinkedIn, call, with days between. We design one per buyer type and trigger and load it into the tool your reps already use, such as Outreach, Salesloft or Instantly. Exit rules are built in, so nobody gets a fifth email after they replied.
Persona: A sequence for each buyer type.
Trigger: What starts it: a signal, a form, a list upload.
Steps and gaps: How many touches and how many days apart.
Templates: Messages reps can send as written or adjust.
Exit rules: A reply, meeting or opt-out stops everything.
One sequence written for one buyer type, ready to load into your tool.
Inbound qualification and handoffs
The clock starts when someone asks to talk. We make sure the answer is fast and the handoff clean.
The lead lands in the CRM, gets enriched, scored against your criteria, assigned, and answered with a booking link within minutes. Your criteria for qualified are written down, and so is the reply time for each handoff, so an SDR and an AE agree on what qualified means and what happens next.
Capture and enrich: The form or booking lands in the CRM with company and role filled in.
Qualification criteria: What makes a lead worth a meeting, in writing.
Assignment: Routing rules pick the owner.
Response time: A target per step, with an alert when it is missed.
Handoff pack: Notes, history and what the prospect said in their own words.
A form is submitted at 2:14. By 2:16 the lead is enriched and assigned, the rep has a Slack alert and the visitor already holds a booking link.
With your permission, we fill in your own demo form and time every step until a rep replies, then show where it slows down.
Cold calling support
Call lists with a reason to call, scripts, a dialer, and every outcome logged.
Plenty of buyers still pick up the phone. If you want calls in the mix, we build the call lists with a reason attached to each row, write the scripts and objection notes, set up the dialer, and make sure every call and outcome lands in the CRM without typing. If you want people making the calls, we scope that separately.
Call lists: Accounts and people with the reason to call.
Scripts: Openers, objection notes, voicemail copy.
Dialer setup: The tool configured and connected to the CRM.
Call logging: Outcome, notes and next step recorded automatically.
A call list of 50 people with a reason to call each one, plus a one-page script.
Language and regional outbound
Lists and messages by country and language, with replies routed to someone who speaks it.
Part of your market only answers in its own language. We build lists by country, write the copy in that language, and have a native speaker check it. Replies go to a rep who speaks it, and the sending schedule respects local working days and holidays.
One sequence adapted for one market and language, checked by a native speaker.
Meetings and CRM logging
Calls, emails and meetings logged without typing, and booking that protects your meeting count.
Activity from email, calendar and calls is recorded on the right contact and deal. Booking pages share meetings fairly across reps, send reminders, and send a reschedule message within minutes of a no-show.
Activity sync: Email and calendar matched to the right contact.
Call notes: Optional short summaries on the record.
Booking: Round-robin, reminders, reschedule links.
Privacy: Rules for what is and is not captured.
Automatic email and calendar logging switched on for one rep for two weeks.
Dormant lead revival
Old leads checked again when something changes.
Many leads went quiet because of timing. We watch for the moment something changes: a new job, a funding round, a return to your pricing page. The lead is rescored and goes back to its owner. Anyone who opted out or became a customer is never touched.
A lead that went quiet eight months ago visits your pricing page twice in a week. The system rescores them as hot and tells the original rep.
We re-check 200 of your old leads and flag the ones with a fresh reason to reach out.
Target accounts and ICP
Who you sell to, written as filters, with every company checked by reading its site.
We start with your best customers and your lost deals and write down what the winners share. That becomes filters: industry, size, region, tools used, stage. We run them over large company databases, then an agent reads each company's website to confirm it fits, because filters alone let in marketplaces and agencies that only look like a match. You get a ranked list with the reason each company is on it.
Win and loss pattern: What the best customers share and the lost deals lacked.
Filters: Industry, size, region, tools, growth stage.
Website check: An agent confirms what the company really does.
Exclusions: Customers, competitors, anyone contacted recently.
Tiers: Best fits first.
Your next 100 target accounts, each checked against your ICP by reading its website, with the reason it fits.
Contacts and email verification
The right buyers at each account, and only addresses that will not bounce.
A company is not enough. You need the right person and a working address. We find people in the roles you pick, verify each address, and set aside risky ones to send last or skip. Bounces damage your sending reputation fast, so this step carries real weight.
Role targeting: The titles that buy or influence, set per segment.
Verification: Each address marked safe, risky or invalid.
Risky addresses: Held back, sent last, or dropped.
Limits: A cap per company so one account is not flooded.
Records: Everything saved to your CRM with its source.
We find the buyers at 20 of your target accounts and verify every address, so you see who we would reach and how many are safe to send to.
Signal-based copy
Short messages that mention something true about the company or the person.
A message that reads like it was written for one person gets read. We start from the signal behind each lead, write a few short lines, and check each message before it goes out: names spelled right, no leftover placeholders, nothing we cannot back up.
Five emails written for five of your real prospects, each built on something true about them.
Email and LinkedIn campaigns
Both channels working together, with the LinkedIn quota spent on people who are active.
Email and LinkedIn run from sending accounts built for it. LinkedIn connection requests have a small daily quota, and a dormant profile wastes one, so we screen for people who have been active recently first. A reply on either channel stops everything.
A two-week live campaign to 6,000 people who match your ICP, sent from our setup, with every reply handed to you.
Reply handling
Replies sorted by what they are, so the interested ones reach a person fast.
Replies come in many shapes. We sort them automatically: interested, not now, wrong person, out of office, unsubscribe. Opt-outs are blocked at once and out-of-office replies are rescheduled. A person sees every interested reply, and nothing interested is auto-answered. We once found a reply bot sending prospects to a demo page that did not exist. Fixing the replies is half the job.
We sort your last 200 replies and show which interested ones were missed or answered late.
Offer and message testing
A fixed test order: who, then what, then how we say it.
Most weak outbound has the wrong offer, not the wrong words. So we test with real campaigns to real buyers, in a set order: the audience first, then the offer, then the wording, each on a small group before it scales. We read every reply, because counts hide the useful ones, and write down what we kept and what we killed.
A two-week live campaign, free: we send two of your offers to 6,000 people who match your ICP and show you which one got the replies.
Events, before and after
Who to invite, who will be at the conference, and same-day follow-up.
Lists of who to invite and who will be at the event, outreach before it, follow-up straight after. Registrants and attendees get enriched and scored, and the message depends on whether they attended, registered and missed it, or asked a question.
Invite lists: Ranked by fit, sized to the room.
Pre-event outreach: A short, specific invite.
Attendee data: Enriched and added to the CRM.
Follow-up: A different message per segment, sent the same day.
Handoff: High-value attendees go straight to sales.
For one upcoming event, a list of attendees worth meeting, with a reason for each.
Cold sending domains and mailboxes
Separate sending domains, set up properly and warmed up before any campaign.
Cold email never goes out from your main domain. We buy look-alike domains, set up a few mailboxes on each, publish the three DNS records (SPF, DKIM and DMARC) that prove the mail is really yours, and warm the mailboxes up over a few weeks before any campaign. Google mailboxes send to Gmail and Outlook mailboxes send to Outlook where we can, because that lands better.
Domains and mailboxes: A few mailboxes per look-alike domain, each sending a small daily amount.
Authentication: SPF, DKIM and DMARC set and tested.
Warm-up: A ramp before volume, usually two to four weeks.
Sender matching: Google senders to Gmail, Outlook senders to Outlook.
Signatures and profiles: Real names, photos and signatures on every mailbox.
A sending setup that is ready to use, with proof the authentication passes.
One sending domain and two mailboxes set up for you, authenticated and warming for two weeks, with the test results.
Inbox placement testing
Test mail to real inboxes every week, so you know where your email lands.
Open rates no longer tell you anything, so we test directly. Every week we send from each mailbox to a set of test inboxes we own on Gmail and Outlook, then read where each email landed: inbox, promotions tab or spam. A domain that starts landing in spam is rested before it drags the rest down.
Test inboxes: Gmail and Outlook inboxes on several domains we own.
Per sender: Results for every mailbox, not an average.
Placement: Inbox, promotions tab, spam or missing.
History: Every test kept, so a slide shows up early.
One placement test from up to five of your mailboxes to our Gmail and Outlook test inboxes, with results per sender.
Domain and mailbox health monitoring
Blocklists, DNS records and mailbox connections checked every day, with an alert when one breaks.
Sending setups decay quietly. A DNS record gets edited, a mailbox disconnects after a failed renewal, a domain lands on a blocklist. We check all of it every day and tell you the same day, with the fix. Mailboxes that disconnect are reconnected, and burnt domains are replaced on a plan instead of in a panic.
Blocklists: Every domain checked against the main blocklists.
DNS drift: SPF, DKIM and DMARC re-checked against what was set.
Mailboxes: Disconnected or unpaid mailboxes caught and fixed.
Reputation: Google Postmaster and Microsoft data watched where available.
Replacement plan: Which domains to rest, retire or buy next.
A one-time health check of every sending domain and mailbox you have: blocklists, DNS records and disconnected mailboxes.
Bounce and complaint guardrails
Every address verified before it is sent to, and sending that stops itself when bounces climb.
Bounces and spam complaints are what get domains blocked. Every address is verified before a campaign sees it. While a campaign runs, we watch bounces in a rolling window and pause it automatically when the rate passes the limit we agreed. Bounced addresses go on a block list so nobody sends to them again.
Verification: Every address checked before it is added.
Rolling limit: Bounce rate watched per campaign, per day.
Auto-pause: Sending stops at the limit, before the provider stops it for you.
Block list: Bounced and opted-out addresses never sent to again.
A new list starts bouncing at 6% on the first afternoon. The campaign pauses itself after 100 sends instead of 3,000, and the bad part of the list is removed before it restarts.
We verify 500 addresses from your next campaign and show how many would have bounced.
Spam-safe copy and rendering checks
Every email checked for spam triggers and broken rendering before it goes out.
Some words, links and formats push mail toward spam, and a broken merge field shows a buyer you are a robot. Before any campaign goes live we scan the copy, then send a real test through the sending tool and read it back to check every name, signature and line break.
Spam words: Words and phrases that hurt placement, flagged.
Links and tracking: Kept to a minimum in the first email.
Render test: A real send read back, so blank names and broken tokens are caught.
Plain text: Short, plain emails that read like one person wrote them.
We check your next email for spam triggers and send a test through your tool to show how it really renders.
Cold domain rescue
When your cold email has started landing in spam: find out why, stop the damage, rebuild.
When replies collapse, the cause is usually one of four things: authentication, domain reputation, the list or the copy. We test each one, stop sending from anything that is hurting the rest, and rebuild with clean lists and rested or new domains. You get a written diagnosis, not a guess.
Diagnosis: Authentication, reputation, list quality and copy tested in turn.
Stop the bleeding: Damaging domains and lists paused first.
Rebuild: Fresh or rested domains, cleaned lists, a slow ramp back.
Write-up: What happened, what we changed, how to avoid it.
A written diagnosis and a recovery plan, with placement tests before and after.
A written diagnosis of why your email is landing in spam, from one placement test and a look at your setup.
Warm sending audit
Where your list, your domain and your inbox placement stand today, before anything changes.
We check what Google, Yahoo and Microsoft see when your mail arrives: authentication, alignment, reverse DNS, blocklists, spam rate history in Google Postmaster Tools, and where a test send actually lands. We also look at the list itself: where contacts came from, when they last engaged, and whether anything was merged in without permission.
Authentication: SPF, DKIM, DMARC and alignment checked against the bulk-sender rules.
Reputation: Postmaster history, blocklists and delivery errors.
Placement: A test send read back from Gmail and Outlook inboxes.
List: Sources, consent and last engagement, by segment.
Unsubscribe: The one-click header, the body link and how fast opt-outs stop.
A written baseline with every gap ranked by risk, and the fix for each.
A bulk-sender compliance snapshot of your sending domain: SPF, DKIM, DMARC, alignment, blocklists, and the unsubscribe headers read from one of your newsletters.
Bulk-sender authentication
SPF, DKIM and DMARC aligned to the rules Google, Yahoo and Microsoft set for senders at volume.
Since 2024, anyone sending more than about 5,000 emails a day to Gmail or Yahoo must authenticate with SPF, DKIM and DMARC, with the From address aligned. Microsoft added the same for Outlook in 2025. We set it up for every tool that sends as your brand, start DMARC on monitoring, read the reports, then move it to enforcement once every sender passes. BIMI, the brand logo next to your email, comes after that.
SPF: Every sending tool included, inside the 10-lookup limit.
DKIM: A key per sending tool, so problems can be traced.
DMARC: Reports read weekly, then a staged move to enforcement.
Alignment: The From domain matched to SPF or DKIM.
BIMI: Your logo in the inbox once DMARC is enforced.
The exact SPF, DKIM and DMARC records your domain needs, written out for every tool that sends as you, with the steps to move DMARC to enforcement.
Sending domain and stream design
Separate subdomains for newsletters, product mail and invoices, so one stream cannot sink the others.
A bad newsletter send should not push your invoices into spam. We give each kind of email its own subdomain, such as news.yourbrand.com for marketing and mail.yourbrand.com for product mail, each with its own reputation and its own reporting. Cold outreach never goes out from your main domain or its subdomains.
Streams: Marketing, product, transactional and staff mail kept apart.
Subdomains: One per stream, each authenticated and monitored.
Tracking domain: A click-tracking domain aligned to your own.
Cold kept out: Prospecting runs on separate look-alike domains, never here.
Tool map: Every platform that sends as your brand, listed and assigned.
A one-page plan for which subdomain sends what, so marketing mail cannot hurt your invoices and staff email.
Unsubscribe and preference center
One-click unsubscribe, a preference center, and opt-outs honoured everywhere within 48 hours.
Gmail and Yahoo now require a one-click unsubscribe header on marketing mail from bulk senders, and expect opt-outs to stop within two days. Many companies send from three or four tools that do not share their opt-out lists. We add the header, build a preference center so people can choose less mail instead of none, and sync every opt-out to every tool that sends as you.
One-click header: The unsubscribe button inside Gmail and Yahoo works.
Body link: A visible unsubscribe link in every email.
Preference center: Fewer emails or certain topics, instead of all or nothing.
Shared suppression: An opt-out in one tool stops mail from all of them.
We test your unsubscribe end to end: the one-click button, the body link, and how long until you stop sending.
Reputation monitoring
Spam rate, domain reputation and placement tracked every week, with an alert when one slips.
We connect Google Postmaster Tools, Yahoo's complaint feedback loop and Microsoft's sender data, read your DMARC reports, check blocklists, and run a test send before big campaigns. Every week you get one page on what changed. The number that matters most is the spam rate Gmail users report, which has to stay under 0.3% and should sit under 0.1%.
Postmaster Tools: Spam rate, reputation and delivery errors from Google.
Feedback loops: Complaints from Yahoo and Microsoft users.
DMARC reports: Who is sending as your domain, and whether it passes.
Blocklists: Checked daily, with delisting when needed.
Pre-send test: A seed test before your biggest sends.
A weekly one-page report and an alert the same day something slips.
We connect Google Postmaster Tools to your domain and read you the first 30 days of data.
List hygiene and re-permission
Mail goes to people who still engage. Everyone else is asked once, then rested.
The fastest way to lose a warm domain is to keep mailing people who stopped reading, or to merge in a list that never opted in. We segment your list by last engagement, send most to the people who engage, ask the quiet ones once whether they still want your mail, and rest the rest. New sign-ups confirm their address before they join.
Engagement windows: How recently someone must have engaged to keep getting mail.
Re-permission: One clear ask to quiet contacts before they are rested.
Sunset flow: Contacts who never respond are removed on a schedule.
Imports: New lists checked and quarantined before they mix in.
Confirmed opt-in: New sign-ups confirm their address.
A 46,000-contact list turns out to hold 9,000 people who have not engaged in a year. They get one re-permission email. 1,200 say yes. The other 7,800 are rested, and spam complaints on the next send fall by more than half.
We segment your list by last engagement and show how many contacts should be rested before your next send.
Volume ramp and send pacing
A careful ramp for any new domain, IP or email platform, and sends paced so the inbox providers do not push back.
Mailbox providers trust steady senders. A sudden jump, a new domain or a platform move looks risky to them. We ramp new infrastructure on your most engaged contacts first over several weeks, spread big sends evenly across Gmail, Outlook and Yahoo, and slow down automatically when a provider starts deferring mail.
Ramp plan: Daily volumes per mailbox provider, engaged contacts first.
Platform moves: Moving email platforms without losing reputation.
Dedicated IP: Only when your volume justifies one, with its own warm-up.
Pacing: Large sends spread over hours, not dumped at once.
Back-off: Sending slows when a provider defers mail.
A ramp plan for your next big send or platform move, with daily volumes per mailbox provider.
Primary domain recovery
Your main domain back out of spam, after marketing blasts or sales campaigns burned its reputation.
It usually starts with one decision: marketing mails a bought or merged list, or the sales team runs cold campaigns from their own work mailboxes. Within weeks, invoices, support replies and normal sales email land in spam, because they all share the same domain. We stop the damage the same day, find the cause, fix the foundations and rebuild the domain's reputation with engaged contacts only, until Google, Microsoft and Yahoo trust it again.
Stop the damage: Bulk sends paused and cold outreach moved to separate domains, the same day.
Diagnosis: Reputation, blocklists, authentication, DMARC reports and a placement test, in one written report.
Fix the base: SPF, DKIM and DMARC aligned, delisting requested, unsubscribes working.
Rebuild: Engaged contacts only, a slow ramp, spam complaints held under 0.3% for at least seven days.
Prevention: Separate subdomains per mail stream, weekly monitoring, and cold email never sent from the main domain again.
A sales team loads 3,000 prospects into their own work mailboxes. Three weeks later, customers stop receiving invoices. We move outreach to new domains that afternoon, and the main domain is back in Gmail's inbox five weeks later.
A written diagnosis, a recovery plan and weekly placement tests until your main domain is back in the inbox.
A written diagnosis of your main domain: reputation, blocklists, authentication and where your mail lands today, with the recovery plan.
Profile makeover
Headline, About section, experience, photo and banner rewritten for the buyers you sell to.
Most sales profiles read like a CV for the next employer. Buyers want to know what you help with and whether you have done it before. We interview you, then rewrite the headline, About section and experience for that reader, add a Featured section that points to proof, and design a banner, with guidance on the photo, so the profile looks like the same person and company.
Headline: What you help with and for whom, not just your title.
About: A short story a buyer can scan: problem, how you help, proof, how to reach you.
Experience: Each role written as results, not duties.
Photo and banner: Photo guidance and a designed banner.
Featured: Case studies, a demo or a post that shows your work.
Before: "VP Sales at Northwind | Growth | SaaS". After: "I help finance teams close the month in three days | VP Sales, Northwind".
A rewritten profile, a banner file and a one-page guide to keep it current.
A rewritten headline and About section for one profile, in your voice.
Content and posting
Two to three posts a week, written from short interviews and published after you approve them.
You know things your buyers want to hear, but nobody has time to write. A short monthly interview gives us enough for a month of posts in your voice: lessons, opinions, customer stories and short how-tos. We draft them, you approve them, and we schedule them for the times your audience is online.
Interview: 30 minutes a month to collect the ideas.
Formats: Text posts, document carousels and short video clips.
Voice: Written to sound like you, checked against your past posts.
Calendar: Planned a month ahead, published on schedule.
Approval: Nothing goes out without your yes.
Three posts written from one 20-minute interview, ready for you to publish.
Engagement and commenting
Thoughtful comments on your buyers' posts, so your name is familiar before you reach out.
A comment on a buyer's post is a warmer first touch than any cold message. Each week we pick the people you want to reach, read what they post, and draft comments worth reading. You approve them, and replies to your own posts get answered the same day.
Target list: The buyers and peers worth engaging with.
Drafted comments: Specific to the post, never generic praise.
Replies: Comments on your posts answered quickly.
Tracking: Who engaged back, logged against the account.
Ten drafted comments on recent posts by buyers you want to reach.
Network growth
Connection requests to your target buyers, inside LinkedIn's safe daily limits.
We send connection requests to the people on your target list who are active on LinkedIn, so the request is actually seen. Volumes stay inside safe daily limits, and the ramp is gradual on a new or quiet profile. Accepted connections see your posts, which does the warming for you.
Targets: Built from your ICP and account list.
Activity screen: Only people who were active recently get a request.
Safe limits: A gradual ramp and a daily cap per profile.
Acceptance tracking: Accept rate per segment, so we know what works.
We screen 100 of your target buyers and show which ones are active on LinkedIn and worth a request.
LinkedIn inbox and lead handoff
Messages sorted every day, interested people handed to you, the rest answered or closed.
A busy profile gets recruiters, vendors and real buyers in the same inbox. We sort it daily, answer the routine ones, and hand you the conversations that could become deals, with the context, or log them straight into your CRM.
Triage: Buyer, vendor, recruiter or noise.
Replies: Routine messages answered in your voice.
Handoff: Interested people sent to you with the thread.
CRM: Conversations logged against the account.
We sort your last 100 LinkedIn messages and show which buyers are still waiting for a reply.
Team profiles
The same makeover for everyone who faces customers, so the whole team looks like one company.
When a buyer checks three people from your team, the profiles should tell one story. We apply the makeover across your sales, success and leadership profiles, with a shared banner, consistent headlines and a short guide each person can follow.
Shared banner: One design across the team.
Consistent headlines: Same promise, each in their own words.
Guide: A one-page guide for new hires.
Content sharing: An easy way for the team to share company posts.
A banner design and headline set for up to three people on your team.
Profile analytics
Views, followers, post reach and conversations started, reported every month.
We track what the work is producing: who viewed the profile, how the audience is growing, which posts reached buyers, and how many conversations and meetings came from LinkedIn. We say what we will change next month based on it.
Profile views: Who looked, by company and role where LinkedIn shows it.
Audience: Follower and connection growth among your target buyers.
Posts: Reach and engagement per post.
Pipeline: Conversations and meetings that started on LinkedIn.
A one-page monthly report with the next month's changes.
A one-page review of how your profile and posts performed over the last 90 days.
Target account list and tiers
Your named accounts picked, put in tiers, and agreed by sales and marketing.
ABM starts with a list both teams sign off on. We build it from your closed-won deals, your ICP and the accounts sales already wants, then put each account in a tier. Tier 1 gets the most work per account. Tier 3 gets lighter, mostly automated touches. The list lives in the CRM, so ads, outreach and reports all use the same one.
Sources: Lookalikes of your closed-won deals, ICP filters and the accounts reps name.
Tiers: Tier 1, 2 and 3, with the reason for each placement.
Owners: Every account has one owner in sales.
One list: Stored in the CRM and synced to your ad and outreach tools.
Review: Accounts move tiers when their engagement changes.
A tiered account list in your CRM that sales and marketing both agreed to.
Your first 50 target accounts in tiers, with the reason each one made the list.
Buying-committee mapping
Every person who has a say at each target account, found and labelled.
Big deals are decided by several people, and the one who replies is rarely the one who signs. For each Tier 1 and Tier 2 account we find the decision maker, the people who will use the product, the budget holder and anyone likely to block it. They go into the CRM linked to the account, with a role on each. We watch for job changes so the map stays current.
Roles: Decision maker, champion, user, budget holder, possible blocker.
Contacts: Verified email and LinkedIn for each person.
CRM links: Every person tied to the account with their role.
Gaps: Roles we could not fill are shown, not guessed.
Job changes: People who leave are flagged and their replacement found.
A Tier 1 software company has one contact in the CRM, a sales manager. After mapping it shows six people, including the VP who owns the budget and the RevOps lead who would run the tool.
The full buying committee mapped at three of your target accounts, with a role on every person.
Every account touch in your CRM
Ad clicks, ad engagement, site visits, emails, replies, meetings and events, all on the account record.
Today these signals sit in six different tools, so nobody sees the whole account. We bring them onto the account in your CRM, each with its date and source. An ad click carries its campaign. A website visit shows the company and the pages read. An email reply, a meeting or a webinar seat is tied to the person and their account. Sales opens one record and sees everything that account has done.
Ad clicks: Campaign, ad and keyword saved, tied to the visitor and the account.
Ad engagement: LinkedIn's company-level engagement pulled onto the account.
Website visits: Company identified, pages viewed, and how often.
Email and LinkedIn: Opens, replies and accepted connections logged against the person.
Meetings and events: Calls booked, webinars attended, booths visited.
Match rate: The share of visits and clicks we could tie to an account, reported every week.
One timeline per account in your CRM, filled automatically, with the match rate shown.
A 30-day touch timeline for five of your target accounts, built from the data you already have.
Account heat score and alerts
One score per account from all that activity, and an alert when it jumps.
A single visit means little. Three people from one company on the pricing page in a week means a lot. We turn the account timeline into one score, weighted toward recent and high-intent actions, and tell the account owner in Slack or the CRM when an account crosses the line. The alert says what happened and suggests the next step, so the rep does not have to dig.
Weights: Pricing visits and replies count more than ad impressions.
Decay: Old activity counts for less each week.
Breadth: More people engaged at one account raises the score.
Alert: Owner told in Slack or the CRM, with what happened.
Tuning: Checked every quarter against which accounts became deals.
Northwind goes from 20 to 75 in four days: two pricing visits, an ad click from the finance team and a webinar sign-up. The owner gets an alert on Thursday morning with all four listed.
We score your target list on last month's activity and show which accounts are warming up.
Account-based ads
Ads shown only to people at your target accounts, timed with outreach.
Account-based ads go only to people at companies on your list, by tier and by role. We run them alongside outreach, so a buyer sees your ad the week before the email lands, and the message changes as the account warms up. Customers and open deals are kept out of prospecting ads.
Audiences: Built from the CRM list, by tier and job function.
Platforms: LinkedIn first. Google, Meta and Microsoft where they match well.
Timing: Ads start before outreach and continue through it.
Stages: Different ads for cold, engaged and in-deal accounts.
Spend: Budget weighted toward Tier 1.
An audience built from your target list in your LinkedIn ad account, with the match rate.
Website visitor identification
Which target companies are on your site, which pages they read, and a nudge to the owner.
Most visitors never fill in a form. We identify the company behind a visit where the data allows, match it to your account list, and act on the visits that matter: pricing, security, comparison and demo pages. The owner is told and the account joins a retargeting audience. Company-level identification is far more reliable than naming individuals, so that is what we rely on.
Identification: Company found from the visit where the data allows.
Page rules: Which pages count as high intent for you.
Alerts: Owner told when a target account reads a high-intent page.
Retargeting: The account added to an ad audience.
Privacy: Consent and local rules respected.
Two weeks of company-level visitor identification on your site, with the target accounts that came.
Account plays by tier
A planned mix of ads, email, LinkedIn, calls and pages for each tier.
A play is the set of touches an account gets and who does each one. Tier 1 accounts get research-led emails from the owner, LinkedIn from the wider team, a page made for that company, and calls. Tier 3 gets ads and an automated sequence. Every touch is logged in the CRM, so nobody emails an account the day after a colleague did.
Play per tier: Channels, order and timing written down.
Account pages: A landing page per Tier 1 account, with their name and use case.
Roles: What marketing does, what the SDR does, what the AE does.
Triggers: A heat-score jump moves the account to the next step.
Guardrails: No double touches, and opt-outs honoured everywhere.
One Tier 1 account play written out, with a landing page made for that company.
ABM reporting
Which accounts moved from unaware to engaged to pipeline, and what moved them.
Lead counts are the wrong measure for ABM. We report on accounts: how many on the list are engaged, how many have a meeting, an opportunity, a win, and which touches came before each step. Ad spend is shown by account and tier, so you can see what it costs to open a Tier 1 account.
Account stages: Unaware, engaged, meeting, opportunity, won.
Coverage: Share of each tier with a mapped committee and an active play.
Touch history: What happened before each stage change.
Cost: Ad spend by account and tier.
A weekly account report, and a monthly view of pipeline and spend by tier.
A one-page view of where your target accounts sit today: unaware, engaged, in a deal.
Event tracking plan
Decide which actions in the product matter, and record them cleanly.
An event is a small record of something a user did, like creating a project or inviting a teammate. A tracking plan is the agreed list: which events, what to call them and which details to attach. Without one, the same action gets three names and no report agrees with another.
Key moments: The few actions that show a user got value.
Naming: One consistent way to name events.
Properties: Plan, role and company attached to each event.
Destination: Your analytics tool and your warehouse.
Testing: Each event checked to fire once, at the right time.
A tracking plan for the five product actions that matter most.
Product usage into the CRM
What an account does in the product, visible on its CRM record.
The best signals live in the product database and sales works in the CRM. We move a short summary of product activity across, and score users and accounts on usage plus company fit. A busy hobbyist stops looking like a buyer. A rep opening an account sees what that account has actually been doing.
Mapping: A user becomes a CRM person, a workspace becomes a company.
Useful fields: Last active, active users, features used, plan, use against limits.
PQL score: Depth, breadth, fit and momentum combined into one number.
Refresh: Hourly or daily.
One week of product usage for your top accounts, in a sheet your sales team can read.
Signup enrichment and triage
Every new signup is looked up and sent down the right path.
The moment someone signs up, the system finds who they are and which company they belong to. Larger, better-fit companies go to a rep. Everyone else stays on the self-serve path with no sales involvement. Signups from personal email addresses get handled separately, since the company is not visible.
Sam signs up from a large retailer. Within seconds a rep is told. A one-person company signing up the same minute gets the normal onboarding emails.
We enrich your last 100 signups and sort them into sales-ready and self-serve.
Upgrade and expansion triggers
A rep or an email reaches out when someone hits a limit or a team grows.
The moment a user hits a plan limit is often the moment they most want to pay. We respond fast: a helpful automated message for small users, a short personal note from a rep for valuable accounts. The same logic spots several colleagues from one company joining and starts a team-plan conversation. No pitch goes to anyone who upgraded today or is already in a sales conversation.
Upgrade conversations that start at the moment of need.
We find the accounts that hit a plan limit last month and that nobody contacted.
Activation and upgrade tests
Onboarding that responds to behaviour, and structured tests on what converts.
Activation is the first moment a new user gets real value. We find out what that moment is and send messages based on what each person has and has not done, by email and inside the product. Alongside, we run controlled tests on upgrade prompts, trial length and pricing pages, one change at a time, with the winning rule agreed beforehand.
Activation definition: The one action that best predicts someone stays.
Triggered messages: Sent because of behaviour, not on a calendar.
Stuck-user alerts: Accounts that stall go to a human.
Tests: A hypothesis, one variant, a set metric, a decision rule written in advance.
We find your activation moment in your data and propose one onboarding test to run.
Channel and budget plan
Which of LinkedIn, Google and Meta fits your buyers and your budget, and what to test first.
Not every channel suits every business. We look at who you sell to, what they search for, and how much you can spend to learn. LinkedIn targets by job title, Google reaches people already searching, Meta works for retargeting and wide reach. You get a starting budget split, a test plan, and a rule for when to stop spending on something that is not working.
A one-page channel plan and starting budget split for your buyers.
LinkedIn campaign management
Your LinkedIn campaigns built, written and improved every week.
We set up the campaigns in Campaign Manager, write and design the ads, and run them. Every week we look at what each ad and audience produced further down the funnel, move budget toward what makes pipeline, and replace the ads that stopped working. Thought Leader Ads let a post from your founder or a rep run as an ad, which often reads better than a company ad.
Structure: Campaigns split by audience and stage, so results are easy to read.
Formats: Single image, document, video, conversation and Thought Leader Ads.
Creative: Ad copy and design, with new versions tested every month.
Budget and bids: Reviewed weekly against cost per qualified lead.
Frequency: Caps so the same people are not shown an ad until they tune it out.
Two audiences run for a month. Heads of Sales bring cheaper leads, but RevOps leaders turn into three times as many opportunities. The next week, budget moves to RevOps leaders.
An audit of your LinkedIn Ads account, with the three campaigns we would change first and why.
LinkedIn lead forms to your CRM
Leads from LinkedIn's in-app forms in your CRM within minutes, enriched and routed.
Lead Gen Forms let people sign up without leaving LinkedIn. That raises sign-ups, but the leads sit inside Campaign Manager until someone downloads them. We connect the forms to your CRM, so each lead arrives within minutes, gets enriched and scored, and goes to the right rep with the ad it came from.
Sync: Form fills sent to the CRM automatically, not by spreadsheet export.
Source: Campaign and ad saved on every lead.
Enrichment: Company, size and role filled in before routing.
Routing: The same rules as your other inbound leads.
Follow-up: An email or a rep within minutes, while they still remember the ad.
We connect one Lead Gen Form to your CRM, so the next leads arrive routed and enriched.
Tracking foundation
Pixels, UTMs, server-side events and form capture, before the first dollar is spent.
If tracking is wrong you cannot tell what the ads produced. We set it up first so every click ties to a lead and later to revenue.
Tags and pixels: Installed and tested on each platform.
UTM standard: Consistent link tags so the source is clear in your CRM.
Server-side events: More reliable data sent from your server.
Form capture: The ad source saved with every lead.
Consent: Cookie consent handled for your regions.
A visitor clicks an ad and fills a form. The CRM record shows the campaign, the ad and the keyword that brought them.
A tracking check: we click your ads, fill your forms, and show what your CRM actually records.
Audiences and exclusions
Your CRM lists kept in sync with the ad platforms, customers kept out.
Your CRM knows who your leads, customers and target accounts are. We push those lists to LinkedIn, Google, Meta and Microsoft ads and keep them updated, so ads reach the right people and skip the wrong ones. Customers and open deals are excluded from prospecting ads, so you stop paying to advertise to people you already have.
Segments: Lists defined in the CRM, such as target accounts or open deals.
Matching: Emails or company names matched to ad platform profiles.
Scheduled sync: Updated daily or hourly.
Exclusions: Customers, employees and open deals removed.
Monitoring: An alert if a sync fails or match rates drop.
We check whether your customers and open deals are being shown your prospecting ads.
Offline conversion feedback
Qualified leads and closed deals sent back, so the platforms learn which clicks pay.
An ad platform only knows about the click and the form fill. It does not know the lead was a poor fit, or that another one became a customer three months later. We send those later events back through each platform's conversion interface, so it learns to find more people like your real customers.
Click IDs: The ad click ID stored with each lead.
Stage events: Qualified, opportunity and won defined.
Upload: Events sent to Google, Meta, LinkedIn and Microsoft.
Checks: Rejected events reviewed.
A lead from a Google ad becomes a qualified opportunity five weeks later. That event is sent back to Google, which then favours ads and keywords like that one.
We check which conversion events each ad platform receives from you, and what it is missing.
Landing pages and creative tests
Pages that continue the ad, and a test plan for angles and formats.
An ad is only as good as the page it sends people to. We build pages that carry the ad's message into an offer worth the visitor's details, with a short form. Then we test angles, formats and opening lines on a schedule and write down what won.
Message match: The page headline repeats the ad.
Offer: A guide, calculator, audit or demo that fits the audience.
Short form: Only the fields you need.
Test log: What ran, what won, what to try next.
A teardown of one landing page against the ad that sends people to it, with three fixes.
Closed-loop attribution
Spend tied to pipeline and revenue by campaign.
Closed-loop attribution connects ad spend to the revenue it eventually helped create. A campaign with cheap clicks may produce no pipeline, while a pricier one produces most of the deals. No model is perfect, so we show first-touch, last-touch and multi-touch side by side and say how much each can be trusted.
A monthly view of cost per qualified lead, opportunity and win, by campaign.
We trace your last ten won deals back to their first touch and the ads seen before it.
valcat