Three engagements, anonymised.

The brief

Fourteen people. Six hundred thousand euros of recurring revenue. Eighty per cent of it sourced from a single hospital-network relationship the founder had built in a previous role. The network had saturated. Three quarters had each closed flat. The founder wanted to hire a first AE but could not articulate what that AE would do on day one. The diagnosis took an afternoon.

The method

Week one was forensic. We pulled the CRM, the founder's inbox for the trailing twelve months, and the win-loss notes such as they were. We named the ICP the referral motion had been quietly selecting for, which turned out to be procurement leads at mid-sized regional hospital groups. The founder had never written it down. The team had been guessing.

Weeks two through four built the motion. One channel, one segment, one offer. We chose hospital-procurement leads in three adjacent markets where the founder already had two reference customers. The sequence was three touches across nine days, written together in plain English, no AI templates. The tooling was Smartlead for sending, Hunter for verification, Apollo for the list. The daily cadence was set at fifteen first-touch emails before 09:30, three mornings a week. No more.

Weeks five through twelve, we ran the sequence together. The founder sent the emails. The retainer reviewed reply handling on Fridays. The ICP definition was adjusted twice in the first month after data came back, then left alone. By week eight the motion was steady at sixty emails per week and producing between four and nine replies. The founder hired their first AE in week eleven, off the playbook we had written. The AE inherited a working sequence, a target list, and a reply-handling rubric on day one.

The outcome

The retainer closed on schedule. The founder still reviews the AE's outbound every Friday. The motion runs without us.

The brief

Solo operator. No staff. Trailing revenue of two hundred and eighty thousand euros, ninety per cent of it from a single former employer that had now restructured. The consultant had tried cold outbound the previous summer, sent seventy emails over three weeks, received nothing back, and stopped. The presenting problem was outreach. The actual problem was the offer.

The method

The first call established that the consultant was selling four services in a trench coat: strategy work, hands-on execution, advisory retainers, and one-off delivery. The buyer had no idea what to ask for. We narrowed the catalogue to one named service at one price, then rewrote the ICP from "any series A founder" to "Lisbon-based fintech founders, post product-market fit, hiring their first sales person." Fewer prospects. Each one a real fit.

The outbound itself was straightforward once the offer was. We rebuilt the sequence around the named Lisbon-fintech cohort sourced through Crunchbase and Apollo. The first three emails were rewritten three times each before the consultant sent them, then run for six weeks. Forty-five minutes every morning. The consultant logged each reply manually for the first month, then automated it.

The outcome

The consultant continued the cadence after the engagement closed. The Lisbon-fintech cohort is now the practice's primary segment. The former-employer revenue has dropped to roughly half of the total, by design.

The brief

A multi-channel network with a B2B services arm selling to production companies. Inbound-led for eighteen months on the back of one viral case study. The pipeline had grown comfortable. Two new closer hires had been waiting in queue for six weeks without a sequence to run. The motion needed to be rebuilt from scratch, with two fresh dialers as the test bed.

The method

Started 20 April 2026. The first week was structural: a separate B2B pipeline stood up in HubSpot, the two new closers issued an Apollo seat each, a Zadarma calling queue, and a five-step cold-call sequence. The discipline was geographic and temporal: production-company decision-makers in two markets, Tuesday and Thursday mornings only, no afternoon dials. The retainer reviews dials weekly.

The engagement is in flight at the time of writing. First closes are expected in late May or early June. A full case note will follow at engagement close, with the unflattering parts kept in.

Progress as of 14 May 2026

Updated weekly. The retainer reports back on engagement close in mid-July.