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The work behind real pipeline.

No hot takes. Just the playbooks, teardowns and hard numbers behind data, outbound, paid media and conversion, rebuilt for the AI era.

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Blog30 Jun 20266 min

Four Layers in Your GTM System: Who Owns Them

The four layers in your GTM system are data, orchestration, execution, agents. The only question that decides your risk: who owns them when the agency leaves.

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AI Account Researcher: What It Does and How to Build One

Blog

AI Roles16 Jun 2026Hugo Dupont

AI Account Researcher: What It Does and How to Build One

An AI account researcher is a human-in-the-loop role that studies target accounts and contacts, then hands a rep a decision-ready brief. It never sends. Here is what it researches and how to build one on your stack.

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How to Implement AI in B2B Sales Without the Hype

Blog

AI Roles16 Jun 2026Hugo Dupont

How to Implement AI in B2B Sales Without the Hype

Most AI sales pilots fail because teams buy a tool before fixing a task. Here is a practical framework: start from the workflow, pick high-ROI use cases, keep a human gate, and measure revenue outcomes instead of raw output.

GTM Strategy for B2B SaaS: A Practical Framework

A six-part operator framework for building a go-to-market strategy in B2B SaaS, from ICP and motion selection through pipeline, RevOps and human-in-the-loop AI roles. Built on current benchmarks, not theory.

Founder-Led GTM Playbook for 1 to 10 Headcount

A practical founder-led GTM playbook for teams at 1 to 10 headcount: the motions that fit pre-scale, how founder sales actually works, and the repeatability gate that tells you when to hire.

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What Is a GTM Motion? Definitions and Examples

Blog

GTM Strategy16 Jun 2026George Leveson

What Is a GTM Motion? Definitions and Examples

A plain definition of a go-to-market motion, with a comparison of product-led, sales-led, marketing-led and channel-led approaches and a rule for choosing by ACV and buyer.

Managed Outbound vs Build-Out: Which Model Fits?

A decision framework for choosing between done-for-you managed outbound and a build-out you own, mapped to your GTM stage, team and budget, with a side-by-side comparison table.

B2B Cold Email Sequences That Book Meetings

Most teams confuse activity with technique. This guide breaks down the sequence structure, cadence, and follow-up discipline that turns cold emails into booked meetings, using named 2025-2026 benchmarks.

LinkedIn Ads for B2B Lead Generation: A Practical Guide

A practical operator guide to running LinkedIn Ads for B2B lead generation: ABM-style targeting, ad formats, Lead Gen Forms versus landing pages, realistic UK and European CPL, and the measurement model that decides whether the channel works.

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Paid Media for B2B Demand Generation, Beyond Click to Lead

Blog

Paid Media16 Jun 2026Hugo Dupont

Paid Media for B2B Demand Generation, Beyond Click to Lead

Most B2B paid media optimises for the form fill, but the form fill is the end of a journey your attribution model never saw. Here is how to split spend between creating demand and capturing it, and measure both with owned data.

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RevOps for B2B SaaS Startups: When and How to Set It Up

Blog

RevOps16 Jun 2026George Leveson

RevOps for B2B SaaS Startups: When and How to Set It Up

A practical, headcount-staged guide to RevOps for B2B SaaS startups: the friction signals that mean you need it, and the CRM and data foundation to fix before you hire or buy a single tool.

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B2B Pipeline Conversion Rate Benchmarks 2026

Blog

RevOps16 Jun 2026George Leveson

B2B Pipeline Conversion Rate Benchmarks 2026

Conversion benchmarks by funnel stage, with the denominator traps and committee math behind falling win rates, and the few levers that genuinely move pipeline in 2026.

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Blog

GTM Strategy16 Jun 2026George Leveson

B2B GTM for Fintech: What Is Different

Selling software to financial firms is the most-gated motion in B2B. Here is what changes for fintech GTM: who holds the veto, why compliance is the product, and why you are sold before the RFP.

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Human-in-the-Loop AI Sales: The Case Against Full Automation in B2B Outbound

Blog

AI Roles16 Jun 2026Hugo Dupont

Human-in-the-Loop AI Sales: The Case Against Full Automation in B2B Outbound

Full automation burns domains, ships hallucinations, and erodes buyer trust. The operator case for running AI as a supervised role in B2B outbound, not an unattended tool.

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What Is an AI SDR (and Why Most Get It Wrong)

Blog

AI Roles16 Jun 2026Hugo Dupont

What Is an AI SDR (and Why Most Get It Wrong)

An AI SDR works as a supervised, human-in-the-loop role, not an unattended replacement. Here is a plain definition, a tool-vs-role comparison table, and what an AI SDR should and should not own in B2B sales.

B2B Cold Email Reply Rate Benchmarks 2026

A data-led 2026 benchmark for B2B cold email reply rates. The honest average is 3.4% to 5.8% across three large vendor datasets, with a top decile above 10%. Here is what good looks like and the levers that move it.

How to Build a B2B Prospect List, Step by Step

A six-step operator playbook for building a B2B prospect list that actually sends: scope the ICP, source from data and signals, enrich, verify emails, segment, and hand to outbound. Built on owned data, not rented scrapes.

How to Build an Ideal Customer Profile for Outbound Sales

Most outbound campaigns do not fail because the copy is bad. They fail because the wrong people get emailed. A strong ICP tells you who to target, who to skip, what to say, and why now is a good time.

Email Deliverability for Cold Outreach: How to Stay Out of Spam in 2026

Cold outreach has one simple truth: if the email does not land, the offer does not matter. Deliverability is the difference between sending 10,000 emails and starting 42 sales conversations.

Cold Email Infrastructure: Domains, Mailboxes, Warmup, SPF, DKIM and DMARC Explained

Cold email is not just copy. You can write a strong email and still hit spam if the setup behind it is weak. The inbox decides whether your campaign gets a chance.

B2B Lead Generation: A Practical Pipeline Infrastructure Guide

Most B2B lead generation fails because the work gets split into parts that never meet. A pipeline needs the right accounts, message, channel mix, and a clear route from first touch to booked call.

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