For B2B software founders
Every deal runs through you. You're the ceiling.
Pipeline grows as fast as your calendar allows, and stops the week you get busy serving the customers you just won.
Your account, working
LiveIllustrative. This is the activity a live campaign generates in your market.
Start here
Founder-led sales worked, and that's exactly the problem
You got here because you can hold the conversation nobody else in the company can. You know which objection is real and which is politeness, you can tell someone what their problem actually is in two sentences, and buyers respond to it. Then the customers arrive, the calendar fills, and the outbound stops, not because it failed, but because it worked. Pipeline goes quiet for a quarter and you find out the hard way that the whole engine was you.
60%
of SDRs hit quota, the lowest on record
$80k
median SDR package, unchanged since 2022
3 mo
ramp before the first real meeting
40%
annual attrition, you'll run this hire again
Three ways out of this, and why each one fails
Hire an SDR. Eighty thousand dollars, three months of ramp, and a 60% chance they hit quota in a year where 40% of them quit. But the number that should decide it is buried in the activity data: of an SDR's 112 daily actions, 44 are phone and 41 are email, only 19 are LinkedIn. You'd spend $80k to buy a part-time version of the one channel where you actually have an edge.
Buy the AI version. It was tested in public and it went badly. ZoomInfo trialled the most heavily funded tool in the AI SDR category for a month and concluded it performed worse than their own reps. The category automates volume, and volume was never the constraint. Sending more of a message that doesn't land is the same failure, faster.
Do it yourself. This one actually works, that's the trap. It works until the week you sign customers who need serving, and then it stops. You've already run this experiment. It's why you're reading this.
The reason it works when you do it isn't effort. It's you. So the answer isn't to replace you, it's to run your account.
The turn
What the buyer is actually deciding on
01
85% say the same thing
Asked what decides a final vendor choice, 85% of B2B buyers name “understands my specific business challenges” above price, above brand, above everything else. That's the thing you have and a hired rep doesn't.
02
It can't be performed
A rep reads your positioning back to a buyer. You tell them what their problem is. Buyers can hear the difference inside one message, and no amount of training closes that gap.
03
So we operate the account, not a copy of it
Messages go out in your voice, from your profile and your inbox, on judgement you've approved. Your name is the asset. We're the hours behind it.
04
You stay in it where it counts
You approve the message and take the calls. Everything between those two points, targeting, sending, follow-up, inbox, is ours.
What to expect, honestly
3.6
vendors shortlisted before a buyer speaks to anyone
Buyers put around 3.6 vendors on a shortlist before they talk to a single seller, 95% of purchases come off that day-one list, and roughly eight in ten deals go to whoever made contact first. Outbound doesn't create demand. It gets you onto the list before it closes.
So set the expectation properly. If your last agency booked thirty calls and twenty-five said “not right now,” that wasn't thirty failures, it was twenty-five shortlist placements that nobody built a system behind. The waste wasn't the meetings. It was letting them go cold.
Some are ready now
A minority of any market is in-cycle this quarter. Those turn into calls quickly and they're the ones you'll notice first.
Most are not
“Not right now” is the single most common honest answer in B2B. It is not a no, and it's the majority of what a working campaign produces.
The not-yets get kept
Structured follow-up from your account across months, so you're still present when the cycle opens rather than starting the relationship from zero.
Compounding, not spiking
Month one looks like meetings. Month four looks like a list of accounts that already know who you are.
How the message differs
Almost every message your buyer receives asks them for something, fifteen minutes, a demo, a quick chat. We open by handing something over instead: a teardown, a benchmark, a short piece of your thinking on the exact problem their last hiring post or funding round just made visible. No reply required to use it.
That does two jobs at once. It earns the read, and it proves the 85% point in the first three lines, before anyone has agreed to a call.
How it runs
What actually happens, week by week
One connected system, from the first market decision to the conversations on your calendar.
01
We learn your voice.
How you talk about the problem, what you refuse to say, which buyers you'd turn down. This is the part that makes the rest work.
Signals, not a static list.
Funding, hiring, leadership changes, tooling moves. The list refreshes on what's happening, not on an export from six months ago.
02
You approve the message.
Opener and follow-ups, in your words, signed off before anything sends. Changes take a day, not a sprint.
03
Conservative daily volume.
One real account sending few, good messages, and warmed email infrastructure we manage. Both channels are tightening on automation, the accounts and domains that survive are the ones run by a person.
Same-day inbox handling.
Replies are answered in your voice within the day, and anything that needs you gets escalated with context attached.
04
You take the calls.
Each one arrives with what they're evaluating, what triggered the outreach, and where they are in a cycle.
Who this is for, and who it isn't
We would rather tell you no on a first call than run a campaign that was never going to work.
A good fit if:
- You're a B2B software founder
- You've closed deals yourself and know the conversation works
- Your deal size makes one new client worth the effort
- You'll approve messaging quickly and take the calls booked
Not a fit if:
- You want your name on outbound you never read
- Your market is a few dozen accounts you already know personally
- You sell to consumers
- Nobody is available to run the meetings we book
What happens on the call
We won't publish an appointment number, and you should be sceptical of anyone who does. Volume depends on your offer, your category, your price and your average contract value, none of which is visible from a website. A number printed before we've seen the business is a guess dressed as a promise, and it's usually the exact promise that burned you last time.
You'll leave the call with three things: an honest read on whether your market is big enough to be worth this, the opener we'd actually send from your account, and the number we're willing to commit to for your business, with the conditions attached in writing.
Straight answers
Get the conversation running without you in every seat
Thirty minutes. We'll look at your market, tell you whether it's worth doing, and show you the opener we'd send from your account. If it isn't a fit, we'll say so on the call.