Fix Your Outbound. For Good.
Outbound system design and strategic advisory help CMO/CROs and RevOps leaders diagnose, build, and scale outbound engines that compound pipeline -- before adding headcount.
Trusted by GTM leaders at
What We Replace
Most outbound teams are stuck in at least one of these traps. Most are stuck in all three.
The Headcount Trap
"Pipeline isn't growing? Hire more reps."
Throwing people at a systems problem. Companies stuck in The Headcount Trap believe outbound is a people activity, not a system. So they scale by adding headcount instead of fixing the machine.
More reps. Same broken process. Same results per rep.
The Lead Gen Trap
"Not enough pipeline? Email more people."
The spray-and-pray volume approach. Companies stuck in The Lead Gen Trap blast 10,000 accounts with generic sequences instead of going deep on 200 with relevant, signal-driven outreach. They measure activity (emails sent, calls made) instead of outcomes (qualified pipeline, revenue).
Volume without relevance is noise.
The Manual Trap
"That's just how outbound works."
Accepting manual work as normal. Reps still doing manual research, manual data entry, manual personalization -- when the infrastructure exists to systematize all of it.
Your reps are spending hours on work the system should handle.
We replace:
- → Lead gen agencies that do it for you (we build the machine, your team runs it)
- → Hiring more SDRs and hoping for results (The Headcount Trap)
- → Blasting 10,000 accounts with generic sequences (The Lead Gen Trap)
- → Buying another tool and copying templates from LinkedIn
- → Outsourcing your outbound function instead of owning it
Which trap is your outbound team stuck in?
Most teams are stuck in more than one.
You know you need this when:
- → Your reps aren't hitting quota, but it's not a talent problem
- → You've changed tools, tried new sequences, even hired new reps -- nothing compounds
- → Pipeline is inconsistent and you can't explain why
- → You're past founder-led sales but outbound still feels chaotic
The Outbound Kitchen System
Five sections. One methodology. Predictable pipeline.
The Foundation
Strategy
Market, ICP, Product Fit, Company Stage
The Ingredients
Data
Accounts, Data, Signals, Research
The Recipe
Process
Messaging, Sequences, Channels, Plays
The Kitchen
Infrastructure
Tech Stack, AI, Productivity, Automation
The Team
People
Talent, Training, Enablement, Coaching
The Foundation
Strategy
Market, ICP, Product Fit, Company Stage
The Ingredients
Data
Accounts, Data, Signals, Research
The Recipe
Process
Messaging, Sequences, Channels, Plays
The Kitchen
Infrastructure
Tech Stack, AI, Productivity, Automation
The Team
People
Talent, Training, Enablement, Coaching
The Menu
Metrics
Metrics, Dashboards, Forecasting, Planning
Before
- x No ICP definition
- x Random data sources
- x Generic sequences
- x Manual processes
- x Untrained team
- x Vanity metrics
- x 1 rep = 1 rep output
After
- ✓ Defined segments
- ✓ Signal-based data
- ✓ Tested playbooks
- ✓ Automated workflows
- ✓ Enabled SDRs
- ✓ Leading indicators
- ✓ 1 rep = more output
After working with 30+ B2B SaaS teams, here's what I see every time.
This isn't a framework I read in a book and now teach.
It's the system I built across 30+ B2B SaaS teams.
The methodology comes from the work, not from a course.
Built for GTM Leaders
Whether you own revenue, demand, or operations -- the system adapts to your priorities.
For CROs
Pipeline isn't scaling with headcount. Every quarter, same conversation: hire more reps.
Build a system that compounds results per rep -- not just more reps.
Account-based motions, capacity modeling, leading indicators
For CMOs
Inbound and outbound are running as separate planets. Marketing generates leads, sales ignores them.
Unify inbound and outbound into one demand system.
Signal-driven targeting, cross-functional plays, attribution that works
For RevOps
You bought every tool. Built every dashboard. But the process connecting them is duct tape.
Infrastructure that connects data, tools, and process into one machine.
Tech stack optimization, automation, capacity planning
Built by Someone Who's Done It
I've built outbound systems for 30+ B2B SaaS teams -- from scaling Chili Piper's outbound engine to designing Amplemarket's go-to-market playbook.
I write the Outbound Kitchen newsletter for 6,000+ GTM leaders who believe outbound is a system, not a headcount game.
Fundamentals over tactics. Systems over headcount. Relevance over personalization.
Read more about Elric →What Leaders Say
"The outbound system influenced 80 new logos in 6 months. That's the foundation for millions in pipeline - and we're just tracking new business, not expansion.
"Elric is passionate about Sales and about helping others grow, and it shows in his results. His team loves him, rightly so: he's a superstar.
"We defined what target company should look like and put full focus on that. We have seen better quality of leads being pushed through to the AE.
"In addition to theory, Elric gave me really operational tips -- actionable insights that made an immediate difference.
How We Think About Outbound
Stop spraying 10,000 accounts. Go deep on 200.
Build a signal-driven account selection and prioritization engine -- defining your top 50-200 accounts, routing intent and trigger signals to the right reps, and orchestrating multi-threaded outreach across channels so every touch is relevant, not just personalized.
Outbound is not an SDR-only problem. It's a revenue team problem.
Align SDR, AE, CS, and RevOps around one shared process with defined handoffs, shared metrics, and a single source of truth -- so outbound stops being an SDR silo and becomes a revenue function the whole team operates.
Stop guessing what works. Measure it.
Implement a measurement framework with leading indicators, capacity models, and pipeline attribution -- so you know what's working before the quarter ends and can reallocate resources based on data, not opinions or gut feel.
Where We Help
Six capability areas across process, system, and people — the three pillars of outbound productivity.
How outbound work gets done
- → ICP & TAM Analysis
- → Account-Based Outbound
- → Outbound Optimization
The infrastructure that compounds
- → Outbound Systems & Infrastructure
- → GTM Engineering
Your team's capability and output
- → Sales Dev Productivity & Enablement
Ready to Fix Your Outbound?
30-minute strategy call. We'll audit your system and identify your 3 biggest gaps.
Before You Reach Out
Why are our outbound results getting worse even though we're working harder?
Because 2022 manual playbooks decay over time. The market gets more sophisticated, competition increases, and prospects become immune to cold outreach. You need systematic approaches, not harder work. Working harder on broken systems just creates more expensive garbage.
What makes this different from other outbound consulting?
Most consultants focus on tactics or tell you to hire more people. I focus on replacing manual playbooks with systematic outbound engines that improve results while reducing manual effort. Systems over tactics. Cross-functional over siloed. Relevance over personalization.
How long before we see results?
90-120 days for measurable impact. Companies looking for 30-day fixes aren't a good fit. Anyone promising faster results is selling tactics, not systems. Real systems take time to build, but they compound over time instead of decaying.
What size companies do you work with?
Post-product-market-fit B2B SaaS, typically $10M+ ARR with 5+ reps. Teams large enough that systems matter, past founder-led sales. If you're pre-PMF, you need to find product-market fit first.
Why shouldn't we just hire more reps instead?
Because broken systems don't scale. If your current reps are struggling, more reps means more struggling. Fix the system first, then scale what works. Hiring more people to run a broken process just multiplies your inefficiency and burns through cash faster.
What if our current team is underperforming?
80% of the time, it's the system, not the people. We've seen teams go from bottom quartile to top quartile once they have proper systems, clear targets, and the right enablement. Don't fire your team before fixing what you're asking them to do.
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