Define
A working session to fix the ICP, the buyer, the offer, and what counts as a qualified meeting. Written down and agreed before anything sends, which is why there is nothing to argue about at invoice time.
How it works
The method is the product.
Five stages, run in order. Nothing gets skipped because a quarter is ending.
Week 1
Find
Accounts built from live operational signals — a role left open, a funding event, a shift in hiring — rather than exported from a database everyone else is emailing on the same day. Every address is verified before it enters a sequence.
Engage
Sending infrastructure on separate warmed domains, never your primary. Three message angles per segment, judged on reply quality rather than open rates. Weak angles are cut in week three, not defended.
Qualify
Replies are handled and filtered against the criteria set in stage one. Only conversations that clear the bar reach your calendar, and they arrive with a brief. A no-show is not a meeting and is not billed.
Learn
The whole funnel is tracked rather than a headline number. When performance moves you find out which step moved — list, deliverability, message, offer, or qualification — and the campaign changes that week.
Reporting
The whole funnel, not a headline number.
Most outbound reporting tells you the number went down. It does not tell you where. Each stage is reported separately, so a drop points at a cause — a thin list, a burnt domain, a weak angle, or an offer the market does not want.
You also get the accounts added and disqualified with reasons, and next week’s named priorities.
Weekly report
Accounts sourcedMatched to the agreed ICP
Contacts verifiedReal addresses, checked before sending
Sent → deliveredBounce rate held under 3%
RepliesSplit positive, negative, opt-out
QualifiedAgainst the stage-one criteria
Booked → attendedReported separately, because they differ
Who runs it
The person who builds it is the person who runs it.
No handover to a junior once the contract is signed, and no pod you never meet. That is a deliberate constraint on how many clients we take at once, and it is the reason we take few.