Lever 04 · Fill the Pipeline

A steady flow of qualified conversations.

Many established businesses still rely on referrals and the founder's network. That works until it does not. We build a repeatable lead generation system, combining targeted outreach, inbound capture and clear qualification, so your sales team spends its time on buyers who fit.

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The problem

Pipeline that depends on luck and referrals

Growth limited to referrals.

Most new business comes through the founder's relationships, which caps growth at the size of one network and cannot be planned.

No agreed definition of qualified.

Marketing counts every form fill as a lead, sales ignores most of them, and the same argument repeats every month without resolution.

Outreach without targeting.

Cold emails and messages go to broad lists with generic copy, damaging your reputation and producing very few meaningful replies.

Leads go cold in follow-up.

Enquiries wait days for a response and drop out after one attempt, because nobody owns follow-up or tracks it in the CRM.

How we work

Define, target, reach, qualify

Step 1

Define

We agree the ideal customer profile and a written qualification standard with sales, so marketing and sales count the same thing.

Step 2

Target

We build account and contact lists that match the profile, prioritised by fit and buying signals, and checked for accuracy.

Step 3

Reach

We run personalised outreach on email, LinkedIn and WhatsApp, alongside inbound offers that give buyers a reason to start a conversation.

Step 4

Qualify

We set response times, follow-up sequences and qualification steps, then pass sales-ready leads into the CRM with full context.

What you get

A pipeline system you can run

Ideal customer profile

A precise definition of target accounts and buyer roles, including firmographics, triggers and clear disqualifiers agreed with sales.

Qualification standard

A shared written definition of a qualified lead and the handover rules between marketing and sales, reflected in your CRM stages.

Target account lists

Researched, verified lists of accounts and decision makers that fit your profile, segmented for relevant, personalised outreach.

Outreach sequences

Multi-step email, LinkedIn and WhatsApp sequences, with copy written for each segment and tested before full rollout.

Inbound lead offers

Assessments, guides, events or consultations that give target buyers a useful reason to raise their hand on your website.

Lead capture and routing

Forms, chat and enquiry routing connected to your CRM, using Plylo where useful, so every lead is assigned and followed up.

What we measure

Judged by the numbers, not the activity.

We take a baseline in Review week, agree targets in writing and report against them every month.

Qualified leads per month

Lead response time

Lead-to-meeting conversion

Pipeline value created

You are a good fit if

Most new business still comes through the founder's personal network and referrals.

Your marketing and sales teams disagree on what counts as a good lead.

You sell high-value products or services to businesses with considered buying decisions.

FAQ

Questions leaders ask us.

Is cold outreach still effective?

Generic, high-volume outreach is not, and it can harm your reputation. Targeted outreach to well-researched accounts, with relevant messages and a genuine reason to talk, remains a sound way to open conversations in business markets. We pair it with inbound offers so you never rely on one source.

Do you book meetings for our sales team?

We can. Some clients want us to handle outreach and qualification through to a booked meeting, while others prefer that we build the system and train their team to run it. Either way, qualified leads reach your CRM with full history and context.

How do you handle data and privacy rules?

We use lawfully sourced business contact data, honour opt-outs immediately and follow the rules for each market and channel, including WhatsApp's messaging policies. Lists and consent records are kept in your own systems, so you retain control and a clear audit trail.

What is Plylo's role?

Plylo is a relationship-led growth platform and one of our partners. Where it fits, we use it to capture leads, keep relationship context and run nurture sequences. It is optional: we work with your existing CRM if that already does the job well.

Keep exploring

Services that work alongside this one.

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Explore Lever 01 · Plan the WinGo-to-Market

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Explore Lever 04 · Fill the PipelineDigital Marketing

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Explore

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