Plan
The first 60 days with a new client: fix inbound, then earn the right to go outbound.
The brief: a B2B company with product market fit, about 50 inbound leads a month and no outbound data. This is how I would spend the first 60 days, in order, with what the client gets at each step.
The short version
Start with the 50 leads the client already has. They tell me who buys, and getting to them faster is the first win. Outbound starts on day 30, once I know the buyer, have a list worth sending to and the domains are warm. By day 60 each segment either gets more budget or gets cut.
The phases overlap on purpose. The list gets built while inbound is being fixed, so nothing waits that doesn't have to.
Phase by phase
Learn the buyer
Sit down with whoever owns sales, go through the best customers and the last few months of inbound, enrich it all in Clay and find what the buyers have in common. Buy and warm the sending domains on day one; that takes two to three weeks and can't be rushed. Audit the CRM before I automate anything on top of it. At OEB that audit found broken stage criteria, miswired fields and duplicates; fixing them saved 3 hours a week and cut churn 8%.
You get: a one page ICP to sign off.
Fix inbound
New leads get enriched, scored and routed in minutes. The AE gets a short note before each call: who they are, what probably hurts, a line to open with. Hot ones ping Slack.
You get: faster follow up on leads you already pay for, and a baseline.
Build the list
Two or three segments from the ICP, each with one signal that says "now": a hire, a round, a new leader, a tool change. Map the buying committee, score on fit plus signal, only touch what clears the bar. Gate first, score second. The gate removes who we should never contact; the score ranks the rest. I learned that the hard way: my first OEB model skipped the gate and let too much through.
You get: sized segments with a reason behind each.
Run the pilot
Before any volume, a 100 contact test per segment to check the scoring and the copy. Then one sequence per segment, email and LinkedIn, 300 to 500 contacts each so the numbers mean something. Claude drafts the opener from the signal, a person checks it before it goes out. Every meeting is tagged by segment and signal.
You get: a weekly report: replies, meetings, cost per meeting.
Decide
Keep what books meetings at a sane cost, drop the rest, try one new angle. Score existing customers for upsell. Write it up with a short video per workflow so your team can run it without me.
You get: a day 60 review and the plan for the next 30.
How I'd measure it
| What | Why |
|---|---|
| Inbound lead to first touch | The first win, visible in week 2 |
| Reply and positive reply rate per segment | Tells us where to add volume |
| Meetings booked and held | Booked is not held, I count both |
| Cost per meeting | Tool and data spend over meetings |
| Signal vs generic meetings | Proves the signals earn their place |
Targets get set with the client in week one, once I know the deal size and the sales cycle.
Why this order
It's the order I used at OEB. Start from who already bought, score before you send, pilot small, then roll out. The engine ran six weeks on one event before the group adopted it; 20 salespeople run on it now. Signal deals close at 40% against 12% without one, and it books 13 meetings a month at $27 in tools each.
Two of the building blocks are on this site with their code: the signup router that gates and scores inbound, and the signal outreach tool that writes from the buying signal.