Sales trigger events: what actually counts as a reason to reach out
The three-part test a trigger has to pass, nine that work, four that only look like triggers, and how to find them without buying a data platform
Outbound
Outbound while you are still the sales team
How to find a real reason to contact a company, write something they answer, and know when it is worth handing over. Method rather than tooling, written from running it.
Start with the reason to write
A sourced trigger comes before the list, the message, and the tooling. This is the hub for finding a reason to contact a company now.
Build the founder-led motion
Run the first ten accounts yourself, use AI without inventing the evidence, and buy a sales stack only when volume is genuinely the constraint.
Founder-led sales: how to do outbound before you hire anyone
Three things you can say that a rep cannot, why ten accounts a week beats a hundred, and the point at which handing it over starts to pay
AI-personalized cold email: the problem is not the writing
Models write cleaner cold email than most founders. They also invent the detail they personalize on, and a fluent email about something that never happened is worse than a generic one
Sales stack alternatives: what has to be true before it pays off
Seats, credits, deliverability warmup and someone to run it: four costs that arrive together, and a two week test that answers the question for free