AI-Enabled Outbound Systems for B2B SaaS

AI-enabled outbound systems for B2B SaaS teams

Your reps are selling one way. Your buyers are buying another.
I close that gap.

I’ve helped 250+ B2B SaaS companies build outbound that actually works. I design the playbook, build the AI workflows, train the team, and hand it over.

Trusted by B2B SaaS teams

Sound Familiar?

These are the three patterns I see every week from founders, VPs of Sales, and Sales Development leaders at B2B SaaS companies.

More headcount, same results

Pipeline isn't growing so the answer is hire more reps. But adding people to a system that isn't working just multiplies the problem. Before you hire, fix what your current team is running on.

More volume, fewer replies

Sending more emails to more people with messaging that doesn't land. No signal-based targeting, no prioritisation, just spray and pray with a bigger list. Volume without relevance is noise.

Busy reps, wasted hours

Your reps are spending half their day on manual research, copy-pasting between tabs, and updating the CRM instead of actually selling. The tools exist to handle this. They're just not connected.

MY Approach

I start by listening, not pitching.

I don’t walk in with a pre-built framework and try to make it fit. I spend time understanding your market, your team, your tools, and where the real opportunities are.

Then I design the system, build it, get your team running it, and step back.

I’m not a fractional CRO or VP of Sales. I do one thing very well: I make outbound work.

I’ve done it 250+ times and I still carry a quota for my own consultancy. When I’m coaching your SDRs on cold calling or messaging, I’m drawing on what I’m doing this week, not what I did five years ago in a different role.

Diagnose

Understand what's actually happening before recommending anything

Implement

Design and implement the playbook, the messaging, the plays, the AI workflows

Enable

Train the team, hand it over, keep it improving

We generated $300k in pipeline in 4 weeks

We partnered with Mark to build a playbook of outbound plays, where he helped us prioritise the biggest opportunities for building pipeline, which included list building, sequences, messaging, and more.

Mark was the perfect consultant and coach during our engagement. It was like a 4-week crash course in Clay, and we started with limited experience in outbound systems. Mark was patient with us, he provided a roadmap for success, and helped us stand up the foundational elements of our engagement.

We started with a blank Clay instance, and we landed on a streamlined set of integrated solutions that we leverage to manage outbound today: Clay, HubSpot, Apollo, Heyreach, and Smartlead.

Bret Swain
Senior Manager, GTM Solutions, Parallax

Services

What I deliver

Every engagement is scoped around what’s actually needed. Could be one of these, a few, or all of them. The diagnostic tells us which.

Outbound Diagnostics

I dig into everything: who you’re targeting, what you’re saying, how your tech stack is actually being used (not how you think it’s being used), how your reps spend their day, and whether any of it is joined up.

I compare your ICP against your actual closed-won deals, which almost always tells a different story to what’s written in the sales deck. I look at whether you’re running signal-based prospecting or just spraying the same message at a big list and hoping something sticks.

You get a written report with a prioritised list of what to fix and in what order, plus a walkthrough so we can talk through it properly. Most teams try to fix everything at once. This tells you what matters most and what to ignore for now.

Playbook Design & Build

I design and build the playbook, the messaging, the signal-based plays, and the AI workflows your team needs to generate pipeline consistently. This could be the full outbound architecture from scratch, or it could be redesigning what you already have. It depends on what the diagnostic uncovers.

The playbook covers ICP segmentation, persona mapping, messaging frameworks, talk tracks, multi-channel sequences, signal-based and volume-based plays, and sending governance. The AI workflows cover enrichment waterfalls, signal detection, account scoring, and the automations that connect your tools to each other so reps aren’t manually researching every account before picking up the phone.

Everything is documented, handed over, and built so your team can run it and build on it without me. I also make sure the playbook works as a context layer for AI tools, so the same document that your reps follow is the one that powers your AI-assisted research and messaging.

Enablement & Advisory

I train your reps to actually execute the playbook rather than letting it sit in a Google Drive folder. Cold calling (still where the majority of meetings get booked), messaging, objection handling, AI-assisted research, and how to use the tools you’re paying for. Everything is tailored to your playbook and your ICP, not generic methodology.

I run group workshops for the wider team and one-on-one coaching for individual reps. After each session, I write up coaching notes that your team leads can use to reinforce behaviours day to day, so the improvement compounds after I leave rather than fading the moment the workshops end.

For companies that want ongoing support, I stay on as a sounding board. You bring whatever’s live: strategy questions, messaging you’re not sure about, whether to hire another SDR or fix the process first. Regular calls, copy review, and async access for the quick stuff that comes up between sessions.

Working with Mark was a real value-add for the team at Moss.

Mark’s feedback on our cadences led to immediate improvements, and his coaching notes were very helpful for our team leads to better support the reps.

The group sessions brought fresh energy and motivation, especially for our newer SDRs who gained a lot from the structured, practical approach.

The one-on-one coaching had an even bigger impact, helping reps build confidence and improve their performance in a focused way.

He was collaborative, insightful, and clearly invested in helping our team succeed. I’d happily recommend him and would be keen to work together again in the future.

Anton Rummel
Co Founder, Moss

Results

$300K

Pipeline in 4 weeks. Zero to a working outbound engine.

295%

increase in Net New MRR for a B2B SaaS team

64%

increase in closed won deals in under 6 months

600%

increase in reply rates across campaigns

My best clients tend to look like this...

Early-stage B2B SaaS
(Seed to Series A)

Usually the Founder or CEO who’s still personally involved in sales or started to grow the team.

You've raised funding and need pipeline to come from somewhere other than your network.
You might be hiring your first SDR or just hired one and realised they don't have a playbook to follow.
You've probably bought a tool or two but aren't getting value from them yet.
You need someone to build the outbound system properly so you're not figuring it out through trial and error on your own runway.

Established B2B SaaS
(Series B to D)

Usually the VP of Sales, CRO, CMO or SDR Leader who owns pipeline targets.

You've got reps in seat and outbound is running, but the results aren't proportional to the activity
Your messaging is inconsistent across the team.
Your new hires take too long to ramp.
Your tools aren't connected properly and reps are doing too much manually.
You need someone to come in, diagnose what's not working, redesign the playbook, and train the team to execute it consistently across locations.

Resources

Go deeper on how I think about outbound, AI, and what’s actually working right now. Access even more resources here.

AI in Sales with Pavilion

A session on where AI actually adds value in sales (and where it doesn’t). Practical, not theoretical.

The Effective Seller Manifesto

My philosophy on outbound: automate the process, master the conversation. Why the human skills are appreciating in value.

30+ Outbound Plays

A full walkthrough of the outbound plays I design for clients. Signal-based prospecting, multi-channel sequences, cold calling frameworks.

Not just
“another consultant”

✅ Former child model
✅ One time fox cafe hoaxer
✅ Abducted by Mexican police
✅ Spent 10 days on a deserted island
✅ Met my now wife by using my outbound skills
✅ Love pulling pranks on friends at any opportunity

Yeah...of course, I know sales...

And I’m very serious when it comes to it, but I also want to enjoy the work I do with my clients.

I pride myself on honesty, transparency and delivering my best work.

I’ll sometimes tell you things you might not want to hear, or hold you accountable when you need that extra nudge.

At the end of the day, I want to do cool shit with awesome people and if I can do that through my work then I’m a very fortunate person.

So if you’re on the fence right now and not sure whether I’m the right person to help you, just book the call.

What’s the worst that can happen? You’re not Mexican police right?

Let’s Talk About Your Outbound

Every engagement starts with a conversation. I’ll listen to where you are, tell you where I think the biggest opportunities are, and give you a clear next step.