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 volume plays, and whether your AI tools are generating value or just generating cost. I also assess your current messaging across email, LinkedIn, and cold call scripts against what’s actually converting in your market. You get a written report with a prioritised list of what to fix and in what order, plus a video walkthrough so we can talk through it properly. The engagement includes three calls: onboarding, presentation, and a 30-day follow-up to check progress. Most teams try to fix everything at once. The diagnostic tells you what matters most and what to ignore for now. Typically 2-3 weeks.tis, pulvinar dapibus leo.

I design and build the playbook, the messaging, the signal-based plays, and the AI workflows your team needs to generate pipeline consistently. The playbook is a 14-section complete outbound operating system covering 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 research automation, and message drafting. I build these inside your existing tools (typically Clay, HubSpot, and your sequencing platform) so there’s no additional subscription cost. 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. It depends on what the diagnostic uncovers, but the scope is always tied to what will actually move pipeline, not a templated deliverable. Typically 4-6 weeks.

I train your reps to actually execute the playbook rather than letting it sit in a Google Drive folder. That means cold calling (where the majority of meetings still get booked), messaging, objection handling using an Acknowledge-Neutralise-Ask framework, 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 like Sandler or MEDDIC applied out of context. 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 sticks after the engagement ends. For companies that want ongoing support, I stay on as a sounding board through a monthly retainer. You bring whatever’s live: strategy questions, messaging you’re not sure about, whether to hire another SDR or fix the process first. It includes regular calls, copy review, and async access for the quick stuff that comes up between sessions.

Every engagement is scoped around what’s actually needed. The diagnostic tells us which. Some companies need the full sequence (diagnostics, then playbook, then enablement), others need one piece. The three services reinforce each other in a continuous loop: the diagnostic identifies the problem, the playbook builds the system, and the enablement develops the people to execute it. Performance data from coaching and workshops reveals new gaps, which feeds back into the diagnostic lens. Each pass through the flywheel makes the next one tighter. But you do not have to commit to all three upfront.

The Outbound Upgrade is a free personalised video review of one of your live outbound sequences. I record a video walking through what’s working, what’s not, and what I’d change. Zero commitment. It is the best way to see how I think and whether my approach fits before any conversation about paid work.

My best clients tend to fall into two groups. Early-stage B2B SaaS (Seed to Series B): these are typically founder-led sales organisations with the first few SDRs or BDRs in place. Usually the founder or CEO is still personally involved in sales or has just 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. Established B2B SaaS (Series B to D): these are more mature organisations with several BDRs, often split across different markets such as SMB, mid-market, and enterprise. Usually the VP of Sales, CRO, 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.

The patterns I see every week: 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. Reps are spending half their day on manual research, copy-pasting between tabs, and updating the CRM instead of actually selling. Activity metrics look healthy but meetings and revenue are flat. SDR performance is wildly inconsistent, with only top performers booking meetings while others struggle. Expensive sales tools sit partially implemented. AI is either avoided completely or used in ways that add no value. New hires take months to become productive because onboarding consists of handing them a deck, a methodology course, and a dated sequence folder.

Companies that are pre-revenue or pre-product-market-fit, companies looking for someone to execute outbound on their behalf (I build systems, I don’t run them), and companies without budget authority on the call. I also find it’s not a good fit when companies have long procurement cycles for smaller engagements, or when they’re primarily looking for generic sales methodology training rather than a custom system built around their specific market, ICP, and tools.

I’m not a fractional CRO or VP of Sales. I don’t run outbound for you, and I’m not an agency that creates dependency. I do one thing: I make outbound work. I diagnose the problem, design and build the system, get your team running it, and step back. The approach combines outbound strategy expertise with hands-on AI tool-building (including Clay workflows, enrichment integrations, and automation builds), then hands everything over so the client’s team runs it independently. Most competitors occupy either the agency model (run it for you) or the GTM engineer model (build tools without sales strategy). Yellow O combines both and then leaves. I also carry a quota for my own consultancy, so 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.

Signal-based prospecting means targeting accounts and contacts based on observable buying triggers rather than static list filters. Instead of blasting generic sequences at companies that look good on paper, you concentrate effort on accounts where timing, context, and pain are already in motion. Signals include things like a funding round in the last 6-18 months with sales hires underway, a new sales leader starting in the last 1-3 months, SDR turnover or multiple SDR job postings, pipeline declining while headcount grew, or companies posting about AI and outbound challenges. The outreach then references what is actually happening inside that organisation, which is why reply rates are significantly higher than traditional volume-based outbound. Signal without a play is trivia. Signal with a play is pipeline.

The Effective Seller Framework is the spine of everything I build and teach. It divides sales activities into three categories: Automate (remove humans from tasks where they add no value, like data entry, list building, and CRM updates), Augment (use AI to make humans better at tasks like research, message drafting, and account prioritisation), and Human Only (protect the activities where humans are irreplaceable, like cold calling, discovery conversations, objection handling, and relationship building). The philosophy is: automate the process, master the conversation. AI is not replacing salespeople. It is exposing how little time they spend actually selling.

Every engagement starts with a conversation. Book a free call at yellowo.co.uk/schedule where I’ll listen to what’s happening with your outbound, ask questions, and tell you honestly whether I can help. If you’re on the fence and not sure whether I’m the right person, just book the call. There is also the free Outbound Upgrade if you want to see how I think before committing to a conversation.

The Outbound Diagnostics takes 2-3 weeks. The Playbook Design and Build takes 4-6 weeks, with optional launch support for weeks 3-6. Enablement and Advisory runs over 4-6 weeks. For companies that want ongoing support, the optimisation retainer runs month to month with a three-month minimum. Most companies see measurable improvement within the first engagement.

Everything is documented, handed over, and built so your team can run it and build on it without me. I don’t create dependency. Playbooks are written as living documents your team can update. AI workflows are configured in your own tools. Coaching notes are handed to team leads to continue reinforcing behaviours. If you want ongoing support, the optimisation retainer is available, but it is offered to existing clients only and is not a requirement.

Parallax generated $300,000 in new pipeline within 4 weeks, going from zero outbound to a working engine with five meetings booked and 10-15 active leads in pipeline. At Moss, every coached SDR exceeded their target and unlocked the accelerator tier after cadence feedback, workshops, and one-on-one coaching. At HiBob, a comprehensive global inbound and outbound audit delivered actionable recommendations grounded in real-world data and benchmarks, including a 92-94% reduction in speed-to-lead on the inbound side. Other client results include a 295% increase in net new MRR for a B2B SaaS team, a 64% increase in closed-won deals in under 6 months, and a 600% increase in reply rates across campaigns. Mark has worked with 250+ B2B SaaS companies.

I work with whatever tools the client already has. My own stack includes Claude, Deepline, GetLeads, Prospeo, and Amplemarket, alongside Clay, HubSpot, and whichever sequencing platform the client uses. I don’t sell software or resell software. In some cases I do recommend new tools with an affiliate link, but this is always explained upfront. The playbook and AI workflows are built inside your existing tools so there is no additional subscription cost unless the diagnostic reveals a genuine gap in the stack.

Yes. I’m based between London and Lisbon and work with B2B SaaS companies globally. Most engagements are remote. Recent clients include companies headquartered in the US, UK, and Dublin.