How it works

How an engagement works, including what happens if it fails

What demand development means

Demand development means more than lead generation: whoever you need to talk to next, whether buyers, channel partners or investors, found, reached and turned into real conversations.

An appointment-setting agency sells meetings by the unit and proves it with volume. We work out who you should be talking to first, then find them, reach them and open the conversation.

The path

Diagnostic. We work out where your next demand should come from: customers, partners or investors, and who you should be talking to.
Pilot. A fixed term with part of our fee at risk, against a target we write down with you after the diagnostic.
Ongoing. A monthly fee, month to month, offered once a pilot has run.

The diagnostic comes first because the pilot's target is set from what it finds. If you already know exactly who you need to reach, you can start with the pilot (see Outbound only).

The diagnostic

What you get

A written diagnostic: where your next demand should come from, and who you should be talking to.

How it's charged

One fixed fee, quoted in writing before you sign.

If it isn't useful

The diagnostic is one fixed fee. If you don't find it worth acting on, we refund the fee in full, and you keep the document.

See how we price

G-B · Terms §3.1

The pilot, and what's at risk

G-C · Terms §3.2

The pilot, and the at-risk portion

The pilot is one fixed fee for a fixed term. The fee is split into a build portion and an at-risk portion. The build portion pays for research, targeting, infrastructure and messaging, and isn't refundable. We set the size of each portion per pilot, in writing, before you sign.

After the diagnostic, we agree with you, in writing, what counts as a qualified conversation for your business and how many the pilot should produce. That number is the threshold. "Qualified" means whatever we agree in writing, for your business, before we start. We don't use the word without a definition.

If the pilot doesn't reach the threshold, we refund the at-risk portion.

G-D · Terms §3.3

Named deliverables by named dates

We commit to named deliverables by named dates: your target list, your messaging, sending infrastructure live, and a weekly report. If we miss one, you get a pro-rata refund for it.

Obligations · Terms §4

What we need from you

The at-risk refund depends on three things from your side: approving messages and lists on time, agreeing the target list with us, and following up on the conversations we hand over to you.

Illustration, not a quote Pilot · G-C

How a pilot fee splits

Build portion (non-refundable)
At-risk portion (refunded if the written threshold is missed)

Per 100 of fee: 70 is the build portion (non-refundable), 30 is refunded if the written threshold is missed.

We set the size of each portion per pilot, in writing, before you sign. Terms §3.2

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Ongoing

After a pilot, ongoing work is a monthly fee, month to month. You can cancel with notice. There's no lock-in.

You own everything we build, from day one, and it's built in your own accounts and domains. If you leave, you get a written handover.

G-E · Terms §3.4

Ownership · Terms §5

Your domain and your reputation

Outreach sent in your name carries your reputation, so our practice is written down, not just promised. You approve every message before it goes out. Sending runs from separate secondary domains, never your primary domain. Sending volume and warm-up practice are set in writing for each engagement.

Terms §6

Outbound only

Some B2B service and software companies need outbound and nothing else. For them there's one engagement, outbound only: the same founder-led team, a narrower scope. If you already know exactly who you need to reach, you can go straight to the pilot, on the terms above.

Is this right for you?

Right for you if

You're a software or tech company and you need your next customers, partners or investors.
You don't yet have a sales and marketing function that produces them on its own.
You want to know who does the work, and to talk to them directly.
You'd rather read the terms, including what happens if it fails, before you call.

Not right for you if

You want a full outsourced marketing department across every channel. A full-service B2B marketing agency is the better hire.
You want a set number of meetings a month, priced per meeting. An appointment-setting agency sells that, and we don't.
You need software built. We don't build it, but we can introduce you to a partner who does. Need something built?
You need a firm with years of track record. We're new, and we won't claim years we don't have.