Articles
Notes from the engine room.
Practical writing on outbound, follow-up and pipeline discipline — from running it every day.
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9 June 2026
Qualification
What counts as a qualified appointment? (And why most "leads" aren't)
Lead, MQL, demo, meeting — the words blur together until you pay for them. Here is the definition we work with, the four criteria behind it, and why anything less gets expensive.
5 min read
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2 June 2026
Compliance
Cold email in France: what's actually allowed for B2B
France is one of the clearest jurisdictions in Europe for B2B prospecting by email — if you respect a short list of conditions. What CNIL guidance expects, how it compares to the UK, Spain and Germany, and the checklist we run before any campaign.
6 min read
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26 May 2026
Pipeline
Why referral growth stalls — and what a predictable pipeline actually requires
Referrals built your firm. They're also why revenue is a sawtooth. The structural limits of referral growth, and the four disciplines that make new business plannable.
5 min read
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19 May 2026
Follow-up
The follow-up gap: where B2B deals actually die
Deals rarely die from a 'no.' They die in silence — in inboxes, between projects, two touches before the yes. What a real follow-up system looks like and why founders almost never sustain one manually.
5 min read