Service 3 of 5 · Fixed price
New Business System. No lead forgotten. No new business that depends on one person.
New Business System builds the part of your sales that brings new business in and makes sure a named person answers it. A lead is a person or company that has shown interest. You pick one of two sizes: lead scoring and lifecycle, which scores each lead against deals you have already won and sends it to the right person with a deadline, or an outbound system, which is a steady way to start conversations with companies that have not contacted you. Each is a fixed-price project on tools you already own, and everything built is yours to keep.
Fixed quoteOwners and sales leaders at B2B companies whose new business depends on who remembered to follow up.
You might be saying
- “Someone filled in the form on our site days ago and nobody called them back.”
- “If I stop chasing new business myself, new business stops.”
- “Our reps ignore the lead score. Nobody ever checked it against what closed.”
What is in it
Two sizes. Pick the one that fits.
Lead scoring and lifecycle
4 weeksone fixed quote, in writing
Pick this when leads already arrive but they sit unassigned, go to the wrong person, or all look equally important.
- A lead scoring model, which is a set of rules that ranks each lead by how closely it resembles a real buyer
- A back-test of that model, meaning it is checked against deals you have already closed before anyone relies on it
- Rules for a lead's lifecycle stages: what it must show to enter and leave each one, enforced by the CRM so a stage cannot be skipped. A lifecycle stage is the label that says where a contact stands, from new lead to customer
- Routing that uses the score: a lead that is ready for sales goes to a named rep, by territory, segment and how much each rep can take on
- SLAs on routed leads. An SLA here is a deadline for first contact, with the lead flagged when the deadline passes
Outbound system
4 weeksone fixed quote, in writing
Pick this when new business depends on one person's energy and you want a steady, repeatable way to start conversations with companies that have not contacted you.
- A written ICP, short for ideal customer profile: the kind of company and the job titles you sell to best
- An account list of companies that match the ICP
- Enrichment, which finds the contact names, job titles and email addresses at those companies
- Sequences written for those contacts, which your reps review, start and reply to themselves
- Sending setup, so email goes out from properly configured mailboxes, handed over to you running
A fixed price, in writing
You get one number in writing before any work starts. It does not move unless the scope does.
30% waits for your test
Before kickoff we agree what done looks like. That part of the fee is due only when your test passes.
Yours to keep
Everything we build is in your accounts, with documentation your own team can run.
How you buy it
Four steps, the same every time.
- 1Free auditA free 30-minute call, booked at /contact/. We look at how leads arrive today, who picks them up and where deals stall, then tell you which size fits or whether none does.
- 2Fixed quote in writingYou get a written quote that lists what will be built, what you need to provide and the acceptance test you will use to judge it. The price is fixed.
- 3BuildWe build on the tools you already own, using your own records and your own wording for stages and fields. Your team sees it and tests it as it takes shape.
- 4HandoverYou run your own acceptance test. 30% of the project fee is held until it passes. Everything built stays in your accounts and is yours to keep.
The detail
Everything else, when you want it.
Open a line to read it. You do not need any of it to get a quote.
Scoring and routingwho it is for, what is included, the steps
ICP fit plus behavior, back-tested against closed deals before it goes live. Lifecycle stages reps can't skip.
This is for you if
- Marketing's MQL definition and sales's MQL definition are two different things.
- Reps ignore the lead score because nobody ever checked it against what closed.
- Stage skipping and manual overrides have made every conversion rate suspect.
20.8% vs 3.9%
win rate for top-band versus bottom-band leads across 1,185 closed deals. That's what was left after we found an AI lead score that was no better than a coin flip on qualified deals and rebuilt it into three honest bands.
What is included
ICP definition
Fit criteria pulled from what actually closed, not from a whiteboard session.
Scoring model
Fit plus behavior, with weighting and decay, back-tested on closed deals before it goes live.
Lifecycle stages
Definitions, entry and exit criteria, and the workflows that enforce them so a record can't skip.
Routing and SLAs
Assignment by territory, segment and capacity. Response-time SLAs with escalation.
Enrichment
Wired in so scoring has the fields it needs, with a spend cap.
Calibration
A scorecard showing win rate by score band. The model earns trust or gets retired on evidence.
What goes in, what comes out
What comes in, what we build, and what you have at the end. Every box is something you can point at.
What comes in
- Closed deals, won and lostThe only honest training set
- Your ICPFirmographics, tech, triggers
- Behavior and intentWeb, product, email, signals
What we build
- Back-testWhich signals predicted closing
- Score in bandsWith decay, not false precision
- Lifecycle stagesCriteria reps cannot skip
- Route with SLAsBy territory and capacity, with a clock
What you get
- Reps work the right 10%And can see why
- MQLs stop strandingEvery stage has an exit
- Minutes, not daysLead response measured, not hoped
The steps
In order. You sign off before anything changes in production.
- 1BaselineHow many leads strand, skip or get overridden today, and what conversion really is.
- 2ModelDesigned from closed-won data and back-tested.
- 3EnforceLifecycle and routing workflows in HubSpot, dry-run against live traffic first.
- 4CalibrateMonthly scorecard. Bands that don't separate outcomes get collapsed or cut.
The kind of rule we build
One decision, written the way your team will read it: what sets it off, the one question the system asks, and what happens on each answer. In the audit we map the decisions your team makes by hand today and pick the ones worth automating.
A lead's score changes
The system asksDoes the lead fit the ICP and cross the threshold?
Yes, sales should see it
- Move to sales-readyWith the reasons written on the record
- Route to a named repWith a deadline for first touch
- Escalate if untouchedThe manager hears about it, not the lead
No, not yet
- Keep it in nurtureMarketing keeps the conversation going
- Let the score decayOld interest counts for less each week
- Check again on the next signalNothing is thrown away
Where it can go next
None of these is on the menu. They are things we can scope with you as a custom fixed quote, on the tools you already own, once the first build is running. Ideas, not promises: each one gets a written scope and a fixed number before any work starts.
Right after the build
- Score reasons on the recordReps see why a lead scored the way it did, not only the number.Custom quote
- An SLA dashboardTime to first touch, by rep and by source.Custom quote
Once it is running
- Account-level scoringSeveral quiet contacts at one company add up to one loud account.Custom quote
- Product usage signalsTrials and usage feed the score, where you have the data.Custom quote
When you are ready
- A scheduled back-test and retuneThe model is checked against closed deals and adjusted, on a calendar.Custom quote
Outboundwho it is for, what is included, the steps
TAM, ICP, enrichment, sequencing and deliverability, wired into your CRM so outbound is a system and not a spreadsheet.
This is for you if
- You buy lists but have no real map of your market.
- Reps build their own lists in spreadsheets and nobody knows who was already contacted.
- You're entering the US or a new segment and need pipeline before you can justify a hire.
2023
the year Salecopy.io started, doing exactly this: TAM analysis, ICP work, lead sourcing and multi-channel campaigns for B2B software and services companies in four countries.
What is included
TAM and account map
Every company worth pursuing, scored, with the reasoning behind each score. Kept current instead of rebuilt each quarter.
ICP from closed-won
Titles, company sizes, deal sizes and triggers pulled from what you actually sold, not from a workshop.
Enrichment and signals
Contact data, firmographics and buying signals wired in with a spend cap, deduplicated against your CRM.
Sequences and messaging
Researched copy for every step, first email through last follow-up, tested in small batches before volume.
Sending infrastructure
Separate sending domains, warm-up, SPF, DKIM and DMARC, volume caps and inbox-placement monitoring.
Reporting
Opens, replies, meetings and revenue by segment and message, written back to the CRM so attribution holds.
What goes in, what comes out
What comes in, what we build, and what you have at the end. Every box is something you can point at.
What comes in
- TAM and ICPWho could buy, who should
- EnrichmentClay, Apollo, ZoomInfo, or yours
- Sequencer and inboxesSet up for deliverability
What we build
- Account listTiered, deduped against the CRM
- SignalsJob changes, intent, usage
- SequencesSmall batches, tested, watched daily
- CRM syncBoth directions, every touch logged
What you get
- Meetings booked and loggedWith the history attached
- Pipeline as a systemNot a spreadsheet
- Run it or hand it overYour choice, and you can switch
The steps
In order. You sign off before anything changes in production.
- 1MapTwo weeks. ICP questions, TAM build, scoring. You see the market before a single email goes out.
- 2BuildData, sequences, domains and the CRM wiring. Dry run to an internal list first.
- 3LaunchSmall batches, A/B tests, deliverability watched daily. Volume goes up only when the numbers say so.
- 4Run or hand overWe run it on subscription, or train your SDRs and step back. Your choice, and you can switch.
The kind of rule we build
One decision, written the way your team will read it: what sets it off, the one question the system asks, and what happens on each answer. In the audit we map the decisions your team makes by hand today and pick the ones worth automating.
A prospect replies
The system asksIs it a positive reply?
Yes, they want to talk
- Stop every sequence at that accountNobody else emails them tomorrow
- Task for the rep, same hourWith the thread and the account brief
- Offer timesA booking link or two slots
No, something else
- Sort itNot now, wrong person, or unsubscribe
- Suppress or scheduleOpt-outs are final; not-now gets a date
- Update the accountThe next campaign knows what happened
Where it can go next
None of these is on the menu. They are things we can scope with you as a custom fixed quote, on the tools you already own, once the first build is running. Ideas, not promises: each one gets a written scope and a fixed number before any work starts.
Right after the build
- Job-change triggersPast champions followed into their new companies.Custom quote
- Reply handlingReplies sorted automatically, and positive ones turned into tasks the same hour.Custom quote
Once it is running
- Intent and website visitor playsAccounts researching you get a sequence written for that moment.Custom quote
- Deliverability monitoringInbox placement, domain health and warm-up watched continuously.Custom quote
When you are ready
- Multi-channel sequencesEmail, LinkedIn tasks and calls in one cadence.Custom quote
- Event and webinar follow-upAttendee lists enriched, scored and worked while the event is still fresh.Custom quote
What you have at the endand what this does not cover
What you can point at when it is done
- A lead score checked against deals you have already closed, with lifecycle stages the CRM enforces
- A named owner and a deadline for first contact on every lead
- Follow-up that runs on a schedule your team can see, not on one person's memory
What this does not cover
- Software licenses and AI model spend. These are billed to you at cost and are not part of the project fee.
- The selling itself. Your reps make the calls, write the replies and decide what to send. We build the system they work in.
- A promised number of leads, meetings or closed deals. This product is a working system, not a guaranteed result.
Add-ons, paying monthly and the tools it works withwhat you can add, and what it runs on
Add to any size
- Team training and handover · Add this when you want runbooks (written step-by-step instructions), recorded walkthroughs and live sessions so your team can run the system without us.1 week
Prefer a monthly fee? Outbound can be run for you month to month on The Bench for a flat monthly fee. Outbound and market-entry work can also run on a base fee plus a success fee; the terms are on the pricing page.
Works with
- Clay
- Apollo
- ZoomInfo
- Cognism
- HubSpot Sequences
- Outreach
- Salesloft
- Instantly
- Smartlead
Proof and numbersone case study and two calculators
From the work
Names left out, numbers exact. All case studies.
Run your own numbers
Every formula is shown. No email needed. All calculators.
What is slow lead follow-up costing you?
What each point of lead-to-meeting rate is worth, at your win rate and deal size.
$291,600extra revenue per year, at the defaults
Run your numbers CalculatorWhat would an outbound system return?
Meetings, revenue and cost per meeting, at your own rates and costs.
6.8xreturn on that spend, at the defaults
Run your numbersQuestions about this service
Which size should I start with?
Start where things get dropped. If leads arrive but sit untouched or go to the wrong person, start with scoring and routing. If too few leads arrive at all, start with the outbound system. If deals live in inboxes and spreadsheets, start one step earlier, with a Sales Hub setup under CRM Setup.
My CRM already sends leads to reps. Do I need this?
Maybe not. A simple rule that gives each new lead an owner comes with the implementation size of CRM Setup. This service answers a different question: which leads deserve a rep first. We check the lead score against deals you have already closed, and retire it if it cannot tell wins from losses. Then leads go out by territory, segment and how much each rep can take on, with a deadline on the first reply. The outbound system starts outside your CRM: a list of companies that have never contacted you, and the emails your reps send them.
Does the outbound system send emails by itself?
No. Outbound means contacting companies that have not contacted you first. We set up the list, the sequences and the mailboxes, and your reps decide who goes into a sequence, review what is sent and answer every reply. A person decides, speaks and sends.
What do I need to have before we start?
A CRM you already own or are ready to buy, someone on your side who can answer questions about how you sell, and access to your records. For lead scoring you also need a history of closed deals to check the model against. The free audit will tell you if anything is missing.
How do you know a lead score works?
Back-test it. Score every closed deal retroactively and check whether high bands won more, especially among deals that reached a demo. If it can't separate outcomes there, it gets retired, not tuned.
What's the difference between lifecycle stage and deal stage?
Lifecycle stage is a contact or company's relationship with you, subscriber through customer. Deal stage is one opportunity moving through your sales process. Mixing them up is the most common cause of broken funnel reporting we see.
Can you set up lead routing in HubSpot?
Yes. Round-robin or rules-based by territory, segment and capacity, with SLAs, escalation when a lead sits untouched, and a log of why each lead went where it went.
Do you run outbound for us, or build it for us to run?
Either. Some clients want the system built and their own SDRs trained on it. Others want us to operate it month to month. You can start one way and switch.
Do you work on a success fee?
For outbound and market-entry work, yes: a base fee that covers the build and the sending, plus a success fee on the revenue we source. The pricing page has the details.
Which tools do you use?
Whatever you already pay for, where possible: your sequencer, your enrichment provider, HubSpot or Salesforce as the system of record. We would rather wire up what you own than sell you another seat.
How do you protect our domain reputation?
Outbound goes from separate sending domains with warm-up, full authentication and volume caps. Your primary domain never sends cold email.
Start here
Tell us what is going wrong.
One tap and an email address. We reply within one business day with which size fits and a fixed quote to follow.
Not this one? The other four services: CRM Setup · Trusted Numbers · Automation and AI · Sales Training. Or see all five on one page.