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Playbooks · 5 min read

Coverage maths: what one pipeline replaces

Most teams do not have a conversion problem. They have a coverage problem: whole postcodes full of matching companies that nobody has ever emailed once.

01

Count the uncovered

Take your ICP rules. Run them against the public record. Subtract your CRM. What is left is the market your team has never touched. It is usually most of it.

02

One pipeline covers it

A watch on new matching companies, plus a first-touch email per rep. That pipeline works every arrival, forever, with no list-building hour.

03

Reps sell, the pipeline covers

Coverage stops depending on rep discipline. The team spends its time on replies. That is the part that actually needs humans.

Try it this morning
Run your ICP against the record and get the uncovered count. Bring that number to Monday's meeting.
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Watch · 1:40

How to build a search that keeps working

Read the write-up

Every figure is shown on screen. The company examples are made up.

More guides
Public record signals · 4 min readShowing the board where every lead came fromWhen pipeline is questioned, "the data team bought a list" is a bad answer. "Every record traces to a Companies House filing" ends the conversation.Playbooks · 4 min readDedupe rules that stop the same company twiceNothing burns a client relationship faster than delivering the same company twice. Dedupe must be a rule in the pipeline, not a Friday afternoon check.Public record signals · 4 min readPush the morning list into your sequencerThe 06:00 delivery is only valuable if it is in the client's sequencer by 06:01. The webhook is the product. Here is how the whole handover works.
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