Welcome to Outbound Kitchen: Start Here
Systems, breakdowns, and field lessons for building a modern outbound system.
Outbound Kitchen shares what’s working today in outbound, based on what’s working with my customers and what I’m seeing with top teams.
You will get systems, templates, and AI workflows to help you get more pipeline through outbound.
If outbound is one of your jobs to be done, you’re in the right place.
Who this is for
Outbound Kitchen is for B2B founders and go-to-market leaders responsible for making outbound work.
That includes CROs, CMOs, SDR leaders, RevOps, go-to-market engineers, and account executives who prospect.
You are probably in one of three situations:
You are building outbound from scratch. You need to build the system and playbook before expecting a junior rep to produce results.
Outbound is not working. You have too many things to fix and no clarity on what to prioritize next.
Outbound already works. You want to improve pipeline planning, pipeline quality, and rep productivity.
The biggest problem is clarity, structure, and prioritization
Outbound still works. It has become more complex than it was a few years ago.
I see the same mistake often. Someone sends me a message and asks:
Hey, what do you think about this?
They want feedback on the message, but they have not done the account research. There is no business acumen behind the outreach, and sometimes the company is not even the right account.
Then they give it to the SDR team, and the SDR does not know what to do.
When outbound is struggling, the team often lacks:
a system
a playbook documenting what is working
a priority list
Outbound productivity comes down to three outputs
If you want pipeline from outbound, you need:
Time spent prospecting
Outreach quality
Reaching the right accounts
The hard part is building the conditions that produce those three outputs.
Talent
For each person:
Effort × Knowledge × Skills
Skills include both soft and hard skills.
When hiring, I look primarily for effort and the right soft skills. Knowledge and hard skills can be developed through enablement.
Enablement
Enablement includes training and coaching.
What the team needs depends on its stage. If you are launching outbound from scratch without a proven playbook, you should not hire a junior rep and expect them to build it.
Systems
Systems include data, tools, AI, and processes.
They shape the territory and account quality a rep receives, the research available before outreach, and how much time remains for prospecting.
Not everything is the fault of the person.
You can have the best reps, but if you don’t give them the right systems, they’re going to struggle.
Top outbound teams treat data like top restaurants treat ingredients
Some restaurants buy their ingredients from a supermarket, including frozen food.
Top restaurants look for the best providers. If they cannot find the quality they need, they build their own farm.
Top outbound teams do the same with data.
They invest in account research and accurate phone numbers. They look for the best providers or build their own data systems.
What you get from Outbound Kitchen
Every resource focuses on one specific outbound problem and unpacks how to solve it through one of three formats.
Systems
A System shows the process, data, tools, AI, and steps working together to solve one specific outbound problem.
Breakdowns
A Breakdown studies what a company or top outbound team is doing, identifies what is interesting about it, and extracts lessons you can apply to your own outbound.
Field Lessons
A Field Lesson shares what I am seeing and what is working in practice, especially from my own approach with customers, building outbound teams, and conversations with other leaders.
Who I am
When I was leading my team at Chili Piper in 2021, I kept thinking about how we could get more results per rep.
Talking to other leaders, working at other companies, and now working at Outbound Kitchen, this is a theme I keep seeing.
My mission is to help B2B founders and go-to-market leaders get clarity on outbound: what they should be building, shipping, and cooking so they can get results for their business.
I share what I wish I had in their situation: the maps, the systems, and a clearer view of what to do with outbound right now.
My experience includes:
more than 50 B2B companies advised
more than $70M in pipeline influenced
at least $15M in revenue
four promotions in two years at Chili Piper
becoming a four-time top-performing SDR
more than 6,000 newsletter subscribers and more than 150 paid members
Start here
These six resources will give you the clearest view of how I think about outbound.
Systems
How to Build Outbound Strategy: 7-Step Framework: The complete sequence from company analysis to ICP, research data, scoring, signals, stakeholder mapping, and messaging, using Salesmotion as the example.
The Guide to Building an Enterprise Prospecting System: An account-based enterprise prospecting playbook covering research, point of view, stakeholder mapping, outreach frameworks, metrics, templates, and AI prompts.
Field Lessons
Fix That Before You Scale Outbound: How to build a multi-provider data infrastructure that improves account coverage and gives reps more time to prospect.
6 AI Prompts for Researching Accounts and Cold Outreach: A connected AI workflow for customer intelligence, account research, executive mapping, point-of-view synthesis, and role-specific messages.
Breakdowns
How Ramp Scaled to $1B ARR With Outbound: Six outbound differentiators, eight cold emails, Ramp’s data and tech stack, and lessons for different team stages.
How HockeyStack Went From 0 to $74M in Pipeline in Eight Months: How HockeyStack built the foundation before hiring reps, then scaled to $74M in annualized pipeline and tripled weekly meetings per SDR.
Get the 8 Billion-Dollar Outbound Breakdowns
Get one bite‑size teardown in your inbox every day and turn outbound into your #1 growth engine.
Inside each email…
What they do differently
Full tech‑stack breakdowns
Outreach examples
Email 1: Snowflake - $4.6 B+ ARR
Email 2: Ramp - $1B+ ARR
Email 3: Rippling - $570 M+ ARR
Email 4: ClickUp - $300M+ ARR
Email 5: Pigment - $100M+ ARR
Email 6: Gorgias - $80m+ ARR
Email 7: Owner - $40 M+ ARR
Email 8: HockeyStack - $70m+ pipeline in 8 months