ShiftRx

Sales Account Manager

Intro CRM

Outbound Campaign Manager

Highbrow Lowbrow

As an Event Sales and Concierge professional at HBLB, a unique 24/7 social house on Austin's East Side, I bring a personal touch to my work. I am responsible for expanding our list of partner companies and creating memorable experiences for our members. I constantly seek feedback from members to improve their experience and curate events that exceed their expectations. My creative vision and execution have resulted in successful events that have brought together diverse communities and enriched their social lives.

Event Sales Coordinator

Jack Blake LLC

Content Management Consultant

Content Creator

Positive Presence Global

I mentor teenagers and help them become more clear about the present life they're living.

Mentor Coach

Acendas Travel

I worked primarily with the B2B Sales Teams and Account Execs to create evergreen content for Acendas' Travel Management Solutions.

B2B Videographer and Sales Creator

The Yacht Week

I captained 40ft-55ft sailing yachts around the world. We spent a week-long charter at each destination. I was responsible for their safety and catered to their travel desires, acting as a liaison for the local culture.

Freelance clients - VOYAGE Charters, European Travel Ventures as well as private individuals and groups.

Charter Skipper

lululemon

Sales Associate

Jayhawk Consulting

• Worked on teams to advise and consult with clients
• Created an economic evaluation for the Kansas Cosmosphere
• Conceptualized and presented solutions for EFL (executive search firm) to position itself for significant future growth

Business Consultant

🚀 Scaling Sales & Marketing Operations with AI-Powered Automation | Clay Expert | Outbound Campaign Strategist

I'm a dynamic sales and GTM operations specialist who builds Clay tables, optimizes inbound and outbound operations, and implements AI into sales systems. My mission? Scaling your efforts at a fraction of the cost.

With two years of hands-on experience in sales, I've crafted compelling campaigns, created powerful automations, and connected APIs across various sales tools to make things streamlined. I've built lists of hundreds up to tens of thousands of potential leads, managing outbound campaigns that could send 10K+ emails monthly.

🔑 Key Expertise:
- List Building & AI Lead Scoring
- Copywriting & Offer Generation
- Marketing Automation & API Integration
- Clay, Smartleads, CRMs, LLMs (Claude, ChatGPT)
- Make.com, LinkedIn Automation, Notion, Airtable

My unique approach? I start with the offer, test via email, then scale 10X. I leverage AI to continuously refine strategies, ensuring we keep what works and discard what doesn't. I'm working on my Clay MBA certification and hold a Prompting for AI Operations certification, testament to my commitment to cutting-edge sales tech.

Ideal collaborators are those who've cracked their initial sales code and are ready to scale. If you've resonated with Alex Hormozi's "$100M Offers" and "$100M Leads," and have a budget of $6-7K+ monthly for outbound testing, we're speaking the same language. 

My passion in this is when I get to bring a spiritual flow state to sales and marketing, combining holistic thinking with detailed execution. I thrive on solving complex problems and crafting innovative strategies.

🎯 Got a sales or marketing challenge? I'd love to hear about it. DM me, and I'll send you a personalized Loom video with my thoughts on how we can tackle it together.

Let's connect and explore how we can supercharge your sales and marketing efforts!

Jack Blake

Building unstoppable pipelines | Get free sales opportunities with our no-cost, no-risk pilot campaign | Founder @ C17 Lab

Most outbound agencies take your money and deliver nothing - zero meetings, zero learnings.

I do the opposite - you see results before you pay a dollar.

I launched Square in France and was the top growth performer at Booking.com for two consecutive years, driving over $50M in GMV. After realizing I could earn more by owning even 1% of the value I created, I started C17 Lab, the first revenue engineering firm focused on outbound-led growth.​

Who I help

You’ve built a solid business through paid media, inbound, and referrals, but growth has plateaued.
You know outbound can work - you’ve seen others scale with it - but every agency you’ve tried delivered excuses instead of pipeline. Maybe you tried DIY outbound and ran into technical complexity, deliverability issues, or data problems. You’re done with the “trust us, it takes 6 months” narrative.

How I help

C17 Lab engineers outbound systems that consistently generate pipeline for:

1. Manufacturers
2. B2B SaaS selling into traditional industries
3. Professional services firms doing $2M+ in annual revenue

My team of GTM engineers and SDRs will run a free pilot campaign that books you 3-4 qualified meetings. No payment required.

If we can generate pipeline when we barely know your business, imagine what happens once we deeply understand your product and market.

Ready to see what high-performance outbound actually looks like?

Book a free pilot campaign at c17.ai.

Enzo Carasso 🧲

Before you touch messaging, positioning, or tactics - stop.

You need to understand three things about your buyer:

1/ What makes them respond

Every purchase has a trigger behind it.

Operational pain, missed revenue, an internal initiative, or outside pressure forcing a decision.

→ Is something broken and they need to fix it?
→ Is there a goal they can't reach without outside help?

Don't know which one it is? Your positioning will be generic - and generic doesn't convert.

2/ What makes them move

This is rarely what you think you're selling.

Buyers aren't just evaluating your service. 

They're evaluating whether it delivers against specific business objectives, required capabilities, and measurable outcomes.

→ What does success actually look like for them?
→ How fast do they need it?
→ What's the desired end result?

If your offer isn't mapped to those answers, you're selling features to someone buying outcomes.

3/ How they decide

Every organization has a buying process.

→ Evaluation criteria
→ Internal champion
→ Buying committee
→ Budget constraints
→ Procurement timeline

Deals fall apart at the finish line all the time because someone spent months talking to the wrong person.

→ Who are the approvers?
→ What does their buying checklist look like?
→ Who actually owns the decision?

If you don't map that process, you'll close the wrong person and stall at the finish line.

None of this works if your ICP is too broad.

Vague targeting produces vague answers, and vague answers produce vague messaging.

"We help companies grow revenue" tells a buyer nothing and converts nobody.

The tighter your ICP, the more your positioning attracts buyers already looking for exactly what you do.

Don't skip the research and go straight to tactics.

That's why the tactics don't work.

If your positioning isn't converting, the offer is usually the problem.

We fix that. Apply for a no-cost pilot at C17 Lab and see exactly how we work before you commit to anything.

Apply here: https://bit.ly/C17Pilot

Repost it for a founder who needs to hear it.

Follow Enzo Carasso 🧲 for more on GTM strategy, sales, and offer design.

Building unstoppable pipelines | Get free sales opportunities with our risk-free pilot campaign | Founder @ C17 Lab

Bad positioning doesn't just hurt your marketing.

It makes everything else you're doing a waste of money.

(Credit to Paul Evans for these slides).

I've worked with manufacturers, professional services firms, companies with real revenue and real sales teams. 

The ones who struggle to get traction almost always have the same problem.

Their positioning sounds identical to every competitor in their space.

Not a targeting problem or a copy problem. A positioning problem.

Here's what that looks like:

1️⃣ Your message could have been sent by 5 other companies
↳ Swap your name for a competitor's and it still reads the same. That's a template, not a position.

2️⃣ Your buyers can't repeat back what you do
↳ If they can't explain your value in one sentence, they won't act on it, and they won't refer you.

3️⃣ Your own team describes the product differently every time
↳ If there's no internal alignment on what you do, there's no chance of external clarity.

4️⃣ Your offer was built for warm audiences
↳ A cold stranger doesn't have context. If your positioning depends on prior trust, it won't hold.

5️⃣ You're trying to fix it by doing more
↳ More activity doesn't fix a positioning problem. It just makes it more expensive to discover.

The companies that win are the ones that can say, in a single sentence, what they do better than anyone else.

That sentence has to work on a cold stranger. 
Not a warm referral. Not someone who already knows you.

That's the work most founders skip.

Repost to help your network fix their positioning.

Follow Enzo Carasso 🧲 for no-nonsense B2B tips.

 5D Framework

Marketers call it an investment.

CFOs call it an expense.

And when money gets tight, the CFO wins.

Marketing gets paused. And then this happens:

Weeks 1-4: "See? Nothing's changed."
Weeks 5-8: "Hmm. Calendar's looking a bit thin."
Weeks 9-12: "Where did the leads go?"
Week 13: "Turn it back on. Everything. Now."
Weeks 14-20: Spending money to fix the money they were trying to save.

Congratulations. You just ran the most expensive experiment in your business.

The result? You proved that turning it off was a bad idea.

You didn't save money.
You just paid twice.

You could have just... not turned it off.

The real issue isn't budget.

Marketing isn't a Netflix subscription you cancel when you're not watching.

You can't pause what took 6 months to build and expect it to restart in a week.

The CFO sees a line item.

The marketer sees a system.

The founder sees both and cuts the wrong one anyway.

Don't be that founder.

Apply for our pilot instead: https://bit.ly/C17Pilot

We build it, prove it works with real meetings, then hand you a system that stays on.

Repost if someone in your network is about to cut their marketing budget.

Follow Enzo Carasso 🧲 for systems that treat outbound like infrastructure, not a nice-to-have.

Skipping strategy and going straight to execution is a fast way to fail in business. 

That's why so many companies have an inconsistent pipeline. 

So they hire more SDRs, switch tools, and rewrite the copy. 

None of it works because the foundations aren't in place. 

Instead, follow this flow: 

1. Define the target
→ Start with a revenue goal
→ Get specific on who you sell to
→ Pick the metrics that actually tell you if it's working

This is a founder decision, not something to delegate on day one.

2. Understand the buyer
→ Talk to recent customers
→ Go back through deals you lost
→ Find the pattern of why people say yes or no

It's already there. You just haven't looked for it yet.

3. Study the competition
→ How are competitors positioning themselves?
→ What are they charging?
→ Where are they weak?

Most companies skip this and end up sounding the same as everyone else.

4. Build a strong offer
→ Define the result you actually deliver
→ Keep the scope tight
→ Price it based on the value it creates

A bad offer doesn't get fixed by better copy or more sends.

5. Align before you launch
→ Who you're targeting
→ What you're offering
→ How you're talking about it

Founder, marketing, and sales need to agree on all three before execution starts. If they don't, you're wasting time and budget.

6. Build the GTM plan
→ Choose your channels
→ Set weekly activity targets
→ Define what a qualified lead looks like in writing
→ Track pipeline in one report everyone can see

Before any campaign goes live, verify your contact data. Dirty lists destroy deliverability and lead to wasted efforts. 

We use BetterContact, a data enrichment tool that cross-checks 20+ data sources to find and provide you with the most accurate contact information. You only pay for verified data.

7. Run marketing
→ Cold email, cold calling, content
→ Measure what's driving replies and meetings
→ Cut what isn't

8. Run sales
→ Train the team on the offer before they're on calls
→ Qualify hard and early
→ Review close rates every week, not every quarter

9. Retain and expand
→ Get results in front of the customer fast
→ Track their outcomes
→ The best upsell opportunity is a client who's already seen ROI

Most companies jump straight to marketing and sales.

Missing steps 1 through 5 is why steps 7 and 8 never convert.

We build this end to end at C17 Lab.

Apply for a free pilot campaign here: https://bit.ly/C17Pilot

Repost for other founders building. 

Follow Enzo Carasso 🧲 for frameworks that work.

Your product isn't selling because your offer's weak. 

Everything else is a distraction.

Here's how to actually build one that works:

1. Get specific on who you're selling to

→ Not "founders" or "B2B companies." 
→ Who exactly? What size? What revenue? What do they care about? 
→ The tighter your ICP, the easier it is to make an offer they can't ignore.

2. Understand what they're actually losing

→ Not surface-level pain. Real economic pain. 
→ What's it costing them to not have what you sell? 
→ If you can quantify that number, you've already won half the battle.

3. Research before you write a single word

→ Talk to your best customers. Read reviews of competitors. 
→ Find the exact words people use to describe their problems. 
→ Your offer should sound like it was written by the person buying it, not the person selling it.

4. Make the value obvious before the sale

→ If someone has to get on a call to understand why they should buy, your offer isn't clear enough. 
→ They should see it and immediately think: "I need this." 
→ That clarity comes from specificity, not clever wording.

5. Remove the risk of saying yes

→ Most people don't say no because they don't want what you sell. 
→ They say no because they're not sure it'll work for them. 
→ We proved results before signing a single contract. 
→ A guarantee, a pilot, a sample - whatever removes the friction from yes.

Want to see what this looks like in practice?

Apply for our free pilot: https://bit.ly/C17Pilot

We'll get you 3-4 qualified meetings in your calendar and you can see if you're happy with our service before making any commitments.

Repost to help other founders build better offers. 

Follow Enzo Carasso 🧲 for more.

Three channels drive B2B revenue. 

The average company is only running one.

→ Inbound.
→ Outbound. 
→ Nearbound.

Each one works. None of them works alone.

What you need to know about each:

Inbound

Buyers come to you through content, SEO, social, newsletters.

High trust. Lower resistance in the sales conversation.

The tradeoff: it's slow to build and hard to control in the short term.

It compounds over time - but it won't fill your pipeline next month.

Outbound

You go to them. Cold email, cold calling, direct outreach.

Fastest way to generate qualified meetings. 

Fully controllable when the targeting is sharp and the execution is right.

The tradeoff: poor execution kills deliverability and wastes your TAM.

Get it wrong and you pay twice. Once in cost, once in reputation.

Nearbound

Your network does the work. Referrals, warm intros, partner ecosystems.

Trust is already there. Sales cycles are shorter. 

You're closing before most people are even pitching.

The tradeoff: it's capped by the size and depth of your relationships.

You can't leverage what you haven't built.

Only one channel means two blind spots.

✅ Inbound builds credibility over time. 
✅ Outbound generates pipeline on demand. 
✅ Nearbound converts relationships into revenue.

The companies growing fastest aren't choosing between these. 

They're running all three and knowing which lever to pull when.

If outbound is the piece missing from your growth, apply for our free pilot: https://bit.ly/C17Pilot

We book qualified meetings in your calendar. You verify the fit. Then you decide if it makes sense to go further.
No retainer. No commitment.

Repost for companies still betting everything on one channel.

Follow Enzo Carasso 🧲 for more on B2B revenue systems.

You can do everything right in sales and still get nothing.

More reps, better sequences, tighter copy - and the numbers still don't move.

The issue is usually one of three things - or all three at once:

1. Reaching the wrong buyers
2. Leading with the wrong message
3. Sales motion doesn't match how buyers actually decide

When those three are broken, you get activity without outcomes.

When they connect, everything changes.

Here's where it gets interesting:

Market approach + value delivery = real conversations

→ Not demos booked out of curiosity. 
→ Actual conversations with people who have budget, a problem, and a reason to move.

Market approach + sales execution = alignment

→ If your SDRs are setting meetings your closers can't convert, that's a handoff problem - not a closing problem. 
→ The ICP, the economics, the promise made in outreach - it all needs to carry through to the close.

Value delivery + sales execution = proof your offer works

→ Close rates that hold across segments. Positioning that doesn't get discounted away. 
→ An offer that converts because it solves something that already costs the buyer money.

When all three overlap:

✅ Predictable results
✅ Qualified buyers
✅ Unit economics that make sense
✅ A system that holds when you push more through it

That's what we build at C17 Lab.

Want to see what it looks like before committing to anything?

Apply for our free pilot https://bit.ly/C17Pilot

No risk. No obligation. We prove it works first.

Repost to help a founder stop guessing and start building.

Follow Enzo Carasso 🧲 for B2B sales and GTM systems built on real execution.

Cold emails not getting results?

Here’s 7 ways to 10x your performance.

1/ Strengthen the Offer
→ Low reply rates are often a result of weak offers.
→ Lead with a measurable outcome tied to a real problem.
→ If your prospect can’t picture the result in 10 seconds, it’s not strong enough.

2/ Narrow Your ICP
→ Tighter targeting = cleaner replies.
→ Use revenue range, role, and intent signals.
→ Broad ICPs dilute your message before it lands.

3/ Improve Data Accuracy
→ Bad data kills deliverability before you start.
→ Verify emails and phone numbers before launching a campaign.
→ Clean data means you actually reach the right inbox.

We use BetterContact, a data enrichment tool that cross-checks 20+ data sources to find and provide you with the most accurate emails and phone numbers.

4/ Write Direct, Specific Emails
→ One problem. One outcome. One next step.
→ If your email could apply to any company, it’s not strong enough.
→ No generic statements. Be specific about the pain you’re solving.

5/ Increase Speed to Respond
→ An MIT study found responding in 5 minutes vs. 30 minutes = 21x better qualification.
→ Slow response = lost deals.

6/ Qualify Before Booking
→ Not every reply deserves a meeting.
→ Qualify role, urgency, budget, and authority before you book.
→ Unqualified meetings tank your close rate.

7/ Build Infrastructure for Scale
→ Warm domains. Multi-touch sequences. Reply workflows.
→ If your system breaks when you increase volume, you can’t rely on it.
→ Performance improves when infrastructure can handle pressure.

Ready to get results from your outbound efforts?

Apply for our free pilot campaign: https://bit.ly/C17Pilot

Repost for anyone running outbound.

Follow Enzo Carasso 🧲 for outbound systems that work at volume.

7 Ways to 10 X Your Cold Email Results

Bad habits will kill a good business faster than bad competition.

Covey mapped out exactly how to fix that. Here's the breakdown.

Many founders chase tactics.
Better tools. Better hires.

Covey's argument is simpler and harder to hear: the constraint is you.

Results aren't random. They're predictable.

Your habits are your infrastructure. What you build daily is what you grow from.

1. Be Proactive
↳ Your results are on you. Not the market, not the economy, not your team.
↳ Stop explaining why things didn't work and start controlling what you can.
↳ Complaints are just excuses with better packaging.

2. Begin With the End in Mind
↳ If you don't know what you're building toward, every decision feels urgent and nothing is strategic.
↳ Define the outcome first. Work backwards from there.
↳ Busy people are everywhere. Deliberate ones aren't.

3. Put First Things First
↳ Your calendar is either a reflection of your priorities or proof you don't have any.
↳ The high-impact work gets pushed when you let everything feel equally important.
↳ Protect the time that actually moves things forward. Say no to everything else.

4. Think Win-Win
↳ Short-term leverage kills long-term relationships.
↳ The best deals are the ones both sides want to repeat.
↳ Align the incentives upfront and you won't need to chase accountability later.

5. Seek First to Understand, Then to Be Understood
↳ The average person in a conversation is just waiting for their turn to talk.
↳ The ones who actually get results are the ones asking better questions.
↳ You can't solve a problem you haven't fully understood yet.

6. Synergize
↳ A room full of people who all agree isn't a team. It's a risk.
↳ The best decisions come from people who are willing to challenge each other before committing.
↳ Different perspectives, properly used, compound. Groupthink just compounds blind spots.

7. Sharpen the Saw
↳ You can't run a high-performance operation on a depleted engine.
↳ Sleep, health, and skill development aren't soft - they're inputs.
↳ What doesn't get maintained eventually breaks. That includes you.

The difference between a founder who burns out and one who grows?

One reacts to the week.
The other builds the system that runs it.

♻️ Repost for other founders looking to grow. 

Follow Enzo Carasso 🧲 for more breakdowns on business, performance, and execution.

You have 50 warm leads in your CRM.

How many have you actually called?

You know you need to call them.

You've known for 2 weeks.

The phone sits there.

You know how it works.

But first you need to:

- Rewrite that subject line one more time
- Watch one more video on "tonality"
- Reorganize your CRM by industry (very important)
- Make another coffee
- Check LinkedIn
- Suddenly remember you need to update your email signature

You're not avoiding, you're "optimizing."

Anything except dialing.

Congrats. Your leads are still sitting there.

Meanwhile, someone less qualified than you called them yesterday and booked the meeting.

Cold calling sucks.

Until it doesn't.

→ Call 1: You sound like a hostage reading a ransom note.
→ Call 10: You're still bad, but faster.
→ Call 100: You stop caring and start qualifying. It works.

The fear is worse than the rejection.

Prospects don't care if your voice cracks.

They care if you're wasting 30 seconds of their day or solving a real problem.

The math is simple:

100 emails = 10 replies.
10 calls to those replies = 8 conversations that move forward.

Email finds them.
Calling qualifies them.

One without the other is leaving pipeline on the table.

Your warm leads aren't getting warmer.

Call them today.

Or don't, and watch your competitor close them.

At C17 Lab, we run cold email at volume and turn replies into pipeline.

Want to see how we engineer outbound systems that actually book meetings?

Apply for our free pilot: https://bit.ly/C17Pilot

Repost this for those avoiding the phone. 

Follow Enzo Carasso 🧲 for more cold outbound reality checks.

You're writing cold emails wrong.

Actually, you shouldn't be writing them at all yet.

Most founders start with copy. 

They workshop subject lines or hire agencies to "fix the messaging."

Then they send volume and get nothing.

The problem isn't the email.
It's the approach. 

Here's what to do instead: 

1/ Craft an irresistible outbound offer

→ Not your pitch. Not your product description.
→ An offer built for cold audiences.
→ Valuable enough that saying yes feels like a must. 

2/ Select an ICP where the economics make sense

→ If your LTV is under $7K, outbound economics break fast.
→ Long cycles and low close rates will kill you.
→ Pick accounts where a single deal justifies the effort.

3/ Design value that lands before the meeting

→ Most outbound promises value during the call. That's too late.
→ Deliver insight, analysis, or something tangible upfront.
→ Make the meeting a continuation, not a starting point.

4/ Package it into a simple outbound message

→ Now you write the email.
→ You're explaining what you're sending and why it matters.
→ Keep it clear. Then send it.

5/ Review for clarity, then send at volume

→ Read it once. Cut anything that doesn't support the offer.
→ Then scale it.
→ Volume shows what holds up.

Outbound isn't a copywriting problem.

It's an offer design problem that gets tested at scale.

Ready to see if your offer holds up?

Apply here for a pilot campaign.: https://bit.ly/C17Pilot

Repost for anyone running outbound campaigns.

Follow Enzo Carasso 🧲 for outbound systems that actually work at volume.

Sending more emails won't fix your outbound.

Engineering a reliable system will.

The gap between random outbound and systemized outbound:

When outbound runs on random instinct:

❌ Every drop in replies → new tool purchase
❌ Every slow month → "let's try cold calling too"
❌ Every campaign → complete restart, not an iteration

You're not building a system. You're collecting tactics.

When outbound runs on systemized infrastructure:

✅ You know exactly who converts and why
✅ Your offer is designed for cold audiences
✅ Your deliverability survives at scale, not just the first 1,000 sends
✅ Your sequences educate before they ask for time
✅ Your pipeline data shows what's breaking before revenue does

The difference isn't effort.

It's whether you're optimizing campaigns or engineering outcomes.

If you rebuild your outbound every quarter, you don't have a tactic problem.

You have an infrastructure problem.

Systemized outbound is built to scale from day one.

Want to see the difference between random and systemised outbound in action?

Apply for our free pilot: https://bit.ly/C17Pilot

Repost for someone rebuilding their outbound right now.

Follow Enzo Carasso 🧲 for outbound that's built with infrastructure, not guesswork.

You've grown the team, increased the budget, and you're still not hitting the numbers.

So why aren't things working? 

I've seen this pattern across more B2B companies than I can count. 

And everyone defaults to the same fix - more leads, activity, and spend.

But if the system those leads are entering is inefficient, all you're doing is feeding a leak.

Here's how you fix those leaks instead. 

Marketing

Common issue: Brings in leads, but the wrong ones. Poor ICP targeting means your marketing spend is generating conversations that were never going to close.

The fix:
→ Broad ICP = wasted pipeline. Narrow it down.
→ Lead quality beats lead quantity every time.
→ If your message describes you instead of the buyer's problem, it won't land.

Sales

Common issue: Converts some of them, but not enough and not at the right value. A weak sales process bleeds revenue on every single deal.

The fix:
→ Most deals don't die on price. They die on unclear value.
→ Every extra week in the sales cycle is revenue delayed.
→ How you price the first deal sets the ceiling for the relationship.

Upsells

Common issue: Mostly nonexistent. Which means every client you close is a one-time transaction, and you're leaving the easiest revenue on the table.

The fix:
→ The close isn't the finish line. It's the starting line.
→ A client who renews and refers is worth more than three new ones.

Fix one layer and you get a marginal improvement.

Fix all three and the business looks completely different.

The hardest sale is always to someone who doesn't know you.

Want to see where your system is leaking?

Apply for our free pilot: https://bit.ly/C17Pilot

We'll audit your pipeline and get 3-4 qualified meetings in your calendar, so you can see exactly what's possible before making any commitments.

Repost to help other founders stop leaving revenue on the table.

Follow Enzo Carasso 🧲 for more on B2B strategy, sales, and building systems that scale.

I've sent millions of cold emails.

The teams that fail all waste energy on the same variables.

How most teams operate:

→ 50% writing and rewriting cold emails
→ 30% tweaking copy and subject lines
→ 20% asking for meetings

You're optimizing for precision in a commodity offer.

Better copy won't fix a broken system.

What Actually Drives Results:

1. Offer design for cold audiences
If it requires explanation, it's not built for outbound.
Your value prop should make sense to someone who's never heard of you.

2. ICP based on economics
Pick targets based on LTV, buying power, and deal size.
$8K average deal with $3K CAC = No room for error.

3. Deliverability infrastructure
Your copy doesn't matter if emails never reach the inbox.
Domain health and sender reputation are the foundation.

4. Systems built for volume
500 emails works. 5,000 breaks everything.
Manual intervention = you built a job, not a system.

5. Outbound as qualification, not persuasion
Meetings confirm fit, they don't create it.
Filter for intent before you book the call.

6. Meetings that convert
Show rate means nothing if deals don't close.
Optimize for quality, not quantity.

Outbound fails when teams treat it like just a copy problem.

C17 Lab builds systems that survive at scale. 

Apply for our free pilot campaign here: https://bit.ly/C17Pilot

Repost to help others in your network do outbound properly. 

Follow Enzo Carasso 🧲 for systems-first outbound.

Most B2B strategies aren't bad.

They're just incomplete.

Doing the basics gets you started. 

Going beyond them is what builds a pipeline you can actually rely on.

Four areas. Benchmark yourself honestly:

1/ Offer & Market Fit

Good → You have a pitch that makes sense to people already familiar with the problem.

Better → You've narrowed it down to one segment and one painful, costly problem.

Best → Cole prospects respond without needing context or a follow-up explanation.

2/ Outbound Execution

Good → You have activity. Emails going out, calls being made.

Better → That activity is converting into meetings with people who actually fit.

Best → You can dial up pipeline whenever you need it without degrading your infrastructure.

3/ Sales Alignment

Good → Your reps know what they're selling and chase every lead.

Better → They spend their time on the right opportunities because bad fits are filtered early.

Best → The handoff from outbound to close is a system, not a hope. Leaks get fixed in real time.

4/ Infrastructure & Economics

Good → You know what you're spending to acquire a customer.

Better → You understand the full cost and what each customer is actually worth over time.

Best → You've built for pressure. More volume doesn't break what you've built.

------

Most companies are sitting at "good" across all four.

Good keeps the lights on. It won't build something worth owning.

Want to scale your business with outbound?

We run a no-cost pilot at C17 Lab. 

You'll see exactly how we approach offer design, execution, and infrastructure before you commit to anything.

Apply here: https://bit.ly/C17Pilot

Repost to help others improve their B2B marketing. 

Follow Enzo Carasso 🧲 for more.

GTM has a language problem.

Founders throw around "growth" and "pipeline" like they're the same thing. 

They're not.

20 definitions every founder should know in 2026:

1. GTM Engineering
Go-to-market built as a system. 
Offer, targeting, infrastructure, and execution - connected and repeatable.

2. Offer-Market Fit
A cold prospect reads your message and immediately gets it. 
Low replies means the offer is off.

3. Outbound Infrastructure
Domains, inboxes, data, CRM, workflows. The foundation it all runs on. 
Ignore it and the rest falls apart.

4. Volume Reveals Truth
Low volume hides problems. 
That's where weak offers and fragile systems show up.

5. Qualified Pipeline
Prospects with budget, authority, and a reason to buy. 
Booked calls without this waste everyone's time.

6. Positive Reply Rate
Prospects responding with real interest. 
Low number means an offer problem, not a copy problem.

7. Pre-Call Positioning
What a prospect knows before the meeting. 
Lifts show rate and shortens the cycle.

8. Economic ICP
Targeting built on margin, LTV, and buying capacity. 
Job titles won't tell you who can actually pay.

9. Fully Loaded CAC
Acquisition cost including headcount, tools, data, and infrastructure. 
Most calculations are missing half the numbers.

10. Margin-Based LTV
Lifetime value on actual margin, not revenue. 
Strong top-line numbers can mask a business that barely breaks even.

11. LTV:CAC Discipline
Not expanding until the math supports it. 
Pushing before the ratio makes sense burns margin fast.

12. Deliverability Control
Consistent inbox placement at scale. 
When emails stop landing, your pipeline stops flowing.

13. Domain Health
Your sending reputation. Slow to build, fast to lose. 
Most teams notice it only after the damage is done.

14. Revenue Per SDR
Revenue per rep. 
Cuts through activity metrics. Shows if the team is actually producing.

15. Offer Conversion Rate
Close rate by offer and segment. 
Shows where your offer lands and where it doesn't.

16. Infrastructure Break Point
Where your systems fail under load. 
Most find it after they've already passed it.

17. Value Before the Call
What you deliver before any conversation happens. 
This separates you from everyone else in their inbox.

18. Commodified Messaging
Letting copy do the work your offer should. 
Works early on. Falls apart under pressure.

19. Pipeline Controllability
Qualified pipeline on demand, not just when conditions are good. 
If you can't switch it on, it's not a system.

20. Outbound Durability
How your systems hold up over time without burning infrastructure, exhausting your market, or wrecking unit economics.

If you can't define it, you can't measure it. 

If you can't measure it, you can't fix it.

-----

Looking to scale with outbound? 

We build the offer, run the campaign, and book qualified meetings before you spend a dollar.

Apply here: https://bit.ly/C17Pilot

Follow Enzo Carasso 🧲 for more on B2B growth.

Your targeting is fine. Your messaging is fine.

So why aren't you getting sales?

The problem is probably your offer. 

Alex Hormozi's book, $100M Offers, breaks down how to craft an offer too good to say no to. 

1/ Find a Starving Crowd
Pick problems people are already paying to fix. 
If demand doesn't exist, you're looking in the wrong place. 

2/ Build the Value Equation
Increase the dream outcome. Add proof and guarantees. 
Shorten time to results. Remove friction from the experience.

3/ Stack the Offer
Bonuses aren't features. They're answers to hesitations. 
Each component should solve a pain someone is dealing with. 
Anchor the price to a high-value outcome.

4/ Deliver on the Promise
The offer gets them to buy. Execution keeps them. 
Standardize delivery and track outcomes, not activity.

The strongest offers don't compete on price.

They remove price as a variable entirely.

What most people get wrong:

→ They add features instead of removing objections
→ They promise outcomes instead of engineering likelihood
→ They optimize messaging instead of fixing the core offer
→ They focus on tactics instead of the value equation

If the offer is weak, no amount of marketing can save it.

If the offer is strong, everything else gets easier.

Repost to help others build stronger offers. 

Follow Enzo Carasso 🧲 for what works in outbound at scale.

B2B growth only happens by design,

and every stage of it has to hold up.

If you have:

- A weak offer.
- Bad data.
- Emails with poor copy.

You'll quickly see things start to dry up.

Here's how you build a strong system from start to finish.

1/ Design a cold-ready offer

→ Use the structure to guide your approach: outcome + timeframe + proof.
→ If someone needs a follow-up question to understand what you do, you've lost.

2/ Lock the buying criteria

→ Set a minimum revenue and deal size.
→ Target the person who owns the problem.
→ If you're not specific, you're filling a calendar with conversations that go nowhere.

3/ Build infrastructure before volume

→ Use separate domains and warm inboxes for two to three weeks before running a campaign.
→ Track bounce rate, spam placement, and reply decay from day one.

4/ Run Email to Qualify, Not Convince

→ Focus on one trigger and one CTA.
→ Find out if there's interest, then either progress or move on.

5/ Control data quality at the source

→ Verify role, company fit, and email validity before anything goes out.
→ Bad data kills deliverability.
→ Clean it before you scale, not after the numbers drop.

At C17 Lab, we use @BetterContact, an enrichment tool that finds mobile numbers and emails. It cross-checks 20+ data sources to find and provide you with the most accurate data. You only pay for verified data.

6/ Layer SMS only after context exists

→ Only use SMS after getting a reply or a confirmed click on an email.
→ Keep it under 160 characters and focus on one action.
→ If you haven't earned the context, it's just an interruption.

7/ Gate meetings before sales touches them

→ Confirm the prospect's problem and authority before booking a meeting.
→ Show rate and qualified meeting rate tell you if your top of funnel is working.

Every stage feeds the next.

Miss one and the whole system underperforms in a costly way.

Looking to scale your business with outbound?

Apply for our free pilot campaign and get 3–4 booked meetings so you can see if we're a fit before making any commitments:
https://bit.ly/C17Pilot

Repost to help other B2B founders grow.
Follow Enzo Carasso 🧲 for more.

Sending the same message to everyone is not a strategy. 

It's a way to look busy while nothing converts.

If you're doing this, you're not marketing. 

You're guessing. 

And guessing is expensive.

Here's how to actually reach your audience and get them to buy:

1. Lock in a real ICP
➔ "Anyone who could buy" is not a target. It's a list.
➔ Get specific: industry, revenue, LTV, team size, sales capacity.
➔ The tighter the profile, the easier everything else becomes.

2. Build an offer designed for that person
➔ Most people copy-paste their inbound pitch into a cold email. It doesn't work.
➔ Cold audiences need an offer that removes risk and delivers value upfront.
➔ If they have no reason to respond, they won't.

3. Get accurate data
➔ Bad data kills campaigns before they start.
➔ Wrong emails, outdated titles, dead companies - all wasted effort.
➔ Clean data means your message actually reaches the right person.

We use to validate contacts before anything gets sent. It finds and verifies emails and mobile numbers across 20+ data sources. You only pay for accurate data.

4. Get in front of them with cold email and SMS
➔ Once the ICP and offer are set, execution is straightforward.
➔ Cold email and SMS, sequenced correctly, to the right person.
➔ That's what fills a pipeline.

5. Qualify hard and book meetings that matter
➔ A reply is not a win. A qualified meeting is.
➔ We focus on ICP-fit meetings, not raw response rates.
➔ If they don't fit, they don't move forward.

Most outbound fails before a single message is sent. 

The work happens in steps 1 and 2. 

Get those right and the rest takes care of itself.

Repost to help your network with their ICPs

Follow Enzo Carasso 🧲 to build outbound that knows exactly who it's targeting.

Cialdini spent years studying why people say yes. 

The answer wasn't logic or price...
It wasn't even the product...

It was psychological triggers people don't realize they're responding to. 

That's the entire premise of Influence. This book should be required reading.

Influence = Psychological Trigger × Context → Automatic Response

📋 The 6 principles behind every buying decision:

Reciprocity
↳ Value delivered before the ask creates pressure without a word being said.
↳ The gesture doesn't need to be big. It needs to be unexpected.
↳ Debt is uncomfortable. People move to resolve it.

Give something useful before you ask for anything. A relevant insight, a data point, a free resource. 

The ask lands differently when there's already something on the table.

Commitment & Consistency
↳ People protect the version of themselves they've already agreed to.
↳ A small yes today makes the next yes easier to justify.
↳ You're not changing their mind. You're letting them change it for you.

Get small yeses early. Written commitments stick harder than verbal ones. Public commitments stick hardest of all.

Social Proof
↳ Uncertainty makes people look outward.
↳ The more similar the reference point, the stronger the pull.
↳ Numbers help. But a case study from someone who looks like your prospect helps more.

Put proof where doubt lives in the conversation. 
If your prospect is a manufacturer, show them a manufacturer. 

Same industry, same problem, same desired result.

Liking
↳ People say yes to people they like.
↳ You don't need to be their friend, just don't feel like a stranger.
↳ Lower the resistance, and the logic becomes easier to accept.

Find real common ground before you pitch anything. 
Mirror their tone. Use "we" over "I" where you can.

Authority
↳ Perceived expertise reduces pushback.
↳ Authority is signaled before you make a single argument.
↳ Most people defer to whoever sounds most certain.

State your track record early. Lead with structure. 
Even the background on your video call signals whether you're worth listening to.

Scarcity
↳ Fear of loss moves people faster than the promise of gain.
↳ Real limits create urgency. Fake ones destroy trust.
↳ What might disappear feels more valuable than what's always available.

Be honest about capacity. Emphasize what a prospect stands to lose by waiting, not just what they gain by moving forward.

The gap between a deal that closes and one that stalls often has nothing to do with your offer. 

It's whether you understood which trigger to pull and when.

Read Influence. Then go back and audit every sales conversation you're having.

Repost to help others grow. 

Follow Enzo Carasso 🧲 for more frameworks on GTM, sales and offer design.

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