Your positioning doc isn't the problem

Outbound with two people and no SDR budget

The one-channel rule for teams under 300

Most mid-market teams have a positioning statement. Almost none have a routing decision: which segment do we say no to this quarter, and why. That choice is the actual work.

A sequenced outbound motion doesn't require a dedicated rep. It requires a list, a constraint, and a 90-minute weekly block. Here's the lightweight version that actually ships.

Spreading content across six channels with one part-time person guarantees mediocrity on all of them. Pick the channel your buyers actually check. Go deep. Then add a second one.

Scope the quarter before you scope the campaign

What a real marketing handoff looks like

Three metrics your team can actually move

Campaigns fail when they're scoped against ambition instead of headcount. Before you brief a campaign, write down who will actually do each task and how many hours they have.

A handoff isn't a Notion doc dump. It's a documented decision log, a working template, and a 30-minute walkthrough with whoever runs it next. Here's the checklist we use.

Most mid-market dashboards track vanity because vanity is easy to pull. We keep three numbers per quarter — one on pipeline, one on conversion, one on retention. That's the whole report.