Outbound Agents

Twenty named accounts and the first sequence, written. B2B's first ten customers are hand-won, so the guide is deliberately manual in the places that matter.

Five-minute setup

Do this before the session starts, or in the first ten minutes while the framing happens. Nothing here is required to attend.

1. Have an agent installed

   Claude Code, the Codex extension, or whatever you already run. Every skill file below is plain markdown with frontmatter — it works in anything that reads a skills directory.

2. Get the skills

   Download this session's bundle and unzip it at the root of your project. It writes into .claude/skills/ and nothing else.

   unzip -o zero-to-launch-03-b2b-pipeline-sales.zip -d .

3. Not sure which skill you need?

   Run /ask-santos and describe the problem in your own words. It names one skill, says why that one, and tells you what comes after it. You don't have to learn the catalogue.

4. Point it at a real product

   An idea in a notes app counts. The skills read your repo, your site and your README before asking you anything, so run them from inside the project rather than a blank folder.

5. Make somewhere to put the output

   The template repo already has the folders. If you're working in your own project, a docs/gtm/ directory is fine — the skills write markdown, they don't care where.

The steps

1. 01

   Tighten the ICP until it hurts

   /icp-builder

   Company, role, trigger event. "Developers" is not an ICP. The test is whether you can write one specific email to it.

   Done looks like: A description narrow enough that some real companies obviously don't qualify.

2. 02

   Build the list of twenty

   Named companies, named people. The skill will draft it; you check every row. A list you haven't read is a list you won't send to.

   Done looks like: Twenty rows, each with a reason that account is on the list.

3. 03

   Write the sequence

   /outbound-sequence

   Relevance over volume. First touch, two follow-ups, and a break-up that doesn't grovel. Short enough to read on a phone.

   Done looks like: You'd reply to it if it landed in your inbox cold.

4. 04

   Define what moves a deal between stages

   /funnel-metrics

   Awareness → Interest → Evaluation → Decision → Onboarding → Expansion. For each arrow, the specific thing that has to happen.

   Done looks like: Every stage transition has an event, not an opinion.

5. 05

   Structure the pilot before you offer it

   An early deal should produce a reference and a case study, not just revenue. Decide the scope, the length and what you get to publish — before the call, not during it.

   Done looks like: One paragraph you could paste into a proposal.

6. 06

   Make the pipeline showable

   /bi-agent

   A spreadsheet is fine. What isn't fine is a judge asking about pipeline in October and getting an anecdote.

   Done looks like: You can answer "how many accounts moved stage last week" without doing arithmetic.

What you leave with

03-b2b/ — icp.md with twenty named accounts, outbound.md with the sequence, and funnel-metrics.md for the pipeline.

If you get stuck

If you can't find twenty accounts, the ICP is wrong in one of two directions — too narrow to exist, or too broad to search for. Usually it's the second.

Or ask in Discord — mentors are in there between Wednesdays, and everyone else's work in progress is too.