Outreach, Offer, and Pipeline

Owner: Wolfie, Sales and Revenue Lead Date: 2026-08-01 Source of truth for all product claims: FACTS.md in this folder

1. The offer

We are not selling call tracking. Call tracking is a commodity and every prospect already has some. We are selling the answer to a question their current stack cannot answer: what did the work actually make.

Angle authority is positioning-why-i-built-it.md. A rep never opens with a platform statistic. The spam share, the total call count, and the tracked revenue total are banned from any opener.

The offer, stated the way a rep says it out loud to an operator:

You get about four seconds between jobs to check on your own business. So the point is that when you pull the phone out, the number is already there. What today made. What the last call was worth. BirdsEye reads the tracking numbers you already have, puts a dollar on every call, and sends you a chart at the end of the day and the end of the week so you are not going to look for it. Junk calls drop out before they hit the number, so what you are reading is real.

The offer, stated the way a rep says it out loud to an agency owner:

You are not short on calls. You are short on proof. Friday comes, the client asks how it is going, and the honest answer takes two hours in a spreadsheet. BirdsEye turns the calls you already produce into a report with dollars on it, per service and per area, on brand and good enough to send without editing. Nobody churns over a bad month. They churn when they stop being able to see it worked.

What we can ship today, and therefore what we sell:

  • Unified call log across Twilio, SignalWire, CallFire, CallRail
  • Automated transcription and AI scoring on qualifying calls
  • Spam identification kept out of the revenue math
  • Configurable revenue rules per call, per service, per niche
  • ROI, cost per lead, and margin views at niche and service level
  • Natural language querying of the call data
  • SMS intent and urgency analysis
  • Missed call alerting

What we do NOT sell yet, no exceptions:

  • Live call flow routing. All 13 flow types are built and wired, and zero calls have gone through a flow config in production. It is demo-able as a configuration surface. It is not sellable as a proven routing engine. A rep who promises live routing has sold vapor. See Ted's guardrails section.

2. The two ICPs

ICP A: Local service business owner

Home services with real call volume: roofing, plumbing, HVAC, electrical, dumpster rental, cleaning, restoration.

Qualifying signals:

  • Runs paid lead flow from more than one source
  • Has a tracking number setup they did not build themselves
  • Cannot answer "which channel produced your last ten jobs" without guessing
  • Pays per lead somewhere in the mix

Disqualifying signals:

  • Under roughly 100 inbound calls a month, the math does not carry the price
  • Single channel, single number, no paid spend
  • No one on staff who will ever open a dashboard

ICP B: Lead generation or marketing agency

Runs call flow for multiple clients and has to prove ROI monthly.

Qualifying signals:

  • Multiple client accounts across more than one call provider
  • Recurring reporting obligation to clients
  • Pay per call economics anywhere in the model
  • Churn driven by clients who doubt the lead quality

Disqualifying signals:

  • Single client
  • No provider diversity, fully inside one vendor's ecosystem and happy there
  • Sells on brand rather than on measurable performance

3. Outreach cadence

Nine touches over 21 days. Every touch is logged. Every lead has a dated next action or it does not exist.

Day Channel Touch Goal
0 Email Cold email 1, the 42 percent hook Open a loop
1 LinkedIn Connection request, no pitch Face recognition
3 Email Cold email 2, the mechanism Establish credibility
5 Phone Call 1, no voicemail Live contact attempt
7 Email Cold email 3, the one question Reply of any kind
10 LinkedIn Share the spam split infographic, no ask Passive proof
12 Email Cold email 4, the proof email Book the call
15 Phone Call 2, with voicemail referencing email 4 Live contact attempt
18 Email Cold email 5, the break-up Yes or a clean no

Rules on the cadence:

  • A reply of any kind pulls the prospect out of the sequence and into a human conversation immediately. Never let automation talk over a live human.
  • A clean no is a win. It frees the slot. Log it and move.
  • No touch goes out without the previous touch logged.
  • Day 21 with no reply, the record moves to a 90 day re-approach list with a dated wake-up. It is not deleted and it is not left rotting in the active list.

4. Pipeline stages

Stage Definition Exit criteria Max days in stage
1. Identified Fits an ICP, contact details verified First touch sent 3
2. Engaged Replied, or answered the phone Discovery call booked 10
3. Discovery Call held, need confirmed Their numbers captured 7
4. Demo Saw the product against their own situation Proposal requested 7
5. Proposal Written scope and price delivered Verbal yes or no 10
6. Closing Verbal yes, paperwork moving Signature 7
7. Won Signed and logged Handoff to delivery n/a
7b. Lost Clean no, reason recorded Re-approach date set n/a

Any deal past its max days in stage is at risk and gets surfaced in the weekly pipeline review. Stalling is a decision, and an unmade decision is a loss with extra steps.

5. What a rep must capture on every discovery call

If these fields are blank the deal cannot advance to Demo. No exceptions.

  1. Monthly inbound call volume
  2. Which providers, and how many
  3. What they pay per lead, and to whom
  4. Current close rate, even if they are guessing, note it as a guess
  5. Average ticket value
  6. Who reads the reporting today
  7. What breaks if nothing changes
  8. Who signs

Items 1 through 5 feed the ROI model directly. Without them the proposal is a guess and a guessed proposal closes at a rate not worth the rep's time.

6. Proposal structure

One page of their numbers, one page of ours, one page of the scope, one page of the price. In that order. Their situation before our product, always.

  1. What you told us: their captured numbers played back verbatim
  2. What that is costing you: the ROI model run on their inputs, assumptions stated in plain sight
  3. What we deliver: scoped to shippable capability only, nothing from the not-sellable list
  4. What it costs and what happens next: price, start date, and a dated decision deadline

Every proposal carries a decision date. A proposal with no deadline is a proposal that never gets read twice.

7. Follow-up discipline

  • Every conversation logged the same day, no exceptions, an unlogged deal does not exist
  • Every logged conversation ends with a dated next action
  • No lead goes more than 7 days without a touch while in stages 2 through 6
  • The weekly review reads the pipeline by next-action-date, not by deal size, because the biggest deal in the list is usually the one nobody has called

8. Handoff to the fleet

Need Owner
Revenue targets and deal approval Mike
Conversation logging and call booking Ava
Proposal and outreach copy Shakespeare
GHL funnels, SMS, pipeline automation Gino
Margin and pipeline-in against burn Warren
Rep onboarding and call review Ted
Marketing visuals and infographics Picasso
Video assets Spielberg

9. First 30 days, concrete

  • Week 1: 200 ICP A contacts and 100 ICP B contacts built and verified. Cadence loaded. Day 0 email live on the first 75.
  • Week 2: Remaining 225 entered. First discovery calls held. ROI model run live on real prospect numbers for the first time.
  • Week 3: First proposals out. Cadence data reviewed, subject lines and hooks swapped on whatever is underperforming.
  • Week 4: First closes attempted. Full pipeline review with Warren on pipeline-in against burn.

The measurable that cannot be gamed: number of discovery calls held with all eight capture fields filled. Activity that does not produce that number is activity, not selling.