GTM answers:
sales, prospecting and outreach questions
Plain answers to the go-to-market questions sales, marketing and RevOps teams search for, from lead qualification to cold email, each with steps and examples.
Find the right buyers
Who to sell to and how to reach them: lead generation, prospecting, your ICP and qualifying leads.
Lead generation
11 pages
Generating new sales leads, inbound and outbound.
- How do you generate sales leads?
- How can AI speed up building lead lists?
- Which lead criteria should you set before building a list?
- How often should you refresh your lead lists?
- How do you build a lead list that converts?
- How does demand generation differ from lead generation?
- How do you find new B2B customers?
- How do you generate leads for a consulting firm?
- How do you generate more leads with inbound marketing?
- Why is lead generation taking so much time?
- How do you add new leads straight into your CRM?
Core guide: What is lead generation?
Prospecting
15 pages
Finding and reaching the people most likely to buy.
- How do you prospect for sales?Start here
- How do you build territory models for an SDR team?
- How do you choose an email tool for outbound prospecting?
- How do you gather prospect feedback to improve outreach?
- How do you identify the decision makers at a company?
- What is predictive prospecting and how does it help?
- How do you use lead tags to organise prospect lists?
- How do you find enterprise-level prospects?
- How do you find prospects who are actually interested?
- How do you identify high-value prospects to prioritise?
- How do you justify the cost of prospecting software?
- How do you scale prospecting for a growing sales team?
- How do you find leads by job title or department?
- How do you find companies in a specific region?
- How do you find more than one way to reach a lead?
ICP, personas and segmentation
10 pages
Defining who you sell to and splitting leads into groups that each get the right message.
- How should you segment leads before outreach?
- How do you pick the right message format for each segment?
- How do you give each buyer persona relevant content?
- How do you find leads in an emerging market segment?
- How do you find companies expanding in your market?
- How does market segmentation sharpen prospect targeting?
- How do you personalise CTAs for each customer segment?
- How do you segment leads by industry for campaigns?
- How do you split leads into different lists or campaigns?
- How do you filter B2B leads by company size?
Core guide: How to build a B2B ideal customer profile (ICP)
Lead scoring and qualification
3 pages
How to decide which leads deserve a sales conversation, and how to rank them.
- How do you qualify a lead?
- How do you balance outbound work with inbound leads?
- Cold prospecting or inbound: which should you start with?
Core guide: What is lead scoring?
Contact data and enrichment
4 pages
Finding work emails and the right people, reading confidence in the data, and keeping contact records accurate and lawful.
- Should you buy a B2B lead list?
- What does an email confidence score mean?
- Should you send cold emails to personal addresses?
- How does data enrichment differ from data cleansing?
Core guide: What is email verification?
Reach out and follow up
Writing to buyers and keeping the conversation going: cold email, personalisation and sequences.
Cold email
10 pages
Writing cold emails and subject lines that get read and answered.
- How do you write a sales email?
- How do you write subject lines for specific industries?
- How do you measure the success of a cold email campaign?
- How do you A/B test email copy and subject lines?
- How do you write a cold email subject line that gets opened?
- Best email subject lines for sales
- Is cold email legal under GDPR?
- How long should a cold email be?
- Which AI prompts write better sales emails?
- Why do cold emails bounce?
Core guide: Outreach content
Personalisation and brand voice
11 pages
Personalising outreach at scale while keeping one consistent voice.
- How do you align outreach with marketing campaigns?
- How do you keep brand tone consistent when personalising?
- How do you personalise outreach without sounding robotic?
- How do you keep outreach messaging consistent across teams?
- How can you personalise without excessive manual effort?
- How do you measure uplift from personalisation?
- How do you personalise email campaigns at scale?
- What role does AI play in personalising email content?
- How do startups balance personalisation with scale?
- How do you tailor emails to each stage of the sales funnel?
- How do you tailor outreach to international companies?
Core guide: Company Intel
Sequences and follow-ups
9 pages
Planning follow-ups and multi-touch outreach without wearing out a prospect.
- What is the ideal cadence for a multi-channel sequence?
- How do you run multi-touch sequences for key accounts?
- How many follow-up messages should a sales campaign send?
- How does RevOps optimise outbound sequences across SDRs?
- How do you build a sales cadence?
- How do you use personalisation fields in email sequences?
- How do you use automation to schedule follow-up reminders?
- How do you build an outbound sequence from scratch?
- What outreach cadence suits a product launch?
Core guide: What is sales engagement?
AI and automation
AI in sales, AI agents, connectors and the automation behind a modern go-to-market team.
AI in sales
9 pages
Using AI across sales work, with people in control.
- How do you use AI in sales?
- How do you use AI ethically in sales outreach?
- How do you keep AI recommendations aligned with strategy?
- How do you use AI to target high-value accounts?
- How can you use AI to prioritise daily outreach?
- How do you add an AI assistant to an outbound workflow?
- How do you set up company knowledge for an AI assistant?
- Can ChatGPT find sales leads for you?
- Which AI prompts help with prospect research?
Core guide: AI workspace
AI SDRs and AI sales agents
11 pages
What AI sales agents and AI SDRs do, where they help and where people stay in charge.
- What does an AI agent do in a working sales day?
- How do AI assistants research and personalise outreach?
- Sales automation vs AI sales agents: what's the difference?
- Who signs off on AI SDR tools at a mid-market company?
- Agentic sales workflows vs fixed sequences: what changes?
- How do AI sales agents handle multi-threaded accounts?
- Why are revenue teams starting to use AI SDRs?
- What are the risks of moving to an agentic sales model?
- What guardrails does an AI SDR need?
- What data does an AI SDR need to work well?
- Who should use an AI SDR, and who should not?
Core guide: The Pebbles Ai platform
Agentic go-to-market
7 pages
How teams plan, run and measure go-to-market work with AI agents.
- How do you evaluate agentic GTM platforms?
- What is the ideal team structure for agentic GTM?
- How do mid-market teams run a first agentic GTM test?
- How do you measure the success of agentic GTM?
- What does a RevOps-led agentic GTM workflow look like?
- Where should AI hand off to a human in sales?
- How do you pilot an agentic GTM motion?
Core guide: What is a GTM operating system (GTMOS)?
MCP and AI connectors
4 pages
How AI assistants connect to the tools a go-to-market team already uses.
- Which AI connectors help with networking and outreach?
- Which marketing MCP connectors work with an AI assistant?
- What happens to CRM data when you connect a sales tool?
- How can sales reps use MCP servers?
Core guide: Integrations
Sales automation
6 pages
Automating the repetitive parts of selling, and where people should stay involved.
- How do you align sales and marketing in automated workflows?
- How does automation reduce admin tasks for sales reps?
- How do you add manual corrections to an automated workflow?
- How can startups without a sales team use automation?
- What is workflow automation and how do you set it up?
- How do you automate prospecting without being spammy?
Core guide: Integrations
GTM engineering
3 pages
The GTM engineer role and how it differs from RevOps.
- How do you become a GTM engineer?
- What does a GTM engineer do, and why now?
- GTM engineer vs RevOps: what is the difference?
Core guide: AI workspace
Run the sales team and pipeline
Sales basics, pipeline, CRM, metrics and the roles and tools of a sales team.
Sales strategy and process
8 pages
The basics of sales strategy and a repeatable sales process.
- How do you increase sales?
- How can you be good at sales?
- How do you audit outbound before buying new tools?
- How can enterprise sellers optimise their outreach?
- How do you handle negative replies and unsubscribes?
- How do you keep leads engaged without being pushy?
- How do you use past conversations to tailor outreach?
- What is the difference between a lead and a prospect?
Core guide: What is B2B sales?
Sales techniques
4 pages
Pitching, discovery and handling objections.
- How do you make a sales pitch?
- Best sales techniques
- How do you prepare a pre-call brief for a sales meeting?
- How do you reply when a prospect says send me info?
Core guide: How to prepare for a sales call with AI
Pipeline and funnels
6 pages
Building, reviewing and moving deals through a sales pipeline.
- How do you build a sales pipeline?
- How do you create a sales funnel?
- How do you capture prospect replies in your pipeline?
- How do enterprise teams automate large pipelines?
- What does a good outbound pipeline review look like?
- How do you update deal stages from email with AI?
Core guide: What is a sales pipeline?
CRM and customer records
12 pages
Keeping customer records clean and useful, and how a CRM fits with other sales tools.
- How does sales automation software differ from a CRM?
- What tools do you need for an automated outbound stack?
- How do you keep your CRM up to date with AI?
- Can AI update your CRM automatically?
- How do you log sales call notes in a CRM with AI?
- When should you move from a spreadsheet to a CRM?
- How do you move leads from a prospecting tool to a CRM?
- How do you merge duplicate contacts in a CRM?
- How do you import contacts into a CRM?
- Which custom fields should a B2B CRM have?
- What are the benefits of a CRM for a small team?
- How do you clean up a CRM before migrating?
Core guide: What is CRM?
Sales metrics
3 pages
The numbers sales teams track and how to calculate them.
- How do you calculate sales revenue?
- How do you calculate return on sales?
- Which CRM metrics should a small sales team track?
Core guide: The Pebbles Ai platform
Sales management and enablement
3 pages
Leading a sales team and giving it what it needs to sell.
- How does commission work in sales?
- How do you standardise prospecting across a sales team?
- How do you get SDRs to adopt a new sales tool?
Core guide: What is sales enablement?
Sales roles and models
3 pages
The roles in a sales team and the ways teams sell.
- How do you get into high-ticket sales?
- Which AI features help SDRs work more efficiently?
- Inside sales vs outside sales: what is the difference?
Core guide: What does a sales engineer do?
RevOps and tool choices
5 pages
How revenue teams choose, own and consolidate their go-to-market tools.
- What tooling should a VP of sales delegate to RevOps?
- Who owns outbound tooling: sales ops or sales leadership?
- Why do mid-market teams cut their GTM stack to fewer tools?
- How does RevOps standardise tooling across SDR, AE and CS?
- When should you replace point solutions with one platform?
Core guide: What is revenue operations (RevOps)?
Choosing sales software
5 pages
How to choose and compare sales and go-to-market software.
- How do you choose a CRM for a small B2B team?
- How do you evaluate AI sales assistant vendors?
- What governance should an AI sales tool have?
- What should you ask in a sales software demo?
- What should a small SDR team want in an outbound tool?
Core guide: Pricing
Strategy and marketing
Go-to-market strategy, B2B marketing, selling into industries and growing a startup.
B2B marketing and demand
8 pages
B2B marketing, demand generation and how marketing works with sales.
- How is outbound sales different from inbound sales?
- How do you adapt outreach campaigns to new pain points?
- How do you coordinate sales and marketing data updates?
- How can you incorporate industry details into a campaign?
- How do you nurture leads that aren't ready to buy yet?
- Why do scaling B2B companies still invest in outbound?
- How do you drop unresponsive leads from a campaign?
- Best B2B marketing campaigns
Core guide: What is inbound sales?
Selling into industries
7 pages
Finding and reaching buyers in specific industries.
- How do you customise sales strategies for each industry?
- How can edtech companies find university decision-makers?
- How can healthcare companies reach hospital administrators?
- How do insurance and fintech companies find new leads?
- How can logistics firms use prospect data for partnerships?
- How can a manufacturing business generate B2B leads?
- How do renewable energy firms find manufacturing buyers?
Core guide: AI go-to-market examples by industry
Startups and small teams
3 pages
Selling with a small team and limited time.
- How do you adapt sales for startups vs established firms?
- How can a small startup focus on high-priority leads?
- How do you do founder-led sales well?
Core guide: Frequently asked questions
More topics
6 pages
Smaller topics with a few pages each, with the topic named on each card.
- How do you find early adopters for a B2B tech product?
- What is vibe GTM and how does it relate to sales?
- How do you expand into a new territory with lead research?
- How do you find prospects who use a competitor's product?
- How many contacts should you reach at one account?
- How do you map a buying committee at a target account?
By task, role and industry
Narrow pages for one job, one role, one industry, one connection or one template.
By task
49 pages
One go-to-market job at a time: what it takes and how the assistants do it with you.
- How do you announce a won deal in Slack with AI?
- How do you book a meeting straight from an email thread?
- How do you build a sales battlecard?
- How do you build a TAM list of target companies?
- How do you build a target account list?
- How do you build an ICP from your closed-won deals?
- How do you change the tone of a sales email?
- How do you check whether a lead fits your ICP?
- How do you clean an email list before a campaign?
- How do you create a B2B buyer persona?
- How do you decide which inbound sales emails to answer?
- How do you draft a whole campaign from one brief?
- How do you find a new contact when yours leaves?
- How do you find companies like your best customers?
- How do you find companies that do one specific thing?
- How do you find companies that match your ICP?
- How do you find companies to partner with?
- How do you find past emails with a prospect?
- How do you find people who work at a company?
- How do you find small businesses to sell to?
- How do you find someone's work email address?
- How do you hand a won deal over to customer success?
- How do you hand off a lead from SDR to AE?
- How do you keep customers out of prospect lists?
- How do you make sure every open deal has a next step?
- How do you manage several sales inboxes at once?
- How do you prepare answers to sales objections?
- How do you prospect without cold calling?
- How do you reply to sales emails faster?
- How do you research a company before outreach?
- How do you research a new market with AI?
- How do you research a person before reaching out?
- How do you research competitors with AI?
- How do you review AI-drafted emails before they send?
- How do you revive closed-lost deals?
- How do you run a product launch in one AI project?
- How do you run a weekly pipeline review with AI?
- How do you send one email to a CRM segment?
- How do you sort replies to a cold email campaign?
- How do you summarise a long email thread?
- How do you test a new outbound offer?
- How do you turn a Notion page into a Slack update?
- How do you write a key account plan?
- How do you write a lost deal summary with AI?
- How do you write a personalised opening line?
- How do you write a value proposition for outreach?
- How do you write an agenda for a sales meeting?
- How do you write discovery call questions?
- How do you write sales emails with AI?
By role
20 pages
One job title at a time, as the buyer you want to reach or as the job itself.
- How do you find CEO and founder contacts?
- How do you find CFO contacts at target companies?
- How do you find CIO and IT director contacts?
- How do you find CISO and security leader contacts?
- How do you find CMO and marketing leader contacts?
- How do you find COO and operations leader contacts?
- How do you find CTO contacts at target companies?
- How do you find facilities manager contacts?
- How do you find financial controller contacts?
- How do you find general counsel and legal contacts?
- How do you find head of data contacts?
- How do you find head of sales contacts?
- How do you find HR director contacts?
- How do you find IT manager contacts at SMEs?
- How do you find L&D and training manager contacts?
- How do you find marketing manager contacts?
- How do you find operations manager contacts?
- How do you find procurement and purchasing contacts?
- How do you find RevOps leader contacts?
- How do you find startup founder contacts?
By industry
57 pages
Finding and reaching buyers in one industry: who buys, what moves them and where to start.
- How do accounting firms find new clients?
- How do advertising agencies win new business?
- How do AI companies generate B2B leads?
- How do architecture firms find commercial clients?
- How do banks find business banking clients?
- How do branding agencies find new clients?
- How do cloud service providers find B2B customers?
- How do commercial cleaning firms win contracts?
- How do commercial law firms find new clients?
- How do commercial lenders find business borrowers?
- How do commercial property firms find tenants?
- How do crypto companies find business customers?
- How do cybersecurity companies generate leads?
- How do data analytics firms find clients?
- How do digital marketing agencies find new clients?
- How do ecommerce agencies find new clients?
- How do event companies find corporate clients?
- How do financial advisers find business clients?
- How do HR consultancies find new clients?
- How do influencer agencies find brand clients?
- How do IT consultancies find new clients?
- How do managed service providers find new clients?
- How do martech companies generate leads?
- How do outsourced SDR agencies find clients?
- How do outsourcing firms find new clients?
- How do PR agencies find new clients?
- How do private equity firms source deals?
- How do SaaS companies generate B2B leads?
- How do software agencies find development clients?
- How do staffing agencies win new clients?
- How do you find 3PL and warehousing leads?
- How do you find accounting firm leads to sell to?
- How do you find AI company leads to sell to?
- How do you find architecture firm leads to sell to?
- How do you find car dealership leads to sell to?
- How do you find construction company leads?
- How do you find contact centre leads to sell to?
- How do you find ecommerce business leads?
- How do you find event agency leads to sell to?
- How do you find financial adviser firm leads to sell to?
- How do you find financial services firms to sell to?
- How do you find fleet operators to sell to?
- How do you find franchise businesses to sell to?
- How do you find hospitality business leads?
- How do you find independent schools to sell to?
- How do you find IT consultancy leads to sell to?
- How do you find law firm leads to sell to?
- How do you find life sciences company leads?
- How do you find marketing agency leads to sell to?
- How do you find mortgage broker firms to sell to?
- How do you find MSP leads to sell to?
- How do you find private healthcare providers to sell to?
- How do you find property developers to sell to?
- How do you find property management firms to sell to?
- How do you find recruitment agencies to sell to?
- How do you find SaaS company leads to sell to?
- How do you find venture-backed startup leads?
Templates
26 pages
Outreach written for one situation, with the words to start from and when to send them.
- How do you ask a B2B customer for a review?
- How do you ask a happy customer for a referral?
- How do you ask a prospect for a meeting by email?
- How do you ask who the right contact is?
- How do you email a competitor's customer?
- How do you follow up after sending a proposal?
- How do you follow up when a prospect does not reply?
- How do you invite prospects to an event or webinar?
- How do you mention a product update in outreach?
- How do you pitch a partnership by email?
- How do you reply when a prospect says it is too expensive?
- How do you write a value-first cold email?
- How do you write an email to re-engage a cold lead?
- How do you write an upsell email to a customer?
- How should you reply to a new inbound lead?
- What do you send after someone accepts your invite?
- What do you send when a prospect misses a meeting?
- What do you write to a contact who changed jobs?
- What is a good break-up email for sales?
- What should a connection request note say?
- What should a follow-up after a sales meeting say?
- What should a renewal reminder email say?
- What should a welcome email to a new customer say?
- What should a win-back email to a former customer say?
- What should you send after meeting someone at an event?
- Which cold email templates work for B2B sales?
Connections
23 pages
Using a tool you already run with the Pebbles Ai assistants, through a native connection or MCP.
- Does Pebbles Ai work with HubSpot or Salesforce?
- How do you keep Attio up to date with AI assistants?
- How do you keep Telegram sales chats beside your inbox?
- How do you manage Instagram DMs and posts for B2B?
- How do you manage LinkedIn chats and posts in Socialbox?
- How do you manage WhatsApp sales chats beside email?
- How do you publish social posts with an AI assistant?
- How do you update Pipedrive deals with AI assistants?
- How do you use Amplemarket with Pebbles Ai assistants?
- How do you use Apollo with Pebbles Ai assistants?
- How do you use Calendly with Pebbles Ai assistants?
- How do you use Customer.io with Pebbles Ai assistants?
- How do you use Gmail with Pebbles Ai assistants?
- How do you use Google Calendar with Pebbles Ai assistants?
- How do you use Jira and Confluence with AI assistants?
- How do you use Klaviyo with Pebbles Ai assistants?
- How do you use lemlist with Pebbles Ai assistants?
- How do you use Linear with Pebbles Ai assistants?
- How do you use Notion with Pebbles Ai assistants?
- How do you use Outlook with Pebbles Ai assistants?
- How do you use Outreach with Pebbles Ai assistants?
- How do you use Slack with Pebbles Ai assistants?
- How do you use Stripe with Pebbles Ai assistants?
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