CRM & Sales
Where deals live and revenue gets managed.
The CRM of choice for most B2B businesses I work with. Pipeline management, sequencing, marketing automation, and revenue reporting in one platform. The implementation quality is what separates a HubSpot that earns trust from one that everyone works around. As a Solutions Partner, I build it from the revenue function up, not the other way around.
HubSpot implementation →A relationship-first CRM with flexible data modelling. Better suited to businesses with complex, non-linear sales motions — consultancies, partnerships, community-driven growth — where HubSpot's deal-stage logic can feel like a forced fit. I use Attio where the motion demands it and recommend it over HubSpot for the right use cases.
Built for high-velocity outbound sales teams. Calling, emailing, and pipeline management designed around rep productivity rather than admin work. Particularly strong for inside sales motions where speed and call volume matter. When the primary motion is phone-led, Close beats HubSpot on usability for the people doing the work.
Outbound & Prospecting
The infrastructure that makes outbound work at scale.
Prospecting data, sequencing, dialler, and analytics in one platform. When set up properly — right domains, sending limits, ICP filters, and CRM integration — it's the engine for a consistent outbound motion. When set up badly, it's a deliverability problem. As a Partner, I configure it to do the former.
Apollo implementation →Data enrichment and prospecting automation. Waterfall enrichment across 75+ providers, trigger-based list building (funding, hiring, tech stack signals), and AI-powered personalisation. Clay is what makes precise outbound feasible without a research team — it feeds enriched lists directly into Apollo sequences and CRM.
How I use Clay →AI & Intelligence
The layer that accelerates execution without replacing thinking.
The AI tool I use most extensively — for analytical work, documentation, playbook drafts, pipeline analysis, proposal structuring, and this website. Claude handles the execution layer: getting from rough thinking to finished output faster. It doesn't do the strategic work, but it removes the friction from turning strategy into deliverables. Used in most engagements now.
AI & RevOps →Call recording, transcription, and AI-generated summaries. Closes the gap between conversations and CRM — structured notes, action items, and next steps extracted automatically. Particularly valuable for discovery calls and coaching reviews, where the quality of documentation usually determines whether anything actually changes.
Productivity & Communication
The foundations that everything else runs on.
Docs, Sheets, Slides, Gmail, Calendar, Meet. The infrastructure layer for every engagement — shared documents, reporting templates, board packs, and communication. Not exciting, but deeply reliable and universally familiar to clients.
Version control and project management for code-adjacent work. Used for this site and any client projects with a technical component. The discipline of version control applies beyond software — branches, reviews, and history make complex work manageable.
Hosting and deployment for this site. Fast, reliable, and straightforward to work with — deploys on push, preview URLs for every branch, and edge functions when needed. The right level of infrastructure for a consultancy site without unnecessary complexity.
Why this stack
Tools follow the work, not the other way around.
The most common mistake I see with revenue stack decisions is leading with the tool rather than the motion. A business decides to use HubSpot and then tries to make their sales process fit the default configuration. Or they buy Apollo and start sending before the ICP is defined. The tool doesn't determine the process — the process determines the tool.
Every tool in this stack is here because it's the best option for what it does, given the context of the work I do. HubSpot for most CRM builds. Attio where the motion is relationship-led. Apollo for outbound sequencing. Clay for enrichment and signals. Claude for the execution layer. The stack evolves when a better option exists — not because something's newer.
When I implement tools for clients, I use the same logic. What does this business actually need the tool to do? What are the constraints? What does success look like six months after the implementation? The answer to those questions determines the stack — not the other way around.
The right stack for your motion, built to last.
Discovery Week is where we work out what your revenue function actually needs — including which tools should be in it and how they should work together.
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