Tuesday March 10
11 am CST | 12 pm EST| 5 PM UK

From Outreach to Opportunity

This session looks at outbound strategy, using email and LinkedIn as practical examples.

Cold outreach only works when it’s treated as part of a system – not a shortcut.

Strategy First – Not Volume, Not Hacks

Cold outreach fails when it’s treated as a numbers game.

In this session, you’ll learn how to position cold outreachl as a deliberate growth channel, not a shortcut – including:

  • When cold outreach makes sense for your business, and when it doesn’t

  • How to define the right audience before you ever send

  • Why most outreach collapses at the strategy layer, not the software layer

This is about intentional outreach, not blasting inboxes.

Build Trust at Scale – Without Destroying Deliverability

Most people think deliverability is a technical issue.

It’s actually a systems and behaviour issue.

We’ll break down:

  • What “safe” cold outreach really means in 2026

  • How reputation is built (or destroyed) over time

  • Why warming, pacing, and message alignment matter more than clever copy

  • How to scale outreach without triggering long-term damage

You’ll leave with a framework you can apply even if your tools change.

Turn Attention Into Revenue – Not Inbox Noise

Replies don’t equal revenue. The real breakdown happens after someone engages.


We’ll show how cold outreach should feed into a proper sales system, so that:

  • Every reply is tracked and contextualised

  • Follow-up is relevant, not generic

  • Opportunities are visible, owned, and measurable

  • Leads don’t vanish into inboxes or spreadsheets

This is where cold outreach becomes part of a complete customer journey, not a disconnected tactic

Who Is This For?

A strategic working session for operators, not spectators

This session is for you if

  • You have a proven offer but struggle to consistently book qualified conversations

  • You’ve tried cold outreach or LinkedIn outreach and hit deliverability issues, low-quality replies, or stalled conversations

  • You don’t want automation that creates activity but no visibility or ownership

  • You’re tired of leads disappearing into inboxes, spreadsheets, or disconnected tools

  • You want outbound, follow-up, and conversion working together as a system

This is not for people looking for scripts, hacks, or quick wins.

30+

Years Experience

Designing customer journeys that scale

200+

Businesses

Mapped, optimised & Systemised

00s

Hundreds of campaigns structured

000s

of cold outreach messages sent safely every day

How this session works

This is not a tutorial on cold outreach
It’s a strategic session on how outbound fits into a real growth system.

You’ll gain clarity on:

  • Where outbound fits in a real business
    So you can decide when it’s the right lever to pull, and when it isn’t..

  • Why most outreach efforts break before scale
    Not because of copy or volume, but because of structural decisions made upstream.

  • What should happen after someone engages
    So replies turn into conversations, and conversations turn into opportunities.

  • What should happen after someone engages
    So replies turn into conversations, and conversations turn into opportunities.

  • How to approach growth without burning trust or deliverability
    By treating outreach as part of a joined-up system, not a shortcut.

Live Strategic

Session

  • Live Session

  • Led jointly by Lisa Catto and Frank Sondors

  • Focused on outbound strategy, judgement, and system design

  • Built for operators making real decisions

Outbound Decision Framework

  • When cold outreach makes sense – and when it doesn’t

  • How to think about outbound safely at scale

  • Where most outbound efforts break structurally

  • What to fix before touching tools or volume

Systems, Not Tools

  • How outbound fits into a wider sales system

  • What should happen after someone engages

  • How visibility, ownership, and follow-up actually work

  • Why disconnected tools create downstream friction

Clear Next

Steps

  • Identify the biggest constraint in your current setup

  • Know what to stop, start, or change

  • Decide whether this approach fits your business

  • Decide whether this approach fits your business now.

You’ll be guided by practitioners who design and run outbound systems, not just talk about them.

Together, they cover strategy, execution, and systems – not just outbound tactics.

Lisa Catto

Lisa designs and maps customer journeys for businesses that want to scale without chaos.

Her work focuses on turning fragmented outreach, follow-up, and sales activity into a single, joined-up system – giving teams visibility, ownership, and momentum as they grow.


In this session, Lisa will anchor the strategic and systems thinking, showing how outbound fits into a wider customer journey rather than operating as a disconnected tactic.

Frank Sonders

Frank is the founder of Salesforge and specialises in building outbound systems that perform at scale without burning trust or deliverability.

His work sits at the intersection of data, demand generation, and revenue operations – helping businesses run cold outreach and outbound as a disciplined growth channel, not a volume tactic.

Frank brings deep practical experience in:

➡️ Cold outreach infrastructure and execution

➡️ Precision targeting and messaging

➡️ Monetisation and revenue operations

➡️Designing outbound systems that last