Lessons
1Outbound as a system: funnel, SLAs, unit economics48 min read
Model outbound as a production state machine with stage SLAs, unit economics, and observability — not a Zapier pile of tools. Control plane first; Clay/SEP/CRM second. Companion: gtm-stack-automation for RevOps foundations.
- →Outbound System Design
2ICP definition and scoring services that don't rot48 min read
Build ICP as a versioned scoring service: structured features, bands under capacity constraints, reason codes, human overrides with TTL, and anti-rot calibration — not a static slide.
- →ICP Scoring
3Enrichment waterfalls: coverage, cost, and freshness49 min read
Design enrichment waterfalls as policy: ordered providers, confidence and validation gates, cache/TTL, clobber rules, cost caps, and bounce feedback — optimizing coverage without burning budget or domains.
- →Enrichment Operations
4Sequence engines, branching, and human-in-the-loop48 min read
Design sequence engines as graphs: entry gates, multi-channel steps, reliable stop conditions, capacity backpressure, personalization contracts, HITL queues, and idempotent event handling.
- →Sequence Control
5Deliverability, domains, warming, and bounce hygiene49 min read
Treat email deliverability as production infrastructure: SPF/DKIM/DMARC, domain isolation, mailbox fleets, warmup ramps, bounce/complaint SLOs, hygiene loops, and incident runbooks.
- →Email Deliverability
6Reply ops, routing, CRM write-back, and SLAs48 min read
Build reply operations as a production path: taxonomy, classification, atomic routing, class-based SLAs, idempotent CRM write-back, QA sampling, and booking/stop reconciliation.
- →Reply and Handoff Operations
7Attribution, experiments, and multi-touch honesty48 min read
Measure outbound without false precision: event taxonomy, multi-touch model views, experiment design with account contamination awareness, CRM field governance, and explicit dark-social unknowns.
- →Outbound System Design
8Capstone: multi-client outbound pipeline design50 min read
Timed system-design capstone: multi-tenant outbound control plane across ICP, enrichment, sequences, deliverability, reply ops, and attribution — with isolation, SLOs, failure modes, and an explicit hire rubric.
- →Outbound System Design
- →Sequence Control
- →Reply and Handoff Operations
Skills in this course
- 01Outbound System DesignModel outbound as governed states, SLAs, economics, experiments, and outcomes.
- 02ICP ScoringBuild evidence-based, capacity-aware scores with decay and recalibration.
- 03Enrichment OperationsBalance coverage, cost, freshness, validation, caching, and isolation.
- 04Sequence ControlDesign branching, timing, personalization, approval, and exit rules.
- 05Email DeliverabilityProtect identity, domains, list quality, velocity, and reputation.
- 06Reply and Handoff OperationsClassify, route, write back, and resolve replies under clear ownership and SLAs.