About
Hi, I'm Elric.
I help B2B SaaS GTM leaders build modern outbound systems. Not tactics. Not templates. Systems.
Most companies are still running 2022 playbooks and getting worse results with more effort. They hire more SDRs, buy more tools, chase more tactics. And reply rates keep declining.
The problem is rarely execution. It's usually the system itself.
I work with GTM leaders to diagnose what's actually broken, then build systems that create demand, not just pipeline. Cross-functional systems that involve SDRs, AEs, RevOps, and leadership, not SDR-only fixes.
My approach is grounded in 13 core principles: relevance over personalization, account-based over lead-based, fundamentals over tactics.
Where to find me
The Principles
What I Believe
Fundamentals over tactics
Tactics change every quarter. Fundamentals never change. Build on fundamentals, use tactics as tools.
Cross-functional systems
Outbound is not an SDR-only problem. It requires coordination across SDRs, AEs, RevOps, and leadership.
Systems over shortcuts
Stop copying templates and expecting results. Study systems, not outputs.
Data before dials
Before scaling outbound, clean your data and optimize capacity. Then add headcount.
Relevance over personalization
Personalization is a tactic. Relevance is a strategy. Be genuinely relevant to the account's situation.
Ethical, buyer-respectful outreach
Treat buyers like humans, not leads. Play the long game.