We make money by creating value for customers. Sounds obvious, but most B2B companies confuse the two.

They think: "We make money by acquiring users" or "We make money by upselling features."

Wrong.

You make money when customers get more value from your product than it costs them. Everything else is just accounting.

The core value: Precision in constrained channels

Every GTM channel has constraints. Limited budget. Limited time. Limited capacity.

Take LinkedIn outbound as the clearest example.

The constraint: 800 connection requests per month, per profile.

You can expand by adding more profiles, but each additional Sales Navigator seat costs money. And you still have the same fundamental problem: limited capacity, unlimited potential targets.

Traditional approach: Send 800 requests to whoever. Maybe filter by title or industry. Hope 5% accept. Hope 20% of those convert. Result: 8 meetings per month per profile.

Our approach: Score all potential targets by ICP fit + engagement signals. Send 800 requests to the highest-priority leads only.

Same 800 requests. But now you're reaching:

• 90+ ICP fit (not 60)
• Decision Makers showing intent (not cold prospects)
• Companies with multiple stakeholders engaging (not single browsing visitor)

Result: 15-20 meetings per month per profile. Same cost, 2-3x pipeline.

That's the value we create: Maximize output from constrained inputs.

Every channel has constraints

This isn't just LinkedIn:

Email outbound: Deliverability limits. Send too many, you get blacklisted. Our value: prioritize who receives those limited sends.