Corporate sales should not start with a list of leads

Corporate sales works best when activity starts with a clear commercial strategy rather than a giant database and a generic email sequence.

At Capacity, onboarding starts with five areas: data and audience, systems, marketing, product, and management and people. That tells us what has already worked, where demand exists, what the team can realistically service and which offers are most likely to convert.

Only then do we build target audiences, messaging, packages and outreach.

The result is a sales programme that feels like an extension of the operator rather than an external lead-generation campaign.