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About Me
For the last 20+ years I’ve helped B2B companies generate pipeline through outbound sales.
I also spend a concerning amount of time trying to pet pigeons in public parks.
Both activities involve:
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patience
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rejection
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and approaching cautiously so nobody gets... "uncomfortable".
Meet The Team
As a freelancer, the company consists entirely of me.
Unfortunately, these are the different versions you may encounter throughout the week.
Because if you work in outbound long enough, all of them eventually appear.
If you’re looking for a corporate agency with 40 SDRs and lots of buzzwords, I’m probably not the right fit.
If you want someone hands-on who genuinely cares about building pipeline properly, we’ll probably get on well.
My Story
I help B2B SaaS and technology companies generate pipeline through outbound outreach that actually feels human.
For the last 20+ years I’ve worked in sales and business development, helping companies start conversations with the right people through LinkedIn, email outreach and follow-up calls.
I started TRON Generation because I saw too many outbound agencies relying on volume over quality. Thousands of automated messages. Generic scripts. Junior SDRs copying and pasting the same thing to everyone.
That approach never really made much sense to me.
My view has always been pretty simple:
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Research properly.
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Write like a human.
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Follow up consistently.
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Don’t sound like a robot.
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Surprisingly effective.
Today I work as an embedded outbound partner for B2B companies that want a more strategic and hands-on approach to pipeline generation.
That usually involves:
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Building outbound systems and workflows
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LinkedIn pipeline strategy
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Multi-channel outreach campaigns
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SDR playbooks and messaging
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Prospect research and targeting
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Follow-up calls most agencies avoid making
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Helping internal teams improve outbound performance
I mainly work with SaaS, software and technology businesses because I enjoy the challenge of taking complex products and turning them into messaging people actually respond to.
Things I Believe About Outbound
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Most automation is massively overused
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Personalisation beats volume long term
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Calling still works
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If nobody replies, the messaging is usually the problem
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Most companies quit outbound too early
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SDRs should understand business, not just scripts
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“Circle back” is one of the worst phrases ever created
Outside of Work
When I’m not building outbound campaigns, I’m usually:
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Playing darts as I am a serious athlete
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Looking at LinkedIn profiles and saying "that's definitely a prospect" far more often than is healthy
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Watching boxing and offering tactical advice to professional fighters from the comfort of my sofa
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Reading biographies and World War II history books despite having absolutely no plans to invade Poland
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Trying to pet pigeons. Current success rate: extremely low.
