Week one · Choose the priority
Bring the deals you’ve won and the ones you lost. We go through them, what the team’s doing now, and what’s in the way. You get a one-page brief: the decision we’re making, what we know, what we’re assuming.
Macklin Buckler · Co-founder, Harochi
You have customers.
Let’s make outbound repeatable.
Monthly advisory for B2B founders and the person running GTM, from first revenue to Series B. Each week we settle one live decision on your own numbers: which segment to go after, what to say to them, which tool, whether to hire. Your team runs it. I bring what’s working this month in the outbound programs my team runs at Harochi.
Book a fit call
20 minutes, free · Advisory is €2,000 a month.
See the first 30 days
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Recent stages
MIT Universal AI · March 2026
Clay Club, Warsaw and Berlin · 2025, 2026
For founders and the person running GTM
The first customers came through you.
The next ones need a process.
You’ve closed deals. You know there’s something here. Now someone needs to turn those wins into targeting, messaging, and a way of working the team can repeat.
Your first GTM hire needs a second opinion
They can execute. They need someone experienced to review the plan, challenge assumptions, and explain what to change.
You’re about to spend on the next move
A new segment, another tool, a campaign, or a hire. We work through what you need to learn before committing more time and money.
Outbound is happening, but the learning isn’t
Lists, sequences, and CRM activity are piling up. We connect the work to a clear question and decide what the results tell us.
A good fit
Early customer wins.
Someone ready to execute.
You sell B2B software and closed the first customers yourself. There’s a live GTM decision in front of you. You or your first GTM hire can give it at least a day a week between sessions, and the budget covers the hours and tools it takes to act on the advice.
Not a fit yet: no customers to learn from, nobody with time to do the work, or a preference for someone else’s hands on the keyboard. If you need someone to own the function, hire a fractional sales lead. This is for the team that does the work itself and wants someone who runs outbound elsewhere this week to check theirs.
Need someone to own the build?
My team at Harochi builds and runs outbound. This advisory is for teams keeping execution in-house.
The first 30 days
One priority.
A plan your team can act on.
€2,000a month · plus VAT · three months by default
We start with the most useful decision in front of you. By the end of month one your team is running one clean outbound test on one segment, with the numbers that decide it agreed in advance. By the end of month two you’ve read them together and know whether to double down, change the message, or move on.
Week two · Define the test
Audience, message, channel, owner, what counts as progress, and the review date. Your team starts the same week, and you know why each choice was made.
Weeks three and four · Review before it ships
Your team brings the list, the copy, the sequence, or the hiring brief. I mark what I’d change before it goes out, not after.
End of month one · Decide what comes next
We read what’s come back and decide: keep testing, change the message, or move on. Most tests need a second month to read properly, which is why three months is the default.
What’s included
- Four 45-minute working sessions per month, usually weekly.
- A shared decision brief, test plan, and progress record.
- Review of work related to the agreed priority.
- One consolidated async review each week, up to 30 minutes of my review time.
How we work
You bring the context and do the work. I lead the review, say what I’d change and why, and write the decisions down so they don’t get re-argued the following week. One priority at a time.
Three months by default, because an outbound test takes six to eight weeks to read properly. If month one hasn’t earned month two, stop and pay for one. Before anything is invoiced, we agree in the fit call what a useful first month looks like. You keep the working documents either way.
What the work looks like
A decision you can use on Monday.
The output is a short working document your team can use to make the next move. Here’s an illustrative example of an initial targeting decision.
Example only. This is not a client case study or a promised result.
Decision brief / 01
Which segment should we test first?
- What we know
- The founder has won customers in two segments. The team’s outbound list mixes both, so results are hard to interpret.
- Recommendation
- Start with the segment where customer evidence is strongest. Keep the other segment out of this first test.
- The test
- The GTM owner prepares one segment-specific list and message. We review both before launch, then track relevant replies, qualified conversations, and objections.
- The next decision
- Review after two weeks. Decide whether to refine the message, continue gathering evidence, or test the second segment. Low volume may mean we need more time.
- Defer for now
- New automation and a larger tool stack until the team has a clearer view of who responds and why.
Where the advice comes from
The advice comes from work that’s still running. My team at Harochi runs outbound for B2B software companies every week, so what I bring to your session is what’s working in other people’s inboxes this month. The quote below is about that build work. In advisory, your team owns the execution and gets my judgment and review.
"Macklin and his team built our entire outbound engine from scratch. Within six months, outbound had generated over a million euros in pipeline and carried us into our Series A."
Roeland Delrue, Co-founder at Aikido Security · Harochi client
Engagement ran Seed to Series B
Experience
Where I've done the work.
Experience from building outbound with Harochi and working inside B2B sales teams.
Client teams
Outbound and pipeline systems, built with my team at Harochi.
Vidyard
Champ AI
Joymore
Dalton
Distill Labs
Rig.dev
ProductSense
Finally
Vivid
Damisa
Up
Aikido
ThingsRecon
Verified Visitors
Former employers
Google
Leapsome
Team workshops
Get the team clear on the next move.
A focused working session around your team’s GTM questions. Send the context in advance. We work through real targeting, campaigns, or pipeline decisions and leave with priorities, owners, and next steps.
Workshop formats and pricing
Virtual, 3 hours
€3,000
Review the evidence, work through the decision, and agree what to do next.
In person, 3 hours
€5,000
The same focused working session, together in your office.
In person, full day
€10,000
Morning review, then a working afternoon on one agreed part of the plan. Scope agreed in advance.
For 4 to 20 people. Plus VAT where applicable; travel billed at cost. Suitable for one team or a small group of portfolio companies. Larger audiences can be covered through a talk.
Speaking
Revenue That Learns
A keynote on why most revenue teams repeat instead of learn, and what changes when the system does the learning.
What the audience leaves with
- A test for telling a repeating system from a learning one
- The three signals worth instrumenting before anything else
- Where AI belongs in a revenue team, and where it does not
"A system that repeats uses humans to interpret what happened. A system that learns uses AI."
MIT Universal AI, Warsaw · March 2026 · 650+ attendees
Book me
About
I still do the work.
I've been selling B2B since 2017, starting in New Business Sales at Google, then leading sales and GTM at growth-stage startups in Europe and the US. At Harochi, my team and I work inside live outbound and pipeline systems every week. That's where the opinions on this site come from.
In advisory, I work directly with you and the person doing the work. We use your customer conversations, campaigns, and decisions to develop a better way of running GTM. I’m based in Berlin.
Roles and recognitions
- Co-founder, Harochi
- HubSpot for Startups Mentor
- Hubble Mentor
- Clay Artisan Partner
- HeyReach Expert
GTM, actually
Notes from the work.
Once a week, I write down exactly what worked in outbound last week, and what didn't. Written by a founder who's still doing the work.
Browse past issuesStart with a conversation
What does your team need to figure out next?
Book 20 minutes. Before the call, tell me what you sell, who buys it today, and the decision you’re facing. We’ll agree whether the work makes sense and what a useful first month looks like, before anything is invoiced.
Book a fit callFree, 20 minutes. Advisory is €2,000 a month, three months by default.
Prefer to write first? My email is just below.
One specific question?
Have one decision you want worked through now? Book 30 minutes for €150. Bring the decision and the context, and we work through it on the call. If you start advisory within 30 days, the €150 comes off your first month.
Book a one-off call · €150Need implementation?
If you need a team to build and run outbound, talk to us at Harochi.
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