A founder's guide to building a commercial system that actually works.
Mohammed Alsaadi · mo@opmore.io · opmore.io
Who's running this
Engineer turned salesman turned founder.
BSc Civil Engineering · MSc Entrepreneurship & Business Design (Chalmers). Masters thesis on early-stage B2B sales. OPTICS came directly out of that research.
5+ years in B2B and B2C sales. Closed $2M+ in high-ticket deals. Worked with Volvo, Koenigsegg, Tesla, Siemens.
3× founder. Togidesign, Bioelectrix, Opmore. Currently CEO at Opmore. Host of the Startup Fika podcast.
Before we start
We're skipping the basics. Take a photo, look these up after.
✓
ICP & segmentation
Who you sell to. The narrower, the better.
✓
CRM hygiene
Pipeline stages, deal records, follow-up tasks.
✓
Touch cadence
How many touches, what timing, what channels.
✓
Discovery frameworks
MEDDIC · BANT · SPICED. Pick one and use it.
✓
Funnel math
Reply × meeting × close × ACV. Know your numbers.
✓
Personalisation tiers
Generic = 1–3% reply. Deep, signal-based = 10–20%+. The unlock.
If any of these are new, watch the recording later or DM me. We're going past them today.
Question for the room
What's the biggest bottleneck for founders when it comes to sales?
Pick one of you. Answer honestly.
If you're not selling, you're running a very expensive hobby.
Why Opmore exists
The context gap.
Where the founder's two years of learning ends. Where the new hire's empty shelf begins.
The problem
The new hire problem.
Founders build the product. Then everything else breaks.
70%
of first sales hires in startups fail
Bridge Group · Amplify Scales
€1.2M
total cost of a failed sales hire for a €3M ARR startup
Salary · lost pipeline · valuation hit
2×
valuation uplift when sales is systematised
3.5× → 7.1× EBITDA on exit
Founders close early deals on personal hustle, not a system. When they try to scale or hire, it doesn't work out.
What changed
AI didn't make sales easier. It made the system cheaper to build.
What used to need a sales ops team of three now needs a founder, a laptop, and the right stack.
The 2026 reality
Everyone's using AI. Almost nobody is making money from it.
81%
of sales teams use AI tools
Dominguez, 2026
95%
of AI spend shows zero bottom-line impact
MIT, 2025
3.7×
more likely to hit quota for AI-equipped sellers
Dominguez, 2026
50–70%
annual churn across AI SDR tools
Dominguez, 2026
The gap between "uses AI" and "wins with AI" is the gap between buying tools and wiring them into a system that compounds. That's the rest of this hour.
The pattern that's actually working
Three layers. The brain is the moat. The agents and tools are commoditised.
01
Knowledge
The Brain
ICP, voice, sales process, call transcripts, customer wins, pricing logic. What makes you different from every other AI implementation. Lives in a structured repo, not 47 Notion pages.
02
Workers
The Agents
Claude or another LLM that reads from the brain, decides what to do, and calls tools. Never generates in a vacuum. Always contextualised.
03
Connectors
The Tools
CRM, email, calendar, Slack, Gong. Reached via MCP or API. Interchangeable. Swap HubSpot for Attio without rebuilding anything else.
Layer 1 · The commercial brain
How do you build a brain? You break the company into six pillars and fill each one.
Every cell populated by how YOU sell, ship, and run. That's what makes the agents specific to you, not generic. Let me show you what that looks like in practice.
Live demo · 01
Let me show you what the brain looks like.
opmore.io · OPTICS playbook + agent
What you'll see: the Opmore playbook portal, populated with a real client's commercial system. I'll ask the agent to pull specific information from the playbook, in real time. This is the brain. Everything else in this workshop plugs into it.
Where Opmore fits
We turn your company knowledge into something agents can act on.
Knowledge extraction, beyond sales. How you sell, how you ship, how you support, how you onboard. Captured into a structured brain anyone (and any agent) can read from. Sales, operations, production, the whole company.
Agents that actually execute. Not generic ChatGPT. Agents that read your brain and run real tasks: draft outreach, update the CRM, push a content change to the site, run a status update, prep a proposal. Your specific work, done.
Workflows that compound. Once a task works once, schedule it. The agent runs it every morning, every Friday, every hand-off. A little more of the manual work falls off your plate each week. The system gets sharper as the brain gets fuller.
One brain. Many agents. Fewer hours of work you didn't want to do anyway.
The Ehrenberg-Bass rule
95%
of your buyers are not ready to buy right now.
Most outreach targets the 5% who are in-market this week. The real game is being the obvious choice when one of the 95% wakes up.
Prof. John Dawes · Ehrenberg-Bass · LinkedIn B2B Institute
The dark funnel
By the time they talk to you, the deal is mostly decided.
70%
Of the buying journey happens before you speak to them
6sense 2024
81%
Have a preferred vendor before first contact
6sense 2024
67%
Prefer a rep-free buying experience
Gartner, March 2026
They research on G2, in Slack groups, with ChatGPT, with peers. Your content, your reputation, and your social proof do most of the selling before you know they exist.
The buyer journey · % at each stage
Four stages. The first two happen without you in the room.
~50%
1. Awareness
Buyer"There's a problem here."
SellerDoesn't know it's happening
AIIntent signals, content, SEO
~30%
2. Evaluation
BuyerComparing 3–5 vendors silently
SellerStill not in the room
AIComparison pages, ROI calculators
~15%
3. Validation
BuyerShortlist of 1–2. Risk-checking
SellerFirst call. Validate, don't pitch
AIPre-call briefs, objection prep
~5%
4. Decision
BuyerSelling you internally
SellerEquip the champion
AIProposals, stakeholder briefs
Trust earns the meeting.
The 95% won't wake up to a stranger pitching. They'll wake up to someone they already trust. The question is how you build that trust before they're ready.
How trust is built before you've ever talked
Speak their language. Reference people they know. Show your work publicly.
LinkedIn
Show how you think. Founder-led posts get 7× more impressions than company pages.
Banner + headline
Trust signals up top. Logos they recognise. Headline says who you help and how. Not "CEO at X."
Events
In-person trust compounds faster than anything digital. One conversation is worth 50 cold messages.
Follow-ups
Most deals close after touch 5. Most founders quit at touch 2. The deal is alive. You stopped showing up.
84% of executives review your online presence before deciding to work with you. Trust is already being scored. You just don't see the scorecard.
Word of mouth · The most underrated channel in B2B
Referrals close at 3× the rate of cold inbound. And they show up shortlist-ready.
54%
of B2B pipeline comes from referrals
Heinz Marketing
14.6%
conversion rate vs. 4.8% inbound
Gitnux 2026
4×
faster close than cold outbound
BusinessDasher 2026
7×
more impressions founder vs company page
Compound, 2026
Storylane publicly attributes more than 50% of its pipeline to LinkedIn-driven founder content. Not vanity posting. The highest-leverage acquisition channel most founders ignore.
Live demo · 02
Inbound earns. Lead magnets capture.
lovable.dev · build a magnet in 5 minutes
What you'll see: I prompt Lovable to build a lead magnet — a tool, calculator, or template your ICP will trade their email for. Then I show how Opmore connects to Lovable so the magnet feeds straight into the brain. Capture is automated. Follow-up is automated.
Part 2
Outbound Hunt the 5%
The outbound flow
Same shape, every time. Five stages.
Stage 1
Find
Pull leads matching your ICP
Stage 2
Enrich
Add signals: funding, hires, intent
Stage 3
Store
CRM is the pipeline's memory
Stage 4
Reach out
Multi-channel sequence
Stage 5
Convert
Discovery, validation, close
AI plugs into every single stage. The founders winning in 2026 build this pipeline once and let agents run it.
Live demo · 03 · Stage 1 · Find
Lead generation, agentic.
strawberrybrowser.com · find leads in your ICP
What you'll see: I give Strawberry Browser the ICP from the Opmore brain. It runs an agent across LinkedIn and the web, builds a qualified list, and pushes it back into the brain. Lead gen that used to take a junior researcher all day, done in twenty minutes.
Stage 2 · Enrich at scale · Clay
A lead with a name and email is not a lead. A lead with signals is.
Web research
AI agents crawl 150+ sources per prospect: recent funding, key hires, competitor moves, job openings.
Hyper-personalisation
Your first line references a real signal. Not "I saw you work at Acme." More like "Saw the Series B post last week."
ICP qualification
Before you waste a call, Clay confirms fit. Headcount, tech stack, funding stage, revenue band.
Personalised cold outreach pulls 2× the reply rate of generic templates. Deep, signal-based personalisation pulls 3–5×. Clay is what makes that scale.
Stage 4 · Reach out
Mix the channels. Rotate them. Personalisation is the unlock.
LinkedIn
Connection, DM, voice memo. Best opener for most founders.
Email
Best for volume. Add a short video at step 2 or 3.
Cold call
Fastest path to a conversation. Most founders avoid it. That's the edge.
Voice memo
After connection & warm-up. Highest reply rate per touch.
Video
Loom, Vidyard. Pattern interrupt for the right step.
Multi-channel sequence pulls 3× the reply rate of single-channel. Don't pick one. Sequence them.
A message that lands
Five parts. None of them say "leverage."
1
Subject line
2
Relevance
3
Problem
4
Value + proof
5
CTA
The same anatomy lived in two messages
Same prospect. Same product. Two different outcomes.
The reply-killer
Subject: Touching base re: synergies
Hi [Name],
I hope this message finds you well. I wanted to introduce [Company]. We've spent the last 3 years developing a proprietary methodology backed by 47 data points across 12 industries.
We've served 200+ clients with an average NPS of 72. Our platform integrates with 150+ tools and onboarding takes 14.3 business days.
Would love to schedule a 45-min discovery call to walk you through our full feature set.
Looking forward to connecting!
The one that lands
Subject: 5G revenue
Hey Frank,
The 5G and fiber campaigns look very tailored across all of T-Mobile's geos.
Multiple builds, QA, and compliance checks can take weeks or months if ops is the bottleneck.
Amazon used Opmore to launch hundreds of personalised landing pages in a day instead of weeks.
Can I show you how?
Mo
Word and CTA · Impact on reply rate
Not all words land the same. Neither do all asks.
Words
−57%
Buzzwords
−36%
"AI"
−26%
"Platform"
−17%
ROI
+20%
Priority
+41%
Social proof
CTA
−44%
Meeting ask
−29%
Problem ask
+7%
Interest ask
+28%
Offer
"AI" in a cold email cuts reply rate by a third. Asking for a meeting before they trust you cuts it by half. Open with social proof, close with an offer.
What a real sequence looks like
Always open on LinkedIn. Then rotate channels until you've earned a reply or a real no.
12+
Touches before you back off
3+
Channels in rotation
2 months
Then try again if no real answer
Open
LinkedIn connection
Always first. Personalised note tied to a real signal.
Rotate
DM · Call · Email · Voice · Video
Mix channels. Never two consecutive touches on the same one.
Close out
Break-up email
"I'll stop reaching out unless something changes." Pulls replies you wouldn't get otherwise.
Re-engage
Wait, then come back
Two months later, their priorities have shifted. You show up again, fresh signal.
Don't take no until you actually hear "not interested" or "timing's off". Silence is not a no. Even when they say it, dig once. The real reason is rarely the first one given.
The stack · Choose tools for your stage
This is what I actually use. Yours will be different. The shape stays the same.
1
Data enrichment
Clay or Apollo. Whatever surfaces real signals. Pick one. Don't shop.
2
Outbound machine
Salesforge for all-in-one. Or LinkedIn + email on your own VPS with an agent. I do the second.
3
Call recording & revenue intelligence
Garba. Records the call, updates the pipeline, drafts the follow-up, flags deal risk. Demo coming up.
Volume doesn't fix a weak offer. Sharp ICP + clean offer + this stack beats any €60k AI SDR tool. Choose for where you are, not where the marketing wants you to be.
Stage 5 · Close smarter · Revenue intelligence
Once they reply, you need to sell. Automate the admin, not the conversation.
Garba captures every call. Decisions, blockers, next steps. Auto-updates the CRM. Drafts follow-up emails in your voice.
Every call teaches the next. Patterns across calls become visible: objections that keep coming, talking points that always land. Coaching that scales.
Pick one discovery framework and use it on every call. MEDDIC · BANT · SPICED. Discipline matters more than the framework.
Live demo · 05
Every call, structured. Every deal, learnable.
garba.ai · revenue intelligence
What you'll see: a real call processed through Garba. Auto-transcribed, structured, fed back into the brain. The follow-up email is drafted. The deal stage updates. The patterns across all my calls surface as coaching signal. This is what closes the loop.
Where Opmore fits in your stack
We work with what you have. Or we bring our own. Two paths.
Path 1 · You already have a stack
We orchestrate yours
You're using HubSpot, Apollo, Fathom, whatever. We don't replace them. We sit on top as the brain layer. Our agents speak MCP. They read from your tools, write back to your tools. Your existing stack gets a brain and a workforce. No migration.
Path 2 · You're starting fresh
We bring the stack
No CRM? No data layer? No setup? We bring the Opmore stack: playbook portal, agent-native Postgres CRM, MCP integrations, Hermes agents. Fastest deploy. Lowest cost. Live in 30 days. You own the brain when we walk away.
You can build this yourself in six months. Or we ship it in thirty days, and you own it.
Your turn
Questions? Topics below. The partner teams are in the room. Ask them directly.
Q
Objection handling
What to say when they push back. Pricing, timing, "we already use X." Covered live in the Opmore script tab.
Q
Your situation in OPTICS
Bring your company. We'll map it on the spot.
Q
The Opmore platform
Anything you saw in the demo. Workflows, agents, integrations, Postgres CRM.
Q
Strawberry Browser
Their team is here. Agentic lead gen, ICP search at scale.
Q
Garba
Their team is here. Revenue intelligence on top of your call layer.
Q
Sakura's sales boot camp
How they train interns to sell. I'm representing Sakura too — ask me about the boot camp model.