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Since 2014, I’ve taken Punch! from a basement idea to a global sales development agency…
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Chris Muldoon shared thisA lot of pipeline gets lost in the handoff, not the outreach. An SDR does the hard part. Books the meeting, then the account disappears into someone else's calendar and the context goes with it. What good handoff actually looks like: 1. Context isn't a one line Slack message. It's the signal that triggered the outreach and the exact language the prospect used back. 2. Qualification gets checked against what closed won accounts actually look like, not an ideal customer profile written 18 months ago. 3. The SDR stays looped in until the first meeting happens. Not gone the second the calendar invite sends. 4. When a deal closes or dies, that outcome goes back to the SDR. Otherwise they're optimising for meetings booked, not pipeline that converts. Which step does your team skip?
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Chris Muldoon shared this3 things people still believe about intent data that are costing them pipeline. "More sources means more coverage." Stack three intent feeds that all pull from the same third-party pool and you haven't tripled your signal. You've tripled your noise. "If they're in market, the data will show it." The strongest signals aren't in the data everyone's buying. They're in the things generic intent data was never built to see. A job description reworded to hint at a problem nobody's advertising. A role posted, pulled, and reposted three times in six months. A hiring freeze that doesn't match the growth story a company is telling publicly. "Intent data gives you an edge." If you can buy it, so can every competitor chasing the same account. An edge has to be something they can't also buy. HotSauce, Punch!'s 'Unique to You' Signal Intelligence platform, is built specifically for each client rather than pulled from a shared feed, which is exactly the gap these three myths miss. Which one did you believe until recently?
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Chris Muldoon shared thisThe SDR manager role is broken... Here's the typical setup: a company promotes their best SDR into a management role. That person was brilliant at hitting their own number. They're now responsible for six reps who all need different things. The best SDRs get promoted for doing the job well. They then spend their days sitting in call reviews, updating dashboards, and chasing activity metrics. The thing they were actually good at rarely gets transferred. It gets buried under admin. The result: mediocre reps get mediocre coaching from a frustrated manager who misses being on the phones. The team plateaus. The manager moves on. Repeat. The SDR managers who actually develop teams well are different. They're obsessive about process, not performance. They know that the performance follows when the process is right. They spend time on specifics. Not "you need to do more calls." More like "in your third sentence you're pitching the product before you've found a reason to be relevant." The difference between a team that consistently books and a team that occasionally books usually isn't the reps. It's whether someone in charge of their development actually knows what good looks like at a granular level. What separates the SDR managers who develop great reps from the ones who don't?
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Chris Muldoon shared thisBuying groups have always existed, Most outbound teams still ignore them. The average B2B deal apparently involves 6 to 10 stakeholders. That number's been climbing for years. And yet most outbound strategies are still built around finding one decision-maker and converting them. That approach works occasionally. It mostly creates pipeline that stalls. Here's what's actually happening when a deal dies in late stage: The SDR found the right person. Got the meeting. The AE ran a good discovery call and the prospect was genuinely interested. Then nothing happened for six weeks and the deal quietly disappeared. What killed it wasn't the product or the pitch, it was that three other people were involved in the decision and nobody had spoken to them. They didn't know why this mattered. They asked their own questions internally and got no good answers. The deal lost momentum without anyone realising it was losing. The fix isn't more follow-up calls to the original contact. It's identifying the buying group earlier and building outreach around the whole picture, not just the first person who picks up. This is something we built into how we work. Every campaign maps the buying group before it starts. It changes who we call, when we call them, and what we say. Most teams find this out the hard way after watching deals fall over in late stage more than once. How are you thinking about multi-threaded outreach right now?
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Chris Muldoon shared thisShared intent data isn't an edge. Every B2B outbound team is currently pulling from the same sources: third-party intent feeds, technographic lists, generic signals like "they visited a competitor's review page" that every other vendor in the market is also acting on. When everyone has the same signal, it stops being a signal. You're not getting an edge. You're getting a crowded list. HotSauce, Punch!'s 'Unique to You' (U2U) Signal Intelligence platform, doesn't pull from shared feeds. It builds signals that are unique to each client's specific market, buyer profile, and deal context, built around what your best customers actually looked like before they became customers. A call triggered by shared intent data: "I saw your company has been researching outbound tools." So has every other company on the list your competitor just bought. A call triggered by a unique to you signal: the rep knows something specific about that account, a hiring pattern or a tech change, that nobody else is calling about. The shift from shared intent to unique signal isn't a marginal improvement. It puts you in a different category of outbound entirely. If your competitors are buying the same lists, you're not competing on signal. You're competing on volume.
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Chris Muldoon shared thisSelling in the US is not the same as selling in the UK. We spent months getting these wrong before we got them right. 5 things you need to get right before you dial: 1) Get a local number. US buyers screen unknown numbers more than UK buyers do. A +44 number in a US contact's phone is a dead call before you've said a word. Use Orum 🥇 or a similar tool to show a local caller ID. Non-negotiable. 2) Get to the point faster. The UK version of a cold open has 20 seconds of context setting before the ask. The US version needs the ask in the first 10. Directness isn't rude. It's respect for their time. 3) Know your US business culture by region. New York and Chicago are fast and direct. The South and Midwest are warmer, more relationship-led. West Coast buyers are often more open to new ideas but harder to pin down on next steps. One playbook doesn't cover all three. 4) Match your proof points to US buyers. If your case studies are all UK logos, US buyers don't feel them the same way. Get one US reference client, even a small one, before you scale outreach. 5) Test messaging for 4 weeks before you hire. Most companies hire the US rep first, then figure out the messaging. It works backwards. Run a short test campaign with a contract SDR, find the message that lands, then hire the full-timer to scale it. One of these will save you 6 months. Which one did you learn the hard way?
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Chris Muldoon shared thisWe just wrapped our quarterly planning session for Q3. H1 is done, Halfway point of the year... Time to be honest about what's actually happened. A few things I always ask at this point: ❓ Is the pipeline you've built in H1 enough to hit your H2 targets? If not, what changes, not what gets added to it? ❓ Are the things that didn't work in Q1 and Q2 still on the plan for Q3? ❓Are the team measuring the right things, or are they optimising for metrics that feel good but don't move the number? (Most leaders often avoid this one!) We use EOS to run our planning. Having a structured way to look at rocks, goals, and what's actually blocking progress is genuinely one of the most useful things we do as a leadership team. Q3 started - LETS GO 🔥 What's the one thing you're doing differently?
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Chris Muldoon shared thisLast night, Wembley; Harry Styles and Shania Twain 🔥 🎵 No pitch, No GTM lesson, No outbound angle... Just a reminder to make space for the things you love outside of work. Live music is where my career actually started, long before sales, GTM or running a business even existed in my world, and standing in a stadium last night reminded me why I still love that feeling. Whatever your version of this is, the thing that has absolutely nothing to do with quota, targets, pipeline or Q3, go do more of it. Great gig, Great reminder.
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Chris Muldoon shared thisA year ago, everyone was convinced AI was going to replace their SDR team. Now those same people are asking what went wrong. The AI SDR companies promised to do it all. What really happened? They can automate a lot of the activity. But they can't replace the judgment, the conversation, or the conversion. The businesses I'm speaking to are realising this now. Not because AI isn't impressive, It is. But because buying is still a human decision, and at some point, a real person has to earn that conversation. SDR teams aren't obsolete. They're more relevant than they've been in years. You just have to use them properly.
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Exciting time Colin Specter🥇 and team!!
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Chris Muldoon liked thisChris Muldoon liked this😎So cool to be invited back as a judge for this year's B2B Marketing Awards! 🌟 Looking forward to diving into the detail of this year's entries – & be inspired by the creativity and impact in B2B marketing. #B2BAwards #B2BMarketing #MarketingExcellence
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Chris Muldoon liked thisChris Muldoon liked thisDon't want to bury the lead here. I turn 39 on Sunday. I also just passed 25,000 followers on LinkedIn! This isn't going to be "25,000 lessons I've learned about B2B SaaS leadership." It's simpler than that. For my birthday, I want to give something back to the community that got me here. So here's the offer... The first 15 people who buy a Funnel EMEA ticket get a free one hour coaching session with me. Your agenda. Hiring, ramp, coaching, pipeline math, comp. Whatever's blocking you right now. An hour of coaching with me costs about the same as the ticket. Do the maths on that one. Two days in London with the best SDR leaders in EMEA. Plus an hour of 1:1 time working on your specific situation. The catch: first 15 people, or Sunday at midnight, whichever comes first. Once I'm 39, the offer's gone. Buy your ticket, drop me a DM, and we'll get it booked. Ticket link in the comments.
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Chris Muldoon liked thisChris Muldoon liked thisAt 27, my wife and I eloped. Today, we're married with two incredible children. We’re building a life together that I wouldn't trade for anything. I'm incredibly grateful for my wife. She sees the early mornings, the late finishes, the days when work goes brilliantly, and the days when it doesn't. She celebrates every win, keeps me grounded through every challenge, and constantly reminds me what matters. People often celebrate the person standing in front. They rarely talk about the person standing beside them. The one making sacrifices, listening after a long day, and believing in you, even when you're doubting yourself. For me, that's my wife. Everything we're building, our family, our home, our future, is only possible because we're building it together. I hope I never stop being grateful for that. I can't wait to see what the next chapter brings. ❤️ P.S. Our first ever photo together.
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Chris Muldoon liked thisChris Muldoon liked thisWinning an award is always special, but this one means a little more. Last year we were recognised for Best Comms Application. This year, we’re incredibly proud to have won Best AI-Powered Communications 🏆 For me, this isn’t just about AI. It’s recognition that our industry is changing. The conversation has moved beyond “Do you have AI?” to “What business outcomes does AI deliver?” What makes this recognition even more meaningful is the expertise of the judging panel. Being recognised by respected industry leaders dincluding Dom Black from Cavell , Chris Collins at Knight Corporate Finance, Matthew Whalley Co-founder of iLEX Consulting Group, LLC and Lucy Green, Managing Director at Larato makes this award something the whole Daktela team can be incredibly proud of. This award belongs to everyone at Daktela who continues to innovate, challenge what’s possible and deliver real value for our customers every day. Here’s to continuing to push the boundaries of AI-powered communications. 🚀 #AI #CustomerExperience #ContactCentre #Communications #Daktela #CCUK2026 Daktela UK
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Chris Muldoon liked thisMy last two days with team Bluecrestwellness. Walking 121 with Mike Boyle MCIPD talking all things people strategy. Early morning (545am) run with Jon Darby which covered all things life and work (a great way to combine wellness and work). Then my highlight was Dan Gale-Brown Louise Predeth Ben Young and the very special Anna Jones coaching and teaching our customer success team all things clinical. This really matters as it’s sets our team up to be their best at work. The day kicked off with our plans and a focused listening session before having fun with Anna - that fun landed the learning - simply brilliant to watch! Thank you team 💙
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Chris Muldoon liked thisChris Muldoon liked thisGreat day with some of my Clockworks Analytics colleagues building plans for the rest of the year. Conor Kelly, Mitch Thurston, Thomas Whitlow, MBA Kevin P Schaeffner - hope you can join us next time.
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Chris Muldoon liked thisChris Muldoon liked thisWe spend a lot of time with our colleagues at work. Arguably, more than we spend with friends and family outside of work. So it's important that with the vast majority of them, you find common interests and are bonded by common goals, commitments and experiences during the time you spend together. Throughout my career I'm so lucky to have a number of work colleagues who, together, we have been through great times and tough times. Winning deals; losing deals but always sharing a beer or two afterwards. Where we have all been promoted from IC roles, to leadership roles and ultimately to build extremely successful careers apart from each other. Today, I got to enjoy a wonderful lunch with Martyn McGoun and Steve Fearon. We first met - each in different GTM roles - at Oracle 'The Square' Bracknell office, some 125 quarters ago! It was fab to share career and family stories, experiences and generally reminisce knowing that whatever happens, ultimately, the acts of fate that brought us together in the first place, sustain the friendships we enjoy after all these years. Thank you guys. Cant wait to do it again! (yes, we didn't all have grey hair when we first met!!!!)
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Chris Muldoon liked thisChris Muldoon liked thisOn average (or even more so) people spend as much time with their work colleagues as they may do with friends and family outside of work. Some of those you’ll become close to and find common interests and/ or through work share common experiences. 125 Qtrs ago I was fortunate enough to meet these two wonderful colleagues at Oracle’s offices in The Square in Bracknell. At the time we all had different roles but worked and socialised together. Then all ended up working together (still socialising!) and eventually into different workstreams and business functions at Oracle before making our way in differing organisations. The fact that we are able to stay in contact over the last 31 years in itself is wonderful. Even better is that we’ve eventually been able to get together in person as trio today over a rather delightful lunch 🥩 . Thank you for your friendship and shared successes over the years Steve Fearon and Martyn McGoun. Lots of stories re-told today. Pretty sure none are suitable for repeating in social media! Here’s to the next one!
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Punch!—The Smart B2B Sales Agency
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