Building Your Lead Pipeline

What is this playbook?

This playbook helps founders build a repeatable lead pipeline, so new business comes in consistently, not by chance. It is the foundation of predictable growth.

The Problem It Solves

Most small businesses rely on word of mouth. When referrals dry up, so does revenue.

The Step-by-Step

1. Define your ideal customer — who you want to reach.
2. Pick one or two lead channels — outreach, content or ads.
3. Build a target list — accurate, verified prospects.
4. Set up a CRM — track every lead and follow-up.
5. Create a follow-up sequence — most deals need several touches.
6. Measure and refine — double down on what works.

Tools That Help

• HubSpot / Zoho CRM — track the pipeline.
• Apollo / Instantly — find and reach leads.
• ChatGPT — personalise outreach.
• Google Sheets — simple tracking to start.