Lead gen is a team sport. Stop playing solo.

Read time: 5 minutes

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I’m off to watch the women’s rugby world cup today, and whilst I’m most excited about watching one player in particular (looking at you Ilona Maher, my queen), her success comes from knowing exactly when to pass, when to support, and how to play as part of a team that's moving in sync toward the same goal.

Commercial teams really aren’t that different from sports teams, but they often act like a group of individuals chasing their own goals instead of passing, communicating, and actually playing as a unit. 

You’ve got cold emails going out about Topic A. Your LinkedIn posts are about Topic B. Someone in marketing just launched an ad about Topic C. And your subject matter experts are posting abstracts from 2019 and liking their own posts.

It’s chaos.

Lead gen isn’t a tactic. It’s an ecosystem.

If you want replies, meetings, and momentum, your outreach needs to feel intentional, like it’s part of a broader narrative, not just a shot in the dark.

That means every channel should be reinforcing the same themes, value props, and pain points in slightly different ways.

Here’s what that looks like in practice:

1. Pick a theme for the week (or month).

• Are you targeting preclinical teams struggling with high-throughput bottlenecks?

• Oncology R&D leaders evaluating new cell models?

• Biomanufacturing heads who can’t get above 4g/L?

2. Sync sales, marketing & leadership.

• Involve sales in the content plan.

• Involve marketing in the outreach plan.

• Hold a 15-minute weekly huddle: “What are we all going to focus on this week?”

• Bonus points if your leadership/SME’s can be looped in too.

3. Diversify the channel mix:

• Cold emails (problem-led, sequenced, tight but soft CTAs)

• LinkedIn content (from reps, SMEs, and company page)

• LinkedIn messages (conversational, low-friction)

• Ads (theme-matched, professional, targeted-reach)

• Events (align outreach/content pre/post event with event-relevant topic)
  

4. Let the channels cross-pollinate, create a flywheel.

• Your cold email lands in their inbox → they Google your name → your Ad is the first thing they see.

• You meet someone at an event → they connect with you on LI → they see your posts discussing their technical challenges. 

• You post on LI → your prospect sees it → it reminds them to respond to that email they forgot all about 

• They ignore the first touch, maybe the second. But by the third, they know your name and what you’re about.

• Familiarity = credibility = reply rate goes up.
  
  

But don’t be that company.
You know the one:

“Excited to announce that our synergistic AI-powered pipetting robot is now available in cloud-native SaaS format!”

No one cares.
Your posts (and your team’s) should educate, entertain, or resonate, not pitch.

Try:

• Breaking down recent data (tell a story)

• Demystifying a new workflow

• Sharing what you’re hearing in the field

• Highlighting the problem before you pitch the solution

• Share your personality 

And just because your channels are aligned doesn’t mean they should say the same thing.

Your email copy won’t work on LinkedIn. LinkedIn posts may not work as a paid ad. Use each channel as it’s meant to be used:

• Email gives you space to go deeper, tell a story, and follow up in a sequence.

• LinkedIn outreach is about short, human, discussion-worthy takes, not product dumps.

• Ads and company page posts are more polished, but less personal.

• Personal posts can be messy, weird, and opinionated. That’s a strength.

Each channel offers a different perspective on the same theme; use that to your advantage.

The point is:

Cold email is hard.
Inbound isn’t the only answer.
Ads aren’t magic.
Conferences aren’t ROI-positive on their own.
But together, you’ve got a go-to-market engine.

When your whole team shows up in sync across email, content, ads, and events, people stop ignoring you.

Because you’re no longer random, you’re relevant.

One question to ask this week:

If a prospect saw my ad, my post, and my email today… would they know it was about the same thing?

If not, time to regroup.

So go bring this up at your team call, as we said at the top, this is a team sport!

Send me a DM and let me know how it goes.

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Episode 53:

• In this episode, we break down the Anti-Sales playbook and all the things you shouldn't do in sales. We also bust some myths you may have heard touted as great advice.

1. Lead Generation: We’ll build target lists, write scientifically relevant messaging, and send messages on your behalf to book qualified sales meetings with biotech and pharma companies.

2. Training for Reps: A skill development platform for life science sales reps who want to improve their sales skills, exceed their quota, and take the next step in their career.

3. Training for Teams: If you want to upskill your team around prospecting, driving to close, key account management, AI, or any other topic, we can put together a training plan specific to your organization’s needs.

4. Strategy Call: Need more than training? Want help implementing and executing your sales strategy? In a 30-minute call, we will assess your company’s current situation and identify growth opportunities.