Inbound and Outbound
Stop waiting for referrals: build your own sales machine
We combine the attraction of inbound marketing with the active prospecting of outbound, connected to your CRM and measured by funnel. The goal is predictability: knowing where leads come from, what they cost and how many become sales.
InboundOutboundIntegrated CRMLead nurturingSocial selling
Lead attracted
Active prospecting
Opportunity in the funnel
2enginesInbound and outbound working together
4inbound frontsAttraction, content, SEO and nurturing
4outbound frontsProspecting, lists, cold email and social selling
1single funnelFrom first contact to sale, in your CRM
Sales concepts and practices we apply
ICPMQL / SQLSDR / BDRMultichannel cadenceLead scoringLead nurturingSocial sellingLGPDOpt-outCRMSales funnelSales intelligenceCAC · LTVSales playbook
What it is
What inbound and outbound are
Inbound is the strategy where the customer comes to you: content, SEO and nurturing attract people already looking for a solution. Outbound is the strategy where you go to the customer: active prospecting of accounts with the ideal profile, by email, social networks and phone. Together they form a sales machine: inbound builds authority and steady demand, outbound opens conversations with strategic accounts, and the CRM shows what generates revenue.
Inbound: the magnet
Valuable content, SEO and email nurturing that attract people already researching your kind of solution and build trust before the sales conversation.
Outbound: the active hunt
Segmented lists, personalized cold email and social selling to open conversations with the accounts that fit your business best.
Hybrid: predictability
Both engines in the same funnel, with goals, cadences and data shared between marketing and sales.
Deliverables
12 fronts of your sales machine
From defining the ideal customer to the results report, we structure attraction, prospecting and measurement in a single process.
01
Organic attraction
Presence on the channels where your audience searches and consumes content, to generate steady demand without relying only on ads.
Inbound02
Valuable content
Articles, rich materials and emails that educate the market and position your brand as an authority on the subject.
Inbound03
SEO and authority
Pages and content optimized for the searches that come before a purchase, building digital credibility.
Inbound04
Lead nurturing
Automated flows that educate and qualify each lead until the right moment to talk to sales.
Inbound05
ICP and personas
Definition of the ideal customer and target accounts, with clear criteria so marketing and sales speak the same language.
Strategy06
Active prospecting
Identification and direct approach to companies with the ideal profile, with relevant messages for each decision maker.
Outbound07
Smart lists
Segmentation by profile and market behavior to approach the right accounts, with data handled in line with LGPD.
Outbound08
Personalized cold email
Customized messages, with a clearly identified sender and an unsubscribe option, that open doors to conversations.
Outbound09
Social selling
Strategic relationship building on networks such as LinkedIn to warm up contacts and speed up the sales cycle.
Outbound10
Multichannel cadences
Contact sequences by email, social networks, phone and WhatsApp, with defined pacing and stop criteria.
Cadence11
CRM integration and automation
Leads, activities and opportunities centralized in your CRM, with automations that log and route every contact.
CRM12
Sales intelligence and reports
Dashboards with lead source, conversion by stage and cost per sale, to decide where to invest.
DataModels
Inbound, outbound or hybrid: which fits your sales?
There is no single model. The choice depends on the sales cycle, market size and customer profile.
Inbound: attract those already searching
You create content and pages that answer your market's questions and turn visitors into qualified contacts.
When it makes senseMarkets where customers research before buying and you can build demand over time.
- Articles, rich materials and capture pages
- SEO for the searches of people researching
- Email nurturing until it is time to talk to sales
- Metrics for visitors, leads and opportunities
Outbound: go after the right accounts
You define who the ideal customers are and open conversations directly with decision makers, with a relevant and respectful approach.
When it makes senseB2B sales with well-defined accounts, higher tickets or a need to open a market faster.
- Account and decision-maker list aligned with the ICP
- Cold email, LinkedIn and phone in cadences
- Personalized messages with easy unsubscribe
- Every contact and reply logged in the CRM
Hybrid: one funnel, two engines
Outbound opens doors, inbound maintains trust. Content supports the cadences and data from both sides feeds decisions.
When it makes senseCompanies that want predictability and don't want to depend on a single source of opportunities.
- Content used inside prospecting cadences
- Inbound leads with active follow-up
- A single set of goals and funnel for marketing and sales
- A report comparing the source of each sale
Goals
What a well-built sales machine aims to deliver
These are the goals that guide the project. Results depend on your market, offer and execution, and are tracked with indicators.
PIPE
Predictability
A structured pipeline, with visibility of opportunities and expected revenue in the coming months.
CAC
Acquisition cost
Continuous measurement of cost per lead and per sale to invest in the channels that actually convert.
LTV
Customer value
Relationship building and nurturing that support repurchase, referrals and growth in each account.
S+M
Aligned marketing and sales
The same definitions of lead, goals and processes, for a frictionless handoff.
Without goals and measurement by stage there is no sales machine: the funnel shows where the bottleneck is and where it pays to invest.
Comparison
Referrals only, a single channel or a complete sales machine with Alliances?
| Referrals and word of mouth only | Alliances sales machine | A single channel | |
|---|---|---|---|
| Predictability | Swings with networking | A funnel with stages, goals and a visible pipeline | Depends on one channel |
| Lead source | Hard to track | Every lead with its source logged in the CRM | Partial, only the channel used |
| Cost per sale | Unknown | Measured by channel and by stage | Measured for one channel only |
| Marketing and sales | Each on their own | Shared definitions, goals and cadences | Connected only in the channel |
| Scale | Limited by your network | Continuous attraction and active prospecting | Limited by the channel |
| Dependency risk | High | Spread across inbound and outbound | High |
Do your sales depend on referrals?
Tell us how you sell today. We show where a structured funnel can generate more opportunities.
Technology and data
Every contact logged, every stage measured
The sales machine runs on a well-configured CRM and automations that remove manual work, so the team spends its time on what closes deals.
Lead
→Nurturing
→Qualification
→CRM
→Automation
→Report
Platforms
CRM integration
We connect the strategy to the platforms you use or recommend, such as RD Station, HubSpot and Salesforce, to centralize leads and activities.
Data
Sales intelligence
Dashboards with lead source, conversion by stage and cycle time, for more accurate decisions.
n8n · Make
Automation
Automated lead routing, follow-up tasks, alerts and status updates.
Looker Studio
Management dashboards
A single up-to-date view of marketing and sales, available to the team and leadership.
The more is logged in the CRM, the easier it is to see what works and cut what only consumes time and budget.
Pipeline simulator
Do the math on your funnel
Replace the example values with yours and see what the funnel produces. It is just arithmetic with the numbers you enter.
Opportunities per month0
Sales per month0
Potential revenue per monthR$ 0
Cost per sale—
Example values, for illustration only. A simulation with your numbers, not a promise of results.
Quick assessment
Find out where to start in 4 questions
Answer quickly and send the answers straight to our team via WhatsApp or the form. Nothing is stored at this step.
Question 1/4
How do you sell today?
Question 2/4
What is your average sale ticket?
Question 3/4
What does your sales team look like?
Question 4/4
What is the biggest bottleneck today?
Summary
Done! Just send it
Send your answers to our team and get a tailored recommendation.
How it works
6 steps from strategy to operation
Sales assessment
We understand how you sell today, the cycle, the ticket, the team and the data that already exists.
ICP and positioning
We define the ideal customer, target accounts, value proposition and qualified-lead criteria.
Structure and CRM
We configure the funnel, stages, fields, automations and integrations with the site, email and WhatsApp.
Inbound
We activate content, capture pages and nurturing flows to generate and qualify demand.
Outbound
We build lists, messages and multichannel cadences, with good consent and unsubscribe practices.
Measurement and optimization
We track indicators by stage and keep adjusting channels, messages and processes.
The process is iterative: funnel data tells you what to keep, what to test and what to stop.
What you get
A sales process ready to run.
- ICP, personas and qualification criteria defined
- Funnel and CRM configured and integrated
- Nurturing flows for inbound leads
- Outbound lists and cadences with approved messages
- Lead routing and follow-up automations
- Dashboards to track every stage
- Outreach playbook and LGPD good practices
- Periodic results meetings
Who it's for
The Alliances sales machine serves:
- B2B companies that depend on referrals and want predictability
- Businesses with a sales team that need more qualified opportunities
- Those who invest in marketing but can't tie results to sales
- Companies that want to open new markets or segments
- Those who need to build a CRM, funnel and cadences from scratch
- Marketing and sales teams that don't talk to each other
Glossary
10 sales and marketing terms explained simply
The vocabulary that appears in any demand generation project.
ICP
Ideal customer profile: the characteristics of the companies that benefit most from your offer.
MQL
Marketing qualified lead: showed interest and meets initial criteria.
SQL
Sales qualified lead: ready for a commercial conversation.
SDR
The professional who prospects and qualifies contacts before handing them to sales.
CAC
Customer acquisition cost: how much is invested, on average, to win a sale.
LTV
Lifetime value: the revenue a customer generates during the relationship.
Lead scoring
A score that prioritizes leads by profile and behavior.
Cadence
A planned sequence of contacts across channels and set intervals.
Social selling
Using social networks to build relationships and generate opportunities.
Playbook
A guide to the sales process: approaches, objections, questions and criteria.
To feed inbound, see our Content Marketing and SEO. To speed things up with paid media, see Paid Traffic, and to capture contacts, Website Development and Social Media Management.
Ready for a predictable sales process?
Request a sales assessment and receive a plan with funnel, channels and indicators.
Market references
The platforms that are references in sales and marketing
We work with the leading tools in each layer, chosen for your process, budget and team, and connect them to your CRM.
CRM and sales
Data and intelligence
Brands mentioned belong to their respective owners and are shown as market references. The platform is defined in each project, and we also support those who use RD Station and Pipedrive.
FAQ
Questions about inbound and outbound
What is the difference between inbound and outbound?
In inbound, the customer comes to you, attracted by content and searches. In outbound, you go to the customer with active prospecting. Inbound generates steady demand and builds authority; outbound opens conversations earlier with specific accounts. The two work best together.
Which is better for my business?
It depends on the sales cycle, ticket and market size. In general, outbound helps when target accounts are few and well defined, and inbound when customers research before buying. In the assessment we recommend the ideal combination.
How soon do results show?
It depends on the channel and the sales cycle. Outbound tends to generate conversations sooner, while inbound builds results over time. We set goals and indicators by stage at the start so you can follow the progress.
Is cold email allowed under LGPD?
LGPD does not ban prospecting, but it requires a legitimate purpose, transparency and respect for the data subject's rights. Good practices include identifying the sender, sending relevant messages to a professional contact, offering simple unsubscribe and honoring removal requests. We recommend validating the legal basis with your company's legal team.
Which CRMs do you work with?
We work with platforms such as RD Station, HubSpot, Salesforce and Pipedrive, among others. If you already use one, we integrate; if not, we recommend the most suitable for your size and process.
Do I need a sales team?
Not necessarily. We structure the process and cadences for your team to run, or support the operation while the team is built. What matters is that someone follows every opportunity in the CRM.
How do you measure whether it is working?
Through the funnel: leads by source, conversion between stages, cycle time, cost per sale and revenue generated. Everything is logged in the CRM and presented in dashboards and results meetings.
Does the pipeline simulator guarantee these numbers?
No. It only does the math with the values you enter, to help you understand the impact of each funnel stage. Real results depend on the market, the offer and execution.
Page updated in November 2026.
Contact us
Request the sales assessment
Tell us how you sell today, to whom and what the biggest bottlenecks are. A specialist replies with a model recommendation and the next steps.
- Recommendation of inbound, outbound or hybrid
- Suggested funnel, channels and indicators
- A proposal tailored to your scenario
atendimento@alliances.com.br+55 11 98603-7462