Update outbound sales page (#13985)

* Update outbound sales page

Updated this in response to a few questions I've been getting about outbound - hopefully this helps clarify the thinking!

* Update outbound-sales.md

Author: charlescook-ph

contents/handbook/growth/sales/outbound-sales.md

@@ -4,40 +4,49 @@ sidebar: Handbook
 showTitle: true
 ---
 
-Outbound sales is a thing we will need to get really good at as we continue to scale PostHog, as 100% inbound eventually dries up. Most companies like us start thinking about outbound around our ARR. We should start doing stuff now, as if we wait til inbound slows down, we’ll panic and make bad decisions, trash the brand, copy and paste what other boring companies have done in a short-sighted way etc. 
+## Woah woah woah, we're doing outbound?
 
-## What is outbound?
+Yes! But do not be afraid:
+- We are not doing this to 'go enterprise' - for now we're trying to reach more of [our ICP](https://posthog.com/handbook/who-we-build-for). 
+- Our investors did not ask us to do this - we came up with it ourselves. 
 
-‘Outbound’ means a few different things. So we’re all on the same page, here are the seven circles of ~~hell~~ outbound a customer may find themselves in:
+_So why are we doing it now? I thought our inbound pipeline was good?_
+
+Outbound sales is a thing we will need to get really good at as we continue to scale PostHog, as 100% inbound eventually dries up. We are not going to be the first company in history to build a huge Saas business with zero outbound, and most companies like us start thinking about outbound around our ARR. Even the largest, most beloved devtool products of all time do this - they just do it in a smart way. 
+
+We want to start doing outbound now because, if we wait til inbound slows down, we’ll panic and make bad decisions, trash the brand, and copy and paste what other boring companies have done in a short-sighted way that doesn't work for our audience.
+
+Outbound is helpful because it is a good way to generate more leads in a semi-predictable way - and there are lots of cool ways to do it in 2025 using GTM engineering, agents etc. We should view outbound as a type of hyper-focused _marketing_ that generates sales opportunities.
+
+## Let's get on the same page - what _is_ outbound?
+
+‘Outbound’ means a few different things. This is how we think about it in relation to customers:
 
 1. Using PostHog and spending a lot of money
 2. Using PostHog and spending a little money
 3. Using PostHog with good engagement/high ICP, but not spending any money
-4. Person signed up, but not really using, usually just kicking the tires
-5. Person had signed up or used PostHog previously, has moved on to a new job which is not using PostHog
-6. Not signed up, but has heard of PostHog
-7. Not signed up, never heard of PostHog
+4. Person signed up at some point, but not really using, usually just kicking the tires
+5. Not signed up, but has heard of PostHog
+6. Not signed up, never heard of PostHog
 
-We’ll call 1-3 ‘warm’ outbound and 4-7 ‘cold’ outbound. Technical Account Managers are responsible for managing leads from warm outbound, in addition to their book of business. Technical Account Executives are responsible for managing leads from cold outbound, in addition to inbound leads (which comprise 90% of leads today). 
+> None of these people are currently talking to us - that's why they are under the umbrella of 'outbound'. 
 
-## What we're doing today
+We’ll call 1-3 ‘warm’ outbound and 4-6 ‘cold’ outbound. Technical Account Managers are responsible for managing leads from warm outbound, in addition to their book of business. Technical Account Executives are responsible for managing leads from cold outbound, in addition to inbound leads (which comprise 90% of leads today).
+
+We are building a BDR function that will generate leads, mainly focused on cold outbound to start. 
 
-Our focus today is on three categories: inbound leads, getting much better at warm outbound - we have a huge number of leads that we could be converting better, and experimenting with colder outbound. 
+## What we're doing today
 
-In addition, we generate leads under category 4, ie. folks who have signed up and:
+Our focus today is on three categories: inbound leads, getting much better at warm outbound (we have a huge number of leads that we could be converting better), and experimenting with colder outbound. <TeamMember name="Ben Bradley" /> is leading our experiments today with the <SmallTeam slug="sales-cs" />.
 
-- Are from a company with 1000+ employees, before they add a card
-- Have seen growth in engineer headcount in the last 90/180 days
-- Recent fundraising announcement
-- Have seen growth in web/social traffic
-- Other intent signals for accounts below the TAM line, e.g. pricing page visits
+To see which leads go where, check out the [leads page](/growth/sales/lead-scoring). 
 
 We are also starting to experiment with cold outbound, specifically:
 
-- People in category 5 -- they've moved to a new job and are familiar with PostHog
-- People in category 7 -- they work at a growing (adding employees) software or technology company that, as best we can tell, are not currently using PostHog
+- People who have moved to a new job and are familiar with PostHog
+- People who work at a growing (adding employees) software or technology company that, as best we can tell, are not currently using PostHog
 
-## If you're reading this after PostHog outbound, ~~blink twice~~ you can opt out here
+## If you're reading this after getting outbounded by PostHog, ~~blink twice~~ you can opt out here
 
 We've linked to this section because you've been included in our [first few experiments.](#what-were-doing-today) We want to work together, but not at the expense of you hating us.
 
@@ -49,6 +58,4 @@ Most SaaS companies would likely just blast you with emails, calls and DMs witho
 
 ## What we're doing next
 
-Now that we're actively experimenting with both warm and colder outbound, our focus is on testing and learning. We still think most cold outbound is extremely bad, and our buyers are not interested in some AI BDR offering a discovery call. Most companies are bad at cold outbound and as a result spend way too much money on building sales teams that they churn through, and trashing their brand and profitability. We are trying to avoid that result. 
-
-We are trying to target companies we view as having the highest potential to spend, and we're experimenting with how we define that list. We are well-positioned to do this now that our brand is extremely well-known - it is much easier to get engagement when the people you are contacting have at least heard of your brand before. We are also building a lot more enterprise-grade features like RBAC etc. that will position us really well to serve these much larger customers, and we've already proven we can handle massive scale. 
+We are hiring a founding BDR and are going to run a bunch of experiments in Q1. By the end of Q1, we want to have a v1 outbound playbook, filled with repeatable things that we know work, and working closely with the <SmallTeam slug="billing" /> to build out a proper GTM engineering machine. As with all our sales processes, this will probably be a combination of existing playbook stuff and totally unique PostHog things. But the choice isn't entirely between one or the other - we need to find the right balance.