THE THREE REVENUE LEVERS:

COMPREHENSIVE FAQ

KNOWLEDGE BASE

FOUNDATION & CONCEPT

Q: What are the Three Revenue Levers?

The Three Revenue Levers is a strategic framework for predictable business growth based on three distinct lead generation methodologies:

• Lever 1: Networking - Building a core group of 150 relationships who know, like, and trust you enough to send referrals

• Lever 2: Prospecting - Systematically identifying and pursuing your Dream 100 ideal clients through multi-channel outreach

• Lever 3: Marketing - Creating scalable systems (funnels, ads, content) that attract leads on autopilot

Each lever has a natural revenue ceiling based on capacity constraints, and the framework shows you which lever to pull at each stage of growth.

Q: Why are they called "levers" instead of just strategies?

Because they're MECHANICAL, not motivational.

A lever amplifies force - you pull it, and something predictable happens. Same here:

• Pull Networking lever → Get referral-based revenue (up to ~$250K)

• Pull Prospecting lever → Get direct-pursuit revenue (up to ~$500K)

• Pull Marketing lever → Get scalable system revenue ($500K-$1M+)

The term "lever" emphasizes that these are tools with measurable inputs and outputs, not vague tactics.

Q: What makes this different from other growth frameworks?

Most frameworks tell you to "do everything" - network, cold call, run ads, post on social, etc. The Three Revenue Levers framework is different because:

1. It's capacity-based - Shows you the CEILING of each approach (not just the upside)

2. It's sequential - Tells you WHICH lever to pull WHEN based on your stage

3. It's investment-realistic - Shows exact costs and ROI for each lever

4. It's backed by math - Not motivational fluff, but actual capacity constraints

5. It's progression-focused - You don't pick one forever; you layer them as you grow

Q: Why do these levers have revenue ceilings?

Because each lever has a fundamental CAPACITY constraint:

Networking Ceiling ($100K-$250K):

• Limited by Dunbar's number (~150 meaningful relationships max)

• Even at $10K average deal size, 150 people × 2 referrals/year = $300K theoretical max

• Realistically: $100K-$250K because not everyone refers consistently

Prospecting Ceiling ($250K-$500K):

• Limited by team capacity (hours in a day × number of reps)

• 500 touches/month per person = finite pipeline

• Can scale with team, but labor-intensive and expensive

Marketing Ceiling ($500K-$1M+):

• Only limited by budget and market size

• One funnel can serve thousands simultaneously

• Infinitely scalable if you have capital

All Three ($1M+):

• Breaks all individual ceilings by creating a flywheel effect

• Each lever feeds the others, compounding results

Q: Can I just skip to marketing if I have money?

Technically yes, but it's dangerous.

Here's why most people who skip networking and prospecting fail at marketing:

1. No proven offer - Marketing amplifies what already works. If your offer isn't proven, you'll burn money learning what doesn't work.

2. No testimonials/case studies - Marketing needs proof. Where will you get it without customers?

3. No understanding of messaging - Networking teaches you what resonates. Prospecting teaches you objections. Marketing requires both.

4. High burn rate - $10K-20K/month in ads with no conversions = fast death

Better path: Use networking to prove product-market fit cheaply ($0-10K), then scale with marketing once validated.

Exception: If you have deep pockets ($100K+) and can afford 6-12 months of expensive testing, you can start with marketing. But most can't.

Q: Is this framework only for B2B or does it work for B2C?

Primarily B2B, but adaptable to B2C with modifications:

B2B (Perfect Fit):

• High-ticket offers ($5K-100K+)

• Relationship-driven sales

• Longer sales cycles

• All three levers work as designed

B2C (Requires Adaptation):

• Lower ticket prices = heavier emphasis on Marketing (Lever 3)

• Networking becomes "influencer partnerships" or "affiliate marketing"

• Prospecting becomes "high-volume outbound" (less personal)

• Timeline compresses (faster decisions)

B2C Lever Mix:

• Networking: 20% (partnerships, affiliates)

• Prospecting: 10% (high-volume, less personalization)

• Marketing: 70% (ads, funnels, automation)

B2B Lever Mix:

• More balanced across all three depending on stage

Q: How long does it take to see results from each lever?

Networking: 6-12 months to full ROI

• Months 1-3: Building relationships, giving referrals

• Months 4-6: First referrals start coming in

• Months 7-12: Consistent referral flow established

Prospecting: 30-90 days to first deals

• Week 1-2: Build Dream 100 list, set up systems

• Week 3-6: Launch outreach, start conversations

• Week 7-12: First deals close

Marketing: 3-6 months to optimize

• Month 1-2: Build funnel, create content

• Month 3-4: Launch ads, test messaging

• Month 5-6: Optimize conversions, scale winners

All Three Together: 12-24+ months to build flywheel effect

LEVER 1: NETWORKING

Q: What exactly is "networking" in this framework?

Networking is NOT:

• ❌ Collecting business cards at events

• ❌ Asking for favors from strangers

• ❌ Pitching everyone you meet

• ❌ Being transactional

Networking IS:

• ✅ Building 150 relationships who know, like, and trust you

• ✅ GIVING referrals first (being the connector)

• ✅ Staying top-of-mind through consistent value-adds

• ✅ Creating advocates who send you business voluntarily

The Core 150 Model:

1. Identify 150 people who fit your ideal referral partner profile

2. Engage them consistently over 12 months

3. Give them 3+ referrals each before asking for anything

4. Train them to think of you when opportunities arise

5. Maintain relationships perpetually

Q: How do I identify my "Core 150"?

Step 1: Start with 1,000 people

• Your existing network

• LinkedIn connections

• Past clients/colleagues

• Industry contacts

• Community members

Step 2: Filter using these criteria

• Do they know people in your target market?

• Are they naturally generous/connector types?

• Do they have a good reputation?

• Would you want to help them?

• Are they active in their network?

Step 3: Prioritize into tiers

• Tier 1 (50 people): Best relationships, most aligned

• Tier 2 (50 people): Strong potential, need nurturing

• Tier 3 (50 people): Emerging relationships, long-term

Step 4: Track systematically

• Use a CRM to track interactions

• Note what they care about

• Remember personal details

• Track referrals given/received

Q: What does "giving referrals first" actually look like?

Tactical Examples:

Scenario 1: Coffee Meeting

• Listen for their challenges

• Within 24 hours, send 2-3 relevant intros

• Example: "Hey Sarah, you mentioned needing a web designer. Let me intro you to Mike - he's incredible."

Scenario 2: LinkedIn Activity

• See someone post about needing X

• Comment: "I know someone perfect for this - DMing you"

• Make warm introduction immediately

Scenario 3: Community/Events

• Notice two people who should know each other

• Facilitate introduction on the spot

• Follow up after to ensure connection happened

Scenario 4: Strategic Introductions

• Proactively think "who should know each other?"

• Make 3 intros per week (156/year)

• Don't wait for asks - be proactive

The Rule: Give 3+ valuable referrals BEFORE ever asking for anything in return.

Q: How do I "train" people to refer me?

Method 1: Be Crystal Clear About Your ICP

• Bad: "I help businesses with marketing"

• Good: "I help SaaS companies with $1M-10M revenue fix their LinkedIn strategy"

Make it SO specific that they can picture exactly who to send you.

Method 2: Share Success Stories

• Post case studies on LinkedIn

• Tell stories in conversations

• Show RESULTS, not just services

• Example: "Just helped a client go from 100 to 10,000 LinkedIn followers in 90 days"

Method 3: Make Referring Easy

• Give them a one-liner: "I help [WHO] with [WHAT] to achieve [RESULT]"

• Create a simple intro template they can copy/paste

• Follow up quickly when they send someone

Method 4: Reinforce the Behavior

• When someone refers you, THANK them publicly

• Send a gift or handwritten note

• Update them on the outcome

• Refer back to them whenever possible

Method 5: Stay Top-of-Mind

• Post 3x/week on LinkedIn showing expertise

• Send monthly value-add emails

• Coffee/lunch quarterly with top 50

Q: What if I'm an introvert? Can networking still work?

Absolutely. Introverts often make BETTER networkers.

Why:

• Better listeners (networking is about THEM, not you)

• More thoughtful with connections

• Deeper, more meaningful relationships

• Quality over quantity mindset

Introvert-Friendly Networking Strategies:

1. One-on-One Coffee > Large Events

   • Schedule 3-5 coffee meetings per week

   • Skip the loud networking events

   • Build relationships in comfortable settings

2. Digital-First Approach

   • LinkedIn engagement (commenting, DMing)

   • Email introductions

   • Zoom calls instead of in-person

   • Asynchronous relationship-building

3. Smaller, Intimate Groups

   • Join mastermind groups (6-12 people)

   • CEO peer groups (YPO, EO, Vistage)

   • Industry-specific communities

4. Leverage Your Strengths

   • Write thoughtful emails (introverts excel at written communication)

   • Create valuable content (show expertise without "selling")

   • Be the behind-the-scenes connector

The Key: Networking doesn't require being loud or extroverted. It requires being VALUABLE and CONSISTENT.

Q: How much time does networking actually require per week?

Minimum Effective Dose: 5-7 hours/week

Weekly Breakdown:

• 3-5 coffee meetings (1 hour each) = 3-5 hours

• LinkedIn engagement (30 min/day × 5 days) = 2.5 hours

• Strategic introductions (3 per week, 15 min each) = 45 min

• Follow-ups/thank yous (30 min/day) = 2.5 hours

• 1-2 events/month (average 2 hours/week)

Total: 10-12 hours/week for aggressive networking

At Scale (Maintenance Mode):

• Once Core 150 is established, drops to 3-5 hours/week

• Quarterly check-ins with top 50

• Monthly value-adds to full 150

• Consistent LinkedIn presence

Q: What tools do I need for networking?

Minimum Stack ($500-2K/year):

CRM (Pick One):

• HubSpot Free CRM

• Airtable (custom networking database)

• Notion (relationship tracker)

• Clay.com (relationship CRM)

LinkedIn:

• LinkedIn Premium/Sales Navigator ($79-99/month)

• Enables InMails, advanced search, lead tracking

Scheduling:

• Calendly ($10-20/month)

• Makes coffee scheduling frictionless

Email:

• Gmail/Outlook (free)

• Boomerang for follow-up reminders ($5-15/month)

Optional Upgrades:

• Loom (video messages, free-$15/month)

• Descript (podcast/video content, $24/month)

• Hunter.io (email finding, $49-99/month)

Total Monthly: $100-200

Q: How do I know if networking is working?

Leading Indicators (0-3 months):

• Number of coffee meetings held (goal: 15-20/month)

• Referrals GIVEN (goal: 12+/month)

• Depth of conversations (are people opening up?)

• LinkedIn engagement (comments, DMs, connection growth)

Mid-term Indicators (3-6 months):

• First referrals received (even if small)

• Invitations to speak/contribute

• Introductions to key people

• Increased inbound interest

Lagging Indicators (6-12 months):

• Consistent referral pipeline (2-5+ quality leads/month)

• Revenue from referrals ($5K-20K+/month)

• Core 150 proactively thinking of you

• Self-sustaining referral loop

Key Metrics to Track:

• Referrals given vs received (should give 3:1 initially)

• Conversion rate of referrals (should be 40-60%+)

• Average deal size from referrals (typically higher than cold)

• Lifetime value of referral customers (typically 2-3x higher)

Q: What's the biggest mistake people make with networking?

Taking before giving.

Bad Networking:

• "Hey, we just met. Can you intro me to your CEO?"

• Asking for favors before building relationship

• Only reaching out when you need something

• Forgetting people after they help you

Good Networking:

• Give 3+ referrals BEFORE asking for anything

• Stay in touch even when you don't need anything

• Celebrate their wins publicly

• Be the person who connects others

Other Common Mistakes:

• Being too vague about what you do (can't be referred)

• Not following up quickly on referrals received

• Treating networking as transactional

• Only networking when pipeline is empty

• Not tracking relationships systematically

• Trying to network with EVERYONE (not filtering to Core 150)

LEVER 2: PROSPECTING

Q: What exactly is "prospecting" in this framework?

Prospecting is the systematic, direct pursuit of your Dream 100 (or Dream 1000) ideal clients through multi-channel outreach.

Key Characteristics:

• You identify EXACTLY who you want as clients

• You proactively reach out to them (they don't come to you)

• You qualify them through questions

• You nurture them with value until timing aligns

• You close them when they're ready

Prospecting is NOT:

• Spamming random people

• One-and-done outreach

• Aggressive hard selling

• Hoping they respond

Prospecting IS:

• Strategic targeting

• Persistent, valuable follow-up

• Multi-channel (email, phone, LinkedIn, mail)

• Relationship-building at scale

• Playing the numbers game intelligently

Q: What is the "Dream 100" and how do I build it?

The Dream 100 Concept: Created by Chet Holmes, it's a list of the 100 companies/people you'd MOST want as clients. These are your absolute ideal customers.

How to Build Your Dream 100 List:

Step 1: Define Your Ideal Client Profile (ICP)

• Industry/vertical

• Company size (revenue, employees)

• Geography

• Tech stack they use

• Pain points they have

• Budget available

• Decision-maker title

Step 2: Research & Identify

• LinkedIn Sales Navigator advanced search

• Industry associations/directories

• Conference attendee lists

• Competitor customer lists

• "Best of" lists in your industry

• Apollo.io, ZoomInfo, etc.

Step 3: Prioritize into Tiers

• Tier 1 (Top 25): Dream clients, highest potential

• Tier 2 (Next 50): Strong fit, high priority

• Tier 3 (Next 25): Good fit, lower priority

• Tier 4 (Next 100+): Expand as needed

Step 4: Enrich Data

• Find decision-maker names

• Get email addresses

• Find phone numbers

• Research LinkedIn profiles

• Identify trigger events (funding, hiring, expansion)

Tools:

• LinkedIn Sales Navigator ($99/month)

• Apollo.io ($49-99/month)

• ZoomInfo ($10K-30K/year)

• Hunter.io ($49-99/month)

• Instantly.ai for email enrichment

• GHL with UnilimitedDigialMarketing.com

Q: How many touches does it really take to get a response?

Industry Average: 8-12 touches over 3-6 months

But here's what most people get wrong: They give up after 2-3 touches.

The Persistence Data:

• 80% of sales require 5+ follow-ups

• 44% of salespeople give up after 1 follow-up

• Only 8% of salespeople make 5+ follow-up attempts

• Those who persist win most of the deals

Sample Touch Sequence (60-day campaign):

Week 1:

• Day 1: LinkedIn connection request + personalized note

• Day 3: Email #1 (intro + value prop)

• Day 5: LinkedIn InMail (different angle)

Week 2:

• Day 8: Email #2 (case study/social proof)

• Day 10: Phone call attempt #1 + voicemail

Week 3:

• Day 15: Email #3 (helpful resource, no ask)

• Day 17: LinkedIn comment on their post

Week 4:

• Day 22: Email #4 (different value angle)

• Day 24: Phone call attempt #2

Week 6:

• Day 36: Email #5 (testimonial/results)

• Day 38: Direct mail (if high-value prospect)

Week 8:

• Day 50: Email #6 ("Break up" email - "Should I stop reaching out?")

• Day 52: Phone call attempt #3

Week 12:

• Day 80: Re-engage email (new angle/offer)

Key: Each touch should provide VALUE, not just "checking in."

Q: What channels should I use for prospecting?

The Multi-Channel Approach (Best Results):

Primary Channels:

1. Email (Foundation)

• Highest volume capacity (can send 50-200/day)

• Most cost-effective

• Easy to personalize at scale

• Response rate: 1-5%

2. LinkedIn (Relationship)

• Higher engagement than cold email

• Warm introduction feel

• View profile, comment, then InMail

• Response rate: 5-15%

3. Phone (Conversion)

• Highest conversion rate when connected

• Builds rapport fastest

• Connection rate: 5-10%

• Conversation-to-meeting rate: 30-50%

Secondary Channels:

4. Direct Mail (High-Value Only)

• Breaks through digital noise

• Memorable and personal

• Use for top 25 Dream clients

• Cost: $20-100 per send

5. Video (Differentiation)

• Personalized Loom videos

• Stand out from text-only

• Higher response rate (2-3x)

• Time-intensive

6. Social Media (Warm-Up)

• Comment on their LinkedIn posts

• Engage before reaching out

• Build familiarity

• Warmer conversations

Recommended Sequence:

1. LinkedIn view profile + connection request

2. Email #1 (2 days later)

3. LinkedIn InMail (5 days later)

4. Email #2 (7 days later)

5. Phone call (10 days later)

6. Email #3 (15 days later)

7. Repeat with different messaging

The Math: Combining channels increases response rates by 3-5x vs single-channel.

Q: How do I write cold emails that actually get responses?

The Anatomy of a High-Converting Cold Email:

1. Subject Line (40% of success)

• Bad: "Quick question"

• Good: "Re: [Company Name]'s Q3 LinkedIn strategy"

• Keep it under 50 characters

• Make it specific/relevant

• Use "Re:" or "Following up:" (implies existing conversation)

• Avoid spam triggers: Free, Guarantee, Act Now, $$$

2. Opening Line (Personalization)

• Bad: "I hope this email finds you well"

• Good: "Saw your post about struggling with LinkedIn engagement - can relate"

• Reference something SPECIFIC to them

• Show you did research

• Make it about THEM, not you

3. Value Proposition (One line)

• Bad: "We're a full-service marketing agency that helps companies grow..."

• Good: "We've helped 3 SaaS companies in your space 3x their LinkedIn leads in 90 days"

• Specific WHO you help

• Specific RESULT you deliver

• Specific TIMEFRAME

• Social proof embedded

4. Proof Point (Credibility)

• One sentence with hard numbers

• "Recently helped [Similar Company] increase pipeline by $2M using [Method]"

• Links to case study (optional)

5. Soft CTA (Not aggressive)

• Bad: "Let's schedule a 30-minute call to discuss"

• Good: "Worth a 15-minute conversation? Happy to share what worked."

• Low commitment ask

• Offer value, don't demand time

• Make it easy to say yes

6. Signature

• Name, title, company

• LinkedIn profile link

• Phone number

• Keep it clean

FULL EXAMPLE:

Subject: Re: [Company]'s LinkedIn lead gen

Hi [Name],

Noticed you're hiring 3 SDRs—congrats on the growth. Curious: are you feeding them enough qualified leads from LinkedIn?

We just helped [Similar Company] go from 15 to 200 LinkedIn leads/month without ads—mostly by fixing their profile and outreach messaging.

Worth a quick 15-minute chat to see if we could do something similar for [Company]? Happy to share what worked.

[Your Name]
[Title] | [Company]
[LinkedIn] | [Phone]

Total word count: ~70 words (ideal range: 50-100)

Q: What's the best way to handle objections in prospecting?

Common Objections & Responses:

Objection 1: "We're happy with our current provider"

• ❌ Bad: "Are you sure? We're better!"

• ✅ Good: "That's great to hear. Out of curiosity, what do you like most about them? I'm always looking to learn what companies value."

• Then: "The reason I reached out is we specialize in [specific niche/result]. If you ever want a second opinion on [specific area], happy to chat. No pressure."

Objection 2: "Not interested right now"

• ❌ Bad: "But wait, let me tell you more..."

• ✅ Good: "Totally understand. Can I ask—is it timing, or is this just not a priority for [Company] right now?"

• Then: "No worries at all. Would it be okay if I checked back in [3/6 months] to see if things have changed?"

Objection 3: "Send me some information"

• ❌ Bad: Sends 20-page brochure

• ✅ Good: "Happy to. What specifically would be helpful? I don't want to waste your time with generic stuff."

• Then: "Actually, would it be easier if we just hopped on a quick 10-minute call? I can walk you through exactly how we've helped companies like yours, and you can decide if it makes sense to explore further."

Objection 4: "We don't have budget"

• ❌ Bad: "We have financing options!"

• ✅ Good: "I appreciate the transparency. When do you typically plan budgets for [quarter/year]?"

• Then: "How about this—let's have a conversation now so when budget opens up, you know exactly what's possible. No commitment, just exploring."

Objection 5: "I'm too busy"

• ❌ Bad: "This will only take a few minutes!"

• ✅ Good: "I totally get it—that's actually why I'm reaching out. We help [companies like yours] save [X hours/week] on [task]. If you're too busy, you might be exactly who this is for."

• Then: "What if we schedule something 2-3 weeks out when things calm down?"

The Pattern:

1. Acknowledge (don't argue)

2. Ask a clarifying question

3. Offer value/insight

4. Give them an easy next step

Q: How many prospects should I be reaching out to monthly?

The 500 Touch Rule: Reach 500 prospects per month in a meaningful way.

What This Looks Like:

Solo (Just You):

• 25 prospects/day × 20 working days = 500/month

• 8-10 touches per prospect over 60 days

• Realistic capacity: 200-300/month solo

You + VA:

• VA handles initial outreach (email, LinkedIn)

• You handle phone calls and discovery

• Realistic capacity: 500-800/month

You + Full SDR Team:

• 2-3 SDRs each handling 200-300/month

• You handle demos/closing

• Realistic capacity: 1,000-1,500/month

Breakdown by Channel:

• Email: 100-200 new prospects/month

• LinkedIn: 50-100 connection requests/month

• Phone: 50-100 calls/month

• Follow-ups: 200-400/month (previous prospects)

Quality vs Quantity:

• Better to do 300 WELL than 1,000 poorly

• Personalization matters more than volume

• Track response rates; adjust based on data

Q: What tools do I need for prospecting?

Essential Stack ($2K-10K/year):

OR JUST GET GHL with UnilimitedDigialMarketing.com for 249 a month...

CRM (Required):

• HubSpot Sales ($45-100/month)

• Salesforce ($25-300/user/month)

• Pipedrive ($15-99/month)

• Close.io ($29-149/month)

Email Automation:

• Instantly.ai ($37-97/month) - Best for cold email

• Lemlist ($59-99/month)

• Smartlead ($39-94/month)

• Mailshake ($44-99/month)

LinkedIn:

• Sales Navigator ($99/month) - REQUIRED

• Phantombuster (automation, $30-400/month)

• Expandi (LinkedIn outreach, $99/month)

Data/Enrichment:

• Apollo.io ($49-99/month)

• ZoomInfo ($10K-30K/year) - Enterprise

• Hunter.io ($49-99/month)

• Clearbit ($50-1K/month)

Phone/Dialer:

• Aircall ($30-50/user/month)

• JustCall ($19-49/user/month)

• PhoneBurner ($149/month)

Optional:

• Loom ($15/month) - Video messages

• Vidyard ($15-150/month) - Video analytics

• Amplemarket ($300-500/month) - All-in-one

Minimum Monthly: $200-400 Recommended Monthly: $500-1,000 Enterprise: $2,000-5,000

Q: How do I know if prospecting is working?

Track These Metrics Weekly:

Top of Funnel:

• Prospects contacted (goal: 100-125/week)

• Response rate (goal: 3-8%)

• Positive responses (goal: 3-10/week)

Middle of Funnel:

• Discovery calls booked (goal: 5-10/week)

• Discovery-to-demo conversion (goal: 40-60%)

• Demos conducted (goal: 2-6/week)

Bottom of Funnel:

• Demo-to-proposal (goal: 50-70%)

• Proposal-to-close (goal: 20-40%)

• Deals closed (goal: 1-3/week)

Lagging Indicators:

• Pipeline value (goal: 3-5x your monthly revenue target)

• Average deal size

• Sales cycle length (track and optimize)

• Revenue generated

Benchmarks by Channel:

• Email response rate: 1-5% (cold), 10-20% (warm)

• LinkedIn response rate: 5-15%

• Phone connect rate: 5-10%

• Overall pipeline conversion: 2-8% (prospect to customer)

Red Flags:

• Response rate < 1% (messaging is off)

• No responses for 2+ weeks (targeting is wrong)

• High discovery-to-demo drop-off (qualification issue)

• Long sales cycles (not reaching decision-makers)

Q: What's the biggest mistake people make with prospecting?

Giving up too early.

The Data:

• 80% of salespeople give up after 1-2 follow-ups

• 80% of sales happen after the 5th touch

• Most prospects need 8-12 touches over 3-6 months

Other Fatal Mistakes:

1. Spray and Pray

• Sending generic messages to thousands

• No personalization

• No targeting

• Result: 0% response rate

2. Talking About Yourself

• "We're a leading provider of..."

• Features, not benefits

• No relevance to prospect

• Result: Immediate delete

3. Not Tracking Data

• Can't improve what you don't measure

• Repeating same mistakes

• No testing/optimization

• Result: Stagnant results

4. Poor Follow-Up

• Inconsistent touchpoints

• No value in follow-ups ("just checking in")

• Giving up too soon

• Result: Lost opportunities

5. Wrong Target Market

• Reaching out to people who can't buy

• Not qualifying before outreach

• Wasting time on bad fits

• Result: High activity, no revenue

Fix: Build systems, track metrics, persist with value, target ruthlessly.

LEVER 3: MARKETING

Q: What exactly is "marketing" in this framework?

Marketing in the Three Revenue Levers framework is the creation of SCALABLE SYSTEMS that attract, educate, and convert leads without direct 1:1 effort.

Key Components:

1. Top of Funnel (Awareness)

• Educational content that teaches

• Paid ads (LinkedIn, Google, Facebook)

• SEO/organic content

• Webinars, podcasts, videos

• Goal: Capture attention at scale

2. Middle of Funnel (Consideration)

• Lead magnets (eBooks, checklists, assessments)

• Email nurture sequences

• Webinars/workshops

• Case studies and testimonials

• Goal: Build trust and qualify interest

3. Bottom of Funnel (Conversion)

• Demo/consultation booking

• Sales conversations

• Proposals/close

• Goal: Convert qualified leads to customers

The Difference from Networking/Prospecting:

• Networking: 1-to-1, relationship-driven

• Prospecting: 1-to-1, pursuit-driven

• Marketing: 1-to-MANY, system-driven

One funnel can serve thousands simultaneously = infinite scale (if you have budget).

Q: What does a "funnel" actually look like?

Example B2B SaaS Funnel:

Stage 1: Awareness (Top of Funnel)

• LinkedIn ad: "The 5 Mistakes Killing Your LinkedIn ROI [Free Guide]"

• Click → Landing page

• Opt-in for guide (email capture)

• Metrics: 5,000 ad impressions → 100 clicks (2% CTR) → 20 opt-ins (20% conversion)

Stage 2: Nurture (Middle of Funnel)

• Day 1: Deliver guide via email

• Day 3: Email with case study

• Day 5: Invite to free webinar

• Day 7: Testimonial/social proof

• Metrics: 20 opt-ins → 6 webinar registrations (30%)

Stage 3: Conversion (Bottom of Funnel)

• Live webinar (60 min training + soft pitch)

• CTA: "Book a free strategy call"

• Metrics: 6 registered → 4 attend (67%) → 2 book calls (50%)

Stage 4: Close

• Strategy call (qualification + demo)

• Proposal sent

• Follow-up sequence

• Metrics: 2 calls → 1 closes (50%)

Full Funnel Math:

• 5,000 ad impressions → 1 customer

• Cost per customer: $500-2,000 (depending on ad spend)

• Customer value: $10K-50K

• ROI: 5:1 to 100:1

Key Insight: Each stage has conversion metrics. Optimize each stage independently.

Q: How much should I spend on advertising?

The 4:1 ROI Rule: Spend $1 to make $4+

Budget by Stage:

Testing Phase (Months 1-3):

• Start: $2K-5K/month

• Purpose: Find what works

• Expect: Break-even or slight loss

• Goal: Identify winning campaigns

Optimization Phase (Months 4-6):

• Increase: $5K-10K/month

• Purpose: Scale winners, cut losers

• Expect: 2:1 to 4:1 ROI

• Goal: Dial in conversion funnel

Scale Phase (Months 7+):

• Increase: $10K-30K+/month

• Purpose: Pour gas on fire

• Expect: 4:1 to 10:1 ROI

• Goal: Maximize profitable growth

Calculation Example:

• Ad spend: $10K/month

• Leads generated: 200

• Sales calls booked: 40 (20% conversion)

• Deals closed: 8 (20% close rate)

• Average deal: $15K

• Revenue: $120K

• ROI: 12:1

Budget Allocation:

• LinkedIn Ads: 40-50% (B2B)

• Google Ads: 30-40% (intent-based)

• Content/SEO: 10-20% (long-term)

• Testing new channels: 10% (experimental)

When to Increase Budget:

• When you hit 4:1 ROI consistently for 2+ months

• When CAC (Customer Acquisition Cost) < 1/3 of LTV (Lifetime Value)

• When you can't spend more without quality drop

When to Decrease/Pause:

• ROI drops below 2:1 for 2+ months

• Cost per lead increases 30%+ without revenue increase

• Quality of leads tanks (low close rate)

Q: What type of content should I create for marketing?

The Content Hierarchy:

Tier 1: Educational (Top of Funnel) Purpose: Attract and teach

• Blog Posts/Articles: Answer common questions in your niche

• LinkedIn Posts: Share insights, frameworks, stories

• YouTube Videos: Tutorials, explainers, thought leadership

• Podcasts: Long-form interviews and discussions

• Infographics: Visual data/frameworks

Examples:

• "The 5 LinkedIn Mistakes Costing You Leads"

• "How to Build a $1M Pipeline Without Ads"

• "Why Your Networking Isn't Working (And How to Fix It)"

Tier 2: Lead Magnets (Middle of Funnel) Purpose: Capture emails and qualify interest

• Guides/eBooks: Comprehensive resource (10-30 pages)

• Checklists: Quick-win tools

• Templates: Copy-paste solutions

• Assessments: Like your Three Levers Assessment

• Webinars: Live training with Q&A

Examples:

• "The Complete LinkedIn Outreach Template Library"

• "Revenue Lever Assessment: Which Should You Pull First?"

• "30-Day Networking Challenge Workbook"

Tier 3: Proof/Conversion (Bottom of Funnel) Purpose: Build trust and close deals

• Case Studies: Detailed client success stories

• Testimonials: Video or written social proof

• ROI Calculators: Show potential value

• Demo Videos: Product walkthrough

• Comparison Guides: You vs. competitors

Examples:

• "How [Company] Went from $200K to $1M Using the Three Levers"

• "Client Results: 47 Case Studies Across 8 Industries"

• "Watch: Live Demo of the evyAI Platform"

Content Frequency:

• LinkedIn: 3-5x/week

• Blog: 1-2x/week

• Email: 1-2x/week

• Webinar: 1-2x/month

• Long-form (YouTube/Podcast): 1x/week

Q: Should I focus on organic or paid?

The Truth: You need BOTH, but the ratio depends on your stage.

When You're Starting ($0-100K):

• Organic: 90% | Paid: 10%

• Why: You can't afford paid at scale yet

• Focus: Build audience organically (LinkedIn, content)

• Small paid tests ($500-1K/month) to learn

When You're Growing ($100K-500K):

• Organic: 60% | Paid: 40%

• Why: Organic builds authority, paid scales reach

• Focus: Content + moderate ad spend ($5K-10K/month)

• Use paid to amplify best organic content

When You're Scaling ($500K-$1M+):

• Organic: 40% | Paid: 60%

• Why: Paid gives you control and speed

• Focus: Proven funnel + aggressive ad spend ($20K-50K/month)

• Organic maintains authority and trust

Organic Advantages:

• Free (just time)

• Builds long-term authority

• Compounds over time

• Higher trust factor

• Owns the audience

Paid Advantages:

• Immediate results

• Scalable on demand

• Precise targeting

• Measurable ROI

• Doesn't rely on algorithm

Best Strategy: Organic First, Then Amplify with Paid

1. Create great organic content

2. See what resonates (high engagement)

3. Boost/promote best performers with ads

4. Build funnel around proven topics

5. Scale ad spend on winners

Q: What funnel-building tools do I need?

Essential Marketing Stack ($5K-15K/month total):

OR GET GHL with UnilimitedDigialMarketing.com for 249 a month it has EVERYTHING YOU NEED!

Landing Page/Website:

• Webflow ($19-49/month) - Beautiful design

• Unbounce ($90-225/month) - Optimized for conversion

• Leadpages ($37-239/month) - Simple and fast

• WordPress + Elementor (free-$99/year) - Full control

Email Marketing:

• ConvertKit ($29-79/month) - Creator-focused

• ActiveCampaign ($29-259/month) - Advanced automation

• HubSpot ($45-3,200/month) - All-in-one CRM

• Mailchimp ($13-350/month) - Beginner-friendly

Webinar Platform:

• Zoom ($15-20/month) - Live webinars

• WebinarJam ($499-999/year) - Automated webinars

• Demio ($42-184/month) - Hybrid live/automated

• EverWebinar ($499/year) - Fully automated

Ad Management:

• LinkedIn Campaign Manager (free to use, pay for ads)

• Google Ads (free to use, pay for ads)

• Facebook Ads Manager (free to use, pay for ads)

• AdEspresso ($49-259/month) - Multi-platform management

Analytics:

• Google Analytics (free)

• Hotjar ($0-80/month) - Heatmaps and user recordings

• Mixpanel ($0-899/month) - Advanced product analytics

• Triple Whale ($129-799/month) - Attribution

Design/Creative:

• Canva Pro ($13-30/month) - Graphics

• Adobe Creative Cloud ($55-80/month) - Professional design

• Figma ($12-45/month) - UI/UX design

• Descript ($24-50/month) - Video editing

Agency/Team (Optional but Recommended):

• Copywriter: $2K-10K/month

• Designer: $2K-5K/month

• Media buyer: $3K-10K/month

• Funnel strategist: $5K-15K/month

Total Monthly (DIY): $500-2,000 Total Monthly (With Team): $10,000-40,000

Q: How long does it take to build a profitable funnel?

Realistic Timeline:

Month 1-2: Build

• Define offer and audience

• Create lead magnet

• Build landing pages

• Write email sequences

• Set up webinar/workshop

• Design ads

• Spend: $5K-10K (mostly time + tools)

Month 3-4: Test

• Launch small ad campaigns ($2K-5K/month)

• A/B test landing pages

• Refine messaging based on data

• Optimize email sequences

• Test different ad creatives

• Spend: $10K-20K (ads + iterations)

• Expect: Break-even or slight loss

Month 5-6: Optimize

• Double down on winning campaigns

• Cut losing tests

• Improve conversion rates at each stage

• Scale ad spend on winners

• Spend: $15K-30K

• Expect: 2:1 to 4:1 ROI

Month 7+: Scale

• Pour budget into proven funnel

• Expand to new audiences

• Test new channels

• Continuous optimization

• Spend: $20K-50K+

• Expect: 4:1 to 10:1 ROI

The Reality:

• First profitable month: Usually Month 5-6

• Consistently profitable: Month 7-9

• Highly optimized: Month 12+

Why It Takes Time:

• Testing is expensive

• Learning what resonates takes iteration

• Building trust takes multiple touchpoints

• Optimization is ongoing

Shortcut: Hire someone who's built funnels in your space. Cuts timeline in half but costs $10K-30K.

Q: How do I know if marketing is working?

Track These Metrics:

Top of Funnel:

• Ad impressions (goal: 10K-100K/month)

• Click-through rate (goal: 1-3%)

• Landing page visitors (goal: 500-5K/month)

• Cost per click (track and optimize)

Middle of Funnel:

• Opt-in/conversion rate (goal: 15-30%)

• Email open rate (goal: 20-35%)

• Email click rate (goal: 3-8%)

• Webinar registration rate (goal: 20-40% of leads)

• Webinar attendance rate (goal: 40-60%)

Bottom of Funnel:

• Demo booking rate (goal: 10-30% of webinar attendees)

• Demo show-up rate (goal: 60-80%)

• Demo-to-close rate (goal: 20-40%)

• Average deal size

• Sales cycle length

Financial Metrics:

• Cost per lead (CPL): $20-200 depending on industry

• Cost per customer (CAC): $500-5,000 depending on deal size

• Customer lifetime value (LTV): Goal is 3:1 LTV:CAC ratio

• Return on ad spend (ROAS): Goal is 4:1 minimum

• Payback period: Goal is < 6 months

Health Indicators:

• Are you acquiring customers for less than 1/3 their lifetime value?

• Is your funnel conversion rate improving month-over-month?

• Can you scale ad spend without quality drop?

• Is organic traffic growing?

Red Flags:

• CAC > 50% of LTV (unsustainable)

• Ad costs rising without conversion improvement

• Declining conversion rates at any stage

• Negative ROI for 3+ months

Q: What's the biggest mistake people make with marketing?

Launching ads to an unproven offer.

The Mistake:

• $0 in revenue → Immediately spend $10K/month on ads

• No proof the offer works

• No testimonials or case studies

• Messaging is untested

• Result: $10K-50K burned, nothing to show

The Right Way:

1. Prove the offer first (through networking/prospecting)

   • Get 5-10 clients manually

   • Refine the offer based on feedback

   • Collect testimonials and results

2. Test messaging organically

   • Post on LinkedIn, see what resonates

   • Write emails, track open/click rates

   • Run small tests (<$1K) before scaling

3. Build the funnel with proof

   • Use case studies in funnel

   • Show real results

   • Lower-risk for prospects

4. Then scale with ads

   • Now you're amplifying what WORKS

   • Not testing blind in the market

Other Fatal Marketing Mistakes:

1. No Clear Offer

• Vague value proposition

• No specific outcome promised

• Unclear who it's for

• Result: Low conversion rates

2. Optimizing the Wrong Thing

• Focusing on clicks, not conversions

• Caring about vanity metrics (likes, follows)

• Not tracking ROI

• Result: Busy but broke

3. Ignoring the Data

• Not split-testing

• Making decisions on gut, not numbers

• Not tracking funnel metrics

• Result: Repeating mistakes

4. Expecting Overnight Success

• Giving up after 1-2 months

• Not budgeting for testing phase

• Cutting budget too early

• Result: Never finding what works

5. Building Complex Funnels First

• 17-step sequences

• Multiple upsells/downsells

• Automation everywhere

• Result: Overwhelm and analysis paralysis

Fix: Start simple (one funnel), prove it works, then scale and add complexity.

INVESTMENT & BUDGET

Q: How much money do I realistically need to invest in each lever?

LEVER 1: NETWORKING Annual Investment: $7,500-$27,000

Breakdown:

• Education (High Energy Networking course, books, training): $2K-10K

• Tech Stack (LinkedIn Premium, CRM like HubSpot/Clay): $500-2K/year

• Events/memberships (conferences, CEO groups like EO/YPO): $0-10K/year

• Strategy/Coaching (optional but accelerates results): $5K-15K/year

Monthly: $625-2,250

Expected ROI: 4:1 to 33:1

• Low end: Invest $27K → Generate $108K

• High end: Invest $10K → Generate $330K

LEVER 2: PROSPECTING Annual Investment: $60,000-$110,000

Breakdown:

• Education (Dream 100 system, sales training): $2K-10K

• Tech Stack (CRM, email automation, LinkedIn tools, dialers): $2K-5K/year

• Data/Lead Lists (ZoomInfo, Apollo, Hunter): $1K-2K/year

• VA Support (for outreach execution): $24K-36K/year ($2K-3K/month)

• Sales Rep (base salary, 1-2 reps): $24K-36K/year per rep

• Strategy/Coaching (sales coaching, script development): $5K-15K/year

Monthly: $5,000-9,000

Expected ROI: 2.3:1 to 8:1

• Low end: Invest $110K → Generate $253K

• High end: Invest $60K → Generate $480K

LEVER 3: MARKETING Annual Investment: $160,000-$310,000

Breakdown:

• Education (funnel building, copywriting courses): $2K-10K

• Tech Stack (landing pages, email platform, webinar software): $2K-5K/year

• Advertising Budget (at 4:1 ROI to add $240K-480K): $60K-120K/year

• Funnel Building/Maintenance (agency, designer, copywriter): $60K-120K/year

• VA/Marketing Coordinator: $24K-36K/year

• Data/Analytics Tools (attribution, heatmaps, etc.): $1K-2K/year

• Strategy Support (marketing consultant/fractional CMO): $5K-15K/year

Monthly: $13,000-26,000

Expected ROI: 1.6:1 to 6:1

• Low end: Invest $310K → Generate $496K

• High end: Invest $160K → Generate $960K

ALL THREE LEVERS (Empire Mode) Annual Investment: $200,000-$400,000+

Why It's Not Just Sum of All Three:

• Efficiencies when systems integrate

• Same tools serve multiple levers

• Team members can cross-function

• Compound effects reduce cost-per-lead

Expected ROI: 2.5:1 to 15:1

• You're creating a flywheel where each lever feeds the others

• Revenue potential: $500K to $6M+

Q: What if I can't afford these investments?

Start Where You Are:

If You Have $0-5K:

• Focus: Networking ONLY

• Investment: Just time + $500-2K in tools

• Strategy: DIY everything, hustle hard

• Timeline: 12-18 months to $100K

• Then: Use profits to fund Lever 2

If You Have $5K-25K:

• Focus: Networking (80%) + Light Prospecting (20%)

• Investment: $10K-15K/year

• Strategy: DIY with minimal VA support ($500/month)

• Timeline: 12 months to $100K-150K

• Then: Scale prospecting with profits

If You Have $25K-100K:

• Focus: Networking (50%) + Prospecting (50%)

• Investment: $40K-70K/year

• Strategy: Hire 1 VA for prospecting, you handle networking

• Timeline: 6-12 months to $200K-300K

• Then: Add marketing with profits

If You Have $100K+:

• Focus: All Three (start testing marketing)

• Investment: $100K-200K/year

• Strategy: Small marketing tests while scaling N+P

• Timeline: 6-12 months to $500K+

The Key: Use profits from one lever to fund the next. Don't skip stages.

Q: How do I calculate ROI on each lever?

ROI Formula: ROI = (Revenue Generated - Investment) ÷ Investment × 100

Example Calculations:

Networking Example:

• Investment: $15K (coaching + tools + events)

• Revenue Generated: $150K (from referrals)

• ROI = ($150K - $15K) ÷ $15K × 100 = 900% or 9:1

Prospecting Example:

• Investment: $85K ($60K team + $20K tools + $5K training)

• Revenue Generated: $340K (from direct outreach)

• ROI = ($340K - $85K) ÷ $85K × 100 = 300% or 3:1

Marketing Example:

• Investment: $235K ($120K ads + $80K agency + $35K tools/team)

• Revenue Generated: $940K (from funnel)

• ROI = ($940K - $235K) ÷ $235K × 100 = 300% or 3:1

How to Track:

1. Tag all revenue sources in your CRM

   • "Source: Networking - Referral from John"

   • "Source: Prospecting - Dream 100 Outreach"

   • "Source: Marketing - Webinar Funnel"

2. Track all costs by lever

   • Separate bank accounts or budget categories

   • Tools/software attributable to each

   • Team member time allocation

3. Calculate monthly

   • Review each lever's performance

   • Compare month-over-month

   • Adjust investment based on ROI

4. Set ROI minimums

   • Networking: 4:1 minimum (should be higher)

   • Prospecting: 2:1 minimum

   • Marketing: 2:1 minimum (4:1 goal)

If ROI drops below minimums:

• Pause or reduce investment

• Audit what's not working

• Fix issues before scaling again

Q: Should I take on debt or investment to fund these levers?

Short Answer: It depends on the lever and your situation.

Networking: NO

• Cost is too low to justify debt

• ROI takes 6-12 months

• Bootstrap this with time + small budget

• Exception: CEO peer groups ($10K+/year) if you have revenue

Prospecting: MAYBE

• If you have proven offer and need to scale

• Debt for team ($30K-50K) can make sense

• Must have sales skills to convert leads

• Risk: Medium (team costs are fixed)

Marketing: RARELY

• High burn rate ($10K-30K/month)

• 3-6 months to profitability

• Easy to burn through $50K-100K testing

• Risk: High (no guarantee of ROI)

When Debt/Investment Makes Sense:

Good Reasons:

• ✅ You've proven the model at small scale (have customers)

• ✅ You have clear ROI data from organic efforts

• ✅ You're scaling what works, not testing blind

• ✅ You have experienced team to execute

• ✅ Debt/investment covers 6-12 months of runway

Bad Reasons:

• ❌ You have $0 in revenue and want to "skip the grind"

• ❌ You're hoping ads will figure out your messaging

• ❌ You don't have experience in the lever you're funding

• ❌ You can't explain exactly how ROI will happen

• ❌ Timeline to profitability is uncertain

Recommendation:

1. Bootstrap Networking to $100K (no debt needed)

2. Use profits to self-fund Prospecting to $250K

3. Consider small investment ($25K-50K) for Marketing if you've proven P&L

4. Only take significant investment ($100K+) once flywheel is working

Remember: Debt amplifies - it makes good situations great and bad situations disastrous.

STAGE PROGRESSION

Q: What revenue stage am I in and what should I focus on?

STAGE 1: SURVIVAL ($0-$100K) Current Reality:

• Just starting or stuck in early revenue

• Inconsistent income

• Doing everything yourself

• Time-rich, cash-poor

Which Lever to Pull:

• Networking: 90-100%

• Prospecting: 0-10% (only if you have sales experience)

• Marketing: 0% (can't afford it)

Why:

• Networking is FREE (just time)

• Proves your offer works

• Builds relationships for long-term

• Creates foundation for future levers

Investment Required:

• $0-10K/year (mostly sweat equity)

Timeline:

• 6-12 months to $100K

Key Actions:

• Build Core 150 list

• Give 3 referrals/week

• 15-20 coffee meetings/month

• Post on LinkedIn 3-5x/week

• Join 2-3 communities

Exit Criteria:

• Consistent $8K+/month revenue

• 10+ happy clients with testimonials

• Proven offer and pricing

• Clear ICP defined

STAGE 2: STABILITY ($100K-$250K) Current Reality:

• Consistent revenue but maxed on time

• Can't take on more clients personally

• Need to scale beyond yourself

• Ready to hire help

Which Lever to Pull:

• Networking: 50-60%

• Prospecting: 40-50% (ADD THIS)

• Marketing: 0-10% (small tests only)

Why:

• You've maxed relationship capacity

• Need systematic lead generation

• Can afford to hire a VA ($2K-3K/month)

• Time to build processes

Investment Required:

• $40K-70K/year

Timeline:

• 12-18 months to $250K

Key Actions:

• Hire VA for prospecting ($2K-3K/month)

• Build Dream 100 list

• Launch outreach campaigns (500 touches/month)

• Maintain networking momentum

• Document processes

Exit Criteria:

• $20K+/month revenue

• VA/SDR successfully generating leads

• Proven prospecting process

• 30+ clients served

STAGE 3: GROWTH ($250K-$500K) Current Reality:

• Strong revenue but still time-for-money

• Team of 2-5 people

• Want to break $500K ceiling

• Ready to invest in systems

Which Lever to Pull:

• Networking: 30-40%

• Prospecting: 30-40%

• Marketing: 20-30% (ADD THIS)

Why:

• Time-for-money is maxed

• Need leverage (one-to-many)

• Can afford marketing investment

• Ready to build funnel

Investment Required:

• $100K-200K/year

Timeline:

• 18-24 months to $500K

Key Actions:

• Launch small ad campaigns ($5K-10K/month)

• Build first funnel (lead magnet → webinar → demo)

• Hire marketing coordinator

• Scale prospecting team (2-3 SDRs)

• Optimize networking to top 50 relationships

Exit Criteria:

• $40K+/month revenue

• Profitable ad campaigns (4:1+ ROI)

• Proven funnel converting at 2%+

• 50+ clients served

STAGE 4: EMPIRE ($500K-$1M+) Current Reality:

• Multiple revenue streams

• Team of 10+ people

• Systemized operations

• Ready for exponential growth

Which Lever to Pull:

• Networking: 30-35%

• Prospecting: 30-35%

• Marketing: 30-35%

• ALL THREE OPTIMIZED

Why:

• Create flywheel effect

• Each lever feeds the others

• Compound growth

• True scalability

Investment Required:

• $200K-400K+/year

Timeline:

• 24-36+ months from start to sustain $1M+

Key Actions:

• Dedicated teams for each lever

• Advanced marketing (multiple funnels)

• Strategic partnerships (networking at scale)

• Outbound sales team (prospecting at scale)

• Focus on optimization and efficiency

Exit Criteria:

• $100K+/month revenue

• Predictable, repeatable systems

• Can scale without you

• Ready for next level (acquisition, expansion, etc.)

Q: Can I skip stages or go faster?

Short Answer: You can compress timelines but you can't skip stages.

Why You Can't Skip:

Skipping Networking to Go Straight to Marketing:

• No proof your offer works

• No testimonials for ads

• Don't know your messaging

• Burn $50K-100K learning basics

• Result: Expensive failure

Skipping Prospecting to Scale Marketing:

• Miss learning about objections

• No human feedback loop

• Don't understand sales process

• Harder to optimize funnel

• Result: Leaky funnel, low conversion

How to Compress Timelines:

Instead of 12 months in each stage, aim for 6-9:

Stage 1 → 2 (6 months instead of 12)

• Go ALL IN on networking (20 coffees/week)

• Join expensive communities immediately (YPO, EO)

• Hire coach/mentor ($10K-15K)

• Post on LinkedIn daily

• Book speaking gigs

Stage 2 → 3 (9 months instead of 18)

• Hire experienced SDR (not just VA)

• Invest in better tools immediately

• Pay for warmer leads (intent data)

• Run parallel tests (don't wait to perfect)

Stage 3 → 4 (12 months instead of 24)

• Hire experienced marketing team (not learn yourself)

• Bigger ad budget faster ($20K-30K/month)

• Multiple funnels simultaneously

• Aggressive hiring

What This Requires:

• 💰 More capital upfront

• 🧠 Better decision-making (no room for error)

• 👥 Hiring A-players (not training B-players)

• ⚡ Higher intensity/focus

• 📊 Data-driven (optimize ruthlessly)

Realistic Fastest Path:

• Stage 1 → 2: 6 months ($0 → $100K)

• Stage 2 → 3: 9 months ($100K → $250K)

• Stage 3 → 4: 12 months ($250K → $500K)

• Stage 4 optimization: 12 months ($500K → $1M+)

• Total: 39 months (3.25 years) to $1M+

Typical Path:

• Stage 1 → 2: 12 months

• Stage 2 → 3: 18 months

• Stage 3 → 4: 24 months

• Total: 54 months (4.5 years) to $1M+

The Trade-off:

• Faster = More expensive + Higher risk

• Slower = Cheaper + Lower risk + More learning

Q: What if I'm stuck at a plateau? How do I break through?

Stuck at $100K? You've Maxed Networking.

Symptoms:

• Calendar is full of coffees/meetings

• Getting referrals but can't scale more

• Working 60+ hours/week

• Can't take on more clients

Solution: Add Prospecting

• Hire VA to handle outreach ($2K-3K/month)

• Build Dream 100 list

• Launch systematic outreach

• Free up your time from 1:1 networking

Breakthrough Timeline: 6-12 months to $250K

Stuck at $250K? You've Maxed Prospecting.

Symptoms:

• You + team at full capacity

• Can't personally close more deals

• Hiring more reps = diminishing returns

• Still trading time for money

Solution: Add Marketing

• Build your first funnel

• Start ad campaigns ($5K-10K/month)

• Create webinar/workshop

• Hire marketing coordinator

Breakthrough Timeline: 12-18 months to $500K

Stuck at $500K? You Haven't Optimized the Flywheel.

Symptoms:

• Revenue is flat month-over-month

• Each lever works but independently

• No compounding effect

• Burning out trying to manage everything

Solution: Integrate All Three Levers

• Use networking to feed marketing (testimonials, partnerships)

• Use marketing to feed prospecting (warm leads)

• Use prospecting to feed networking (customers become advocates)

• Hire specialists for each lever

• Build systems that connect them

Breakthrough Timeline: 12-24 months to $1M+

Universal Plateau-Breakers:

1. Audit Your Metrics

   • Which lever is underperforming?

   • Where's the bottleneck in your funnel?

   • What's your conversion rate at each stage?

2. Increase Your Prices

   • Often the fastest way to break plateau

   • If you're at capacity, raise prices 20-50%

   • Serve fewer clients, make more money

3. Fire Bad Clients

   • Bottom 20% of clients = 80% of headaches

   • Free up time for better opportunities

   • Higher quality pipeline

4. Invest in Skills

   • Hire coach/consultant ($5K-15K)

   • Take advanced training

   • Learn from someone 2 stages ahead

5. Change Your ICP

   • Move upmarket (bigger deals)

   • Specialize in niche (less competition)

   • Better product-market fit

The Pattern: Every plateau means you've maxed a capacity limit. Add the next lever to break through.

IMPLEMENTATION & EXECUTION

Q: How do I get started TODAY?

Step 1: Take the Assessment (3 minutes)

• Go to [your assessment URL]

• Answer 16 questions honestly

• Get your personalized lever strategy

• Download the PDF

Step 2: Choose Your Path (10 minutes)

• Review your results

• Check your budget honestly

• Pick ONE lever to start (don't do all three)

• Commit to 90 days minimum

Step 3: First Actions (This Week)

If Starting with Networking:

• [ ] List 100 people in your network

• [ ] Identify 3 to give referrals to THIS WEEK

• [ ] Schedule 5 coffee meetings for next 2 weeks

• [ ] Post on LinkedIn about what you're learning

• [ ] Join 1 relevant community/group

If Starting with Prospecting:

• [ ] Create Dream 100 list (use LinkedIn Sales Nav)

• [ ] Set up basic CRM (HubSpot free works)

• [ ] Write 3 cold email templates

• [ ] Send 25 emails this week

• [ ] Make 10 phone calls

If Starting with Marketing:

• [ ] Define your lead magnet (what will you give away?)

• [ ] Create simple landing page (Unbounce/Leadpages)

• [ ] Write 5-email nurture sequence

• [ ] Launch $500 test ad campaign

• [ ] Track everything in spreadsheet

Step 4: Week 1 Milestones

• Minimum 10 hours invested in your chosen lever

• Track ALL activities (calls, emails, meetings)

• Document what works/doesn't

• Adjust based on early feedback

• Schedule next week's actions

Step 5: Month 1 Review

• Evaluate progress against goals

• Calculate early ROI indicators

• Double down on what's working

• Cut what's clearly not working

• Plan month 2 with learnings

Q: Should I hire someone or do it myself?

The Decision Matrix:

DO IT YOURSELF When:

• ✅ Budget < $25K/year available

• ✅ You have 10+ hours/week to dedicate

• ✅ You're in learning mode

• ✅ It's a skill you NEED to understand (selling, messaging)

• ✅ You're in Stage 1 ($0-100K)

Benefits:

• Cheaper upfront

• Deep understanding of what works

• Can train others later

• Build valuable skills

Drawbacks:

• Slower results

• Steeper learning curve

• Opportunity cost of your time

• Easy to get stuck/give up

HIRE HELP When:

• ✅ Budget > $25K/year available

• ✅ Time is more valuable than money

• ✅ You need faster results

• ✅ It's not a core skill you need to master

• ✅ You're in Stage 2+ ($100K+)

Benefits:

• Faster results

• Leverage expertise

• Focus on your zone of genius

• Scalable immediately

Drawbacks:

• More expensive

• Risk of bad hires

• Still need to manage/oversee

• Can't scale what you don't understand

The Hybrid Approach (RECOMMENDED):

Phase 1: Learn (3-6 months)

• DIY to understand the fundamentals

• Take courses, read books, execute yourself

• Document what works

• Build your playbook

Phase 2: Hire + Train (6-12 months)

• Hire VA or junior person to execute your playbook

• You oversee and optimize

• Train them on your proven methods

• Free up your time for higher-level tasks

Phase 3: Scale (12+ months)

• Hire experienced people

• They improve your systems

• You focus on strategy

• Fully systematized

What to Outsource First:

1. Admin/data entry (first hire - $500-1K/month)

2. Outreach execution (second hire - $2K-3K/month)

3. Content creation (third hire - $2K-5K/month)

4. Ads management (fourth hire - $3K-10K/month)

What to Keep In-House Longest:

1. Sales/closing (you until $500K+)

2. Strategy (you until $1M+)

3. High-level relationships (you forever)

4. Offer development (you until product-market fit is dialed)

Q: How do I stay consistent when I don't see immediate results?

The Brutal Truth: Most people quit right before breakthrough.

Why People Give Up:

• Networking: "I've been doing this 3 months and only got 1 referral"

• Prospecting: "I sent 500 emails and only got 3 responses"

• Marketing: "I spent $10K on ads and got no customers"

What They Don't See:

• Networking compounds (months 7-12 are exponential)

• Prospecting improves with iteration (email #10 converts better than #1)

• Marketing takes 3-6 months to optimize (initial loss is expected)

How to Stay Consistent:

1. Track Leading Indicators (Not Just Revenue)

• Networking: # of coffees, referrals given, LinkedIn engagement

• Prospecting: # of touches, response rate, conversations booked

• Marketing: traffic, opt-ins, webinar attendance

Celebrate small wins weekly, not just closed deals.

2. Set Process Goals (Not Just Outcome Goals)

• Bad goal: "Close $50K this month" (you can't control)

• Good goal: "Have 20 coffee meetings this month" (you can control)

Process goals ensure daily action regardless of results.

3. Build Accountability

• Join a mastermind or peer group

• Hire a coach ($500-2K/month)

• Find an accountability partner

• Share goals publicly on LinkedIn

You're 65% more likely to achieve goals with accountability.

4. Create Systems (Not Relying on Motivation)

• Monday: Email 25 Dream 100 prospects

• Tuesday: 5 LinkedIn connection requests

• Wednesday: 2 coffee meetings

• Thursday: Email follow-ups

• Friday: Post LinkedIn content + 1 coffee

Systems remove decision fatigue.

5. Review Data Weekly

• What's working? Do more.

• What's not working? Stop or iterate.

• What's unclear? Test longer.

Data prevents quitting prematurely.

6. Shorten Feedback Loops

• Don't wait 6 months to see if networking works

• Track monthly: # of warm intros, # of referrals received

• If trending up → keep going

• If flat/down → adjust approach

Fast feedback = faster optimization = more motivation.

7. Remember the Timeline

• Networking: 6-12 months to ROI

• Prospecting: 3-6 months to optimize

• Marketing: 6-12 months to profitability

Set realistic expectations from day 1.

8. Join a Community

• Others going through the same thing

• Celebrate wins together

• Learn from failures collectively

• Reminds you it's a marathon, not sprint

The Mantra: "I commit to 90 days minimum. No quitting before then."

Q: What's the best CRM for tracking all three levers?

The Short Answer: HubSpot (for most businesses)

But let me break down options by stage and need:

BEST FOR BEGINNERS ($0-100K Revenue):

HubSpot Free CRM

• Cost: FREE (seriously)

• Best For: Networking + Light Prospecting

• Features: Contact management, deal tracking, email integration, basic automation

• Limitations: Limited reporting, no advanced automation

• Verdict: Start here. Upgrade when you hit $100K.

Airtable

• Cost: Free-$20/month

• Best For: Networking (Core 150 tracking)

• Features: Fully customizable, relationship tracking, tagging

• Limitations: Not built for sales automation

• Verdict: Great for networking-heavy businesses.

BEST FOR GROWTH ($100K-500K Revenue):

HubSpot Starter/Professional

• Cost: $45-$800/month

• Best For: All three levers

• Features: Advanced automation, reporting, email sequences, ad tracking

• Integrates: LinkedIn, Gmail, Slack, etc.

• Verdict: Best all-in-one for scaling businesses.

Pipedrive

• Cost: $15-99/month

• Best For: Prospecting-heavy businesses

• Features: Visual pipeline, email integration, automation

• Limitations: Weaker marketing features

• Verdict: Great for sales-focused teams.

ActiveCampaign

• Cost: $29-259/month

• Best For: Marketing-heavy businesses

• Features: Best-in-class email automation, CRM, sales automation

• Integrations: Everything

• Verdict: Best for email marketing + CRM combo.

THIS ONE IS REALLY THE BEST! GHL with UnilimitedDigialMarketing.com

BEST FOR SCALE ($500K-$1M+ Revenue):

Salesforce

• Cost: $25-300/user/month

• Best For: Enterprise sales teams

• Features: Fully customizable, advanced reporting, integrations

• Limitations: Expensive, complex setup

• Verdict: Industry standard for large teams.

HubSpot Professional/Enterprise

• Cost: $800-$3,200/month

• Best For: Full marketing + sales stack

• Features: Everything (Marketing Hub + Sales Hub + Service Hub)

• Verdict: Best for teams running all three levers aggressively.

SPECIALIZED OPTIONS:

Clay (Relationship CRM)

• Cost: $20-50/month

• Best For: Networking ONLY

• Features: Relationship intelligence, reminders, notes

• Verdict: Best for high-touch relationship management.

Close.io

• Cost: $29-149/month

• Best For: Prospecting (calling + emailing)

• Features: Built-in dialer, email automation, SMS

• Verdict: Best for high-volume outbound sales.

Notion + Zapier

• Cost: $10-30/month

• Best For: DIY enthusiasts

• Features: Fully custom, connects everything

• Limitations: Manual setup, no native CRM features

• Verdict: Great if you like building your own systems.

RECOMMENDATION BY STAGE:

Stage 1 ($0-100K): HubSpot Free

• Zero cost, all basics covered

• Upgrade to Starter when you hire first VA

• Or just get GHL with UnilimitedDigialMarketing.com

Stage 2 ($100K-250K): HubSpot Starter ($45-100/month)

• Add email automation

• Track prospecting at scale

• Maintain networking relationships

Stage 3 ($250K-500K): HubSpot Professional ($800/month)

• Add Marketing Hub for funnels

• Advanced reporting

• Team collaboration

Stage 4 ($500K-$1M+): HubSpot Enterprise or Salesforce

• Custom workflows

• Advanced attribution

• Dedicated support

The Pattern: Start free, upgrade as revenue grows. Don't overpay for features you won't use.

INDUSTRY & APPLICATION

Q: Does this work for [my industry]?

Short Answer: YES - but the RATIOS change.

The Three Revenue Levers framework is based on fundamental capacity constraints that apply across ALL B2B businesses. However, different industries emphasize different levers.

PROFESSIONAL SERVICES (Lawyers, Accountants, Consultants)

Lever Mix:

• Networking: 60-70%

• Prospecting: 20-30%

• Marketing: 10-20%

Why:

• Trust and relationships are everything

• Referrals are the primary lead source

• Regulatory constraints limit advertising

• High-ticket, consultative sales

Unique Considerations:

• Networking: Join industry associations, speak at conferences

• Prospecting: Target specific companies/industries

• Marketing: Thought leadership content (articles, books)

Revenue Potential:

• Solo practitioner: $100K-500K (networking)

• Small firm (5-10 people): $500K-$2M (networking + prospecting)

• Mid-size firm (20-50 people): $5M-20M (add marketing)

SAAS/TECH

Lever Mix:

• Networking: 20-30%

• Prospecting: 30-40%

• Marketing: 40-50%

Why:

• Scalable product needs scalable distribution

• PLG (product-led growth) benefits from marketing

• Venture-backed = capital for ads

• Global market = need reach

Unique Considerations:

• Networking: Strategic partnerships, integrations

• Prospecting: Account-based marketing (ABM) to enterprise

• Marketing: Content marketing, free trials, demos

Revenue Potential:

• Bootstrap: $0-$1M (networking + prospecting)

• Seed funded: $1M-$5M (add aggressive marketing)

• Series A+: $5M-$50M+ (all three optimized)

AGENCIES (Marketing, Creative, Dev)

Lever Mix:

• Networking: 40-50%

• Prospecting: 30-40%

• Marketing: 20-30%

Why:

• Case studies and referrals drive most business

• Relationships are critical

• Marketing is "showing off" your work

• Competition is fierce

Unique Considerations:

• Networking: Past clients, agency communities

• Prospecting: Niche-specific (e.g., only SaaS companies)

• Marketing: Portfolio site, case studies, content

Revenue Potential:

• Solo agency: $100K-300K (networking-heavy)

• Small agency (5-10): $500K-$2M (add prospecting)

• Mid-size (20-50): $3M-10M (add marketing)

COACHING/TRAINING

Lever Mix:

• Networking: 50-60%

• Prospecting: 10-20%

• Marketing: 30-40%

Why:

• Personal brand is the product

• Referrals are gold (happy clients spread word)

• Marketing amplifies thought leadership

• Prospecting feels "salesy" (but works for B2B coaching)

Unique Considerations:

• Networking: Speaking, podcasts, communities

• Prospecting: Corporate training contracts

• Marketing: Webinars, lead magnets, books

Revenue Potential:

• Solo coach: $100K-500K (networking + marketing)

• Group programs: $500K-$2M (marketing-heavy)

• Corporate training: $1M-$5M (prospecting to F500)

ECOMMERCE/PHYSICAL PRODUCTS

Lever Mix:

• Networking: 10-20%

• Prospecting: 10-20%

• Marketing: 60-80%

Why:

• Lower ticket prices = need volume

• Direct-to-consumer = ads mandatory

• Retail partnerships = prospecting/networking

• Scalability requires marketing

Unique Considerations:

• Networking: Influencer partnerships, wholesale

• Prospecting: Retail buyers (Target, Whole Foods, etc.)

• Marketing: Facebook/Instagram ads, email, SEO

Revenue Potential:

• Solo/small: $100K-$1M (marketing + influencer partnerships)

• Mid-size: $1M-$10M (aggressive paid ads)

• Large: $10M+ (omnichannel marketing)

REAL ESTATE

Lever Mix:

• Networking: 70-80%

• Prospecting: 10-20%

• Marketing: 10-20%

Why:

• Referrals drive 60-80% of business

• Relationships are everything

• Local market focus

• Trust is the primary currency

Unique Considerations:

• Networking: Past clients, local community, open houses

• Prospecting: FSBOs, expired listings, geofarm

• Marketing: Facebook ads for listings, SEO for local

Revenue Potential:

• Individual agent: $50K-$500K (networking-heavy)

• Small team: $500K-$2M (add prospecting)

• Large team/brokerage: $2M-$20M (systems + marketing)

MANUFACTURING/B2B WHOLESALE

Lever Mix:

• Networking: 40-50%

• Prospecting: 40-50%

• Marketing: 10-20%

Why:

• Relationship-driven long sales cycles

• Trade shows and industry events

• Large contracts = fewer customers needed

• Marketing supports sales, doesn't replace

Unique Considerations:

• Networking: Trade shows, industry associations

• Prospecting: Direct to buyers/procurement

• Marketing: Catalog, product demos, content

Revenue Potential:

• Small manufacturer: $500K-$3M (networking + prospecting)

• Mid-size: $3M-$20M (optimize both + light marketing)

• Enterprise: $20M+ (account-based everything)

HEALTHCARE (Private Practice, Med Spa, etc.)

Lever Mix:

• Networking: 40-50%

• Prospecting: 10-20%

• Marketing: 40-50%

Why:

• Referrals from other providers

• Local marketing to consumers

• Regulatory limits on certain advertising

• Patient reviews drive business

Unique Considerations:

• Networking: Other doctors, specialists

• Prospecting: B2B (corporate wellness programs)

• Marketing: Google Ads, SEO, patient education

Revenue Potential:

• Solo practice: $200K-$1M (networking + local marketing)

• Group practice: $1M-$5M (marketing + referral network)

• Med spa/elective: $500K-$3M (marketing-heavy)

KEY TAKEAWAY: The Three Levers work everywhere, but the MIX changes based on:

• Ticket price (higher = more networking/prospecting)

• Sales cycle (longer = more networking)

• Scalability of product (higher = more marketing)

• Trust requirement (higher = more networking)

• Capital available (more = more marketing)

Adapt the ratios to your industry, but the framework holds.

Q: What if I'm B2C instead of B2B?

B2C Requires Shifting the Lever Mix:

B2B Default (Framework as Designed):

• Networking: 40%

• Prospecting: 30%

• Marketing: 30%

B2C Adaptation:

• Networking: 20% (partnerships, influencers, affiliates)

• Prospecting: 10% (high-volume, less personal)

• Marketing: 70% (mandatory for scale)

HOW EACH LEVER CHANGES IN B2C:

Networking (20%):

B2B Networking:

• Build Core 150 of decision-makers

• Deep 1:1 relationships

• Personal referrals

B2C Networking:

• Influencer partnerships (they refer their audience)

• Affiliate programs (commissions for referrals)

• Strategic brand partnerships (co-marketing)

• Local community (if brick-and-mortar)

Example:

• D2C skincare brand partners with 20 micro-influencers

• Each influencer has 10K-50K followers

• They promote with affiliate codes

• Result: Network effect without 1:1 relationships

Prospecting (10%):

B2B Prospecting:

• Deep personalization

• Multi-touch, multi-month nurture

• 1:1 conversations

B2C Prospecting:

• High-volume, low-personalization

• Bulk email/SMS campaigns

• Retargeting ads (behavioral prospecting)

• Cart abandonment sequences

Example:

• Ecommerce store sends 10,000 "abandoned cart" emails/day

• 5% conversion = 500 recovered sales/day

• Automated, not personal

Marketing (70%):

Why Marketing Dominates B2C:

• Lower ticket prices = need volume (can't do 1:1)

• Shorter sales cycles = faster decisions (ads work)

• Impulse purchases = emotional triggers (marketing excels)

• Broader audience = need reach (can't network your way to millions)

B2C Marketing Tactics:

• Paid Ads: Facebook, Instagram, TikTok, Google

• Content Marketing: SEO blog posts, YouTube, social

• Email Marketing: Automated sequences, promotions

• Influencer Marketing: Paid partnerships

• Affiliate Marketing: Commission-based distribution

• PR/Media: Press coverage, podcast appearances

Example Funnel:

• Facebook ad → Product page → Add to cart → Checkout

• Cost per click: $0.50

• Conversion rate: 2%

• Average order value: $50

• Cost per acquisition: $25

• Profit per order: $20

• Result: Profitable at scale

B2C REVENUE CEILINGS:

The capacity ceilings shift dramatically:

Networking (Partnerships): $100K-$500K

• Limited by number of influencers/partners

• Each partnership has reach limits

• Manual relationship management

Prospecting (Email/SMS): $500K-$2M

• Limited by list size and deliverability

• Email fatigue sets in

• Compliance issues (GDPR, CAN-SPAM)

Marketing (Ads + Content): $2M-$100M+

• Only limited by ad budget and market size

• Infinitely scalable

• Can serve millions simultaneously

The B2C Pattern:

• $0-100K: Organic content + influencer partnerships

• $100K-500K: Add email marketing + small ad budget

• $500K-$2M: Scale ads aggressively

• $2M+: Omnichannel marketing (ads, content, PR, affiliates)

B2C INVESTMENT:

Stage 1 ($0-100K):

• Focus: Organic social + partnerships

• Investment: $0-10K (mostly time)

• Timeline: 6-18 months

Stage 2 ($100K-500K):

• Focus: Email + small ad tests

• Investment: $20K-50K/year ($2K-5K/month ads)

• Timeline: 12-24 months

Stage 3 ($500K-$2M):

• Focus: Scale winning ad campaigns

• Investment: $100K-300K/year ($10K-25K/month ads)

• Timeline: 18-36 months

Stage 4 ($2M+):

• Focus: Omnichannel dominance

• Investment: $500K-$2M+/year in marketing

• Timeline: Ongoing optimization

B2C SUCCESS EXAMPLES:

Example 1: D2C Apparel Brand

• Year 1: Instagram organic + micro-influencers (networking) → $150K

• Year 2: Facebook/Instagram ads + email (marketing) → $800K

• Year 3: Scale ads + affiliates → $3M

• Year 4: Omnichannel (TikTok, Google, PR) → $10M+

Example 2: Online Course Creator

• Year 1: YouTube organic + webinars (marketing) → $100K

• Year 2: Facebook ads + email funnels → $500K

• Year 3: Partnerships with platforms (networking) + scaled ads → $2M

• Year 4: Affiliate program + continued ads → $5M+

Example 3: Local Restaurant (Hybrid B2C)

• Networking: 50% (local community, regulars, word-of-mouth)

• Prospecting: 10% (email/SMS to customer list)

• Marketing: 40% (local ads, SEO, social media)

• Revenue: $500K-$2M (location-dependent)

BOTTOM LINE:

B2C can use the Three Levers framework, but:

• Marketing becomes 60-80% of the mix

• Networking shifts to partnerships/influencers

• Prospecting becomes automated/high-volume

• Revenue ceilings are MUCH higher (but harder to reach without capital)

If you're B2C, start with organic content and partnerships (cheap), validate product-market fit, then pour money into marketing (expensive but scalable).

COMMON NETWORKING/PROSPECTING MISTAKES

Q: What are the most common mistakes people make with this framework?

MISTAKE #1: Doing All Three Badly Instead of One Well

The Trap:

• "I'll network 2 hours/week, send 50 emails/week, and run $1K in ads"

• Spread thin across all three

• No lever gets enough energy to work

• Result: Mediocre results everywhere

The Fix:

• Pick ONE lever to dominate for 90 days

• Go ALL IN (10+ hours/week)

• Master it before adding the next

• Example: 20 coffee meetings/week (networking) for 3 months straight

Why This Works:

• Focus compounds

• You learn faster with intensity

• One lever working well > three levers working poorly

MISTAKE #2: Starting with Marketing When You're Broke

The Trap:

• $0 in revenue, $10K in savings

• Think: "I'll just run Facebook ads and scale fast"

• Burn $10K in 2 months testing

• No customers, no learnings, no capital

• Result: Failure and broke

The Fix:

• If you have <$50K available, START WITH NETWORKING

• Prove your offer works first (get 5-10 customers manually)

• Use those profits to fund prospecting

• Only add marketing when you have $100K+ to invest

Why This Works:

• Marketing amplifies what already works

• You can't afford the learning curve of ads when broke

• Networking is free and proves product-market fit

MISTAKE #3: Giving Up Too Early

The Trap:

• Try networking for 2 months, get 0 referrals

• "This doesn't work"

• Switch to prospecting

• Send 100 emails, get 2 responses

• "This doesn't work either"

• Give up entirely

The Fix:

• Commit to 90 days MINIMUM before evaluating

• Track leading indicators, not just revenue

• Understand the timeline:

  • Networking: 6-12 months to ROI

  • Prospecting: 3-6 months to optimize

  • Marketing: 6-12 months to profitability

Why This Works:

• Most breakthroughs happen after the "messy middle"

• You quit right before it would have worked

• Consistency beats intensity over time

MISTAKE #4: Not Tracking Metrics

The Trap:

• "I've been networking for 6 months"

• "How many coffees?" → "I don't know"

• "How many referrals given?" → "Uh, maybe 10?"

• "How many received?" → "Not sure"

• Result: Can't improve what you don't measure

The Fix:

• Track EVERYTHING in a spreadsheet or CRM

• Weekly review: What worked? What didn't?

• Monthly review: What patterns emerge?

• Data drives decisions, not gut feelings

Metrics to Track by Lever:

Networking:

• Coffee meetings held

• Referrals given

• Referrals received

• LinkedIn engagement (comments, DMs)

• Community participation

Prospecting:

• Touches sent (emails, calls, InMails)

• Response rate

• Conversations booked

• Demos conducted

• Close rate

Marketing:

• Ad spend

• Impressions, clicks, CTR

• Landing page conversion

• Webinar attendance

• Demo bookings

• Cost per customer

Why This Works:

• You see what's working in real-time

• You optimize based on data, not guesses

• You don't waste time on what doesn't work

MISTAKE #5: Being Vague About Your ICP

The Trap:

• "I help businesses with marketing"

• "Who specifically?" → "Anyone who needs marketing"

• Result: No one can refer you, no one knows who you're for

The Fix:

• Get HYPER specific:

  • "I help SaaS companies with $1M-10M ARR fix their LinkedIn strategy"

  • "I help real estate agents in Austin get 10+ listings/month through Facebook ads"

  • "I help fractional CFOs package their services and close $10K+/month retainers"

Why This Works:

• Specific = memorable

• People can picture exactly who to send you

• You attract the RIGHT leads, not just any leads

MISTAKE #6: Not Giving Value First (Networking)

The Trap:

• Meet someone new

• Immediately: "Can you intro me to your network?"

• They ghost you

• "Networking doesn't work"

The Fix:

• Give FIRST, ask later

• 3:1 ratio → Give 3 referrals before asking for 1

• Provide value in every interaction

• Be genuinely interested in helping them

Why This Works:

• Reciprocity is powerful

• People remember who helped them

• You build real relationships, not transactional ones

MISTAKE #7: Using Generic Messaging (Prospecting)

The Trap:

• Send 500 identical emails: "Hi [NAME], I'm reaching out because..."

• 0% response rate

• "Prospecting doesn't work"

The Fix:

• Personalize the first line (reference their LinkedIn, company news, etc.)

• Make it about THEM, not you

• Specific value prop (not "we help businesses grow")

• Example: "Saw you just raised Series A—congrats! Most SaaS companies struggle with LinkedIn post-funding. We helped [Similar Company] 3x their pipeline in 90 days. Worth a chat?"

Why This Works:

• People respond to relevance

• Shows you did research

• Stands out from spam

MISTAKE #8: No Follow-Up System

The Trap:

• Have great coffee meeting

• "Let's stay in touch!"

• Never follow up

• Relationship dies

The Fix:

• Calendar reminder for follow-up (30/60/90 days)

• Send value-add emails (article, intro, congrats on win)

• Consistent touchpoints = staying top-of-mind

Why This Works:

• Most deals happen on the 5th+ touch

• Relationships need nurturing

• Systems prevent "out of sight, out of mind"

MISTAKE #9: Optimizing for Vanity Metrics

The Trap:

• "I got 10,000 impressions on my LinkedIn post!"

• "How many leads?" → "Well... none"

• Focusing on likes, not revenue

The Fix:

• Focus on MONEY metrics:

  • Leads generated

  • Demos booked

  • Deals closed

  • Revenue

• Vanity metrics are nice, but cash pays bills

Why This Works:

• What gets measured gets managed

• Revenue is the only metric that matters long-term

MISTAKE #10: Not Adjusting Strategy Based on Stage

The Trap:

• At $0: Try to do marketing (burn money)

• At $250K: Still only networking (hit ceiling)

• At $500K: Still manually prospecting (can't scale)

• Result: Stuck at each plateau

The Fix:

• $0-100K: Networking ONLY

• $100K-250K: ADD Prospecting

• $250K-500K: ADD Marketing

• $500K-$1M+: OPTIMIZE All Three

Why This Works:

• Each stage has different constraints

• The lever that got you HERE won't get you THERE

• Adapt or plateau

ADVANCED LINKEDIN STRATEGY

Q: How do the three levers feed each other to create a flywheel?

The Flywheel Effect: When All Three Levers Amplify Each Other

Most people think the levers are SEPARATE. They're not. At scale, they COMPOUND.

THE COMPOUND LOOPS:

Loop 1: Networking → Marketing

How It Works:

• Your Core 150 relationships become case studies and testimonials

• They refer you to speaking opportunities

• They share your content on LinkedIn

• They become affiliate partners

Example:

• You help a client get results through networking

• They give you a video testimonial

• You use that testimonial in your marketing funnel

• Ad conversion rate jumps 40%

• More customers from ads

• More testimonials from ads

• Loop repeats

The Multiplier:

• 1 great networking relationship = 10+ marketing assets

• Their referrals come pre-sold (easier to convert in marketing funnel)

Loop 2: Marketing → Prospecting

How It Works:

• Your marketing creates brand awareness

• When you prospect, people already know you

• Emails get higher open rates

• Calls get returned faster

• "Warm prospecting" vs cold

Example:

• You run LinkedIn ads for 6 months

• Build audience of 10K people who've seen your content

• Now you start prospecting

• Email: "Hey, not sure if you've seen my content on LinkedIn, but..."

• Response rate 3x higher than cold prospecting

• Because you're familiar, not a stranger

The Multiplier:

• Marketing "warms up" your prospects

• Prospecting close rate goes from 2% to 8%

• Same effort, 4x results

Loop 3: Prospecting → Networking

How It Works:

• Customers you close through prospecting become networking advocates

• They refer you to their network

• They introduce you at events

• They become part of your Core 150

Example:

• You cold email a prospect, close them

• They get great results

• They introduce you to 3 other CEOs

• Those CEOs become clients

• Now you have 4 advocates in that industry

• They refer 2-3 people each/year

• 12+ warm leads annually from one prospecting win

The Multiplier:

• 1 prospecting customer → 3-5 networking relationships

• Those relationships → 6-15 referrals/year

• Exponential growth

Loop 4: Marketing → Networking

How It Works:

• Your content attracts strategic partners

• They reach out to collaborate

• You build relationships through collaboration

• They refer you to their network

Example:

• You create a popular LinkedIn assessment

• Another thought leader sees it

• They DM you: "Love this. Want to co-host a webinar?"

• You collaborate, share audiences

• Their 50K followers see you

• You gain 500 new connections

• 50 become Core 150 relationships

The Multiplier:

• Content creates inbound networking opportunities

• You don't chase relationships, they come to you

Loop 5: Networking → Prospecting

How It Works:

• Your network gives you warm intros to Dream 100

• Prospecting becomes "referred prospecting"

• Close rates skyrocket

Example:

• You're prospecting Company X (Dream 100)

• Your Core 150 member knows their CEO

• They intro you warmly

• Instead of cold email, you have warm meeting

• Close rate: 60% vs 2% cold

The Multiplier:

• Warm intros convert 10-30x better than cold

• Your Dream 100 becomes achievable

Loop 6: Prospecting → Marketing

How It Works:

• Prospecting teaches you the market

• You learn objections, pain points, messaging

• You use this intel to improve marketing

• Marketing becomes hyper-targeted

Example:

• You make 500 prospecting calls

• You hear the same 3 objections repeatedly

• You update your marketing to address those objections

• Landing page conversion jumps 50%

• Ad ROI improves from 2:1 to 5:1

The Multiplier:

• Sales conversations = market research for free

• Marketing becomes more effective because it's based on real conversations

THE FULL FLYWHEEL IN ACTION:

Month 1-12: Networking Phase

• Build Core 150

• Get 10 clients through referrals

• Collect testimonials and case studies

Month 13-24: Add Prospecting

• Use case studies in outreach

• Close 20 more clients

• Some become networking advocates

• Build Dream 100 list

Month 25-36: Add Marketing

• Use testimonials in ads

• Content attracts inbound leads

• Marketing "warms up" prospects for prospecting

• Prospecting teaches marketing what works

• Customers become marketing case studies AND networking advocates

Month 37+: Flywheel Effect

• Marketing brings in 40 leads/month

• Prospecting converts 20 leads/month

• Networking generates 10 referrals/month

• Total: 70 leads/month (vs 10 in Month 1)

• Close rate improves (warm leads)

• Customer LTV increases (better fit)

• Each lever makes the others stronger

Revenue Growth:

• Month 1: $10K (networking only)

• Month 12: $100K (networking optimized)

• Month 24: $250K (networking + prospecting)

• Month 36: $500K (all three working)

• Month 48: $1M+ (flywheel compounding)

WHY MOST PEOPLE NEVER CREATE THE FLYWHEEL:

1. They give up before Month 24 (never add all three levers)

2. They don't connect the systems (each lever operates in silo)

3. They don't track attribution (don't see how they feed each other)

4. They optimize each lever independently (miss the compound effect)

HOW TO BUILD THE FLYWHEEL:

Step 1: Systematize Each Lever

• Networking: CRM for Core 150, weekly coffee schedule

• Prospecting: Automated sequences, Dream 100 tracker

• Marketing: Funnel, ad campaigns, content calendar

Step 2: Connect the Data

• Tag every lead source in CRM

• Track: "This customer came from marketing, referred 3 people (networking), who we then prospected"

Step 3: Look for Compound Opportunities

• Every customer: Ask for testimonial (marketing) + intro to 3 people (networking)

• Every piece of content: Share with Core 150 (networking) + use in prospecting emails

• Every prospecting call: Learn objection → Update marketing messaging

Step 4: Hire for the Flywheel

• Marketing person also manages testimonials (networking output)

• SDR shares objections with marketing team

• Networking manager identifies speaking opps (marketing input)

Step 5: Measure the Compound Effect

• Track: Customer LTV by source (referrals are usually 2-3x higher)

• Track: Prospecting conversion rates before/after marketing launch

• Track: Marketing conversion rates with/without testimonials

THE ULTIMATE GOAL:

When the flywheel is working:

• You can't tell where one lever ends and another begins

• Every action serves multiple levers

• Growth accelerates without linear effort increase

• The whole becomes greater than sum of parts

That's when you hit $1M+ and beyond.

Q: What's the next level after mastering all three levers?

LEVEL 5: THE EMPIRE STAGE

Once you've hit $1M+ and optimized all three levers, the next levels are:

LEVEL 5A: PLATFORM BUILDING

What It Means:

• You become the platform others use

• Instead of just leads, you create infrastructure

• Your audience becomes a distribution channel

Examples:

• Community: Launch paid membership (Skool, Circle)

• Marketplace: Connect buyers and sellers

• Certification: Train others in your method

• Software: Build tools your market needs

Revenue Impact:

• Opens new revenue streams beyond service delivery

• Recurring revenue from platform fees

• Passive income from infrastructure

Example:

• You built a $1M/year agency using the Three Levers

• Now you create a community teaching others the framework ($10K-50K/month recurring)

• You certify others in your methodology ($5K-20K per certification)

• You build software to automate one of the levers ($20K-100K/month SaaS)

• Total: $1M (services) + $500K-1M (platform) = $1.5M-2M

LEVEL 5B: PRODUCTIZATION

What It Means:

• Convert your service into scalable products

• Less time-for-money, more leverage

Examples:

• Courses: One-to-many education ($100-5K/person)

• Software: Automate what you do manually

• Templates/Frameworks: Sell your IP

• Done-with-you Programs: Hybrid service + product

Revenue Impact:

• Higher profit margins (sell same thing infinite times)

• Less delivery overhead

• Scalable to millions

Example:

• You built a $1M consulting business using the Three Levers

• You create a $2K online course teaching your framework

• You sell 500 seats/year = $1M (product revenue)

• You still do $500K in high-end consulting

• Total: $1.5M with less time required

LEVEL 5C: STRATEGIC ACQUISITIONS

What It Means:

• Buy competitors or complementary businesses

• Roll up the market

• Create economies of scale

Examples:

• Acquire 3 smaller agencies, consolidate operations

• Buy your biggest competitor

• Acquire companies with great clients, integrate them

• Build a holding company

Revenue Impact:

• Instant scale (buy revenue instead of growing it)

• Eliminate competition

• Cross-sell across portfolio

Example:

• You built a $1M agency

• You acquire 2 competitors for $500K each (1x revenue)

• Combined revenue: $3M

• Consolidate operations: save $300K/year

• Cross-sell services: add $500K/year

• New total: $3.5M with better margins

LEVEL 5D: GEOGRAPHIC/VERTICAL EXPANSION

What It Means:

• Replicate your model in new markets

• Go international or target new industries

Examples:

• Expand from US to UK/EU/Australia

• Serve new verticals with same framework

• Franchise your model

• License your IP to other regions

Revenue Impact:

• Multiply revenue by number of markets

• Diversify risk across geographies/industries

Example:

• You built a $1M business serving US SaaS companies

• You expand to UK market: +$300K

• You expand to Australia: +$200K

• You license model to partners in 3 other countries: +$300K

• Total: $1.8M

LEVEL 5E: BECOME THE CATEGORY LEADER

What It Means:

• You're not just successful, you DEFINE the category

• You set industry standards

• Others copy you

Examples:

• Write the definitive book (like "High Energy Networking")

• Keynote at major industry conferences

• Get featured in major media (Forbes, Inc, Entrepreneur)

• Create industry awards/rankings

• Host the biggest industry event

Revenue Impact:

• Premium pricing (you're THE expert)

• Inbound leads flood in

• Strategic partnerships seek you out

• Acquisition offers at premium multiples

Example:

• You built a $1M business

• You write a bestselling book

• You keynote at 10 major conferences ($20K-50K/talk)

• Your pricing doubles (people pay for THE expert)

• Inbound leads 3x

• Revenue: $2M-3M with same effort

LEVEL 5F: EXIT/ACQUISITION

What It Means:

• Sell your business for 3-10x revenue

• Cash out and move to next venture or retire

Multiples by Business Type:

• Service business: 1-3x revenue

• Agency with recurring: 2-4x revenue

• SaaS/product: 5-10x revenue

• Platform/marketplace: 10-20x revenue

Example:

• You built a $2M agency with 40% margins

• Profit: $800K/year

• Multiple: 3-4x revenue or 6-8x profit

• Sale price: $6M-8M

What Makes You Sellable:

• Systems documented (not dependent on you)

• Team in place (business runs without you)

• Recurring revenue (predictable)

• Profitable (not just revenue)

• Diversified client base (not 1-2 big clients)

LEVEL 5G: BUILD THE EMPIRE (HOLD MULTIPLE BUSINESSES)

What It Means:

• Don't sell, keep building

• Start new businesses using the same framework

• Build a portfolio

Example:

• Business 1: $2M agency (Built with Three Levers)

• Business 2: $1M SaaS product (Automates one of the levers)

• Business 3: $500K education business (Teaching the levers)

• Business 4: $1M coaching/consulting (High-end strategy)

• Total: $4.5M portfolio

Why This Works:

• Each business feeds the others (ecosystem)

• Diversified income streams

• Use same playbook across businesses

• Build generational wealth

WHAT'S POSSIBLE AFTER $1M:

Year 1-3: Master the Three Levers → $1M Year 4-5: Optimize the Flywheel → $2M-3M Year 6-7: Build the Platform → $5M-10M Year 8-10: Empire/Exit → $10M-50M+

The Pattern:

• First $100K: Learn

• Next $900K: Execute

• Next $1M: Optimize

• Next $3M: Scale

• Next $5M+: Build empire or exit

YOUR CHOICE AT $1M+:

Do you want to:

1. Sell and exit? (Take $3M-10M and retire/start fresh)

2. Build the empire? (Go to $10M-50M+)

3. Create passive income? (Productize, step back)

4. Become the category king? (Dominate the market)

All are valid. The Three Levers get you to $1M. What happens after is your choice.

TOOLS & RESOURCES

Q: What are the essential tools I need to implement the Three Revenue Levers?

CORE TOOLS (Everyone Needs These):

1. CRM (Customer Relationship Management)

Purpose: Track all relationships, leads, and deals across all three levers

Options:

• Starter ($0-100K revenue): HubSpot Free CRM

• Growth ($100K-500K revenue): GHL with UnilimitedDigialMarketing.com

• Scale ($500K+ revenue): GHL with UnilimitedDigialMarketing.com

Why You Need It:

• Can't manage 150+ relationships in your head

• Track which lever each lead came from

• Measure ROI by source

• Automate follow-ups

2. LinkedIn Premium/Sales Navigator

Purpose: Essential for networking and prospecting

Cost: $79-99/month

Why You Need It:

• Advanced search (find your Dream 100)

• See who viewed your profile

• Send InMails (bypasses connection requirement)

• Track leads and accounts

• Research prospects deeply

This is non-negotiable if you're doing B2B.

3. Email Tool

Purpose: Manage communication across all levers

Options:

• Starter: Gmail/Outlook (free)

• Growth: GHL with UnilimitedDigialMarketing.com

• Scale: GHL with UnilimitedDigialMarketing.com

Why You Need It:

• Automated follow-ups

• Email sequences

• Track opens/clicks

• Segment your audience

4. Scheduling Tool

Purpose: Make booking meetings frictionless

Options:

• Calendly ($10-20/month)

• GHL with UnilimitedDigialMarketing.com

• HubSpot Meetings (included in CRM)

Why You Need It:

• No back-and-forth emails

• Integrates with calendar

• Sends reminders automatically

• Reduces no-shows

5. Project Management/Task Tracker

Purpose: Stay organized across all activities

Options:

• Notion (free-$10/month)

• Asana (free-$25/month)

• Monday.com ($9-19/user/month)

• ClickUp (free-$19/month)

Why You Need It:

• Track daily/weekly tasks for each lever

• Don't drop balls

• See progress over time

• Delegate to team

LEVER-SPECIFIC TOOLS:

NETWORKING TOOLS:

Relationship CRM:

• Clay ($20-50/month) - Purpose-built for relationship tracking

• Folk ($20-40/month) - Personal CRM

• Dex ($10-20/month) - Relationship reminder system

Why: Track Core 150, remember personal details, set follow-up reminders

Community/Networking Platforms:

• Lunchclub (free) - AI-matched networking

• OnDeck communities ($2K-5K/year) - Founder peer groups

• EO/YPO/Vistage ($5K-20K/year) - CEO peer groups

Why: Structured networking, high-quality connections

Content Creation (for LinkedIn):

• Canva Pro ($13-30/month) - Graphics

• Descript ($24-50/month) - Video editing

• Grammarly ($12-30/month) - Writing

Why: Create engaging content to stay top-of-mind

PROSPECTING TOOLS:

Email Automation:

• Instantly.ai ($37-97/month) - Cold email at scale

• Lemlist ($59-99/month) - Personalized video emails

• Smartlead ($39-94/month) - Multi-inbox management

Why: Send 100-500 emails/day, track responses, follow up automatically

Data/Lead Enrichment:

• Apollo.io ($49-99/month) - All-in-one prospecting platform

• ZoomInfo ($10K-30K/year) - Enterprise contact data

• Hunter.io ($49-99/month) - Email finder

• Clearbit ($50-1K/month) - Data enrichment

Why: Find emails, phone numbers, company data for Dream 100

LinkedIn Automation (Use Carefully):

• Phantombuster ($30-400/month) - Automate LinkedIn tasks

• Expandi/Dripify ($99/month) - LinkedIn automation

• Waalaxy ($20-80/month) - LinkedIn + email automation

Why: Scale connection requests, InMails, profile views

Warning: Don't overuse or LinkedIn will restrict your account. Stay within daily limits.

Dialer/Phone System:

• Aircall ($30-50/user/month) - Cloud-based phone

• JustCall ($19-49/user/month) - Cheaper alternative

• WAVV with GHL ($149/month) - GHL with UnilimitedDigialMarketing.com

Why: Make 50-100 calls/day efficiently, track conversations, leave voicemails at scale

MARKETING TOOLS:

Landing Pages/Websites:

• Webflow ($19-49/month) - Beautiful, no-code sites

• Unbounce ($90-225/month) - Conversion-optimized landing pages

• Leadpages ($37-239/month) - Simple and fast

Why: Capture leads from ads, create funnels

Email Marketing:

• ConvertKit ($29-79/month) - Best for creators

• ActiveCampaign ($29-259/month) - Advanced automation

• Klaviyo ($20-1K/month) - Best for ecommerce

Why: Automated nurture sequences, segment audiences, track conversions

Webinar Platforms:

• Zoom ($15-20/month) - Live webinars

• WebinarJam ($499-999/year) - Automated + live hybrid

• Demio ($42-184/month) - Marketing-focused

Why: Host educational webinars (middle-of-funnel conversion)

Ad Platforms (Native):

• LinkedIn Campaign Manager (free to use)

• Facebook Ads Manager (free to use)

• Google Ads (free to use)

Why: Where you actually run ads

Ad Management Tools:

• AdEspresso ($49-259/month) - Manage multiple platforms

• Madgicx ($29-399/month) - AI-powered optimization

• Triple Whale ($129-799/month) - Attribution and analytics

Why: Optimize campaigns, track ROI, scale winners

Analytics:

• Google Analytics (free) - Website traffic

• Hotjar ($0-80/month) - Heatmaps, user recordings

• Mixpanel ($0-899/month) - Product analytics

Why: See where visitors drop off, optimize conversion rates

Creative/Design:

• Canva Pro ($13-30/month) - Ad creative, graphics

• Adobe Creative Cloud ($55-80/month) - Professional design

• Figma ($12-45/month) - UI/UX design

Why: Create ads, landing pages, graphics

PRODUCTIVITY/OPERATIONS:

AI Assistants:

• ChatGPT Plus ($20/month) - Writing, research, strategy

• Claude Pro ($20/month) - Long-form writing, analysis

• Jasper ($39-125/month) - Marketing copy

Why: Speed up content creation, research, messaging

Video Recording:

• Loom ($15/month) - Quick video messages

• Vidyard ($15-150/month) - Sales video platform

• Descript ($24-50/month) - Video editing + transcription

Why: Personalized outreach, demo videos, content creation

Automation/Integrations:

• Zapier ($20-400/month) - Connect all your tools

• Make.com ($9-29/month) - Advanced automation

• n8n (free-$20/month) - Open-source alternative

Why: Automate repetitive tasks between tools

RECOMMENDED STACK BY STAGE:

STAGE 1 ($0-100K) - Total: $100-300/month

• HubSpot Free CRM (free)

• LinkedIn Premium ($79/month)

• Calendly ($10/month)

• Notion (free)

• Canva Pro ($13/month)

• Gmail (free)

STAGE 2 ($100K-250K) - Total: $300-700/month

• HubSpot Starter CRM ($45-100/month)

• LinkedIn Sales Navigator ($99/month)

• Instantly.ai ($49/month)

• Apollo.io ($49/month)

• ConvertKit ($29/month)

• Calendly Pro ($20/month)

• Loom ($15/month)

STAGE 3 ($250K-500K) - Total: $800-2,000/month

• HubSpot Professional ($800/month)

• LinkedIn Sales Navigator ($99/month)

• Apollo.io or ZoomInfo ($99-1K/month)

• Instantly.ai ($79/month)

• ActiveCampaign ($99/month)

• Unbounce ($90/month)

• Demio or Zoom ($50/month)

• Canva + Adobe ($43-110/month)

• Zapier ($20-100/month)

STAGE 4 ($500K-$1M+) - Total: $2,000-5,000/month

• HubSpot Professional or Salesforce ($800-3K/month)

• All Stage 3 tools

• ZoomInfo ($1K-2K/month)

• Multiple ad platforms (spend, not tools)

• Advanced analytics (Mixpanel, Triple Whale)

• Team collaboration tools

• Agency/consultants ($5K-20K/month separate)

DON'T OVERBUY TOOLS:

Common Mistake:

• Buying every tool upfront

• Spending $1K-2K/month on tools with $0 revenue

• Tool graveyard (bought but never used)

Smart Approach:

• Start minimal (free/cheap tools)

• Add tools as you hit capacity limits

• Only pay for what you actively use

• Review monthly: "Am I using this?"

Remember: Tools don't generate revenue. Execution does. Start with the minimum, upgrade as you scale.

Q: Where can I learn more about implementing the Three Revenue Levers?

OFFICIAL RESOURCES:

Take the Assessment (3 minutes)

• THIS PAGE!

• Get personalized strategy

• Download PDF with 90-day plan

• Free

Book a Strategy Call

• URL: strategy.evyai.com/meet

• 30-60 minute consultation

• Review your assessment results

• Get custom recommendations

• Free or $500 (depending on your setup)

Join Next Class/Webinar

• URL: www.evyai.com/webinar

• Deep dive into all three levers

• Live Q&A

• Community support

• Free or $X (depending on your pricing)

BOOKS (Recommended Reading):

Networking:

• "High Energy Networking" by Joe Apfelbaum (your book)

• "Never Eat Alone" by Keith Ferrazzi

• "The Go-Giver" by Bob Burg

• "How to Win Friends and Influence People" by Dale Carnegie

Prospecting:

• "Fanatical Prospecting" by Jeb Blount

• "The Ultimate Sales Machine" by Chet Holmes (Dream 100 framework)

• "Predictable Revenue" by Aaron Ross

• "Combo Prospecting" by Tony Hughes

Marketing:

• "DotCom Secrets" by Russell Brunson (funnels)

• "Traction" by Gabriel Weinberg (19 channels)

• "Influence" by Robert Cialdini (psychology)

• "$100M Offers" by Alex Hormozi (offer creation)

Business Strategy:

• "The Lean Startup" by Eric Ries

• "Traction" by Gino Wickman (EOS)

• "Scaling Up" by Verne Harnish

• "Built to Sell" by John Warrillow

COMMUNITIES:

CEO Peer Groups:

• EO (Entrepreneurs' Organization) - $5K-10K/year

• YPO (Young Presidents' Organization) - $10K-20K/year

• Vistage - $10K-20K/year

• Hampton - $8K/year

Online Communities:

• Skool communities ($99-299/month)

• OnDeck - $2K-5K per cohort

• indie hackers (free)

COURSES/TRAINING:

Networking:

• High Energy Networking (your course)

• BNI (Business Network International)

Prospecting:

• Sales training from Sandler, Challenger, SPIN

• LinkedIn Sales Navigator training

Marketing:

• DigitalMarketer Lab ($495/year)

• Traffic & Conversion Summit (conference)

• Russell Brunson's Funnel Hacking Live

TOOLS FOR LEARNING:

Podcasts:

• "My First Million" (Trends, strategy)

• "The Tim Ferriss Show" (High performers)

• "How I Built This" (Founder stories)

• "Masters of Scale" (Growth strategies)

YouTube Channels:

• Alex Hormozi (Offers, sales)

• Neil Patel (Marketing)

• Dan Martell (SaaS growth)

• Your channel (if you have one)

SUPPORT:

Hire a Coach/Consultant:

• Strategy consulting: $5K-15K/engagement

• Monthly coaching: $1K-5K/month

• Done-for-you implementation: $10K-50K/month

Join a Mastermind:

• Small group (6-12 people)

• $5K-20K/year

• Accountability + peer learning

NEXT STEPS:

1. Take the assessment (if you haven't)

2. Download this FAQ (bookmark for reference)

3. Join the next webinar (deep dive training)

4. Book a strategy call (if you want 1:1 help)

5. Start executing (pick one lever, go all in for 90 days)

THIS IS YOUR ROADMAP FROM $0 TO $1M+.

The Three Revenue Levers framework is complete. You have:

• ✅ The strategy (which lever when)

• ✅ The tactics (how to execute each lever)

• ✅ The budget (what it costs at each stage)

• ✅ The timeline (how long it takes)

• ✅ The tools (what you need)

• ✅ The resources (where to learn more)

Now it's execution time.

Don't overthink it. Pick your lever. Start today.

The lever you pull today determines the revenue you hit tomorrow.