Designing a Smarter Outbound Strategy with Alice Dawlat

How do you build real momentum when relationships, timing, and trust refuse to move in straight lines? I'm sitting down with Alice Dawlat, Director of Growth & Partnerships at REF Digital, letting you in on what business development really looks like when you come from a delivery-first background. We talk through her path from project management into leading growth, and why that transition is far more emotional and uncertain than most people expect. She shares how structure, organization, and precision don't disappear, they just have to evolve. We get into the uncomfortable moments where certainty doesn't exist yet, how trust is built before a contract is signed, and why the hand-off between selling and delivery can make or break everything. Later, we walk through what it takes to move from inbound opportunities to a deliberate outbound strategy. Alice talks about picking a niche, deciding who not to chase, and building credibility with people who don't know you yet. The conversation then explores how relationships start long before projects, why timing matters more than pressure, and how growth depends on resilience, alignment, and staying human in every interaction. Topics covered during this episode include: How structure, organization, and process shaped Alice's professional mindset. What triggers the shift from account leadership into business development responsibilities. How internal visibility gaps can reveal missed opportunities and broken information flow. The challenge of balancing certainty with ambiguity in early sales conversations. Why being overly detailed too early can create friction with potential clients. How negotiation really evolves through back-and-forth conversations rather than single presentations. The importance of translating sales context clearly for delivery teams. Why agencies relying only on inbound growth will eventually hit a ceiling. How outbound strategy starts with identifying the right decision-makers. Why events can become a powerful entry point for building first connections. How personalized outreach before events can create natural conversations. Why follow-up strategy prioritizes relevance over volume. How patience, resilience, and tenacity define long-term growth success. Check out this episode and discover why patience and clarity beat pressure every time!   Alice Dawlat on LinkedIn: https://www.linkedin.com/in/alicedawlat/