From Inbound vs Outbound to Mixbound - with Sara Storm

Cold outreach is broken. Inbound alone won't scale you upstream. So what actually works in B2B sales right now?Sara Storm, Sales Director EMEA at N.Rich, founder of Break the Box and GTM strategist with 20+ years in B2B SaaS joins Michael Jäger to break down the MIXBOUND motion: how to blend account-based marketing and account-based sales into a single, signal-led system that builds trust before it asks for a meeting.In this episode:✌️ Win #1 — ABM + ABS in tandem: how Sara's team uses first- and third-party intent signals to trigger coordinated outreach across BDR and AE .✌️ Win #2 — The 20-minute account analysis: a low-effort, high-impact tactic that increased meeting booking rates by 29% by delivering value before making any ask.🌱 Fail — The online community that didn't land: why a well-intentioned sales council fell flat.Whether you're leading sales or scaling a GTM motion, this episode gives you a concrete playbook for moving from spray-and-pray outbound to a focused, trust-first MIXBOUND approach.Connect with Sara:🔗 LinkedIn: https://www.linkedin.com/in/saralstorm/🔗 Nrich: https://nrich.io/📩 Newsletter (SaaS & Revenue): https://stormysarascorner.beehiiv.com/🎙️ Beyond Revenue is hosted by Michael Jäger, Managing Partner at Cremanski & Company. New episodes every Friday.⏱️ Episode's timestamps00:00 — Intro & Sara's background04:20 — What "moving upstream" really means05:38 — GTM challenges: Nordics vs UKI08:07 — The GTM assumption that AI broke09:15 — Clear signals your inbound/outbound are misaligned15:49 — Win #1: ABM + ABS in tandem (+ the Stockholm dinner)21:14 — Win #2: The 20-minute account analysis (+29% meeting rate)23:33 — The fail: online community that didn't land27:43 — Key takeaways29:07 — Where to find Sara