A practical, interactive working pack covering product understanding, sales strategy, outbound execution, enablement and the first 90 days.
I originally built this to prepare for our conversation. I wanted to share it because the research and working exercises show how I approach building a sales function, not just how I'd answer interview questions.
Hoopoz has a product story with two distinct commercial angles: helping regulated brands monitor the ads published on their behalf, and helping them identify potentially unlawful advertising elsewhere in the market.
Start with one or two verticals and real buyer conversations. Validate which product, persona and pain point produce qualified demand before expanding.
Run direct prospecting, discovery, demos and deal progression from the outset. Keep the systems lightweight so infrastructure supports selling rather than replacing it.
Apply AI to verified research, personalisation, call preparation and repetitive administration. Measure opportunities and revenue, not how many automations exist.
Start with Defend / compliance and affiliate teams and Reclaim / growth and performance marketing teams. Run focused, evidence-led tests to see which buyer owns the pain, which message starts conversations and which opportunities progress.
The research and strategy sections contain my proposals; the flashcards, sample outreach, discovery scenarios, objections and timed interview questions are interactive training material retained from the preparation pack. They are useful as reusable enablement exercises for a growing team.
Any editable notes and progress remain in your own browser's local storage and are not transmitted by this offline file. Examples and targets are illustrative unless explicitly marked as verified.
The commercial opportunity sits at the intersection of advertising intelligence, compliance evidence and platform action in regulated markets.
Updated site architecture: Hoopoz’s homepage now leads with Audit (own-brand risk), Market (sector visibility), and Boost (enforcement). Its pricing page still identifies Defend and Reclaim as the two products. This pack uses Defend/Reclaim for clarity and treats the three-part homepage message as current go-to-market framing.
The website makes claims about CPC improvements and ad removal. Commercial sales materials should use these as hypotheses or sourced product claims until customer-level outcome data is verified.
Affiliate and creator ad monitoring: detect missing disclosures, misleading claims, risk warnings or other market-specific issues. Uses AI for video, audio and visual scanning.
Likely buyers: Head of Compliance, Affiliate Director, Marketing Director, Legal/Regulatory Affairs
Value: lower monitoring effort, earlier intervention, audit-ready evidence
Monitors competitor ads on Meta and Google, builds structured evidence or takedown dossiers, and supports notices to platforms.
Likely buyers: Performance Marketing Director, Brand Protection, CMO, Compliance Lead
Value: reduced time chasing improper ads, potentially better quality of competitive auction
| Vertical | Illustrative risk / use case | How you'd talk about it |
|---|---|---|
| iGaming | Missing responsible-gambling language, age-gating, misleading bonus terms, affiliates outside policy | “You can have hundreds of affiliates publishing content, but no clear line of sight into what's live.” |
| Fintech | Missing warnings, unrealistic return claims, unapproved promotions, country-specific rules | “Compliance drift increases when marketing runs across multiple markets.” |
| Pharma / health | Prohibited or unsupported health claims, testimonials and ad disclosure issues | “Detection and traceable evidence help compliance prioritise high-risk exceptions.” |
| Insurance | Misleading cover claims, broker activity, exclusions and jurisdiction restrictions | “Monitor the claims made on your behalf, even when you're not the one posting them.” |
Lithuania's communications regulator granted Hoopoz DSA Trusted Flagger status on 3 June 2026, for consumer-information infringements and unsafe, non-compliant or prohibited products. Platforms must give qualifying notices priority treatment.
Smart line: “The designation makes the workflow commercially distinctive because it's not only identifying issues; it has an officially recognised route for priority review, subject to the platform's decision.”
Earlier LinkedIn positioning Broad “AI command centre” for creator discovery, compliance and ROI analytics.
Current website positioning More focused on regulated-market ad monitoring, particularly Defend and Reclaim. Creator Discovery remains an add-on in pricing.
Ask Is Hoopoz now prioritising regulated enterprise brands over broader creator-marketing teams? Which product has demonstrated stronger demand so far?
What does Hoopoz do, who buys it, and why does it matter?
The practical mix I would bring: hands-on outbound performance, building prospecting motions, coaching and enablement, and experience prospecting through to customer close.
Annual target attainment and President’s Club recognition in B2B SaaS sales development.
Developed outbound processes spanning account segmentation, messaging, prospecting sequences, workflows and supporting enablement.
Helped develop outbound messaging, talk tracks and the foundation for onboarding and coaching subsequent hires.
Led European SDR activity and developed call coaching, roleplay, battlecards and AI-supported research and personalisation resources.
Average monthly meetings against a 12-meeting target, combining personal delivery and peer support.
Hands-on SMB prospecting, discovery and customer closing experience.
| Hoopoz needs | Relevant experience | How I would apply it |
|---|---|---|
| Build outbound from an early stage | SPB UK and Blue Dot | Focus on ICP, sourcing, messages and first conversations before expanding the stack |
| Generate measurable pipeline | Mindtickle; Engagement Multiplier | Track conversion and repeatability, with a practical daily prospecting rhythm |
| Bring AI into everyday sales | AI research, personalisation and enablement resources | Use approved source data, review outputs and automate high-frequency administrative work |
| Run discovery through to next steps | Enterprise SDR work and Revolut sales | Lead with buyer problems, build multithreaded opportunities and create clear next actions |
| Document a motion others can use | Coaching resources, playbooks and workflows | Make lessons reusable without creating heavyweight management overhead |
UK GTM playbook: market mapping, personas, outreach structure and sales workflows.
SDR coaching playbook: call analysis, talk tracks, roleplays and consistent coaching resources.
AI-assisted prospect research: repeatable account research and personalisation prompts with attention to source quality.
Explore further work at jason-brett.com. Portfolio demos may use anonymised or illustrative information and should not be treated as historical customer-performance data.
These are examples from my interview preparation. They capture the commercial thinking in a conversational way rather than polished sales theatre.
“My background is mostly B2B SaaS outbound, but I've always enjoyed building the process as well as doing the selling. At SPB I worked on the UK outbound motion, including targeting, messaging and workflows. I've built playbooks and AI research tools to help reps work more effectively, and at Mindtickle I finished at 140.7% of annual target and made President's Club. What appeals to me about an opportunity like Hoopoz is being able to bring those things together and see how the strategy performs in real conversations.”
“What caught my attention is that there's a real operational problem behind the product. Regulated brands can have ads appearing across dozens of markets, creators and affiliates, but often limited visibility into what's actually live. Hoopoz is interesting because it connects detection to evidence and potential action. And the opportunity to help work out which buyer gets the most value from that, then build a repeatable motion around it, is exactly the kind of challenge I enjoy.”
“I'd get close to the product and the people who've bought it first. Then I'd choose a narrow segment, build the account and persona lists, and run controlled outbound while setting up a lightweight way to track conversations and progression. By 60 days I'd want real information on which titles respond and what problems come up in discovery. By day 90 the goal would be a clearer route from prospect to revenue, a usable playbook and evidence for where to invest next.”
The detailed phased plan is in the 90-day roadmap module.
“I'd start with data quality and a repeatable research method. AI can pull together relevant company context, suggest a useful angle and draft a first version of a message, but only if it knows which information is verified. I'd keep the judgement around targeting and external claims with the salesperson. Once the process is working, I'd automate the repetitive bits and use the time saved for calls and qualified opportunities.”
Use a real customer journey: where the opportunity came from → initial conversation → discovered problem → objection → next steps → outcome. Describe your own actions and what changed the customer's decision.
“I'd first understand exactly what they need to know and why. If I wasn't certain, I'd rather verify it with the relevant product or compliance person than give an answer that turns out to be wrong. Then I'd come back with a clear response and any supporting evidence.”
“I'd look for evidence that the same problem, buyer and commercial path keep turning up. Once we can show that a segment converts, I'd standardise the research, qualification, messaging and next steps, then scale activity or hire into the bottleneck. I wouldn't build a large tool stack first and hope that demand follows.”
A practical way to test who Hoopoz should approach, why that buyer might care and whether relevant conversations turn into qualified pipeline.
Never invent a real account's activity. If no trigger is verified, use a category-level observation and be explicit it's a question.
Vertical: iGaming operators with sizeable affiliate networks
Buyer: Head of Compliance / Affiliate Director
Pain hypothesis: inconsistent disclosures and claims across affiliates
Angle: “Which live affiliate posts are you currently unable to see?”
Proof required: relevant sample, detection accuracy and real customer results
Vertical: fintech, financial services or iGaming
Buyer: Head of Performance Marketing / Brand Protection
Pain hypothesis: non-compliant competitor ads adding workload or market noise
Angle: “How do you identify and challenge improper ads today?”
Proof required: valid notice rate, platform action rate, business impact
Useful where ownership is unclear. Reach operational compliance / affiliate contacts with a concise, referral-oriented question. Learn who owns the problem, who does the work and who approves buying.
High-value accounts with strong fit or a verifiable market trigger. Research the company, contact multiple relevant stakeholders and tailor messaging to a specific compliance or growth concern.
Operational contacts can be champions or buyers; account tiers reflect fit and opportunity, not the worth of a person's job title.
| Level | What to track | What it tells you |
|---|---|---|
| Data quality | Valid accounts / verified contacts / bounce rate | Is the list usable? |
| Message response | Positive replies and qualified conversations, by persona/angle | Does the pain resonate? |
| Sales progression | Meetings held → qualified opportunities → demos → proposals | Are you finding genuine demand? |
| Commercial | Wins, sales cycle, ACV, pipeline coverage, forecast confidence | Is it a scalable revenue motion? |
One person should be able to run the full workflow without operating six disconnected platforms. My default would be to use existing capabilities first, buy only where the gap is real, and automate repeatable work once the underlying process is sound.
Industry fit, account tiers, decision-makers, enrichment, deduplication and contact verification
Commercial relevance, buyer pain, market triggers, product fit and evidence confidence
Phone, email and LinkedIn; persona-led messaging and planned follow-ups
Qualify the problem, ownership, commercial impact, decision path and proof required
Stakeholders, next step, due date, value, progress, objections and forecast
Commercial scope, evidence, procurement, approvals, decision and handover
For each tool’s purpose, commercial value, timing and role in the sales journey, see the
| Job to be done | Candidate options | Proposed initial decision |
|---|---|---|
| Prospect and contact data | Apollo, Cognism, ZoomInfo, Lusha, RocketReach, Centralize | Trial one database for target-market coverage and usable verified contacts |
| Outbound sequencing | Apollo, Outreach, Salesloft, existing Hoopoz platform | Start with a capable tool already owned, or one integrated option |
| CRM and deal tracking | Hoopoz Digital Pipeline / internal CRM, existing CRM if present | Audit first; ensure account, contact, stage, next action and value are reliable |
| Intent and trigger signals | Product-derived insights, Demandbase, 6sense, ZoomInfo | Test whether Hoopoz's own lawful, public signals are commercially usable before buying intent software |
| AI research & enablement | Knowledge sources, reusable prompts, light automations | Build reliable account briefs, message drafts and discovery prep; human review before use |
| Complex account mapping / sales rooms | Native CRM, Mural, Freeform, Seismic, Highspot, Mindtickle, HTML | Defer until actual deal complexity justifies another system |
All tools above are candidates, not claims about Hoopoz's installed stack or commitments to spend.
Reclaim: there may be a way to identify brands facing potentially unlawful competitor advertising and make that relevant to a legitimate commercial conversation.
Defend: observable advertising or affiliate activity may help identify companies with a monitoring challenge.
To validate: actual data availability, freshness, permissions, confidentiality, legal basis and evidentiary standards. Suspected non-compliance must never be presented as a confirmed offence.
For each open opportunity: named buyer, product/use case, problem, commercial value, next step, owner, due date and reason to progress.
Does this solve an immediate problem? Is it already covered by a tool? What time or conversion impact can we measure? Will it be reliable and easy for the next hire to maintain? Does it distract from creating pipeline now?
Default: make existing systems work, test with low-cost workflows, then invest once the evidence warrants it.
A practical journey from the first target account to a live customer. Each stage explains what the suggested platforms do, why they could help Hoopoz and when they are worth using.
I'd begin by auditing Hoopoz's existing Digital Pipeline, testing one contact database with sequencing (Apollo is a candidate) and building lightweight AI research and message workflows. Add specialist tools only when the sales data shows a real gap.
Build a small, defensible account list by industry and product fit. Identify the people who own advertising compliance, affiliates or acquisition, rather than treating a large database export as an ICP.
Prospect database with company filters, contact details, enrichment and sequencing.
One practical first trial can cover both finding buyers and reaching them, reducing tools and hand-offs.
B2B contact intelligence, including phone-verified mobile data and compliance-related screening.
A strong alternative or supplement where connecting by phone in UK/EU markets is the bottleneck.
Broader company/contact intelligence, enrichment and sales signals.
Useful if account coverage and data depth justify a more extensive data platform.
Contact look-up and enrichment tools for business emails and phone numbers.
Useful as selective back-up lookups when the primary provider misses key decision-makers.
A workflow layer that combines data providers, enrichment, research and automation.
Can help scale research across accounts later; it should not be the first system to maintain.
Expected outcome tiered accounts, mapped buyers, verified contacts, source confidence and clear exclusions.
For each priority account, connect a credible business problem to the appropriate Hoopoz product. Separate observed facts, potential risk and unverified assumptions.
Potential public advertising and competitor signals from Defend / Reclaim or the current Audit / Market positioning.
Could offer differentiated, genuinely relevant outreach triggers instead of generic “saw you are growing” messaging, if accessible and permitted.
Structured prompts and approved source material to summarise company context, personas, regulations and relevant news.
Speeds up Tier 1 research and prepares evidence-led angles while keeping a human responsible for verifying claims.
Account intelligence and third-party intent signals, often including buying-group or prioritisation data.
Could help time and prioritise outreach after the ICP and sales volume justify the cost and integration effort.
Links research and enrichment steps into repeatable data workflows.
Useful when manual research becomes an observed constraint and its output quality can be checked.
Expected outcome concise research brief, supported buying hypothesis, recommended product, relevant hook and confidence level.
Test clear, persona-specific messaging with controlled sequences, while protecting deliverability and leaving enough capacity to handle replies and run discovery.
Multistep sequences combining email with call tasks and LinkedIn actions.
If Apollo wins the data trial, its sequencing may be enough for the initial solo sales motion.
Dedicated sales engagement platforms for cadences, tasks, email, calls and activity management.
Useful when higher activity, multiple reps and deeper governance justify specialist workflow capabilities.
Email-focused campaign platforms emphasising sending infrastructure and cold-email workflows.
Potential option for a deliberately email-led test; not a substitute for full CRM, discovery or multichannel deal management.
Potential internal place for prospect status, follow-ups and activity coordination, subject to an actual capability audit.
Could reduce duplicate systems if sequencing and task workflows exist and are dependable.
Expected outcome live sequences, call tasks, replies, referrals, booked meetings and measurable channel-to-meeting conversion.
Use conversations to learn who owns the problem, what happens today, what evidence matters and what would make a purchase worthwhile. Show only relevant, verified product capabilities.
Schedules meetings and holds contacts, notes, activities, qualification and next steps.
Stops learning from disappearing between calls and creates a repeatable handover from prospecting to selling.
Creates an account brief and tailored question path from verified research and prior interactions.
Makes Defend and Reclaim discovery more relevant without replacing listening, judgement or fact-checking.
Native meeting notes or approved transcription/summary capability where legally and technically appropriate.
Captures objections, commitments and decision criteria; consent, retention and recording rules must be checked.
Expected outcome qualified problem, buyer map, next action, relevant demo and clear reason to advance or disqualify.
Keep opportunity stages and minimum fields simple: use case, contact, champion, value, next action, owner, due date and decision process. Add sophisticated account mapping only when a deal needs it.
Existing or proposed internal CRM/pipeline concept; actual capabilities and maintenance need confirming.
Worth auditing before buying anything: it could already cover the workflow and keep sales close to the product team.
Established CRMs for company/contact records, opportunity stages, reporting and connected sales activities.
HubSpot is a possible lightweight external alternative if internal tooling is inadequate; Salesforce makes more sense if requirements grow.
Relationship workspace that builds stakeholder maps and shows warm paths and buying-committee gaps.
Helpful for complex, multithreaded regulated-market deals; it is not a primary prospect-data database.
Flexible visual canvases for manually mapping stakeholders, buying processes and account plans.
An inexpensive way to understand a complex account without adding a dedicated sales platform.
Expected outcome trustworthy pipeline, visible stakeholder gaps, timely follow-ups and a useful weekly forecast.
Build assets around questions buyers actually ask: one-pagers, short demo clips, verified evidence, security/technical FAQs and relevant case studies with permission to use them.
Product/vertical summaries and 30–90-second demonstrations made with existing document and recording tools.
Gives busy compliance, marketing and legal stakeholders something relevant they can forward internally.
A simple deal-specific page bringing approved materials, next steps and useful resources together.
Can help a multi-stakeholder deal without committing to a specialised platform.
Specialist content, enablement, training and sales execution platforms; product scopes and packaging differ.
Useful when content governance, coaching and repeatability become difficult across multiple sellers.
Expected outcome buyer-specific evidence, easy internal sharing and fewer stalled evaluations caused by missing information.
Make it easy for the buyer to reach a defensible decision. Confirm value, product scope, commercial terms, security/legal requirements and ownership before sending a proposal.
Standard document, pricing/packaging reference, key contacts and commercial stage history.
Maintains consistency, reduces preventable errors and makes decisions auditable.
Use an already-approved e-signature, contract and document-sharing process, rather than adding a platform without need.
Reduces friction at close while respecting legal, procurement and data-handling requirements.
Drafts first versions of deal-specific summaries from verified CRM notes and approved commercial content.
Saves administration, but a person must approve pricing, claims, terms and commitments.
Expected outcome accurate proposal, known approvers, mutual next steps, documented decision and signed scope.
A closed deal should feed product understanding and the next outbound test. Keep implementation promises and customer objectives visible without prematurely building a customer success tech stack.
Records the agreed use case, scope, owner, stakeholders, implementation requirements and success measures.
Helps delivery teams fulfil what was sold and preserves context for retention or expansion.
Tracks meetings held, qualified pipeline, stage conversion, sales cycle, forecast and won revenue.
Shows which verticals and personas convert rather than rewarding activity for its own sake.
Automates reliable repetitive steps such as next-task reminders and structured research/learning summaries.
Returns time to prospecting and customers once the underlying process is proven.
Expected outcome accountable handover, evidence-led weekly review, clearer ICP, and a sensible next investment or hiring decision.
Validate the basics: reliable contacts, sequencing, CRM, discovery and proposal tracking. Trial data on real target accounts before committing.
Make selling easier: AI research, source-checked personalisation, micro-demos and small automations. Measure time saved and conversion impact.
Spend against evidence: dedicated intent platforms, advanced engagement software, account mapping and enterprise enablement only when deals or team size warrant them.
Decision guardrails: Check pricing, integrations, current licensing, data residency, UK/EU outbound rules, suppression/opt-outs and any restrictions on product-derived data. No compliance allegation should be made from an unverified signal. Research and proposed tooling are not claims about Hoopoz's current systems.
Product references: Apollo data · Apollo sequences · Cognism · Centralize · 6sense · Outreach · HubSpot · Highspot. Vendor capabilities should be reconfirmed at procurement.
The plan assumes one hands-on salesperson responsible for outbound, discovery, opportunity progression and foundational sales operations. The aim is to generate conversations throughout the build, not spend a month designing infrastructure.
Learn, establish foundations and launch
Usable account list, live outreach, clear opportunity tracking, first customer learning and early meetings where buyer response supports them.
Test the market, improve the funnel
Clearer ICP and buyer ownership, repeatable prospecting rhythm, active qualified pipeline and usable stage conversion data.
Convert and make it repeatable
A sustainable operating cadence, clearer commercial forecast, usable playbook, and prioritised growth decisions. Revenue closes depend on the actual sales cycle.
| Leading signals | Pipeline health | Commercial outcomes | Learning |
|---|---|---|---|
| Relevant accounts, verified contacts, positive replies, meetings held | Qualified opportunities, stage progression, next steps, stalled deals | Proposal value, new MRR / ARR, wins, sales cycle and forecast accuracy | Best-performing vertical, buyer title, product interest, objections and triggers |
Activity levels are adjustable; avoid treating contact enrolments or open rates as substitutes for pipeline or revenue.
| Workstream | Days 1–30 | Days 31–60 | Days 61–90 |
|---|---|---|---|
| Prospecting & outbound | 35% | 40% | 30% |
| Discovery, demos & deals | 10% | 25% | 40% |
| Foundations, CRM, enablement | 30% | 15% | 10% |
| AI & workflow improvement | 15% | 10% | 10% |
| Reporting, planning, coordination | 10% | 10% | 10% |
Illustrative allocation only. Rebalance towards live deals when demand emerges while preserving a minimum outbound rhythm.
30 days: outbound live, clean tracking, early market learning
60 days: qualified pipeline and evidence of which segments and messages work
90 days: repeatable sales process, credible forecast and clear investment priorities
A credible process is more important than knowing every product button. Map the buyer's cost of inaction before showing features.
“Based on what you've told me, the first use case worth proving is [problem] in [market/channel]. If we can agree success criteria and give you a credible result on that scope, would you be comfortable putting the relevant team into a commercial evaluation?”
Next step: defined pilot scope, success metric, access and owner, commercial process, decision date.
Reusable product and sales knowledge practice. Product-specific answers should be updated as Hoopoz changes.
Retained interview-preparation scenarios that can also be used for roleplay and future sales coaching.
1 = struggled / vague · 3 = good structure, missing specifics · 5 = clear, confident, evidence-led
Interactive recall test on product positioning, commercial judgement and responsible sales execution.
These were part of the interview preparation and are useful working questions for validating where Hoopoz should concentrate its commercial resources.
A compact, printable reference to the proposed sales motion and key commercial questions.
Build the sales function while actively selling. Use real conversion data to decide what becomes repeatable.
Defend: monitor own-brand, affiliate and creator advertising for potential compliance issues
Reclaim: discover potentially unlawful competitor advertising and support evidence-led platform notices
Website naming also includes Audit / Market / Boost. Check product mapping with leadership.
Compliance: Head of Compliance, Regulatory Affairs, Affiliate Compliance
Growth: Head of Paid Media, Performance Marketing, CMO, Brand Protection
Operating markets: iGaming, fintech, pharma/health and insurance
Product proof, founder discovery, current pipeline, narrow ICP, clean CRM, 100–150 account planning list, live outbound and first buyer learning
Controlled sequences, persona validation, held meetings, discovery-to-opportunity tracking, playbook inputs and practical AI workflows
Progress deals, optimise segments, forecast, document the operating model and recommend investment based on capacity
Leading: verified accounts, positive conversations, meetings held
Funnel: qualified opportunities, stage conversion, proposal progression
Outcome: customer wins, recurring revenue, contract value, sales cycle
Learning: industry × title × product × pain; recurring objections, actual triggers
DSA Trusted Flagger status supports priority handling of qualifying notices, not guaranteed removals. Outbound and compliance messaging must be evidence-led.
Mindtickle: 140.7% of annual quota and President's Club · SPB UK: built a UK outbound motion · Blue Dot: early-stage SDR foundation · Responsive: coaching and AI-supported enablement · Revolut: full-cycle SMB sales.
Jason Brett · jason-brett.com
Verified company sources: Hoopoz homepage · Hoopoz pricing · Lithuanian RRT
Proposals, not existing Hoopoz policy: ICP prioritisation, sales tooling, indicative activity volumes, AI workflows, pipeline stages and 90-day roadmap. Personal career achievements are from previously supplied professional records.