Managed service 08 / 27
Lead Generation Engine
Turn your total market into a pipeline of qualified conversations.
One engine combining market sizing, a trusted data foundation, AI and automation, and email + digital voice — generating, engaging and qualifying demand inbound and outbound, then handing sales only the leads that fit.
Sentry's Lead Generation Engine turns your total addressable market into a pipeline of qualified conversations — sizing the market, building the data foundation, running outbound and inbound as one system, and handing sales only the leads that fit.
What Lead Generation Engine delivers
Market to pipeline
Size the market, build the list, engage, qualify — sales-ready and scored.
Two motions, one engine
Outbound finds them; inbound captures them — both worked at scale, 24/7.
Qualified properly
BANT for fast, volume outbound; MEDDIC for complex, higher-value deals.
Representative stack
n8n
HubSpotApolloClay
DeepgramKPIs we move — measured, owned, reported
Every KPI is tied to a named owner and a target agreed up front — so this service is accountable to outcomes, not activity, for every stakeholder who consumes the value.
Capability Maturity — we walk you up the five levels
Operated at Level 5 · Optimising — self-improving, measured and owned. We track this rank and raise it over time. See the five levels →
Why this matters
Functional value, value-stream value — and why it can't be ignored.
Turns your total addressable market into a pipeline of qualified conversations — targeting, multi-channel outreach and booking, run as a system.
The top-of-stream supply: it engineers predictable pipeline volume and quality, so revenue stops depending on referrals and luck and becomes a number you can forecast.
Hope is not a pipeline. A business that cannot reliably create conversations is one downturn from a revenue cliff — and every quarter without a system is compounding pipeline you will never get back.
One data layer · measured & owned
Every service creates data — captured, measured, owned.
Lead Generation Engine doesn’t just run — it generates signal. We land that data in one warehouse and turn it into live KPIs tied to a named owner, so performance is attributable and acted on, never trapped inside a single tool.
Data warehouse
Supabase
Snowflake
Keboola
BigQuery KPIs, dashboards & apps
Plotly
Retool
Apache Superset Platform-agnostic — we connect what you already use and add a warehouse only where it earns its place.
From total market to sales-ready pipeline
One engine — generate, engage, qualify.
Market sizing, a trusted data foundation, AI and automation, and email + digital voice — generating, engaging and qualifying demand inbound and outbound, then handing sales only the leads that fit.
Two motions, one engine
Inbound & outbound — worked 24/7.
Outbound · we go and find them
- AI builds target lists from your SAM & SOM — enriched against the data warehouse.
- Sequenced email + outbound digital voice work the list at scale, 24/7.
- Qualified with BANT before a rep ever spends time on the call.
Inbound · they come to us
- Marketing and web capture feed the engine in real time.
- Instant email + digital voice response answers and books, 24/7.
- Routed and qualified — MEDDIC for complex, higher-value deals.
Qualification logic
The right framework for the deal.
Volume and speed need a fast filter; complex, higher-value deals need depth. We apply the right one — so sales only spend time on leads that fit, each scored and owned.
BANT Fast · volume & outbound
MEDDIC Deep · complex & enterprise
How we select technology
We choose technology last — for the outcomes it has to earn.
Never tech for its own sake. A tool joins the stack only where it measurably protects value, cuts cost or unlocks speed — fit to a designed system, owned where it counts, and measurable from day one. How we select technology →
Speed
Modern, edge-served stacks are sub-second. Slow surfaces cost conversion and SEO every single day.
Cost
Cut licence, hosting and per-task SaaS fees — pay for capability, not lock-in or idle enterprise tiers.
Security
Flat, edge architecture with almost nothing left to attack — fewer moving parts, smaller surface.
Ownership & no lock-in
Composable and self-hosted where it counts — you own the system, not rent someone else’s.
Measurability
Clean data and KPIs baked in — you cannot improve, automate or apply AI to what you cannot measure.
Fit to process
The right tool for a designed system — selected against process readiness, so it amplifies, not adds friction.
How we deliver · DMAIC
Every Lead Generation Engine engagement runs on DMAIC.
Define the goal and its value, measure the baseline, analyse the real constraint, improve with a proven build, then control the gains — so results are predictable, repeatable and defensible, not down to luck.
Agree the goal, value, budget & timescale up front.
Baseline the KPIs above — current state, not guesswork.
Diagnose the real constraint and the solution needed.
Build the chosen solution; prove the uplift.
Lock in the gains; monitor and sustain them.
FAQ
Common questions
How do you decide a lead is actually qualified?
Against a published standard rather than a feeling. Sentry qualifies with BANT for fast, higher-volume outbound and with MEDDIC for complex, higher-value deals. Leads are scored before they reach sales, so the sales team spends its time on conversations that can close rather than on filtering.
Is this outbound or inbound?
Both, worked as one engine. Outbound finds people who match the profile; inbound captures those already looking. Running them separately is how the same account gets contacted twice with two different messages, and how a warm inbound enquiry ends up in a cold sequence.
Where does the target list come from?
From market sizing rather than a bought file. Sentry sizes your total addressable market, defines the ideal customer profile, then builds the list on a trusted data foundation. The quality of that foundation sets the ceiling on everything downstream — a precise message to the wrong company is still a wasted contact.
Do you book the meetings, or just generate names?
The engine runs through to booked, qualified conversations. Targeting, multi-channel outreach across email and digital voice, engagement and qualification are all part of the system, using AI and automation to work both motions at scale around the clock.
What does a lead generation engine cost?
Sentry's managed services start at £3,000 per month, scoped to the work and including selected tool costs. Across an engagement, investment is typically 3–5% of turnover to protect existing value, 5–8% to improve performance and 8–15% to create new growth, anchored to a value model agreed before significant spend.
We get referrals and word of mouth. Why build an engine?
Because hope is not a pipeline. A business that cannot reliably create conversations is one downturn away from a revenue cliff, and every quarter without a system is compounding pipeline that cannot be recovered later. Referrals are a good input to an engine; they are a fragile substitute for one.
Start here · the free first step
Lead Generation Engine starts the same way every engagement does: with Discovery.
Two distinct moves — a free, no-obligation Discovery Session to find your value at stake, then the Discovery & Blueprint: 14 structured outputs — value model, roadmap and business case — before a pound of delivery is committed.
Engaged alone or as one engine