Time to plan and reflect.
I’m working from my new blue office now, snow outside.
I’m building, and defining the plans for next year.
And over the holidays, while enterprise pilot discussions slow down a bit, I finally had space to zoom out.
That quiet space forced an honest question:
How do I promote our products and services beyond pilots, without becoming the bottleneck?
Here’s what landed for me:
• I need to start laying real lead-gen groundwork now
• I can’t personally do all the social + content stuff
• My time has to stay laser-focused on pilot conversations
• Promotion needs teammates, not just tools
I’ve worked on lead generation for a long time.
And I know I can automate lead generation, but not by pushing tactics.
I’m not a growth hacker.
I’m not a playbook seller.
I’m sort of an architect, I can put systems, workflows and connections together.
What most teams miss isn’t effort or intent, it’s structure.
They try to scale activity before they’ve earned signal. More emails. More posts. More tools. But no shared understanding of:
Who this is actually for
When a message should land
What trust needs to exist before a call makes sense
That’s why things feel noisy instead of productive.
Most people don’t actually know how to design these systems.
Not because they can’t do it, but because it takes time, patience, and repetition to learn where things break.
You only get good at this after:
Trying many times
Spending a lot of your own money
Watching replies die because timing was off
Seeing ‘good content’ fail because context was missing
Realizing automation doesn’t remove responsibility, it amplifies it
What I enjoy most is configuring the pieces that convert quietly:
Assessments that qualify instead of spam.
Flows that respect timing instead of forcing urgency.
Follow-ups that feel human because they’re grounded in real context.
Now I’m layering in video follow-ups, but only at the right moment, not everywhere.
I’ve been in the video space for most of my career.
And I know how powerful video is.
Because video doesn’t fix bad systems. It just makes them louder.
But I can’t make all the videos I need.
My focus has to stay laser-sharp on pilot conversations.
So avatars will help, but only with strong compliance guardrails.
I need to lead by example, and use them because that part can be automated.
But the goal isn’t volume.
It’s credibility, repeatability and trust at scale.
My systems need to speak clearly.
Respect constraints.
And free humans to do the work that actually matters.
Back to building.
"Quiet time between enterprise pilots made it clear that scaling promotion isn’t about doing more, it’s about designing systems that earn trust, remove the founder as the bottleneck, and let automation amplify good structure, not noise"3 Lessons:
You can’t scale promotion until you’ve designed for signal. Activity without clarity on who, when, and why just creates noise. Structure has to come before volume.
Automation amplifies systems, not intent. If timing, context, and trust aren’t designed in, automation (including video) only makes the problem louder.
The founder’s job is architecture, not throughput. Credible growth comes from building repeatable workflows and guardrails, then letting others and machines run them.
Follow me on LinkedIn: Robert Figueras