Leaders Of Consulting

There are a handful of practical takeaways - archetype-based proposal templating, specific ICP parameters, the CEO-as-contact red flag - but they arrive slowly across 27 minutes and are mostly surface-level tactics rather than non-obvious insights. Significant portions are biographical filler or obvious advice.

“we used to take clients on where we would work directly with the CEO or founder and that's already a red flag for me now”

“our icp which is very specific now, B2B, SaaS and MarTech, SalesTech or HRTech, Series B+, making $10 million in annual recurring revenue or having at least $25 million in funding”

The archetype framework (builder/optimizer) is mildly differentiated, but most ideas are well-worn agency wisdom - custom proposals, referral-led growth, LinkedIn engagement tactics explicitly credited to Justin Welsh. Nothing counterintuitive or first-principles emerges.

“I've identified these four different archetypes for kinds of SEO work. So there's the builder, which is a website that has not invested in SEO at all. And an optimizer, which is a website that has already invested in SEO”

“I got that idea from Justin Welsh, who's somebody you should follow if you're interested in”

Maeva is a genuine practitioner who built a real agency with recognisable B2B SaaS clients, which distinguishes her from pure thought-leaders; however, the scale ($0 - $1M ARR in 18 months) and depth of experience discussed are modest, and the conversation doesn't surface expertise beyond agency-owner fundamentals.

“she's helped B2B SaaS companies like ActiveCampaign, Hotjar, Mixmax, Stonely, Livestorm”

“I've been doing a lot of work on sales and sales process and forecasting and just building out a really strong sales process”

The ICP criteria (Series B+, $10M ARR or $25M funding) and named client logos give the episode concrete anchors, and the LinkedIn routine (30 min/day, bookmarked list) is specific; however, there are no outcome metrics shared - no traffic numbers, revenue impacts, or conversion data from the work done for clients.

“our icp which is very specific now, B2B, SaaS and MarTech, SalesTech or HRTech, Series B+, making $10 million in annual recurring revenue or having at least $25 million in funding”

“every day I spend about 30 minutes and I just go in there and comment on all of their things”

The host asks a few legitimately useful follow-ups (probing the cost of custom proposals, asking for red-flag signals) but repeatedly breaks the guest's flow with his own anecdotes about his podcast production business, asks vague openers, and never challenges any claim or pushes for evidence of results.

“would you be able to walk through what that process looks like i mean one of the one of the dangers with setting out custom proposals is you spend so much time and effort and work on those proposals that sometimes don't materialize”

“I also noticed with certain services, like we do podcast production, we help people guests on other shows as well. And what we found is actually that VP of marketing often fits into the kind of demographic”