Outbound plan · Upping Your Elvis · September 2026

Right Leaders, Right Moment

Find the CEOs and MDs who can say yes to 100 Leaders, at the moment they need it. Then put Chris or Ross in front of them, with a message and a page made for that one leader.

CEOs, MDs and founders Businesses big enough for a top 100 Any sector you want
Part 1 Lead sourcing How we know a leader is worth a message
  1. Sourced
  2. Signals
  3. Intent
  4. Scored
 Part 2 One lead's journey What a leader who passes gets, from Chris or Ross
  1. Checked
  2. Message
  3. Their page
  4. 90 minutes

One real company runs through both parts: Mountain Warehouse, where a new CEO took over from the founder on 1 September. Every claim has a source, listed at the bottom of the page.Start with Part 1 ↓

Part 1 · Lead sourcing

Every Leader Sourced & Scored

Four checks run on every company before anyone hears from you. Here's Mountain Warehouse going through all four.

  1. 01
    Sourced

    Every source, one record

    We find the leaders with a mixture of tools. Companies House gives the hard facts on each company, and their own website says how they describe themselves. We merge it all into one record per company, and take out your clients, live conversations and anyone already contacted.

    • A CEO, MD, COO or founder in the seat
    • A business big enough to have a top 100
    • Any sector you choose. Pharma, FMCG, retail and media to start

    Mountain Warehouse, foundMerged into 1 record

    Mixture of toolsMarcus WardCEO, Mountain Warehouse
    Companies HouseMountain Warehouse LimitedNo. 03417738, since 1997
    Their website5,000 colleagues400 stores in 9 countries

    Mountain WarehouseOutdoor clothing and kit, based in London

    In the list
    • Right companyTheir website shows the same company number, 3417738
    • TradeClothing retail, as filed
    • AccountsUp to date, latest to February 2025
    • Your listClients and live conversations, checked from week 1
  2. 02
    Signals

    Why now

    A leader who has just changed something needs their top 100 behind them. We look for the moments that start that conversation, and date every one.

    • A new CEO or MD
    • A founder handing over
    • A merger or restructure
    • Fast growth
    • An away day in the diary
    • And many more. We work with you to build the signals.

    What changed at Mountain Warehouse5 found

    • New CEOMarcus Ward took over on 1 September, after 19 years thereTheIndustry, Aug 2026
    • Founder handoverMark Neale moves to executive chair after 29 years as CEOFashionUnited, Aug 2026
    • New Global Retail DirectorMarsha Smith joins from M&S in mid-SeptemberTheIndustry, Aug 2026
    • Growth60 new stores planned this financial yearFashionUnited, Aug 2026
    • Record yearAnnual revenue above £500m for the first timeDrapers, Aug 2026
    • Away dayNone foundSearched 25 Sep
  3. 03
    Intent

    Already investing in their people?

    Signals say the timing is right. Intent says they already care about what you do. We read their job ads, careers pages and leaders' posts.

    • People, culture or L&D roles being hired
    • Leadership roles opening at pace
    • A development programme they publish
    • Engagement with Chris's content

    What they're doing about their people3 found

    Their job ad: People Transformation & Systems ManagerOpen to 30 Oct
    “Mountain Warehouse is continuing to evolve and modernise its People function… with a strong focus on improving colleague experience, operational efficiency, and organisational capability”
    • Hiring leaders120 of their 233 open roles lead a store or a teamCareers site, 25 Sep
    • DevelopmentA Colleague Development Programme, on their careers siteCareers site
  4. 04
    Scored

    Only the ones that pass get a message

    Every company gets a score out of 100 on the same model. Under the pass line, no message, however good the name looks. This is a first version: week 1 rebuilds it around your buyer.

    Mountain Warehouse, scoredFirst version of the model

    92of 100

    Passes

    Ready for a message

    • MomentNew CEO, founder handover30/30
    • Headcount5,000 colleagues across the group20/20
    • IntentPeople team modernising, no away day found15/20
    • FitRetail, a sector you said does well12/15
    • BuyerThe CEO, a director since 200715/15
92, passes

Mountain Warehouse is ready. Part 2 follows its CEO, Marcus Ward, from here.

One lead's journey ↓

Part 2 · One lead's journey

Marcus Passes. Here's What Happens Next.

Every leader who passes gets the same four steps. It can come from Chris or from Ross, on as many accounts as you want. Pick a sender to see their version.

  1. 01
    Checked

    The person who signs

    Before a word is written, we confirm the leader is in the seat and runs the whole business, not one part of it. We also find a second way in, in case they don't reply.

    The person who signsConfirmed

    MW

    Marcus WardCEO, Mountain Warehouse

    • In the seatCEO since 1 September 2026
    • On the registerA director since September 2007
    • RunsThe business, day to day
    • The founderExecutive chair, on international growth
    • Second way inTheir Head of People Transformation
  2. 02
    The message

    It opens on their own story

    Once Marcus accepts Chris's connection, this goes from Chris's own account. It’s short on purpose, because the video does the heavy lifting: one line on what Mountain Warehouse has said in public, then the link to their page. The video and the page carry your 100 Leaders idea, your proof and the 90 minutes. If LinkedIn goes quiet, email picks it up.

    This is just an example message. We work with you to craft the copy that converts.

    Chris Baréz-BrownFounder, Upping Your Elvis

    LinkedIn

    Hi Marcus,

    I’ve been following your progress for a little while now. Taking over as CEO from a founder after 29 years, with £1bn as the next goal, is a big new chapter. Congratulations.

    I just recorded a short video for you. It’s inside a page I put together; here is the link: leaders.uppingyourelvis.com/marcus-7f3k

    Keen to hear your thoughts.

    Many thanks,
    Chris

    Their name What they’ve said in public Their page
  3. 03
    Their page

    A page and a video, made for them

    The link opens a page in your brand: a short video from Chris, what stood out about their business, and your 90-minute offer. Every fact on it comes from Mountain Warehouse's own site or announcement, and every quote and title from yours. Each video takes about 90 seconds to record. See how the recording works.

    leaders.uppingyourelvis.com/marcus-7f3kOpen
  4. 04
    90 minutes

    One ask: pick their top 100, on us

    The page asks for one thing: 90 minutes with your team to pick their top 100, free. It books straight into the diary you choose, or they reply to Chris on LinkedIn. Every booking shows up in the weekly read.

    What they bookFrom their page

    90min

    Your top 100, on usWith the Upping Your Elvis team

    • Lands inThe diary you choose
    • Or a replyOn LinkedIn, to Chris
    • CountedIn your weekly read

How we'll know

Measured against your goal: conversations with leaders who can buy.

Leaders contacted
Conversations
90-minute sessions booked

Month 2

Chris's audience joins the engine

Chris's posts already get good engagement, mostly from people who love what you do but aren't the ones who buy it. From month 2, everyone who engages goes through the same four checks, and only the leaders who pass hear from you.

Chris postsJust as now

People engageLikes, comments, reposts

The four checksSourced, signals, intent, scored

Leaders who passGet a tailored message based on the content they engaged with

Everyone else just keeps enjoying the posts

Custom Video Recording System*

A video for every leader, in about 90 seconds

The moment a leader accepts the connection or replies to an email, they land in the sender’s queue. One click opens the recorder, with everything about them on screen. Record, send, and the video is on their page with the message on its way. Here’s Marcus, with Ross recording.

  1. 1Marcus says yes

    Accepts Ross’s connection, or replies to an email

    NotificationsJust now

    Marcus Ward accepted your invitation to connect

    or

    Marcus Ward replied to your email

  2. 2Ross clicks record

    Marcus is waiting at the top of Ross’s queue

    Ross’s queue3 to record

    Marcus WardMountain WarehouseLinkedIn connection accepted, 09:14

    Record
  3. 3The research is on screen

    What to mention and how to close, right beside the camera

    Rec 0:52

    Marcus WardCEO, Mountain Warehouse

    • CEO since 1 September, after 19 years
    • Record £500m, £1bn the next goal
    • 5,000 colleagues in 400 stores

    Close with90 minutes, on us

  4. 4On their page, and sent

    The video lands on Marcus’s page, and the message with the link goes out

    LinkedIn messageSent

    Hi Marcus, I recorded a short video for you

    A video from Rossleaders.uppingyourelvis.com

    On Marcus’s page

About 90 seconds per leadFrom opening Marcus’s card to sent

*This system is optional and depends on your time constraints. We can also build a more generic video campaign.

Timeline

First leaders hear from you in week 2

  1. Week 1

    Set up

    • Scoring rebuilt around your buyer
    • Senders chosen and connected
    • Clients and live conversations taken out
    • The first list built

  2. Weeks 2 to 4

    First leaders live

    • Your strongest sector first
    • A video for every leader who passes
    • LinkedIn, then email

  3. Month 2

    Chris's audience joins

    • Everyone who engages, checked and scored
    • More sectors live
    • Weekly read on who replies

  4. Month 3

    Scale what works

    • More of the sectors and signals that book
    • The list refreshed each month
    • Ahead of January and February away days

To start

Four things we’d need from you before starting

  • The 100 Leaders one-pager and the AstraZeneca and ITV stories, so every page carries your proof in your words.
  • Your clients and live conversations, so nobody you're already talking to hears from us.
  • The senders: Chris, Ross or both, with access to their LinkedIn and email, and whose diary the 90 minutes go in.
  • About 90 seconds per leader from whoever sends, to record their video.

Terms

£3,500a month

Everything in this plan, tooling included.

  • Three-month minimum, long enough to build, test and refine.
  • Tooling included, from research and data to sending and the video pages.
  • As many senders as you want: Chris as the founder and Ross as Head of Futures, each from their own profile, on LinkedIn and email.
  • Month 2 is part of it: Chris's audience joins the engine.

Sources

Every claim, and where it came from

We checked each one on 25 September 2026. The facts on Marcus’s page come from the same list.

  1. Marcus Ward became CEO on 1 September 2026, after 19 years at Mountain Warehouse, starting as finance director in 2007

    TheIndustry, 10 Aug 2026Drapers, 10 Aug 2026The MBS Group, 10 Aug 2026

  2. Mountain Warehouse Limited, company 03417738: incorporated in 1997, registered in London, filed as clothing retail, with accounts up to date to 23 February 2025

    Companies HouseFiling history

  3. 5,000 colleagues across Mountain Group, 400 stores in 9 countries, and a Colleague Development Programme

    Mountain Group careers

  4. Outdoor clothing and kit for all the family, since 1997

    Mountain Warehouse, About us

  5. Their website shows the same company number, 3417738, in its footer

    mountainwarehouse.com

  6. Founder Mark Neale hands over after 29 years as CEO and becomes executive chair, focused on international growth, with Marcus running the business day to day

    FashionUnited, 12 Aug 2026Retail Gazette, 10 Aug 2026

  7. Marsha Smith, Stores Director at M&S, joins as Global Retail Director in mid-September

    TheIndustry, 10 Aug 2026The MBS Group, 10 Aug 2026

  8. 60 new stores planned this financial year, across the UK, the US, Canada, Australia and New Zealand

    FashionUnited, 12 Aug 2026TheIndustry, 10 Aug 2026

  9. Record annual revenue, above £500m for the first time

    Drapers, 10 Aug 2026The MBS Group, 10 Aug 2026Mountain Group careers

  10. No away day, offsite or leadership conference found

    Our search of news coverage and their own sites, 25 Sep 2026

  11. Their job ad for a People Transformation & Systems Manager, open to 30 October 2026 and reporting to the Head of People Transformation, and the line quoted from it

    The job ad

  12. 120 of their 233 open roles lead a store or a team: 53 team leaders, 45 assistant store managers, 19 store managers and 3 supervisors or shift managers, counted on 25 September 2026

    Their open roles

  13. 100 Leaders is 90 minutes, free, to pick a business’s top 100, aimed at businesses of around 3,000 people and done for AstraZeneca and ITV. Retail does quite well, and Chris’s posts get engagement that doesn’t turn into buyers. Lots of companies hold their away days in September, October, January and February.

    Our call with Ross, 24 Sep 2026

  14. Marcus Ward has been a director of Mountain Warehouse Limited since 1 September 2007

    Companies House, officers

  15. £1bn in sales is the next goal, in Mark Neale’s words

    Drapers, 10 Aug 2026

  16. The ITV and McDonald’s quotes and the client logos on Marcus’s page, as they appear on your homepage

    uppingyourelvis.com

  17. Ross’s title, Head of Futures

    Your team page