Playbooks
Step-by-step playbooks for growth
Nine playbooks so far: four that follow the growth engine step by step, one for your biggest accounts and four in-depth blueprints. Each playbook is split into short plays (37 in all) that say what to do, why it matters, how to do it and what goes wrong.
How the playbooks fit together
Growth works like an engine with four steps. Pick the right companies, reach out when something changes, win the conversation with good preparation and follow-up, then track which channels drive revenue so the next round is better. Fix them in order: each step makes the next one cheaper.
- 01
Pick the right companies
Your team spends its time on companies that can actually buy.
- Write down who you sell to, and who you do not
- Only add companies that pass hard checks
- Run cheap checks before paying for data
- Score fit and timing separately
- Know where each company sits, from "never heard of you" to deciding
- Sort the people in each company into personas
- Map everyone involved in the decision by buying role
- Clean your CRM company by company
- 02
Reach out at the right time
Messages land when something changed, so they get read.
- Let signals fade, and act when they stack
- Turn job moves and job ads into outreach
- Follow your champions when they change jobs
- Follow up on company visits without being creepy
- Write emails that sound like one person to another
- Protect your main email domain
- Plan events backwards from day zero
- 03
Win more conversations
Every call starts prepared and every next step is written down.
- Prepare every first call in minutes
- Keep a live picture of your key accounts
- Turn every call into next steps and CRM updates
- Make sure no deal depends on one person
- Review pipeline honestly every week
- Learn from every sales call
- Coach from evidence, not impressions
- 04
Know which channels drive revenue
Every deal carries a channel you trust, and budget follows revenue instead of opinions.
- Decide which channels you will report on
- Translate the CRM’s source into your channels with a workflow
- Open up the "offline sources" bucket
- Treat direct traffic as inbound organic
- Make sure every deal points to the right people and company
- Copy the channel onto the deal, from the contact who started it
- Report revenue by channel, and read it three ways
- Let a Claude agent audit your attribution every week
For your biggest opportunities
Win your top accounts: ABM and ABS explained
ABM and ABS explained: one list of target companies, worked together by marketing and sales. Your biggest opportunities get planned attention instead of random outreach.
- Run marketing and sales from one account list
- Track where each account is, not each person
- Match effort to the size of the prize
- Know what to do today for each account
- Open doors with several senders, one owner
- Use ads to warm accounts, not to close them
- Roll it out in 12 weeks
In-depth playbooks
Full blueprints, step by step
Read the buying intent on your website
Intent segments, routing rules and messages matched to what each company reads. With Snitcher, Clay and Lemlist.
Open the playbookIntent data: why your own beats what you buy
Champion job changes, lost deals coming back, target accounts on your site and product sign-ups. With HubSpot, Clay, Snitcher and Slack.
Open the playbookFollow the conversations your buyers join
Opinion leaders, competitor posts and keywords: find the fits who engage and reach out about the topic. With Trigify, Clay and Lemlist.
Open the playbookConnect Claude Code to Google Ads
Ask about your campaigns in plain English, then unlock Keyword Planner. Twelve steps plus six, every screen shown, with a video walkthrough.
Open the playbook