Playbooks

Ideal client

The qualifier never invents outside this profile.

Who we sell to

RolesCompany sizeIndustriesGeography

Budget rangeHard disqualifiersICP criteria (one per line)

What we sellPrice bandApproved proof

Primary CTABooking linkMin fit scoreMax touches

Tone of voice

Each bump must add a new angle. After the last step, nurture only.

T+0
First touch on the capture channel. Acknowledge the exact ad and ask one qualifier.
T+2 hours
Same channel. New angle: a result they asked about, still one question.
T+1 day
Second channel if available. Proof point from the approved list.
T+3 days
Close-oriented bump. Offer the fit call with two concrete windows or the link.
T+7 days
Last active chase. Then pause and move to nurture.

Roll a playbook back without rewriting the ICP from memory.