$25,000 · 4 WEEKS
Sales Playbook.
Stop being the sales team. Ship the operating system any rep can run.
WHAT THIS IS
What this is
A 4-week engagement that produces a written Sales Playbook covering all 10 levers of the Foundry GTM framework. By the end, you have a complete Sales Playbook document, templates, frameworks, models, and compensation logic that turns your founder-led sales motion into a documented operating system reps can run without you.
The Sales Playbook is the structural fix. It's what you build when you've outgrown "the founder knows how to sell" and need "any qualified rep can execute the motion."
Important: The Sales Playbook requires a completed Commercial Engine Diagnostic. The Diagnostic identifies which levers need the deepest treatment in the Playbook. Without that foundation, the Playbook risks being a generic template instead of a tailored system. See The Bundle for the combined offering.
WHAT YOU GET
What you get
1. Full Sales Playbook (PDF)
A complete operating manual covering all 10 levers:
- Unit Economics: CAC framework, payback math, LTV:CAC by segment, retention dashboard structure
- ICP & Buyer Personas: Written ICP, anti-ICP, buying committee maps, personas, pains, triggers, qualification scoring
- Motion & Methodology: Sales motion definition, qualification framework adoption, MEDDIC/SPICED/Challenger playbook
- Sales Funnel & Stages: Stage definitions with exit criteria, CRM enforcement spec, evidence requirements
- Lead Operations: Lead scoring rubric, routing logic, SLA framework, nurture sequences
- Pipeline & Capacity: Coverage ratios, capacity model, productive seat math, hiring triggers
- Team & Structure: Recruiting and interviewing rubrics, onboarding programs, skills development vs. coaching cadences, performance management framework, compensation design
- Account Strategy: Named account criteria, tiering, multi-threading requirements, research depth profiles
- Enablement & Plays: Top 5 plays documented, battlecards, objection handling, certification process
- Stack & Operating Rhythm: Tech stack audit, integration spec, weekly/monthly/quarterly cadence
2. Custom Notion workspace + shareable playbook URL
Your playbook deployed as a structured 10-lever Notion workspace, transferred to your ownership. Published as {yourcompany}-playbook.notion.site so your team can access without Notion accounts. This is where your team works the playbook day to day: ICP gets refined, comp plans get updated, plays evolve, new hires get onboarded. The PDF is the canonical snapshot; the workspace is the living system.
Why this matters: a PDF gets read once and forgotten. A workspace gets used. The teams that live in their playbook get better outcomes from it. You own the workspace in perpetuity; we just set it up.
3. Templates and frameworks ready to deploy
Not theory. Actual artifacts your team can use Monday morning, pre-loaded into your Notion workspace as cloneable starting points:
- ICP checklist + anti-ICP disqualifier list
- Qualification scoring rubric
- Stage definitions document with required CRM fields
- Compensation plan structure with sample math
- Rep scorecard template (per role)
- 30/60/90 ramp template
- Battlecard template (per top competitor)
- Play documentation template (per top 5 plays)
4. Two cycles of feedback and revision
After the first draft, you and your team review. We meet for a working session (90 min). I incorporate feedback. Second draft delivered. Second working session if needed. Goal: the playbook reflects YOUR business, not a generic template.
5. 2-hour rollout session with your team
Once the Playbook is locked, I run a 2-hour session with your commercial team to walk through it, answer questions, and create a rollout plan. Reps leave with clarity on what's expected, what's documented, and where to find what.
6. 30-day post-engagement support
For 30 days after the Playbook is delivered, you can email or Slack me questions as you roll it out. Tactical clarifications, edge cases, "should we adjust X" decisions. Capped at 2 hours of synchronous support.
HOW WE DELIVER
How we deliver this in 4 weeks
The 10-lever framework is the product of operating multiple commercial teams from founder-led through $10M+ ARR. The hard work of "what to document, what good looks like, what to tailor vs. standardize" is already structured. Your Sales Playbook delivers YOUR system on a proven scaffold, not a scaffold built from scratch.
Templates and AI eliminate the wasted hours. Every artifact (ICP doc, comp plan structure, rep scorecard, ramp template, battlecards) is a tailored version of a vetted format, not a blank page. AI accelerates the synthesis work from Diagnostic findings, interview notes, and the framework into a complete written playbook, so the work-hours land on judgment and tailoring, not formatting and structure.
The result: you get the depth you'd get from a 12-week boutique engagement at $40K to $75K, delivered in 4 weeks for $25K. Speed is the premium, not the discount.
WHO IT'S FOR
Who it's for
The Sales Playbook is built for teams that:
- Have completed the Diagnostic (or are committing to the Bundle, which includes the Diagnostic)
- Operate at $1M to $30M ARR with under 10 commercial reps
- Have early product-market fit confirmed
- Are transitioning from founder-led to rep-led sales
- Want a documented system, not a series of point fixes
- Have decided to invest in commercial infrastructure ahead of their next growth phase
WHO IT'S NOT FOR
Who it's NOT for
- Teams that haven't completed the Diagnostic. Without the diagnostic foundation, the Playbook becomes generic. The Diagnostic is what makes the Playbook YOUR Playbook.
- Pre-PMF companies (<20 customers or <$1M ARR). The framework assumes commercial activity to optimize, not a product to find.
- Teams looking for a one-off training session. This isn't a workshop or a course. It's a documented operating system delivered as a working artifact.
- Teams without management buy-in. The Playbook is only as useful as the team's adoption. If leadership won't drive adoption, the document gets buried.
HOW IT WORKS
How it works
Week 1: Kickoff + scoping
Kickoff aligned on the Diagnostic findings. We confirm which levers need the deepest treatment, which can use standard templates, and which are out of scope (rare, but happens when a lever is already strong).
Weeks 2-3: Drafting
I work through the 10 levers in priority order, pulling on Diagnostic findings, interviewing key stakeholders for specific levers (1 to 3 additional interviews, 30 min each), and producing the first draft. You're not on calls during this phase; you're running the business.
Week 4: Review + revision + lockdown + rollout
First draft delivered. You and your team review. 90-minute working session to discuss. I incorporate feedback. Second draft delivered within 3 business days. Final PDF locked. 2-hour rollout session with your team. 30-day support window opens.
INVESTMENT
Investment + what's included
Price: $25,000, paid 50% upfront and 50% on completion. Or $30,000 for the Bundle (Diagnostic + Playbook, saves $5,000).
Included:
- All Playbook content + templates (PDF deliverable)
- Custom Notion workspace transferred to your ownership, published as {yourcompany}-playbook.notion.site
- Two cycles of feedback and revision
- 2-hour team rollout session
- 30-day post-engagement support (capped at 2 hours synchronous)
Not included:
- The Commercial Engine Diagnostic (required prerequisite; see Bundle)
- Implementation of plays in the field (your team executes)
- Ongoing coaching or retainer
- Compensation plan legal review (recommend your employment counsel handle)
FAQ
Questions
Ready to ship the operating system?
Book a 30-min call to confirm the Playbook is the right next move.
Haven't completed the Diagnostic yet? The Bundle saves $5,000.