Free GTM Skills / Build / Playbook 8
CRM and tracking
One system of record with real deals only, a source on every lead, a next step on every open deal, every entry point wired in, one sequencing tool, routing and follow-up rules, and the reports the weekly meeting reads.
Why it matters
If the pipeline is not clean the numbers are not real, and if a lead cannot be traced to a source then no channel can be judged. Leads that sit in an inbox are the most expensive leak a company has. A spreadsheet is a fine CRM for a company closing under ten deals a month, as long as the rules hold.
Order of operations
- Read the current state and write the before picture.
- Define the stages, what a deal is, the lifecycle and the properties that matter.
- Wire every entry point: forms, booking links, phone, inbound email, outbound replies, events, referrals, UTMs.
- Set routing, response targets and reminders; automate the reminder, never the customer-facing reply.
- Build three sequences in one tool, the views the team works from, and the weekly report.
- Clean up, deduplicate, close stale deals, migrate, test every entry point with a test lead.
- Write the one-page rules and walk the team through them.
Skills in this playbook
- Playbook1
- Play5
- Playbook
Inbound and lifecycle (playbook)
Routes triage, routing, attribution, nurture, customer updates, landing pages and the leave-behind page.
inbound-lifecycle - Play
CRM setup
Set up or clean up a B2B company's CRM so the pipeline is real, every lead lands in it with a source, nothing slips through the cracks, and the numbers can be trusted: stages, lifecycle, properties, forms and booking links, one sequencing tool, routing and follow-up rules, and the reports the weekly meeting reads.
crm-setup - Play
Funnel definitions
Produces the agreed definition per stage (entry rule, exit rule, owner, field in the CRM, SLA), the mapping from every lead source into the stages, and the reconciliation when two teams count differently.
funnel-definitions - Play
Lead source audit
Produces the audit of how source is captured at every entry point, the gaps, the fix list, and the corrected source table for the period.
lead-source-audit - Play
Inbound triage
Produces the triage record per lead: fit against the gates, intent, source, the action (route to a rep, nurture, decline with a referral), and the SLA clock.
inbound-triage - Play
Demo routing
Produces the owner assignment with the reason, the booking path, the rep brief (account, persona, source, what they asked for), and the handoff log.
demo-routing