Free GTM Skills / Distribution / Playbook 13
Email and lifecycle
Leads nurtured until they are ready, customers onboarded to value fast, old leads re-engaged with a real reason, and churn caught early. One sequencing tool, a person approving every message.
Why it matters
Most of the people the company has already talked to are not ready today. A written sequence for each situation means they are followed up the same way every time, and the ones whose situation changes come back. Re-engaging closed-lost deals when something real has changed is the cheapest pipeline there is.
Order of operations
- Define the situations: new inbound lead, post-discovery, stale deal, not now, new customer, at risk, closed lost.
- Write one short sequence per situation in the company's voice, in the one tool the CRM uses.
- Set the triggers: a stage change, a date, a product or price change.
- For re-engagement, group old leads by why they left and write to each group only when the change answers it.
- A person reads every reply the same day; positive replies become deals.
- Review monthly: replies, meetings and reopened deals by sequence.
Skills in this playbook
- Play4
- Play
Re-engage old leads
Go back to closed-lost deals, stale opportunities and old leads with a real reason to talk again (new pricing, new features, a new offer, a result they asked for) and turn the ones whose situation changed into pipeline.
reengage-old-leads - Play
Closed-lost win-back
Produces the cohort grouped by lost reason, the angle per group, the sequence and call list, and the sales hand-off.
closed-lost-winback - Play
Nurture email
Produces the sequence (goal, trigger, exit, each email's job), the email drafts with cleared proof, and the metrics to read it on.
nurture-email - Play
Customer update email
Produces the email draft: what shipped and why it matters for them, the one thing to try, the proof or peer story, the ask (referral, review, interview), with the segment and send window.
customer-update-email