Series · Playbooks

Engineered. Not Improvised.

At growth stage, your playbook is not a nice-to-have. It is the difference between scaling revenue and scaling activity. Your playbook was built when you had 10 customers. You have 200 now. The ICP has evolved. The market has shifted. The messaging has not. That is why conversion is flat even though activity is up.

We do not add reps to a broken playbook. We rebuild the playbook first. Then we scale the reps into it.

How we build it at Series

How We Build It at Series

A living system. ICP segmentation based on closed-won analysis. Sequences calibrated to each segment. Iteration every week.

Audit What Converts

You have data. Most companies are not using it. We pull your CRM history. Closed-won deals. Lost deals. Average deal cycle. Win rates by segment, channel, and rep. The ICP your pitch deck describes and the ICP that actually buys are usually two different things. We find the real one.

Re-Segment the Market

At seed, you tested broad. At Series, you need precision. We re-segment based on what is closing. Industry, company size, role, pain point, buying trigger. Each segment gets its own messaging framework, its own sequence, its own conversion benchmarks. Adjacent verticals get tested with clear criteria and kill thresholds.

Redesign the Sequences

Multi-channel. Email, phone, LinkedIn. But calibrated differently than seed. At Series, your prospects have heard from you before. Your brand exists in the market. The sequences leverage that. Cold outbound. Warm reactivation. Inbound follow-up. Event-triggered sequences. Each one designed, not improvised.

Build for Repeatability

This is where Series playbooks differ most from seed. The playbook has to be specific enough that a new rep can execute it in week two. And flexible enough that the GTM consultant can iterate it weekly without breaking the system. Qualification criteria tightened. Deal stages redefined. Handoff protocols documented and enforced.

The difference

VP Sales playbook vs. Phi playbook

Traditional	Phi playbook
Built from their experience at their last company. Maybe it fits your market. Maybe it does not. Either way, you spend 3 to 6 months finding out.	Built from your data. Your closed-won deals. Your market. Your ICP. Then run and iterated weekly with a QA layer that most VP Sales hires never build.
The playbook and the execution are separate. Someone designed the sequences. Someone else is making the calls. When something does not work, the gap between them is where deals go to die.	The team that designed the sequences is making the calls. When something converts, they know why. They compound it. When something fails, they know by day three.

One system. No handoffs. No gaps between strategy and execution.

The stack

Tools underneath the playbook

The tools are the same ones available to everyone. The system connecting them is not.

ClayEnrichment and ICP scoring before a human touches them

HeyReachLinkedIn outreach at scale across multiple sender profiles

InstantlyEmail sequences with deliverability monitoring and A/B testing

n8nWorkflow automation connecting enrichment to CRM to outreach to reporting

HubSpot / SalesforceCRM with attribution and pipeline tracking configured

FAQ

Frequently asked questions

When activity is up but conversion is flat. When new reps cannot execute what your best rep does. When the ICP in your pitch deck is different from the ICP that is actually closing. Usually this happens around 150 to 300 customers -- the playbook was designed for 10.
At seed, the playbook is a hypothesis. You are finding what works. At Series, you are making what works repeatable across multiple reps. The playbook has to be specific enough for a new rep to execute in week two and flexible enough to iterate weekly without breaking the system.
We start with your CRM data. Closed-won deals. Lost deals. Win rates by segment, channel, and rep. The ICP your pitch deck describes and the ICP that actually buys are usually different. We find the real one, re-segment on what is closing, redesign sequences for each segment, and build qualification criteria that predict close rates.
Weekly. QA data reviewed. Sequence performance analyzed. Objection patterns cataloged. Competitive intelligence gathered. Playbook updated and changes briefed same day. The playbook you run in month three should look different from month one because the market talked back and you listened.
A VP Sales builds a playbook from their experience at their last company. Maybe it fits your market. Maybe it does not. You spend 3 to 6 months finding out. Phi builds the playbook from your data -- your closed-won deals, your market, your ICP. Then we run it and iterate it weekly with a QA layer that most VP Sales hires never build.

QA and metrics Daily operations Sales culture AI-aided sales Cost of inaction

See what this playbook system looks like for your company

30-minute call. Your market, your data, what is converting. We will tell you what needs to change and how fast we can move.

Talk to us

Related:Series Proof What We Build