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Scale-ups · Playbooks: Engineered, not improvised.

Your playbook was built at 10 customers. You have 200 now, and the ICP and market have moved while the messaging has not.

How we build it: How we build it at Series

Activity up, conversion flat? We do not add reps to a broken playbook. We rebuild it first, then scale the reps into it.

  1. 01

    Audit what converts

    We pull your CRM: won and lost deals, cycle length, win rates by segment, channel and rep. The ICP in your deck and the one that buys usually differ. We find the real one.

  2. 02

    Re-segment the market

    Segments built on what closes, by industry, size, role, pain and trigger, each with its own message and benchmarks. Adjacent verticals tested with kill thresholds.

  3. 03

    Redesign the sequences

    Email, phone and LinkedIn, tuned for a market that knows your brand: cold outbound, warm reactivation, inbound follow-up, event triggers.

  4. 04

    Build for repeatability

    Specific enough for a new rep to run in week two, flexible enough to iterate weekly. Tighter qualification, clear deal stages, enforced handoffs.

The difference: A VP Sales playbook vs. a Phi playbook

  • VP Sales playbook

    Built from their last company. Three to six months to learn if it fits.

    Phi playbook

    Built from your closed-won deals, market and ICP, then iterated weekly with QA most VP Sales hires never build.

  • VP Sales playbook

    One person designs the sequences, another makes the calls. Deals die in the gap.

    Phi playbook

    The team that designed the sequences makes the calls. They know why things work, and by day three when they fail.

One system. No handoffs between strategy and execution.

The stack: Tools underneath the playbook

Everyone has the same tools. Not the system connecting them.

  • Clay

    Enrichment and ICP scoring before a human touches a lead

  • HeyReach

    LinkedIn outreach across multiple sender profiles

  • Instantly

    Email with deliverability monitoring and A/B tests

  • n8n

    Workflows from enrichment to CRM, outreach and reporting

  • HubSpot / Salesforce

    CRM with attribution and pipeline tracking

Questions: Common questions

When should a growth-stage company rebuild its B2B sales playbook?

When activity is up and conversion is flat, new reps cannot copy your best one, or the ICP that closes differs from your deck. Usually around 150 to 300 customers, for a playbook designed at 10.

What is the difference between a seed playbook and a Series A sales playbook?

At seed the playbook is a hypothesis. At Series it makes what works repeatable: runnable by a new rep in week two and iterated weekly without breaking.

How does Phi build a growth-stage sales playbook?

From your CRM data. We find the ICP that actually buys, re-segment on what closes, redesign sequences per segment and set qualification that predicts close rates.

How often should a sales playbook be updated at growth stage?

Weekly. QA, sequence results, objections and competitive intel feed same-day updates. Month three should look different from month one.

What is the difference between a VP Sales building a playbook and Phi building one?

A VP Sales brings their last company's playbook and needs three to six months to test it. Phi builds from your data, runs it and iterates it weekly with QA.

Scale-ups · Playbooks← Back to scale-ups

Talk to us: See this playbook system for your company.

A 30-minute call on your market, your data and what converts. We will tell you what needs to change and how fast we can move.

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