Free guide · 15 pagesPipeline Generation
Which lead first
The ranking rule that belongs before the campaign, not after it.
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- A 3×3 matrix two axes instead of one number, one action per cell
- 4 exclusions for the filter, so no call goes out that should never have been made
- 17 checks from the target segment to outsourced calling
Manuel HartmannGuide author From projects with
Where it starts
Three signs this is for you
One number instead of two axes
A score adds three weak signals into one strong one. The SDR sees a 71 and not which situation is in front of them.
The ranking comes after the campaign
Generate first, sort later. But the ranking decides what should be generated in the first place.
Four items are missing on the record
Without them every prioritisation is an opinion, and four weeks later nobody remembers why.
What is inside
Inside the guide, page by page
Actual page numbers, with a real page from the delivered guide for every section.
- 01
Pages 4–5
The mistake behind generation, and the three early signs
- 02
Pages 6–7
Two axes, not one number, and how to fill them
- 03
Page 8
The conflict at launch: start wide, tighten later
- 04
Pages 9–10
The filter, and what has to sit on the record
- 05
Pages 11–12
Event attendees and outsourced calling
- 06
Pages 13–14
How to tell you are late, and the checklist
An unedited excerpt
One page, unchanged
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In a single sum, three weak signals beat one strong one. Separated, you see immediately which situation you are in.
| high engagement | medium | low | |
|---|---|---|---|
| high fit | call now | call | approach with a trigger |
| medium fit | call | nurture, watch | nurture |
| low fit | check: competitor? | nurture | do not call |
The top-right cell is the one most often missed: a dream account doing nothing. It does not belong at the bottom of the list, it belongs in a different approach.
Outcome
What you will have at the end
You end up with a rule an SDR can hold in their head, a nine-cell matrix with one action per cell, and four items that have to sit on the contact record.
How to work with it
- Download and read15 pages, no account, no sequence.
- Work through itOne 90-minute session, plus four weeks to the first adjustment
- Outcome
- A 3×3 matrixtwo axes instead of one number, one action per cell
- 4exclusionsfor the filter, so no call goes out that should never have been made
- 17checksfrom the target segment to outsourced calling
- Get your guideOne field. Your download appears on this page. Get the guide
Is it a fit
Who this guide is for, and who it is not for
A fit if
- you lead sales or marketing in a B2B technology company with 25 to 500 full-time employees
- pipeline generation is starting to work for you
- the first campaign is running or about to
- nobody can touch every incoming contact on the same day any more
Not a fit if
- you run an established inbound machine. The ranking was settled long ago, and this guide tells you nothing new
- you are looking for routing rather than prioritisation. Routing says who works it, the ranking says in what order
Evidence
Three projects where this work was done
Each result and timeframe links to a published case study.
Faster Sales Cycles & +2x Pipeline Visibility from CRM Overhaul in <4 Weeks
Timeframe: < 1 month
Jonathan SartoriNestermind
Read the case
+100% generated opportunities
Timeframe: less than 5 months
Abd LehnhoffTAP
Read the case
With 0% Higher Payroll10× More Leads
Timeframe: 15 Months
Experts Inside
Read the case
Who wrote it
From hands-on work, not desk research
Manuel Hartmann
Founder & CEO, SalesPlaybook
Author of “Scaling B2B Buyer Trust”. More than 15 years of GTM experience, including work at Tesla, WEF and Accenture. The decisions in this guide come from the projects linked above.
Our promise
You get the guide. Nothing else.
You receive an email with the download. No newsletter, no call, no sequence. You decide whether to hear from us later.
Questions
What people ask first
What happens to my email address?
Do we not need a scoring model first?
We already have a CRM, people can see the new contacts in it.
What if the campaign is already running?
Get it now
Which lead first
You end up with a rule an SDR can hold in their head, a nine-cell matrix with one action per cell, and four items that have to sit on the contact record.
Then the ranking is not your constraint, the ideal customer profile is. In the free 60-minute Pipeline Generation Strategy Call we tell you within the hour which of the two it is. No pitch: an honest fit/no-fit assessment and a clear next step.
Get the PDF guide
One field. Your download appears right here on the page.
Business email required: Gmail, GMX and other personal email providers are not accepted.
- Instant PDF
- No newsletter, no call
- Withdraw at any time