Outcome
SalesPlaybook · 15 pages
Which lead first
The ranking rule that belongs before the campaign, not after it.
- A 3×3 matrixtwo axes instead of one number, one action per cell
- 4 exclusionsfor the filter, so no call goes out that should never have been made
- 17 checksfrom the target segment to outsourced calling
Resource download
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Time required
One 90-minute session, plus four weeks to the first adjustmentInside the workbook
- 4–5The mistake behind generation, and the three early signs
- 6–7Two axes, not one number, and how to fill them
- 8The conflict at launch: start wide, tighten later
- 9–10The filter, and what has to sit on the record
- 11–12Event attendees and outsourced calling
- 13–14How to tell you are late, and the checklist
Page 6 · The matrix, nine cells, nine actions
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 |
This is for you
- 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 the right 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
Case Study
node.energy Generates 5x More Demos in Three Months Through Targeted Outbound With Clay Integrated Into HubSpot
Details ansehen →Cannot say clearly which leads fit and which do not?
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.
Frequently asked questions
What happens to my email address?
You get one email with the download. No newsletter, no call, no sequence. If you want to hear from us later, that is your decision.
Do we not need a scoring model first?
No, and that is the point. A full model takes weeks, assumes data that does not exist yet, and produces a number an SDR cannot use in a conversation.
We already have a CRM, people can see the new contacts in it.
They can see them. What they cannot see is which one goes first. A system only shows an order once somebody has put one in.
What if the campaign is already running?
That is the normal case in which this guide gets read. Page 13 names the three signs and what still works from there.