Singles & Doubles Playbook
Created a scalable campaign playbook for Salesforce Sales Cloud, enabling marketing and sales teams to execute repeatable, high-impact plays focused on pipeline creation and deal acceleration.
The Challenge
Marketing and Sales lacked a shared set of repeatable GTM plays aligned to pipeline stages. Campaigns varied dramatically across regions, leading to inconsistent execution and outcomes. Sales teams needed clearer messaging, competitive positioning, and activation guidance. There was no unified structure for connecting marketing content to sales motions. Enablement assets were scattered, hard to find, and not consistently updated.
The Route Map
Step-by-step path from challenge to outcome.
Unified Playbook Architecture: Built a framework of "Singles" (quick wins) and "Doubles" (larger plays) mapped to pipeline stages
Unified Playbook Architecture: Built a framework of "Singles" (quick wins) and "Doubles" (larger plays) mapped to pipeline stages
Persona & Segment Messaging: Defined narrative frameworks and value stories for key segments
Persona & Segment Messaging: Defined narrative frameworks and value stories for key segments
Sales Activation Kits: Created talk tracks
Sales Activation Kits: Created talk tracks, email flows, competitive notes, and demo guidelines
Cross-Regional Standardization: Provided repeatable templates adopted across global enterprise teams
Cross-Regional Standardization: Provided repeatable templates adopted across global enterprise teams
Measurement Framework: Linked plays to SQL lift
Measurement Framework: Linked plays to SQL lift, opportunity progression, and deal acceleration.
The Stack
Channels, tools, and MarTech used to deliver results.
Channels
- Sales Enablement
- Playbook
- Campaign Framework
Tools
- HubSpot
- Salesforce
- Looker
MarTech
- Attribution
- Analytics
- Automation
Outcomes Delivered
SQL Volume
Lift
Pipeline Consistency
Across regions
Sales Alignment
GTM plays
Enabled global marketing and sales teams with standardized, high-performing GTM plays
Supported 65% lift in SQL volume
Improved consistency of pipeline generation across regions
Strengthened sales alignment
What's Next
Key takeaways and ongoing opportunities.
This engagement demonstrates the power of a systematic, data-driven approach to GTM. The results speak to the importance of clear strategy, proper execution infrastructure, and continuous optimization. Moving forward, the focus shifts to scaling these wins and identifying the next growth lever.
Ongoing Optimization
Continuous monitoring and refinement to maintain momentum and identify new opportunities.
Scale & Expand
Apply proven frameworks to adjacent markets, channels, or product lines.
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