Step-by-step playbooks for launching, scaling, and pivoting GTM motions — ICP launch, PLG to sales-led, inbound to outbound, regional expansion, comp redesign, pricing repackage
Not theory. Not frameworks-without-steps. Real playbooks — the kind you'd run a Monday-morning kickoff from. How to launch a brand-new ICP and book the first 10 logos in 90 days. How to bolt a sales-led motion onto a PLG funnel without spooking the self-serve flywheel. How to spin up outbound when inbound dries up. How to expand US → EU without burning a quarter on visa paperwork and Slack confusion. How to redesign comp mid-year when the old plan stopped paying for the right behavior. How to repackage and re-tier pricing without churning your bottom quartile. How to rebuild a depleted team after a layoff. How to architect a land-and-expand motion that actually expands. How to walk in as a fractional CRO and earn trust by day 14. Every playbook has the steps, the diagrams, the artifacts, and the decision rules — opinionated, defensible, free.
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What lives here
Go-To-Market Playbooks is the operator desk of Pulse — runnable, step-by-step GTM plans for the moves that actually move a number. The recurring topics:
ICP launch playbooks — the first 90 days of a brand-new segment, from list-build and messaging tests to first 10 logos and the trip-wires that say "kill it"
PLG → sales-led conversion playbooks — bolting a sales motion onto a self-serve funnel without spooking the flywheel, PQL routing, when to gate features, how to comp the AE
Inbound → outbound expansion playbooks — spinning up an outbound engine when inbound stalls, list architecture, sequence cadences, SDR ramp, attribution that survives
Regional expansion (US → EU/APAC) playbooks — first hire in-region, entity vs EOR, legal/tax/GDPR, time-zone coverage, comp localization, channel partner sequencing
Comp + quota redesign mid-year — when the old plan stopped paying for the right behavior, plan economics, accelerator restructure, quota relief, comp-committee survival
Layoff recovery + rebuild playbooks — first 30 days after RIF, surviving-rep stabilization, account redistribution, quota reset, hiring backfill sequence, culture rebuild
Land + expand + multi-product expansion — designing for expansion at land, post-sale handoff, expansion playbook by persona, multi-product cross-sell sequencing, NRR architecture
Fractional CRO 90-day plans — diagnostic week, listening tour, the first three changes, board-day-one report, what to fix in 30, what to leave for 90
Use them to launch a new motion from a clean sheet, repair a stalled one mid-quarter, or pressure-test a pivot before you take it to the board. Every playbook is opinionated, defensible, and runnable — the goal is to be the resource a sitting CRO would actually keep open in a tab on day one.