| Working file | Format | Use it to | Playbook |
|---|---|---|---|
| Demo scorecard | Sheet | Score a demo on what happened, not how it felt | Demo |
| Lead-scoring ledger | Sheet | Write fit, intent, negative rules, and thresholds before the MAP | Lead scoring |
| Demand plan | Sheet | Turn channel volume and conversion into pipeline math | GTM planning |
| Sales capacity | Sheet | Turn heads, quota, ramp, and cycle into a closeable number | GTM planning |
| CRM field map | Sheet | Map legacy fields to the new org and kill empty customs | CRM data model |
| Vendor evaluation | Sheet | Split jobs, test win reasons and gaps, refuse a borrowed 9.2/10 | MarTech governance |
| Sales cadence | Sheet | Put pipe-gen, forecast, and coaching on different clocks | Sales operating cadence |
| Incentive timing | Sheet | Write clawback/holdback and time-box draws as exceptions | Incentive timing |
| GTM experiment ledger | Sheet | One hypothesis per row, with a decision the result may change | Experimentation |
| Answer visibility | Sheet | Prompt-test buyer questions; clicks are partial under zero-click | SEO and AEO |
| AI teammate brief | Doc | Write the job, guardrails, and steps before a custom GPT/Gem/Project | Content strategy |
| Onboarding welcome packet | Doc | People, intake, timeline, help, and handoff notes for one logo | Onboarding communication |
| CS-leadership 90 days | Doc / Slides outline | Audit the book → charter the numbers → ship visible CS standards | CS-leadership ramp |
| CS workspace | Sheet | Map post-sale fields to realization, relationship, renewal, or risk | CS workspace |
| GTM AI maturity | Sheet | Score each motion 0–4; climb one rung on a channel that already works | GTM AI maturity |
| AI use-case score | Sheet | Rank problems by payoff, probability, and org load—not by demo | AI use-case selection |
| AI workflow card | Doc | Artifact, stages, gates, collapse, and send rules before you build | AI workflow |
| Contact data | Sheet | Test coverage, valid line, and right-person on your slice | Contact data |
| Buying-signal card | Doc | Temperature, two independent facts, window, and the sentence the change earns | Buying signals |
| Peer-community room card | Doc | One existing room, one contribution, endorsement we will accept | Peer community |
| Creator-partnership card | Doc | Overlap, unique cut, three wins, disclosure | Creator partnership |
| Executive-dinner table card | Doc | One seat, one question, 8–12 guests | Executive dinners |
| Show capture | Doc | Qualification, interaction signals, post-show rank—not scan order | Trade shows |
| Content-syndication test | Doc | Audience sample, verification, post-fill signal, 90-day cap | Content syndication |
| Four-fits card | Doc | Four sentences: market, product, channel, model | Four Fits |
| Message-market-fit card | Doc | One offer, one handmade batch, scale gate | Message-market fit |
| Campaign brief (GACCS) | Doc | Goal, audience, unique take, channels, stakeholders before production | Content strategy |
| Messaging hierarchy | Doc | Core four lines, three value lines, surface rows | Messaging |
| Product-launch card | Doc | Tier, GACCS, 30/60/90 after day one | Product launch |
| Wedge card | Doc | Audience + use case, 10× alternative, next expansion | Wedge |
| Alternative card | Doc | Live short list; where they win; blank over guess | Competitive intelligence |
| Founder-story card | Doc | One perception, one scene, advantage check | Founder story |
| Marketing strategy inputs | Doc | Ranked ICPs, advantages, perceptions, four levers, big bets, KPO—before the demand sheet | GTM planning |
| Budget card | Doc | Top-down vs bottom-up, monthly headcount, CAC split | Budget and planning |
| Marketing org card | Doc | π-shape, fuel/engine/PMM gaps, next hire | Marketing org |
| Company-cadence card | Doc | Fiscal close, rock, lightning strike, offset | Company cadence |
| Case-study brief | Doc | Named customer, dated result, friction, approval | Case study |
| Landing-page brief | Doc | One promise, one door, kill date | Landing page |
| Homepage brief | Doc | Scan, one door, proof that can be pasted | Homepage |
| Comparison-page brief | Doc | One alternative, where they win, switching path | Comparison page |
| Pricing-page brief | Doc | Unit in five seconds, ≤5 plans, what is public | Pricing page |
| Demo-request brief | Doc | Scoped promise, short fields, SLA, HDYHAU | Demo request |
| LinkedIn organic card | Doc | Named speaker, 95% memory, how we will know | LinkedIn organic |
| Paid-media brief | Doc | One job, one scoreboard, kill date | Paid media |
| Nurture-state card | Doc | One state, trigger, exit—not a seven-email drip | Lead nurture |
| Measurement card | Doc | Two scoreboards, HDYHAU, disagreement rule | Measurement model |
| Cold-call card | Doc | Context, problem scene, interest, reaction | Cold call |
| LinkedIn outbound card | Doc | Artifact, public comment, no pitch in the connect | LinkedIn outbound |
| ABM system card | Doc | Capacity, tiers, and what T3 is not allowed to be | ABM strategy |
| Expansion card | Doc | Realization gate, triggers, one next job | Expansion marketing |
| Renewal card | Doc | Horizon clock and value packet before commercial | Renewal marketing |
| White-paper brief | Doc | One sourced claim; gate off unless the exchange is worth it | White paper |
| Review-site card | Doc | Ask after value; do not draft their review | Review sites |
| Interaction card | Doc | Job first; chat is not a second demo queue | Forms and chat |
| Revenue churn card | Doc | Freeze five movements; show gross next to net | Revenue churn |
| Sales-leadership 90 days | Doc / Slides outline | Run observe → quick wins → new course without a costume deck | Sales-leadership ramp |
Copyright © 2026 Ivan Xu. All rights reserved. See the copyright and reuse terms. Canonical source: github.com/weilun88313/B2B-Playbook