Category: briefs
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What is Conversion Optimization?Conversion optimization is the practice of increasing the percentage of visitors or prospects who take a desired action—signing up, booking a demo, or making a purchase. What is Brand Identity?Brand identity is the way your company defines and presents itself—everything from logo, colors, and messaging to values and personality. It’s how you…
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Sell urgency, not price The fastest way to move deals forward isn’t pressure or discounts—it’s clarity. Buyers stall when they don’t fully understand the pain, the value, or the path to decision. Here’s how to speed up deals (without being pushy): “Deals don’t die from objections—they die from indecision.”— The JOLT Effect, 2022 Pro tip:Use…
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Stop describing what you do—start describing what they feel Most startup messaging falls flat because it talks about features, not feelings. Buyers don’t care how your product works. They care about solving the problem that’s keeping them up at night. To improve your messaging: “Companies using VoC-aligned messaging see up to 50% more SQLs and…
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You’ll feel it—and you can measure it Product-market fit (PMF) isn’t just a vibe, but it often starts as one. Before you scale your go-to-market (GTM) strategy, you should see clear, repeated signs that your product solves a painful problem—and buyers are pulling it from you. Here’s what to look for: “Product-market fit is when…
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For your first Sales Playbook, just start with what’s already working A sales playbook doesn’t have to be a 100-page manual. If you’ve never had one before, think of it as a living guide that helps your team sell the way you do—without guessing. Here’s what to include in a first version: “A playbook turns…
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You need a system—before you hire a seller If you’re the founder and still closing every deal, you don’t have a sales team—you have a bottleneck. Scaling revenue means building a repeatable process others can follow, not just finding someone to “take over sales.” Here’s how to start: “Founder-led sales is a phase. Repeatable sales…
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Before PMF, your GTM strategy should focus on learning—not scaling If you’re still searching for product-market fit (PMF), the goal isn’t to “scale” — it’s to discover. A smart go-to-market (GTM) strategy at this stage isn’t about hiring a big sales team or pouring money into ads. It’s about talking to customers, uncovering painful problems,…
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Because founders hire closers when they need explorers Most early-stage sales hires fail because they’re brought in to “scale sales” before the company knows what’s actually working. Founders hire reps with big logos on their résumé—expecting them to close deals fast. But without clear positioning, process, or product-market fit, even great sellers flop. Here’s what…
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A fractional CRO gives you sales leadership without the full-time cost or commitment A fractional CRO (Chief Revenue Officer) or fractional Head of Sales is a part-time executive who brings senior-level sales leadership to your business—without requiring a full-time hire. They typically work with early-stage or scaling companies that need go-to-market expertise but aren’t ready…
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Start with pain, not personas If you haven’t sold much yet, you don’t need a perfect customer profile—you need a pain profile. The best way to find your ICP (Ideal Customer Profile) isn’t by guessing at firmographics. It’s by identifying who’s most frustrated by the problem you solve. Here’s how to find that: “Your ICP…