Outbound starts with a decision about which companies are worth your team's time. This playbook turns that decision into a map: a versioned description of who fits, and every matching company in your markets, checked, scored and sorted into tiers your team has the capacity to work.
Who does what
- GTM Lead owns the request, the ICP sign off, the capacity and the approval.
- List Builder a GTM engineer or someone in RevOps, builds the list and the scores.
- Reviewer a sales lead, judges samples, edge cases and dream accounts.
- Privacy Lead a DPO or counsel, checks the channel plans per market.
- CRM Admin owns the account fields, duplicate rules and publishing to the CRM.
What you need
- Won and lost deals, or people you can interview when you have none yet.
- Your offer, your markets and your team's capacity.
- The data tools you have licensed, with API keys and a budget cap.
Some answers are yours to set before the first run:
- How many deals count as evidence.
- Whether the parent company or the local entity is the account.
- How many people, weekly hours and touches each tier gets.
- What spot check agreement and backtest separation are good enough.
1Steps
- Account planning starts
- Study won and lost deals
- Interview reps and best customers
- Write the ICP rules
- ICP rules
- Pull companies from several sources
- Merge and match the CRM
- Account list
- Check each website
- Does the company fit?
- Add size, stack and funding
- Publish the map to the CRM
- Score and backtest accounts
- TAM map ready
- Review how the tiers convert
- Does the score find our wins?
- Cycle reviewed
- Size tiers and plan channels
Compliance checks
The playbook carries checks for the EU, Germany, Austria, Switzerland, the UK and the US. Two examples:
- Under GDPR, data about companies is out of scope, while sole traders and names that identify a person are personal data.
- In Germany, advertising email needs prior express consent.
They are checks for your Privacy Lead and no legal advice.
Run it in Vanthis
In Vanthis the playbook becomes your own Motion on the Canvas. You adapt it to your tools and markets, and your agent, Claude or ChatGPT, works through it step by step with each step's instructions. To run it somewhere else, download it as Markdown or as an agent skill.