Sales LeadershipPDF · 12 pagesExpert
Get every rep booking 20 SQLs a month
The definition, ICP gate, data layer and sequence that make 20 accepted SQLs per rep a repeatable number, not a good month.
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About the expert
Jonathan Chemouny
GTM Lead, ElevenLabs
Jonathan has had an extensive career in new business sales and sales leadership. He has co-founded a few businesses himself and knows how to do founder-led sales and build a team that delivers. He has experience as Head of New Business Sales at Intercom, Head of Sales at Lattice, and now leads go-to-market at Eleven Labs, one of the fastest-growing AI organizations on the planet.
Sales Leadership
Get every rep booking 20 SQLs a month
The definition, ICP gate, data layer and sequence that make 20 accepted SQLs per rep a repeatable number, not a good month.
What's inside
- A strict SQL definition that only counts on AE acceptance
- The four-lane ICP gate for a product that sells to almost anyone
- A two-layer sourcing process: Sales Navigator discovery then a Clay data layer
- A six-step multichannel sequence that branches on behaviour
- The deliverability habits and benchmarks his team runs to
- Five moves you can run this week with no budget
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13 reviews from sales leaders and reps
“The saying goes that the first task of any new sales leader is to build the playbook. Matt does this for you in this astonishing collection of go-to-market business critical playbook of intelligence, bound up like a single pane of glass that is easy to consume. This is an incredible asset for any sales leader looking to make waves. Highly recommended.”
“Genuinely impressed at the depth and accessibility that Matt has managed to fit into this guide. Everything from call and email structures and templates, to leadership psychology, and RevOps. As someone who has a lot of sales experience but is just embarking on a first-time outbound motion, I've found a lot of this guide super useful. Some of it is reinforcing the basics and some of it is in-depth technical and psychological. Lots of 'playbooks' don't really offer much practical use beyond recycling the same old info and templates. This isn't one of them.”
“If you are looking to build a playbook from scratch or simply looking for inspiration to bolster your existing one, then look no further. I found Matthew's version to be incredibly comprehensive, credible and laid out in bite size installments, easy to absorb at any sales level within an organisation. Contemporary in stature, this professional grade guide not only covers the fundamentals thoroughly, but arguably is applicable to most product/service offerings. A must read for any sales leader who is serious about articulating a robust and transparent sales framework to their troops in one place.”
“Matt's guide is packed with depth and accessibility, covering everything from call/email templates to leadership psychology and RevOps. I found it incredibly useful, reinforcing basics while offering fresh, in-depth insights. Unlike many recycled playbooks, this one delivers real value.”
“Matthew has a knack for distilling complex processes into repeatable templates and frameworks. Sales leaders needed him a long time ago — you'd be wise to seek out this resource!”
“An incredibly comprehensive resource! It's been a game-changer for me and my brand. By incorporating their insights and advice, I've noticed steady improvements.”
“I have been using resources from Matt for the last year. We work with multiple clients sorting out and managing their outbound activity. The resources in the playbook have been really useful for structuring and executing on the campaigns.”
“Really comprehensive resource. This has been helpful for me, the team and the clients we are advising on their GTM strategies.”
“These are comprehensive resources suitable for GTM teams. It covers everything from inbound and outbound playbooks.”
“Matthew has created a very useful collection of sales materials in one spot. I use it daily.”
“Really useful resources. Has helped me create my own resources tailored to the team. Looking forward to the updates.”
“Everything you need, easy to navigate, and all in one place. Super helpful resource!”
“It's amazing with lots of great sales materials. Highly recommend for sales leader!”