Mark ColganMar 10, 2026
Outbound Playbook Design
Outbound Playbook Design
Mark Colgan
This service helps businesses build a repeatable outbound sales system for consistent results, especially when scaling their team. It's ideal for those who have started outbound but lack a structured process for new hires or inconsistent performance. The service provides a comprehensive, actionable playbook covering ICP, messaging, data sourcing, outbound plays, sequences, call scripts, objection handling, and testing protocols.
Outbound Playbook Design
Mark Colgan
This service helps businesses build a repeatable outbound sales system for consistent results, especially when scaling their team. It's ideal for those who have started outbound but lack a structured process for new hires or inconsistent performance. The service provides a comprehensive, actionable playbook covering ICP, messaging, data sourcing, outbound plays, sequences, call scripts, objection handling, and testing protocols.
Chapters
00:00
Outbound Playbook Service
Introducing the Outbound Playbook design service.
00:21
Target Audience
00:54
Playbook Contents
01:14
Comprehensive Breakdown
01:45
Outbound Plays
02:23
Sequences & Scripts
02:31
Testing & Pipeline
Transcript
00:00
So the Outbound Playbook design service is probably my core service and where I spend most of my time working with my clients.
00:07
Typically you've started outbound, maybe you've got some elements of a strategy, but you don't have a repeatable system that any SDR can follow and produce consistent results.
00:16
And this becomes even more important as you look to hire and scale your team.
00:21
So this is right for you if you've started outbound but you have new hires who are taking months to ramp and there's nothing structured to follow.
00:28
You've got the tools, the data, but no systems connecting them together in a consistent workflow pipeline.
00:34
Depends on one or two star reps and you need it to be consistent.
00:37
And you're about to scale the team but need something repeatable before you hire.
00:41
it isn't for you if you haven't validated product market fit yet.
00:45
if you don't have any sales reps in place and if you're looking for a generic methodology or a slide deck, this is not it.
00:52
It's a actionable and working document.
00:54
I give it to you in a state where it is ready for you to implement.
00:59
But then it's your responsibility to keep it updated as you learn more about your ideal client profiles and the Personas, as you learn more about what messages resonate with prospects, on different channels.
01:09
it's built for you to continuously add to it and evolve the playbook.
01:14
So what's inside?
01:15
It's pretty comprehensive.
01:17
the first is company overview.
01:19
Then we look at the ICP and Personas, the account scoring model.
01:23
This is also mapping out the TAM GTM messaging map.
01:26
So what message do I need to send to which Persona in which icp?
01:31
About what pain point and how your product or service solves that Pain point.
01:35
We build out that messaging for you, then data sourcing.
01:39
So where to find the right prospects, how to build lists, what does the enrichment look like, what tools should you use?
01:45
I then work through, a menu, I'd say a menu of around 30 different outbound plays and give you the recommendations of which ones you should run.
01:53
So some of those are evergreen.
01:55
So signal based prospecting where they should always be on, but the volume's going to be quite low.
02:00
And then I make sure that I also build out the plays for some high volume, outbound campaigns as well.
02:06
Typically they fall back on Persona problems and Persona challenges.
02:10
And then there's also marketing LED campaigns.
02:12
What I mean by that is maybe you've got Events, maybe you've got webinars, maybe there's some product releases or product updates coming out as well.
02:20
You have all of the plays to run in the future.
02:23
Then you have the multi channel sequences, cold call call scripts, objection handling.
02:27
in the objection handling, I also talk about competitor battle cards as well.
02:31
Then a testing protocol.
02:32
So how do you roll out these new plays and how do you measure whether they're successful or not?
02:37
Of course, generating pipeline is one of the objectives.
02:40
and then handoff and pipeline as well.
02:42
So a clear process for moving book meetings to AES so that no leads are lost.
02:46
Metrics, frameworks, as well as some external benchmarks.
02:49
External benchmarks are always changing, always hard to come by.
02:53
Everybody has different definitions for, different stats, but I provide you at least somewhere that you can benchmark against.
02:59
And then tool stack configuration.
03:01
So are there gaps in your existing tech stack that you need?
03:05
And are there, tools that you need to invest in as well?
03:08
And then at the end you have that complete playbook with all of those sections in it.
03:12
So this is a, process that I've refined over time and I've managed to get it down to two weeks.
03:19
Now, there's a couple of caveats here.
03:21
That's two weeks if I can, schedule this work in advance.
03:26
And then also two weeks depending on how quickly you give me access to all the data and information.
03:31
so it starts with an onboarding call.
03:34
Very detailed.
03:34
We go through everything that you're doing so far.
03:37
Sometimes I speak with other members of your team as well, especially if you've got a rev ops function.
03:42
Not every company I work with does.
03:44
and then there's the build sprint.
03:45
So, the first week is all about the strategic foundation.
03:48
We have to start there.
03:49
ICP scoring, TAM messaging, data sourcing.
03:53
We have a review checkpoint.
03:54
So after the first week, we already have the call scheduled in the calendar, where we talk about the operational, we talk about the phase one, and then we move into phase two.
04:04
And this is really about the plays, the sequences, the scripts, objections, the metrics, the tools, etc.
04:09
and then we have a final walkthrough at the end of week four.
04:12
end of week two, sorry, which is we go through the entire playbook together.
04:16
I send it to you in advance.
04:17
I do recommend that you block out some time to go through it all, and then every section, every play, every sequence, you get to ask the questions.
04:23
We refine it on the call.
04:25
Sometimes it's a bit of extra work that I'LL do after and then your team can essentially start executing the next day.
04:31
So you walk away with not having a playbook or having a disparate playbook to having a complete 14 section playbook ready to use.
04:39
Draft copy.
04:40
I always draft copy but give with the caveat of but I really want you to have a look at this first and make sure that it does align.
04:48
I've worked with many different industries, and lots of different verticals but you know the audience better than me.
04:55
But I can get it to 95% of the way there.
04:57
You then have a prioritized play menu and then your tool stack configuration, knowing which tools you may need to implement or everything.
05:04
All the tools that you have already invested with are fine, but maybe they need to be configured slightly differently.
05:09
So before the playbook, each rep runs outbound their own way with borrowed scripts and half built cadences.
05:16
I've seen it where there are notes, documents all over the place and each rep is saying something different.
05:22
New hires take months to ramp because they're reverse engineering what your top rep does.
05:26
This is before you have the Playbook.
05:28
pipeline's unpredictable tools are purchased but not really connected into the full workflow.
05:32
And you can't tell whether it's targeting the messaging or the execution.
05:36
So after the playbook, every SDR follows the same system from account selection to the first meeting.
05:41
New reps contribute to qualified meetings in their first quarter.
05:45
I've seen at the end of their, before the end of their first month they've been booking meetings.
05:49
By following the Playbook, pipeline becomes consistent, also forecastable.
05:56
your tools are configured and you can measure what's working by play, by channel and also by Persona.
06:01
And this then informs the rest of the plays that you run in the future.
06:05
If you see that you're getting a really positive response from a particular Persona within a particular, particular ICP segment, then double down on those.
06:14
so these are some results.
06:17
300k in four weeks.
06:18
This is what one of my clients generated in terms of pipeline.
06:21
They went from not having playbook to implementing the, the Playbook, four weeks to a live multi channel campaign for this client, for a different client.
06:29
I managed to get them 600% increase in reply rates.
06:33
That was purely focusing on the targeting and the messaging.
06:36
and then what usually comes next?
06:37
Sometimes people want me to stick around to launch support.
06:40
So that's usually four weeks of implementation support.
06:43
as you start to build out the playbooks and put the.
06:45
Put them in place.
06:47
And then also on an ongoing basis, if you want me around to support.
06:51
Support your sales reps, answer any questions, help you refine the playbook on an ongoing basis, that's also an option, too.
06:57
But none of those are.
06:58
I don't expect anyone to sign up and say yes to those at the beginning.
07:02
It's a decision that we can make if, we enjoy working with each other.
07:06
so, yeah, if you're ready to build the system, feel free to, book a call on the link at the bottom of the page.
07:11
All right.
07:12
Looking forward to speaking to you.
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