— N° 03 · Segmentation & playbooks
79 accounts, three plays, one routing rule. Every account lands in exactly one segment — the logic checks buying signal first, then contact seniority, so nothing doubles up or falls through.
Each account is assigned once. The routing logic checks signal first, then contact seniority, in that order — so nothing is left to double up or fall through.
■ signal-hot 7 · ■ top-down 14 · ■ bottom-up 58
Any account with an active, currently-posted RevOps role — regardless of anything else.
Urgency overrides every other factor in the routing logic, because a company actively hiring for the buyer role right now is the closest thing this TAM has to a raised hand.
Of everyone left, anyone with a VP+ or Director-level RevOps contact identified.
A senior contact already has budget influence and can move without a lengthy internal case-building phase.
Everyone else: an IC-level RevOps contact, or no contact identified at all.
This segment needs champion-building before it needs a pitch. The first job is finding or creating an internal advocate, not closing a deal.
Reference the open RevOps role directly — this is a company that just told the market what it’s building toward.
“Saw you’re hiring for [role] — usually means the Salesforce data behind that role needs to be trustworthy before the hire even starts.”
A specific stat on how fast a new RevOps hire loses confidence in CRM data when activity capture is manual — framed as a problem the new hire will inherit day one.
“We haven’t started evaluating tools yet — too early.”
Preempt: position this as pre-hire infrastructure, not a tool pitch — something the new hire will thank them for having in place before day one.
LinkedIn or phone leads, email as backup. Speed matters more than a polished sequence here.
A reply or call booked within 48 hours. Past that, the signal has gone cold and the account gets re-routed to Top-Down or Bottom-Up based on contact seniority.
Speak directly to what a VP / Director owns.
“You’re accountable for forecast accuracy across the team — most leaders in your seat find out too late that the gap is upstream, in how activity gets captured in the first place.”
A forecast-confidence stat tied to data completeness, framed as a leadership-level risk (missed number, board conversation) rather than a rep-level annoyance.
“Send me more information, I’ll pass it to my team.”
Preempt: ask directly whether they’d rather see a 15-minute walkthrough of the forecast view with complete data versus without — that’s the actual decision they’re weighing.
Email leads, LinkedIn as a visibility backup. A senior contact expects a direct, low-friction ask, not a drip sequence.
A meeting booked, or a direct reply redirecting to the right owner. Silence after one clean touch usually means the account needs a different persona, not a second attempt at the same one.
Speak to the day-to-day pain directly.
“If you’re the one reconciling what actually happened in a deal against what’s in Salesforce, you already know where the gaps are.”
A specific, relatable example of the manual reconciliation work this role does today — and how much of it disappears with automated capture.
“I don’t have budget authority for this.”
Preempt: reframe the ask as building a case together, not a purchase decision — offer to help make the internal argument rather than asking them to be the buyer.
LinkedIn first — lower-pressure and easier for an IC to engage with. Email as a follow-up once there’s any engagement.
Any real engagement — a reply, a connection accept with a comment — counts as success. The goal is identifying the internal champion, not closing anything on touch one.
Four segmentation dimensions considered and dropped. The bar: would a rep actually approach the account differently?
Einstein Activity Capture vs. fully manual entry — the original second cut. It failed for the most important reason a cut can fail: it isn’t detectable. Einstein Activity Capture is a backend Salesforce config with no external footprint — no website script, no public badge. A technographic scan can see Gong. It can’t see this.
A fintech account and a media account in the same segment get the same pitch with a swapped case-study reference.
Changes send timing and maybe a compliance mention — not the opener or the objection. Doesn’t pass the “would a rep approach this differently” test.
Already captured inside the fit score itself. Doesn’t independently demand a different channel or CTA once signal maturity and persona are accounted for.
Routing is a single nested priority check, applied in order, so no account lands in two segments.
// signal-hot is time-boxed: no booked touch within 48h and the account re-routes to Top-Down or Bottom-Up by contact seniority
Segmentation only earns its place when a rep would actually approach the account differently. Signal, seniority, and “no contact yet” pass that test. Industry, geography, and deal size didn’t.
The dimensions that survived all change the opener and the objection — the first two things a rep decides. The ones that were cut only changed the packaging around a pitch that stayed the same.