B2B sales and go-to-market execution. Use when the user mentions cold email, outbound sales, lead generation, sales triggers, prospecting, pipeline building, SDR, BDR, sales enablement, objection handling, demo scripts, battlecards, GTM strategy, sales sequences, email deliverability, or any B2B sales topic. Also triggers on: sales, outbound, inbound, cold call, follow-up, lead qualification, BANT, MEDDIC, ICP, buying signals, sales process, CRM, deal flow, quota, territory, account-based marketing, ABM, Clay, Apollo, sales automation, negotiation, tactical empathy, mirroring, labeling, calibrated questions, Never Split the Difference, offer creation, Grand Slam Offer, value equation, pricing psychology, guarantee stacking, $100M Offers, $100M Leads, warm outreach, cold outreach, lead magnets, content-led leads.
Complete B2B sales and go-to-market execution framework. From identifying triggers to closing deals. Includes 137 sales triggers, 34 cold email templates, and 11 GTM plays.
Sales, GTM, go-to-market, cold email, outbound, prospecting, pipeline, SDR, BDR, lead generation, sales triggers, buying signals, lead qualification, BANT, MEDDIC, objection handling, battlecards, demo scripts, sales sequences, email deliverability, CRM, deal flow, quota, ABM, Clay, Apollo, sales automation, ICP, cold call, follow-up
Sales triggers are events that create a window of opportunity. Don't cold email random people — target people experiencing a trigger that makes your solution relevant NOW.
Trigger categories (137 total in reference file):
| Category | Examples | Signal Strength |
|---|---|---|
| Leadership changes | New CXO, new VP, reorg | Very High |
| Funding events | Raised round, IPO filing, acquisition | Very High |
| Hiring signals | Job postings for roles your product replaces | High |
| Tech stack changes | Adopted/dropped competitor, new tools | High |
| Growth signals | Office expansion, new market entry, partnerships | Medium-High |
| Pain signals | Bad reviews, security incidents, layoffs | Medium |
| Industry events | Regulation changes, market shifts | Medium |
| Content signals | Blog posts about your problem space, conference talks | Medium |
| Engagement signals | Website visits, content downloads, social interactions | Variable |
See references/sales-triggers.md for the complete list of 137 triggers with response templates.
The anatomy of a great cold email:
The 4-email sequence:
| Timing | Approach | Length | |
|---|---|---|---|
| Initial outreach | Day 1 | Trigger + problem + CTA | <100 words |
| Follow-up | Day 3-4 | New angle + social proof | <80 words |
| Value-add | Day 7-8 | Share useful content + soft CTA | <80 words |
| Break-up | Day 14 | Direct close or graceful exit | <50 words |
Key principles:
See references/cold-email.md for all 34 templates (23 first-touch, 4 follow-up, 4 re-engagement, 3 special).
11 proven go-to-market plays for different scenarios.
| Play | When to Use | Key Metric |
|---|---|---|
| The New Exec | Target within first 90 days | 8-12% reply rate |
| The Funding Round | Company just raised | 6-10% reply |
| The Competitor Swap | Using a competitor you can beat | 5-8% reply |
| The Industry Event | Around conferences/events | 4-7% reply |
| The Content Engage | Engaged with your content | 8-12% reply |
| The Referral Play | Warm intro available | 15-25% reply |
| The Case Study Drop | Similar company success story | 5-8% reply |
| The ROI Calculator | Quantifiable value prop | 4-7% reply |
| The Free Audit | Can diagnose their problem | 6-10% reply |
| The Mutual Connection | Shared network/background | 8-15% reply |
| The Breaking News | Industry/company news hook | 5-8% reply |
See references/gtm-plays.md for full playbook with templates and execution guides.
BANT Framework:
MEDDIC Framework (for enterprise):
Lead scoring signals:
Battlecard template:
Demo script structure:
Objection handling (LAER):
Email deliverability checklist:
Tech stack recommendations:
| Metric | Formula | Benchmark |
|---|---|---|
| Reply rate | Replies / Emails sent | 5-15% (cold) |
| Positive reply rate | Positive / Total replies | 30-50% |
| Meeting booking rate | Meetings / Prospects contacted | 2-5% |
| Show rate | Attended / Booked | 70-85% |
| Demo → Close | Closed / Demos given | 15-30% |
| Sales cycle length | Days from first touch to close | Track by segment |
| Pipeline velocity | Pipeline $ × Win rate / Sales cycle | Increasing |
references/cold-email.md — 34 cold email templates with use casesreferences/sales-triggers.md — 137 sales triggers organized by categoryreferences/gtm-plays.md — 11 go-to-market plays with execution guidesreferences/lead-qualification.md — BANT, MEDDIC, and scoring frameworksreferences/sales-enablement.md — Battlecards, demo scripts, objection handlingreferences/outbound-infrastructure.md — Deliverability, tech stack, domain setupreferences/negotiation-tactics.md — Tactical empathy, calibrated questions, mirroring, labeling, Ackerman model (Source: Never Split the Difference)references/offer-creation.md — Value equation, Grand Slam offers, pricing psychology, guarantee stacking (Source: $100M Offers)references/lead-generation-advanced.md — 4 core lead gen methods, warm/cold frameworks, content-led leads, lead magnets (Source: $100M Leads)