The method
Arithmetic first. Conversations second.
The computable part of the diagnostic is automated, so the two weeks are not spent on it. What takes time is understanding why the numbers say what they say.
The diagnostic
The four cuts
01
Origin
How much of won revenue came from an existing relationship, and how much from cold sourcing? Output: a percentage, and the list of exceptions.
02
Geography
Win rate on the home market against the rest, lost deals counting as much as won ones. Output: a rate per country.
03
Cycle
Median days from creation to signature, by origin. Output: what the absence of a relationship costs, in days.
04
Repeatability
How many won deals share the same entry path and buyer title. Output: the pattern, if there is one, or the proof that there is not.
The interviews
What only the interviews add
Four or five conversations with your won customers. They correct the reading without changing the numbers, and that is where the deliverable is.
- Why the customer actually decided, which almost never matches the source recorded in the CRM.
- The trigger, the dated event that made them move, which no CRM records.
- The real order of the steps, because a CRM records the selling process, not the buying process.
The deliverable
The playbook
Entry
The path that actually opened your won deals, not the one described in a positioning workshop.
Buyer
The title that signed in your own deals, not a hand-written persona.
Trigger
The dated event that precedes the purchase, taken from your customer interviews.
Proof
Sentences from your won customers, used as they are, not a marketing promise.
Transparency
The screen nobody shows
Through the six weeks you see the count of guaranteed meetings, updated weekly, including when it is behind. Publishing the gap between what was promised and what was delivered takes no technology. It takes accepting to be judged.
The F.A.S.T. method™
Four moves, one engine.
The method behind the playbook. It is not what you buy, it is what makes the list and the messages better than an agency's.
Framing
Define the ICP, the positioning, the message that converts.
Activation
Launch the multichannel outbound engine. Book the first qualified meetings.
Scaling
Industrialize, steer by data, make the pipeline predictable.
Trust
Install the proof, onboarding, retention that secures revenue.