ICP from won and retained deals
The attributes that separate customers who buy and stay from those who don't, written as rules.
How we work · What we build · Step 02
One argument that wins, used by every rep and every agent
ICP, personas, positioning and competitors built from your won and lost deals and calls, written as files your team and your AI read the same way.
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What you're after
01
Outreach that sounds like you
Agent drafts start from the argument your buyers responded to on your own calls.
02
Every rep telling the same story
One version of your pitch, used by every rep and every agent, instead of five.
03
Strategy that stays current
We update it when deals and calls show something changed, not once a year.
What a persona file looks like
Plain text in a repo you own. Every agent reads it before it drafts. Illustrative. Companies, people and numbers are fictional.
# personas/vp-operations.md
Company: Northwind (route-planning and fleet software)
Who: VP Operations at logistics and distribution
companies, 200–2,000 employees
Also: Director of Fleet, Head of Dispatch
Measured on: on-time deliveries and overtime cost,
hardest to hold in peak season
What changes things: a new VP Operations, peak-season
planning (Q3 into Q4), a spike in missed deliveries
Their words: "peak", "missed deliveries", "overtime",
"drivers" (14 won calls)
The argument that fits: peak-season readiness, meaning
fewer missed deliveries and less overtime
Don't lead with: features, price, AI, "platform"
Sources: 14 won and 11 lost calls, CRM notes,
3 win-loss interviewsWhen reps keep correcting the same line, we update the file so the next draft starts from the fix.
What we build from your calls and deals
Personas in buyers' own words
Each buyer's job, pressures, words and objections, from call recordings.
Positioning and the argument that fits
What you say, to whom, and what proves it, taken from what buyers who signed heard that the others didn't.
Competitors
How you win and lose against each one, from real deals.
Voice of customer and market
What buyers are asking about this month and what's changing in your market, refreshed on a schedule from your calls.
Playbooks
What to do at each decision, ready to feed skills and agents.
SkillsWhere the argument travels
Part of step 2, Prioritize by revenue impact.
- Step 011
Connect your data
Built from your calls, wins, losses and CRM history in the warehouse.
- Step 022
Prioritize by revenue impact
At the costliest decision, the argument is often what's missing. This is where we find it.
- Step 033
Ship into the tools your team uses
Every draft, call prep and account plan reads it first.
- Step 044
Keep improving
We update it from deal results and rep corrections.
Why AI outreach still sounds generic
Strategy in a slide deck
- The tool gets bought before the strategy is written
- Positioning lives in last year's deck
- A workshop that ends in a document nobody opens
Strategy as files agents read
- Built from evidence in your own calls and deals
- Plain files you own, versioned
- Read by every agent before it writes
Where to start
GTM AI Bootcamp
When the costliest decision needs a better argument, the bootcamp builds it from your calls first. The AI operating partnership keeps it current.
Before you book
We already have positioning.
Good. We test it against your calls and deals, fill the gaps, and write it so agents apply it the same way every time.
Is this a strategy consulting engagement?
No. It's the strategy your team already uses, checked against evidence and written as files the play we ship reads.
How often is it updated?
Voice of customer and market on a schedule. The rest whenever deals, calls or rep corrections show something changed.
Who signs off on what the AI claims?
A named person approves the argument for each group of buyers before anything is drafted. A new claim always gets its own approval.
Where do these files live?
In your repo, as plain text. Your team edits them, and every agent reads the latest version.
Where's your line stuck?
Test your argument against your own calls
30 minutes. Tell us what reps say today, and we'll show you how we'd check it.
Book a call