New clients, from one system you can see
AI sends more outreach than ever, to the wrong people
More volume was never the problem. Knowing who to talk to, and what to say, was.
Volume without a target
Sequences go out to anyone who fits a filter, and reply rates fall every month.
The CRM is a graveyard
Stages nobody trusts and deals nobody owns, so the forecast is a guess.
No one knows which channel pays
Budget goes where it went last year, because the funnel numbers are missing.
Autonomy is the top layer, not the first
An AI employee can only take over Client acquisition work that already runs on a system and a decision. Each layer stands on the one below it.
The acquisition engine
From a target account to a signature: the channel plays feed the top, the AI employee scores and follows up, your team sells.
What must be true before an AI employee sells for you
Autonomy in Client acquisition is earned on these: a clear target, one pipeline and numbers you trust.
- The ICP and how you select it
- Which companies and people you are for, as criteria an AI employee can check.
- Positioning per segment
- What each segment hears from you, and why it is true for them.
- One CRM with clean stages
- Every form connected and every deal in a stage with an owner.
- The funnel numbers known
- Conversion per stage, so you know where a lead is lost.
- Channels with a budget and a target
- Two channels chosen on purpose, each with what it may cost and must bring.
The Client acquisition toolkit in your workspace
The documents and apps the team and the AI employee work from, one per job.
- ICP selection
- The criteria and the accounts that fit them.
- Positioning
- The story per segment, kept in one place.
- Channel plays
- Each traction channel's playbook beside your own data for it.
- Marketing funnel
- Every stage with its conversion, month over month.
- Sales pipeline
- The deals by stage, with owners and next steps.
- Campaign planning and channel scenarios
- A plan per channel that rolls up into the cycle plan.
A buyer does not sign in one step
Client acquisition covers the stretch from the moment someone starts to buy until the signature. It runs on three lines in order: Demand capture, Marketing funnel and Sales pipeline. Each line is measured, so you can see where buyers drop out.
Strategy is go-to-market
The strategy of this factory is go-to-market: the ideal customer profile, messaging, pricing, channels and the sales motion. The pricing page at /pricing shows the free beta next to One-person, Team and Team + Expert, so the free way in is clear.
How we run it as a system
Systems holds the tools and data, Strategy the go-to-market decisions, Execution the three lines, and Autonomy the Client acquisition AI employee, which is measured on new clients. We check the layers from the bottom and fix the lowest one that fails first.
The main number is new clients
New clients is the main number of Client acquisition. Drivers feed it, and the twelve funnel levers are among them. A target sits on the number, so you can see where it falls short.
Questions
The plays, tools and books to start with
Each one is a page of its own, with the plays and tools it links to.
