Who to sell to
Your positioning, ideal customer profile, buying committee and the industries to go after first.
Enterprise Playbook · $499.00
A custom outbound playbook, built for your business
Answer a guided intake about your company, buyers and sales motion. The Cashewleads team builds your playbook from those answers: 17 sections, or a shorter 10-section version, delivered after review.
Or get the Playbook + 4 Jade Bots for $799.
$499.00 one-time. Checkout is not open yet. Have a promo code? Enter it on the last step of the intake.
What's inside your playbook
17 sections, written around your business
Every section is built only from what you tell us. Anything we can't know from your answers is marked [Needs input], never guessed.
How to run the deal
Stages with entry and exit criteria, a qualification scorecard and a discovery guide for your buyers.
What to say
Outbound messaging and cadence, demo and pilot plans, the business case, pricing and objection handling.
How to roll it out
A proof-point plan, enablement, metrics and a 30/60/90 rollout, plus every gap flagged in one checklist.
Sample playbook
See what a finished playbook looks like
A 47-page Enterprise Playbook written for Garallen Company, a fictional company, worked through one target account, Dennergo.
Sample playbook. Company names and data are illustrative. This is a sample Cashewleads Enterprise Playbook. Garallen Company, Dennergo, every other company, every person and every figure in it are fictional and illustrative. They are modelled on a real engagement to show the depth and format of the deliverable, not to describe any real business.
Inside the sample
13 sections and 2 appendices
Pick a section to preview it. Every table, figure and talk track is filled in for the fictional example account.
Part I · Section 01
Research Summary
What Garallen Company sells, to whom, and how
Ground every conversation in facts. This section captures what Garallen Company actually sells, to whom and how, as of Oct 16, 2026, and tags each finding with its source and confidence. Sellers use the right-hand column; leadership validates anything not marked Sourced.
Read the full sectionSample playbook. Company names and data are illustrative.
Part II · Section 02
The Sales Process: Stage Overview
Eight stages, one definition of done
Eight stages adapted to a SaaS-plus-expert-QA motion. The classic enterprise "site walk" becomes Site Data Intake & Assessment: a virtual data-room review of tariffs, interval data, grid capacity, telematics and site layout, with a physical visit only when it is warranted.
Read the full sectionSample playbook. Company names and data are illustrative.
Part II · Section 03
The End-to-End Sales Motion
Pipeline → qualification → discovery → demo → pilot → partners → executives
This section turns the stages into daily work: where pipeline comes from, how to qualify it, how to run discovery by persona, how to demo and pilot, how to work with partners and executives, and how to spot a stalled deal before the forecast does.
Read the full sectionSample playbook. Company names and data are illustrative.
Part III · Section 04
Territory Planning
Where to hunt, in what order, with what capacity
With a small team, territories are best cut by segment and region (for example: Mountain West and California CPO/retail; national REIT/CRE; fleets and logistics; Canada). Targets below are illustrative assumptions. Calibrate them to quota and to capacity, including analyst QA capacity, which is the real constraint on how many pilots can run at once.
Read the full sectionSample playbook. Company names and data are illustrative.
Part III · Section 05
Account Plan: Dennergo
The template, filled in for a live Tier 1 account
Required for Tier 1 (all sections) and Tier 2 (sections A–F). Keep it to two pages and update it in the CRM. The right-hand example column is the live plan for Dennergo; use it as the standard for depth.
Read the full sectionSample playbook. Company names and data are illustrative.
Part IV · Section 06
Opportunity & Deal Review
Twenty minutes that decide the forecast
Run a review for every opportunity of $25K or more in first-year value (illustrative threshold), every Tier 1 deal, and before anything moves to Commit. Twenty minutes: the AE presents, the CRO challenges, the analyst lead joins for scope and capacity.
Read the full sectionSample playbook. Company names and data are illustrative.
Part IV · Section 07
Business Case, ROI & TCO
Two business cases, one story
Two business cases matter: the customer's project case (IRR, NPV and TCO of the site or fleet), which Garallen Company produces, and the case for buying it: better, faster decisions versus the fee. Sellers own the second and use the first as proof.
Read the full sectionSample playbook. Company names and data are illustrative.
Part IV · Section 08
Pilot Setup & Checklists
Prove value fast, cheaply and toward a decision
Default policy: free only within the public Portfolio Screen tier (≤15 sites). Every other pilot is paid, or credited against a follow-on order (policy is an Assumption; validate). Standard deliverable SLA: results QA-reviewed within about one business day of complete data (S3).
| Pilot type | When to use | Scope & duration | Success criteria (examples) | Customer commitments | Garallen Company resources | Exit to commercial |
|---|---|---|---|---|---|---|
| Portfolio Screen (self-serve) | REITs, property owners and multi-site retailers exploring EV, solar or storage | ≤15 addresses; same day to a few days; $45 per additional site | Ranked list with latent-value estimates; ≥3 sites worth deeper design | Upload a spreadsheet; 30-min readout | Automated + AE readout | Paid Plan designs for top sites; portfolio subscription |
| Paid greenfield site assessment | CPO, EPC or retailer deciding where and what to build | 1–5 sites; 1–3 weeks | Investor-grade report per site; go/no-go; IRR/NPV ranges accepted by finance | Site data, tariffs, budget owner at the readout | Analyst QA; AE | Multi-site pack or subscription |
| Brownfield performance review | CPOs with aging or underperforming sites (EPC-partner model) | 10–40 sites; 3–8 weeks | Sites ranked by upside; upgrade designs (chargers, storage, ops); quantified uplift | Utilization and session data, bills, charger inventory | Analyst team; CEO/CRO readout | Upgrade designs + Operate on upgraded sites |
| Fleet transition study | Fleets planning ICE→EV for a depot or region | 1 depot or fleet segment; 2–6 weeks | Optimal fleet mix and schedule; depot charging and grid plan; TCO | Telematics and route data, vehicle list, depot electrical info | Analyst; telematics advisor | Multi-depot rollout; Operate at the depot |
| City / transit planning study | Municipalities needing funding-ready plans | Program level; 4–8 weeks | Emissions baseline and reduction; funding-application-ready financials | Fleet and site data; procurement path | Analyst; utility advisor | Platform access for departments; ongoing reporting |
| EPC partner trial | EPCs and consultants evaluating Garallen Company for bids | 2–3 live bids; 30–60 days | Proposal time down; win rate; client acceptance of the report | Real bids; partner agreement | Partner lead; analyst | Partner subscription or per-project agreement |
| Operate single-hub pilot | A built hub with storage/solar or demand-charge issues | 1 hub; 60–90 days | Electricity cost down vs baseline; uptime; data integration (OCPP / SCADA) | Network / SCADA access; site operator | R&D integration engineer (validate GA status) | Operate subscription across hubs |
| Flex eligibility assessment | Portfolios with storage or flexible load in active markets | Portfolio; 2–4 weeks | Eligible MW; projected $/kW-yr; program pathway | Asset list; interconnection details | Analyst; utility advisor | Flex enrollment (validate availability) |
Read the full sectionSample playbook. Company names and data are illustrative.
Part IV · Section 09
Mutual Action Plan
One shared plan from kickoff to the 90-day value review
Shared with the customer, and with the partner where relevant. The example is Dennergo's brownfield review → upgrade designs → Operate path. Dates are relative to target signature (T = Fri Jan 29, 2027), with calendar dates for this account. Partner-led deals add an end-client approval milestone.
Read the full sectionSample playbook. Company names and data are illustrative.
Part V · Section 10
Account Tiering
Spend time where the score says, not where the logo says
Score = Fit (0–40) + Potential (0–30) + Intent/Triggers (0–20) + Access (0–10). Tier 1 ≥75; Tier 2 55–74; Tier 3 35–54; Tier 4 <35 or self-serve. Weights are illustrative.
Read the full sectionSample playbook. Company names and data are illustrative.
Part V · Section 11
Buying Triggers & Events
Twenty signals that make an account worth a call this week
Sources: news, social and professional-network alerts, state and federal funding announcements, utility tariff filings, trade shows, Portfolio Screen uploads and partner intel. Urgency: H = act within 1 week; M = within 30 days; L = nurture. Items marked GK should be re-verified.
Read the full sectionSample playbook. Company names and data are illustrative.
Part V · Section 12
Land & Expand Motions
Six motions, each with a land offer and three expand steps
One row per motion. Write the chosen motion, with dates, into the account plan (Section 05).
Read the full sectionSample playbook. Company names and data are illustrative.
Part VI · Section 13
Field Kit: Sequences & Talk Tracks
What to say, in what order, to whom
The process is only as good as the conversations inside it. This kit gives Garallen Company sellers a way to read an account's urgency, a 30-minute first-call structure, a trigger-led outreach sequence written for Dennergo, persona talk tracks and objection responses. Adapt the words; keep the structure.
Read the full sectionSample playbook. Company names and data are illustrative.
Appendix A
Accuracy & Adaptation Notes
What was adapted, what was assumed, who validates
This playbook adapts a reference enterprise-playbook structure (originally written for a hardware-plus-cloud field-sales motion) to Garallen Company's SaaS-plus-analyst model. Prepared from public sources as of Oct 16, 2026 for Garallen Company's revenue team; not yet reviewed by Garallen Company leadership. Items marked Assumption or Inferred need validation.
| Item | Reference template element | Garallen Company adaptation | Basis | Validation owner | Open question |
|---|---|---|---|---|---|
| Stage sequence | 8 stages (Prep → Discovery → Demo → Trial → Best Practices → Site Walk → Pricing → Close) | Same sequence; Site Walk = Site Data Intake & Assessment; Best Practices = five-discipline value validation | Adaptation | CRO | Do CRM stages already exist under different names? |
| Demo | Hardware and cloud platform demo | Scenario demo on the customer's site or fleet + sample investor-grade report | Sourced capabilities (S1, S3) | CRO / Product | Is there a standard demo tenant and script? |
| Trial | Free hardware trials | Portfolio Screen free tier (≤15 sites), paid assessments, Operate pilot | Free tier Sourced (S4); paid-pilot policy Assumption | CRO / COO | Official pilot pricing and credit policy |
| Qualification | MEDDPICC | MEDDPICC-D (Data readiness) | Adaptation | CRO | Preferred methodology? |
| Channel | Value-added resellers | EPCs, consultancies, hardware and EV-conversion partners, CPO/site-host consortia | Sourced partners (S11–S13, S17); program terms Assumption | CRO | Formal partner program and margins? |
| Product naming | Hardware product lines | Garallen Plan / Operate / Flex; "SiteLens" (Apr 2026 release) | Sourced, inconsistent | Product / Marketing | Canonical product names and packaging |
| Operate & Flex maturity | — | Positioned as expand modules with "validate GA" flags | On the website; no launch release found | R&D lead / CEO | GA status, reference deployments, supported markets and protocols |
| Pricing | Hardware list prices | Only public: $45 per additional site (Portfolio Screen); all else placeholders | Sourced (S4) / Assumption | CRO / COO | Price book, ACV benchmarks, discount guardrails |
| Thresholds & targets | Field activity metrics | Illustrative ($25K deal review, activity counts, tier scores) | Assumption | CRO | Calibrate to quota and analyst capacity |
| Tools | Internal sales tools | CRM (assumed), social-selling tool (assumed), scheduling link (sourced), e-signature (assumed) | Mostly Assumption | COO / RevOps | Actual CRM and sales stack |
| Security claims | — | Use only S8 statements; ISO references need confirmation | Sourced, unverified | COO | Which certifications are formally held? |
| Funding & headcount | — | Ranges from third-party databases | Sourced, conflicting | CEO / Finance | Approved company facts for sales decks |
| Advisor bio | — | Utility advisor: website says former distribution-planning executive; a professional-network profile lists a different prior role | Sourced, partly inconsistent | CRO | Approved advisor bios |
| Competitors | Hardware competitors | Telematics-led tools, fleet-planning startups, microgrid design software, charging/DERMS/VPP vendors, consultants | Sourced (S19) + GK | CRO | Official battlecards and win/loss data |
| Policy facts | — | 30C / 45W / federal program per S20; state codes, FERC Order 2222 and clean-fuel credits = GK | Mixed | CRO / Advisors | Re-verify before customer use |
| Worked ROI example | — | Illustrative Dennergo case (Section 07) | Assumption | Analyst lead | Replace with an anonymized real customer result |
Read the full sectionSample playbook. Company names and data are illustrative.
Appendix B
Evidence Register
Every [S#] tag, in one place
In a delivered playbook, every row links to the exact page or document. In this sample the sources are fictional, so links are omitted.
| Tag | Source |
|---|---|
| S1 | Garallen Company homepage: platform, modules (Plan, Operate, Flex), segments, advantages, offices |
| S2 | Garallen Company About page: positioning ("embedded project partner"), leadership and industry advisors |
| S3 | Garallen Plan module page: features, integrations, standards, workflow, one-business-day QA'd report |
| S4 | Garallen Company for Real Estate: Portfolio Screen, pricing ($45 per additional site, 15-site free tier), personas |
| S5 | Garallen Company Applications page: value by persona (finance, fleet, charging hub, property) |
| S6 | Garallen Company sector pages: Logistics and Cities (Project / Fleet / Hub / Microgrid workspaces) |
| S7 | Garallen Company blog: "Why charging projects underperform" (five disciplines), May 2025, + Insights index |
| S8 | Garallen Company Security & Data Privacy page (multi-tenant, anonymization, public-cloud hosting) |
| S9 | Garallen Company Careers page (engineering roles only) |
| S10 | Garallen Company Events: GA launch (Mar 2024), trade-media webinar (Oct 2024), 2025 roadshow (10 US cities) |
| S11 | Press release, Apr 2026: EPC partner selects Garallen Company to re-evaluate 31 charging sites (CO/UT/AZ); "SiteLens" |
| S12 | Press release and trade article, 2025: Garallen Company's role in a 24-store convenience-retail EV rollout |
| S13 | Consultancy partnership announcement, Jun 2024 |
| S14 | Press release, Mar 2024: platform upgrades (sensitivity analysis, carbon calculations) |
| S15 | Startup-ecosystem company profile (earlier pilots; GA Q1 2024) |
| S16 | Funding databases (figures conflict) |
| S17 | Garallen Company professional-network page; expo booth post (Jun 2026); partner and event posts (2025) |
| S18 | Contact-data and professional-network search snippets: headcount ~22, ~2 sales staff |
| S19 | Competitor product pages: telematics suitability, fleet-planning and assessment tools |
| S20 | Federal tax-credit guidance (30C, 45W) and a congressional research report on the federal charging program |
| S21 | Garallen Company white paper (fleet conversion and energy management) |
| GK | General industry knowledge not re-verified in this pass (microgrid tools, VPP vendors, make-ready programs, FERC Order 2222, clean-fuel credits, state codes, MEDDPICC) |
Read the full sectionSample playbook. Company names and data are illustrative.
Your playbook, section by section
Browse what you'll get
Pick a section to see what it covers and which of your intake answers it's built from.
Section 1 of 17
Playbook at a Glance
One-page strategy summary, the plays, and what to fill in first.
350–500 wordsIn the full and the 10-section version
Built from your answers on
- Company name
- What do you sell?
- Primary goal for this playbook
- How do you sell?
- How do customers grow after the first sale?
- Describe your ideal customer
- Target industries or verticals
- Customers you may reference (optional)
Section 2 of 17
Company & Positioning
Positioning statement, value pillars, pitches and language rules.
500–750 wordsIn the full and the 10-section version
Built from your answers on
- Company name
- Your industry or product category
- What do you sell?
- What outcomes do customers get?
- Why do customers choose you?
- Alternatives buyers consider
- Constraints and words to avoid
- Product lines or modules (optional)
- Customers you may reference (optional)
Section 3 of 17
Ideal Customer Profile & Account Fit
Define who is a great fit and how to score and tier accounts.
500–750 wordsIn the full and the 10-section version
Built from your answers on
- Describe your ideal customer
- Company sizes you sell to
- Regions you sell in
- What events trigger a purchase?
- Do you tier accounts (e.g. strategic vs. standard)?
- Target industries or verticals
- How do you define your customer segments? (optional)
- Product lines or modules (optional)
Section 4 of 17
Buyer Personas & Buying Committee
Who is involved, what they need, and how to multi-thread.
700–1,000 wordsIn the full and the 10-section version
Built from your answers on
- Who is involved in buying?
- What do you sell?
- What outcomes do customers get?
- What approvals do buyers go through?
- Target industries or verticals
- Which department usually owns the budget? (optional)
- Who can block or slow a deal? (optional)
- How do you define your customer segments? (optional)
Section 5 of 17
Industry Plays
A compact play for each target industry.
700–1,100 wordsFull version only
Built from your answers on
- Target industries or verticals
- What do you sell?
- Who is involved in buying?
- Results, quotes or stories you are allowed to cite
- Constraints and words to avoid
- Customers you may reference (optional)
Section 6 of 17
Account Strategy, Territory & Expansion
Account planning, land strategy and expansion path.
550–800 wordsFull version only
Built from your answers on
- How do your target accounts usually buy?
- Do you tier accounts (e.g. strategic vs. standard)?
- How do customers grow after the first sale?
- Do you offer pilots or trials?
- Typical deal size (optional)
- Target industries or verticals
- Your sales team and tools
- How you define account tiers
- Product lines or modules (optional)
- How do you define your customer segments? (optional)
Section 7 of 17
Sales Process & Stage Criteria
Stages with entry/exit criteria and a mutual action plan.
700–1,000 wordsIn the full and the 10-section version
Built from your answers on
- Your sales stages, in order
- Typical sales cycle length
- Do you offer pilots or trials?
- What approvals do buyers go through?
- How do you sell?
- Your sales team and tools
- Sales methodology you use
- Activity standards for sellers
- Who can block or slow a deal? (optional)
Section 8 of 17
Qualification Framework
Qualification checklist, scorecard and next steps by score.
600–900 wordsIn the full and the 10-section version
Built from your answers on
- Who is involved in buying?
- What approvals do buyers go through?
- Alternatives buyers consider
- Typical deal size (optional)
- Your sales stages, in order
- Sales methodology you use
- Which department usually owns the budget? (optional)
- Who can block or slow a deal? (optional)
Section 9 of 17
Discovery Guide & Question Bank
Call structure, tailored questions and follow-up signals.
700–1,000 wordsIn the full and the 10-section version
Built from your answers on
- What do you sell?
- Who is involved in buying?
- Target industries or verticals
- What outcomes do customers get?
- Tone of voice
Section 10 of 17
Outbound Messaging & Cadence
Cadence and templates for email, social, voicemail and calls.
700–1,000 wordsFull version only
Built from your answers on
- What do you sell?
- What outcomes do customers get?
- Who is involved in buying?
- What events trigger a purchase?
- Results, quotes or stories you are allowed to cite
- Tone of voice
- Constraints and words to avoid
- Customers you may reference (optional)
- Activity standards for sellers
Section 11 of 17
Demo & Pilot Playbook
Demo storyline and a pilot / proof-of-concept plan template.
550–850 wordsFull version only
Built from your answers on
- Do you offer pilots or trials?
- What do you sell?
- Who is involved in buying?
- What approvals do buyers go through?
- Typical sales cycle length
Section 12 of 17
Business Case & ROI Framework
Structure for a buyer business case with an illustrative worked example.
550–850 wordsFull version only
Built from your answers on
- What outcomes do customers get?
- How do you price?
- Typical deal size (optional)
- What do you sell?
- Who is involved in buying?
- Customers you may reference (optional)
Section 13 of 17
Pricing, Procurement & Negotiation
How to present price, run procurement and negotiate.
550–850 wordsFull version only
Built from your answers on
- How do you price?
- Typical deal size (optional)
- What approvals do buyers go through?
- How do you sell?
- Constraints and words to avoid
- Who can block or slow a deal? (optional)
Section 14 of 17
Objections & Competitive Positioning
Objection responses and battlecards built from visitor claims only.
800–1,200 wordsIn the full and the 10-section version
Built from your answers on
- Alternatives buyers consider
- Why do customers choose you?
- Results, quotes or stories you are allowed to cite
- Who is involved in buying?
- Constraints and words to avoid
- Customers you may reference (optional)
Section 15 of 17
Proof Points & Case-Study Plan
Inventory supplied proof and a plan to collect more.
450–700 wordsFull version only
Built from your answers on
- Results, quotes or stories you are allowed to cite
- What outcomes do customers get?
- Why do customers choose you?
- Customers you may reference (optional)
Section 16 of 17
Enablement, Metrics & 30/60/90 Rollout
Rollout plan, enablement, KPIs and operating rhythm.
550–850 wordsIn the full and the 10-section version
Built from your answers on
- Primary goal for this playbook
- How will you measure success?
- Your sales team and tools
- How do you sell?
- Typical sales cycle length
- Activity standards for sellers
- Sales methodology you use
Section 17 of 17
Assumptions & Gaps
Every gap and assumption in one prioritised checklist.
400–650 wordsIn the full and the 10-section version
Collects every assumption and [Needs input] gap from the other sections into one prioritised checklist.
Bundle · one-time
Enterprise Playbook + 4 Jade Bots
Your custom playbook, plus 4 Jade Bots that put it to work: who to target, what to say, how to prepare and how to follow up. For the AI platform your team uses: Grok, ChatGPT, Claude or Gemini.
$799 one-time
The playbook alone is $499.00. Ordered through the same intake.
Get the bundle · $799
Product: Enterprise Playbook
A custom outbound playbook, built for your business
Thinking about becoming a Cashewleads customer? Start with a playbook built around your own company: your ICP, target segments, messaging, qualification and outbound plan. It is custom-built from your intake answers and delivered by Cashewleads. It is prepared by our team, not a generic download.
Get your custom playbook
$499.00one-time
Checkout is not open yet. Have a promo code? Enter it on the last step.
Delivered after review. Choose the full 17-section playbook or a shorter 10-section version in the intake.
How it works
- 1Fill in the intake. A guided questionnaire about your company, buyers, sales motion and deal model. About 10-20 minutes; optional questions can be skipped.
- 2We build it. The Cashewleads team builds your playbook by hand from your answers, with AI assistance, and reviews it.
- 3Delivered to you. Your finished playbook is delivered by email after review.
What you get
Your ideal customer profile
Who is a great fit, how to tier accounts, and the target segments to go after first.
Messaging for your buyers
Positioning, value pillars, and outbound messaging and cadence written around your offer and your personas.
Qualification and sales process
A qualification framework, stage criteria and a discovery guide your team can use.
Objections and competitive positioning
Responses built only from the claims and proof you give us.
An outbound plan
A 30/60/90 rollout with the metrics and operating rhythm to run it.
Gaps flagged, never guessed
Anything we cannot know from your answers is marked [Needs input], not invented.
Built only from what you tell us. We never invent customers, statistics or quotes. See the full intake and section list.
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Book a demo and we will show you how Cashewleads turns your ideal customer profile into booked, held meetings.