Playbook · For Demand Generation

Demand gen is measured in leads and paid on opportunities.

The gap between those two numbers is conversion, and conversion is a relationship problem at every stage. Rudy puts a known name into the funnel at the top, and a person who can unstick it at every stage after that.

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# demand-gen6 members

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RudyAPPFriday 4:58 PM

Four things for next quarter’s programme. One of them is where the budget allocation is currently wrong.

Score the target list before the spend37 of 100 accounts have a warm path. Those should not get cold budget.

Source

Eleven MQLs have a route inHand them over with a name attached, not a score.

Convert

Nineteen accounts stalled after first meetingIn eleven, the person who introduced them has left the thread.

Convert

Hold the customer amplification askTwo of the four are mid-renewal. Not this campaign.

Protect

Agree the planChange something

Co-owned goals

Three things you and Rudy both own.

Not three features. Three goals with a name on each, which is the difference between a tool you remember to open and a colleague who turns up.

01

Source

Put a relationship into the top of the funnel. An account that arrives with a route in is a different asset from an account that arrives as a form fill, and it is worth knowing which is which before the budget is split.

02

Convert

Every stage where a lead can go quiet has a person who can unstick it. Most funnels never look for that person, which is why conversion is treated as a copy problem when it is a relationship problem.

03

Protect

Demand gen fails at scale. One co-marketing push can spend every customer relationship you have in a single week, and next quarter you have nothing left to ask for.

The operating rhythm

A tool waits to be opened. A colleague has a standing agenda.

This is the part nobody else does. Rudy is not a stream of notifications you triage between calls. He works to a rhythm you both keep, and it produces something you can point at.

1ONCE A WEEK

☰This week’s planagreed Friday

Four things, in priority orderRudy proposes. You cut what does not belong.

Planned

Each one has a reason attachedNot a feed. A short list you both signed off.

Planned

Owner and date on every itemSo nothing is technically everyone’s job.

Planned

Anything you rejected stays rejectedHe does not quietly re-propose it on Tuesday.

Noted

2EACH MORNING

☰Today3 items

First item already movedSent 09:14. Reply came back before standup.

Done

Second needs your readDrafted and waiting. Two minutes of your time.

Now

Third is teed upEverything he needed is attached.

Today

3EACH EVENING

☰Closed outnothing dropped

Two closedOutcome logged against the record, not a spreadsheet.

Closed

One sent, no reply yetWhich is fine on day one. He will chase it.

Sent

One replannedSomething changed on the account. Reason attached, moved to next week.

Replanned

And then it repeats. Nothing carries over silently. Anything unfinished goes back into next week’s plan with a reason attached, which is why this survives a busy quarter instead of quietly stopping.

Source

A third of the target list is already reachable warm.

Before the quarter’s budget is committed, Rudy scores the whole target list for warm paths. The accounts with a route get the relationship treatment. The rest get the cold spend, which is now going to the accounts where cold is genuinely the only option rather than being spread evenly over both.

☰Target list, next quarter100 accounts

37

Have a warm pathAt least one route through team, customer, partner or board.

Warm

22

One hop onlyA single route. Worth building a second before you spend.

Thin

41

No route foundCold is the right call here, and the budget should follow.

Cold

9

Route exists but gatedBoard or customer capital. Not for a campaign.

Blocked

Convert

A hot lead handed over cold has been downgraded.

Someone chose your product, used it daily and told their team about it. Then the record reaches a rep with a score on it and nothing else. Before that handoff, Rudy maps the buying group and attaches the route, so the rep opens a record that already knows who can make the introduction.

WorkdayACCOUNT

DetailsRelatedContactsBoomerang

Rudy · signup, mapped

PQ

Three seats, product qualifiedActive for nine days. Usage still climbing.

Hot

EB

Economic buyer identifiedVP Marketing. Two levels above the signups.

Mapped

RT

Route foundYour CSM ran onboarding for one of the signups at their last company.

1 hop

OW

AssignedRouted to the rep with the strongest path, not by territory.

Routed

Convert

Conversion is not a copy problem at stage two.

Warm accounts convert better at every stage, but they stop converting the moment the person who opened the door stops appearing in the thread. Rudy watches the funnel by stage, finds where the drop is, and names who should come back in. It is a different diagnosis from the one a nurture sequence makes.

ClaudeBOOMERANG MCP

where in the funnel are we losing accounts that arrived with a warm route

C

Warm-routed accounts hold up through first meeting and then fall off a cliff. The pattern is the same in nearly every one of them, and it is not about the follow-up copy:

WHAT RUDY PROPOSES

Nineteen accounts stalled after the first meeting. In eleven of them the person who made the introduction has not been in the thread since. That is a one-line check from someone they already trust, not a new pitch from someone they do not.

boomerang.funnel_paths boomerang.search_paths boomerang.draft_ask

Protect

A campaign is not a reason to ask everyone.

The failure mode here is scale. Forty customers asked to amplify the same launch is forty small withdrawals made on the same afternoon, and the cost does not show up until the quarter you actually need one of them. Rudy applies the health gate and the per-person cap before anything reaches a campaign list.

# demand-gencap applied

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RudyAPP10:41 AM

Four customers were queued for the launch amplification ask. Two should go, two should not, and it is worth seeing why before the send.

AMPLIFICATION CHECK

QUEUED4 customers, one shared ask, same send

CLEARED2. Healthy, and neither has been asked this year

HELD2. One mid-renewal, one with an open critical

RULEHealth gate, plus a cap of two asks per person per year

Send to the two cleared Show me why each was held Find advocates with better reach

The trigger comes from your stack. Rudy does the relationship work.

Salesforce, HubSpot and Attio Clay Common Room and Outreach Your own calendars and call recordings

And he shows up where the work already happens.

Slack On the account record Claude and Codex, over MCP REST API and webhooks

The rules Rudy keeps

Connector capital is a budget, not a tap.

Every pillar has a different cost and a different refill rate. The limits are set per source, and Rudy applies them before anything is surfaced, so the only asks anyone sees are the ones they are allowed to make.

Your own team

YESAlways. Your own people know more of the target list than the list vendor does, and it costs nothing to ask.

NEVERNothing. This one is never skipped when a path exists.

Customer advocates

YESWhen the relationship is healthy: NPS 7 or above, no open criticals, no renewal inside 60 days. Capped at two asks per person per year.

NEVERAt campaign scale. One ask sent to forty customers is forty withdrawals, not one.

Partners

YESCo-marketing and shared-account routing, through the Partner Manager.

NEVERDirect outreach into a partner’s list. Ever.

Board and investors

YESNamed portfolio introductions where the fit is real and the account is qualified.

NEVERLaunch amplification. A board member is not a distribution channel.

The connector contract

You will say yes or no to every ask. No silence.

Every connector agrees to one rule. Someone who ghosts three asks is telling you they would rather not be a connector, and that is a fine answer. Better than silence, because silence is what trains the next person to stop asking. Both sides protected.

YesNot nowWrong personI’d rather not

On the scoreboard

Once it has a rhythm, it can have a number.

Opportunities against spend

Not leads against spend. The count you are actually paid on, measured against the same budget.

Warm versus cold conversion

Stage-by-stage conversion, split by whether the account arrived with a route. This is the number that either justifies the programme or kills it.

Connector health

Response rate across your connectors. If this falls, fix the programme before pipeline does.

Where to next

The rest of the motion.

Playbook Sales Development Your CRM and Clay flag the account. Rudy finds who on your side can get you in, names who should make the ask, and. See the playbook → Playbook Account Executives Rudy maps the buying committee at deal creation, finds the route to every member, and puts the asks in a plan you. See the playbook → Case study

Champion tracking run as a motion rather than a memory, inside a PLG funnel. Watch the story → Product How Rudy works The relationship graph underneath all of it, and what gets written back into your own CRM objects and fields. Product overview →

You were never short of leads. You were short of ways in.

See what Rudy would put in your first weekly plan. Connect your stack and the graph you already own shows up in about thirty minutes.

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