Playbook · For Field Marketing

The list you buy and the room you build are two different products.

Dinner, roadshow, booth, executive briefing. Rudy reads the shape of the event, works out which of your networks reach the city it is in, and gets each invitation sent by someone that guest already knows.

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# field-marketing7 members

R

RudyAPPFriday 4:58 PM

Four things for the Boston roadshow and the NYC dinner. The Boston list is short by nine and I know where the nine are.

Build the Boston roadshow listYou have no customers there. Your New York champions know 31 people who work there.

Build

Nine invitations, nine different sendersEach one goes from whoever actually knows the person.

Fill

Skip Erin this quarterRenewal risk. Asking now costs more than a seat.

Protect

Booth at the conference, 14 slotsEleven can be set by someone here rather than by scanning badges.

Fill

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

Build

Assemble the room from relationships rather than from a list. If a customer is fronting the event, the audience is the people who would come to hear her, and they are not all in the city she lives in.

02

Fill

Get each invitation sent by someone the invitee knows. The same dinner from your events address, from a customer and from your CEO are three different invitations with three different answer rates.

03

Protect

Co-marketing is an exchange, not a favour you can draw on forever. Ask an unhappy customer to co-host and you have spent something you needed later.

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.

Build

Your New York champion knows nine people in Boston.

A roadshow lands in a city where you have no customers, so the invite list gets bought and the room fills with whoever had a free evening. But relationships do not stop at the city line. Rudy works your whole customer, team and investor network against the geography of the event, which is how a Boston room gets filled by people who have never heard of you and have heard of someone you know.

☰Roadshow, Boston40 seats

DR

Dana Reed, customer in New YorkNine buyer-fit people in her network work in Boston. Two are on the target list.

9 reachable

TN

Your own teamFour of your people worked in Boston before. Eleven former colleagues still there.

11 reachable

IN

Investor portfolioThree portfolio CXOs headquartered in Boston, right title and right stage.

3 reachable

CL

The list you were about to buyTwo thousand names and no relationship to any of them. This is the part that does not work.

Cold

Fill

Nine invitations, nine different senders.

An invite from the CSM who ran their onboarding reads nothing like an invite from your events address, and neither reads like one from your CEO. Rudy assigns every target guest to whoever actually knows them, then drafts each note in that person’s voice. Which is most of why warm invitations get answered and bulk ones do not.

ClaudeBOOMERANG MCP

who should send each invitation for the New York dinner

C

Nine of the twelve you want have someone here who knows them, and it is not the same person each time. Three go from Dana, two from your CEO, one through the investor and three from the AEs who already have the relationship:

WHAT DANA SENDS, IN HER VOICE

I am doing a small dinner in New York on the 14th, about twelve people, talking about how we rebuilt our onboarding. Thought you would find the room useful. No pitch, and I will be there the whole evening.

boomerang.get_connector boomerang.search_paths boomerang.draft_ask

Fill

Fourteen booth slots. Eleven can be booked in advance.

A booth is usually treated as a volume exercise: scan the badge, sort it later. Rudy takes the attendee list before the event, finds which of those accounts already have a route through your networks, and books the meetings while there is still calendar left. What is left on the day is the genuine cold walk-up, which is a much smaller and more honest job.

AtlassianACCOUNT

DetailsRelatedContactsBoomerang

Rudy · attending, route found

CW

Cara Whitfield, Head of PlatformOn the attendee list. Never contacted by anyone here.

Target

DR

Dana Reed, your customerWorked alongside Cara for three years. Attending the same event.

Best route

TM

Your own teamOne of your AEs sat on a panel with her last year.

Second route

BD

Badge scan on the dayThe fallback, and the only option for the other three.

Cold

Protect

Asking an unhappy customer is taking, not partnering.

Field marketing has more latitude than sales because the ask is join us rather than buy from us. It is not unlimited. Rudy checks the health of the relationship before a co-host ask is ever surfaced, and caps how many people any one customer is asked to invite.

# field-marketingtwo checks failed

R

RudyAPP10:41 AM

Dana is clean to ask. Erin is not, and it is worth knowing why before someone asks her anyway.

CO-HOST CHECK

DANA REEDNPS 9, no open tickets, 1 ask this year

ERIN VASQUEZRenewal in 60 days, two open criticals

RULEHealth gate, plus a cap of 50 invitees per co-host

SUGGESTIONAsk Dana. Revisit Erin after the renewal lands

Ask Dana to co-host Add a different customer Hold the dinner for next month

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 guest list than you expect, including in cities you have never sold into.

NEVERNothing. Never skipped.

Customer co-hosts

YESWhen the relationship is healthy: NPS 7 or above, no open criticals, no renewal risk. Capped at 50 invitees per co-host.

NEVERWhen they are unhappy or mid-renewal. Come to our dinner is the wrong sentence that week.

Partners

YESCo-hosted events and shared booths, routed through the Partner Manager.

NEVERDirect outreach into partner marketing.

Board and investors

YESExecutive briefings and curated invitations, where a name on the invite genuinely changes who comes.

NEVERVolume events. A board member is not a registration 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.

Show-up rate

Attended against invited. The number that separates a room from a list, and the one a bought list never moves.

Reach beyond your install base

What share of the room came from a city or an account where you had no relationship before. This is the network doing work a list cannot.

Pipeline in ninety days

Sourced from people who were actually in the room, not from everyone who registered.

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 →

Nothing scales like twelve right people in a room.

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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