Stage 01 of the revenue motion · The Build
The Build is the foundational stage: the category and POV, the asset library, the Selling 7 videos, the Big 5 pages, the readiness scorecard. What we ship, week by week. What your team does. What "done" actually looks like. Most clients then layer Video on top to keep the engine fed, and bring in Training once pipeline gets thick enough to need it.
Map the pipeline math. Find the two leaks. Lock the category, POV, and manifesto your reps will speak to on camera.
The Selling 7 videos shot. The Big 5 pages written. The diagnostic tool live. The site that does the work.
Your reps own the camera. Your team owns the publishing rhythm. We sit in for the first 90 days, then we leave.
Phase 01
Weeks 1-2
Two pieces of work run in parallel for the first two weeks. The diagnosis names the math, the leak, and the bet. The positioning work names the category you'll own, the POV the asset library will hang from, and the manifesto the founder is willing to defend on camera. Everything in weeks 3 through 12 is downstream of this work. If we get it wrong here, the rest of the engagement compounds the mistake.
Al Ramadan's Play Bigger logic, applied to a $10-25M sales-driven company. Five artifacts, all signed off by the founder before production starts.
Phase 02
Weeks 3-10
Eight weeks. The output is an asset library, not a content calendar. The calendar becomes self-evident once the assets exist. Two production days per week, on-site or remote. The rep is on camera, not the marketing team.
| Video | What it does |
|---|---|
| Cost & price | Founder explains the pricing math in 90 seconds. Lives on /pricing. |
| The 80% video | The eight questions every first call answers, answered once on the page. |
| Product / service-fit | The on-camera version of "not for." Use the disqualifier as the script. |
| Landing-page video | 60-second hero. Replaces the static manifesto opener. |
| Customer-journey video | Three minutes of what working with you looks like, week by week. |
| Bio video | Founder's story. One-take walk-and-talk. The "why this exists" version on camera. |
| The claims we make | Defend your strongest claims on camera. The ones that scare your competitors to read. |
Five pages buyers research before they ever fill out a form. Each one shipped with an embedded video and an honest answer:
Phase 03
Weeks 11-12, plus 90 days
We don't want to be your agency. We want to leave behind a system your team runs without us. The handoff is where we earn the manifesto.
If, 12 months in, you still need us, we did it wrong.
"In addition to closing sales more smoothly, Matt helped us learn to nurture our relationships with clients better up front, so we're in a better position to deal with issues during the project. Several projects exceeded our profit projections, something we'd been unable to achieve consistently over the years."
Michael LiskowCofounder & COO, IT services firm
The 90-day milestones
Forty-five minutes. We bring the math. You bring the honest answers about your rep rotation.
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