The Whale Hunting Playbook
Most firms market with a net and sort through what it drags up. This is the spear: name the hundred accounts you actually want, surround them with search and paid air cover, then reach the people inside them one human message at a time.
10 chapters · 13 pages · ~10 minutes to read
Stop fishing with a net
Building the Dream 100
The people inside the account
Air cover, part one: search
Air cover, part two: paid to a list of one hundred
The spear: connect, then go quiet
The spear: give something, then ask
The first meeting, and the long not yet
Running the programme
Worksheet: the account plan
Written for teams that own Strategy.
Firms with a small number of very large potential clients
Sales and marketing pairs who have to run account-based work without a dedicated team
Teams whose old outreach playbook has stopped being legal or effective
Founders who would rather win ten accounts than a thousand leads
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