Playbooks · 1 of 24 live · adding weekly
Real outbound playbooks from our consultancy work, not theory.
Every playbook here came out of a client engagement we ran before Mama existed. They're opinionated, specific, and tested — no "build rapport with curiosity" filler. Most are placeholder for now; we publish a new one each week. If you need a specific one fast, email [email protected] and we'll prioritize it.
CE
Cold email
Cold email
Live
The cold email opener, anchored on a signal
Why "saw your funding round" doesn't work anymore, what does, and the 6-line template we use across every signal type — with 4 worked examples.
9 min read
Updated May 12, 2026
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Cold emailSoon
Subject lines that don't make you sound like a vendor
The 4 subject-line patterns we use most, the 6 we deleted, and how to test without burning a domain.
Planned
Cold emailSoon
The CTA that beats "are you free for 15 minutes?"
Specific, low-commitment asks that move the conversation forward without forcing a calendar dance.
Planned
Cold emailSoon
When to break the rules: a 3-sentence opener that worked at 18% reply
A real campaign from a client engagement, the ICP it worked on, and why it would fail elsewhere.
Planned
Cold emailSoon
Personalization vs. relevance — the difference that doubles reply rate
Two emails to the same prospect: one mentions their dog, one mentions their stack migration. Why only one books.
Planned
Cold emailSoon
Writing the second email in the thread
The bump email that doesn't say "bumping this" — three patterns that get replies after the first email died.
Planned
Cold emailSoon
Anti-patterns: 8 phrases we banned from every campaign
"Quick question", "hope this finds you well", "I noticed you" — the list, the data behind it, the replacements.
Planned
DI
Discovery
DiscoverySoon
The 11-question disco script we used at every client engagement
Questions ordered to surface pain before pricing — the order matters more than the list.
Planned
DiscoverySoon
Pre-call research: 15 minutes that change the entire conversation
What to actually read before the meeting, and what to leave alone. Hint: it's not their About page.
Planned
DiscoverySoon
Multi-threading from disco — getting introduced sideways
The two-line ask at minute 24 of the call that gets you a warm intro to the actual decision maker.
Planned
DiscoverySoon
Disqualifying with grace — the 4 reasons to end a call early
Time is the only inventory you can't buy back. When and how to politely close a misqualified meeting.
Planned
SQ
Sequencing
SequencingSoon
The 7-touch sequence we ran for 18 months across 6 clients
Days, channels, message types — what landed, what got cut, what we'd never repeat.
Planned
SequencingSoon
When to break sequence: signal-triggered exits
Three signal types that should pull a prospect out of the cadence and into a hand-written 1:1 email.
Planned
SequencingSoon
Cross-channel ordering — email → LinkedIn → call → repeat
Why the same message in a different channel reads completely differently, and how to stage them.
Planned
IC
ICP tuning
ICP tuningSoon
Writing your first ICP rubric in 90 minutes
A workshop format we ran with clients — interview questions, scoring sheet, the 4-dimension framework.
Planned
ICP tuningSoon
Recalibrating ICP after 60 booked meetings
The questions to ask your AEs, the data to pull from CRM, and the 3 dimensions most teams over-weight at the start.
Planned
ICP tuningSoon
The "anti-ICP" — defining who you'll never sell to
Three explicit disqualification criteria save more rep-hours than any qualification framework.
Planned
SG
Signal motions
Signal motionsSoon
Funding rounds: the 14-day window and what to do in it
Why most "saw your funding" emails fail, when to send, and the 3 angles that actually book meetings.
Planned
Signal motionsSoon
Exec moves: outreach in the first 30 days
New VP RevOps lands on day 1. Day 30 their priorities are set. This is your window — here's the play.
Planned
Signal motionsSoon
Hiring spikes: reading the org chart between the lines
12 net-new AEs in 30 days tells you 4 things about the company. Here's how to use each one.
Planned
Signal motionsSoon
Tech stack changes: the migration window play
When a target drops a competitor or adds an adjacent tool, you have ~6 weeks. The exact sequence.
Planned
Signal motionsSoon
Voice mining: turning a podcast quote into an opener
How to anchor a cold email on something the prospect said publicly — without sounding like a stalker.
Planned
CR
CRM hygiene
CRM hygieneSoon
The 4 fields that actually matter on the Account object
Everything else is optional. Why we deleted 31 fields at a client and booked meetings went up.
Planned
CRM hygieneSoon
The weekly working-list ritual — 20 minutes, every Monday
A Monday morning workflow that sets the week's outreach in writing, with the views and filters we use.
Planned
Got a playbook request? Most of these are placeholder while we work through the backlog. If a specific one would unblock your team this week, email [email protected] and we'll push it to the top — and let you know when it's live.
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