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Playbook · Discovery

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 — ask 'how do you currently solve this?' before 'what's your budget?' and the conversation goes 3x deeper. Includes the 4 follow-up probes for each question.

01The play

Summary
Questions ordered to surface pain before pricing. The order matters more than the list — ask 'how do you currently solve this?' before 'what's your budget?' and the conversation goes 3x deeper. Includes the 4 follow-up probes for each question.
Timing window
Use during the first scheduled meeting
Target persona
AEs running discovery callsSDRs handing off to AEs
Success metric
Move to stage 2 (technical demo / business case) within 7 days of disco.

02Expected outcome

Outcome: Disco-to-stage-2 conversion improves 30-50% when this script is run vs. ad-hoc discovery.

Success metric: Move to stage 2 (technical demo / business case) within 7 days of disco.

03Anti-patterns · do not run this when

  • Do not read the script verbatim — use it as a sequence, not a script
  • Do not skip the 'how do you currently solve this' question to save time — it's the question that surfaces real pain
  • Do not ask budget until after pain + criteria are clear
Playbook entry · ships as-of {date('M Y')}. Operator-written, no theory inflation. If you've run this play and the numbers don't match yours — or the rhythm needs a tweak — write to [email protected] and we'll revise.
Signal-anchored outbound, no theater

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