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The first-90-days playbook for new VPs (sales-side outreach)

The exact 90-day outreach playbook for any new VP-level hire — across 7 different function VPs (Eng, Data, RevOps, Marketing, Sales, Product, People). Each variant: the timing, the 3-touch cadence, the no-strings artifact to share, and the template ID.

01The play

Summary
The exact 90-day outreach playbook for any new VP-level hire — across 7 different function VPs (Eng, Data, RevOps, Marketing, Sales, Product, People). Each variant: the timing, the 3-touch cadence, the no-strings artifact to share, and the template ID.
Timing window
Days 21-90 after any target VP starts
Target persona
AEs and senior SDRs targeting newly-hired VPs
Success metric
Reply that engages with the artifact you offered — not just 'thanks for reaching out.'

02Expected outcome

Outcome: 18-26% reply rate when timed to days 30-60, drops to 8-12% outside that window.

Success metric: Reply that engages with the artifact you offered — not just 'thanks for reaching out.'

03Anti-patterns · do not run this when

  • Do NOT use as a sequence — promise of no-follow-up must hold
  • Do not use within first 21 days — too early
  • Do not pitch product on first reply — relationship play
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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