Turn signups into pipeline

# Turn signups into pipeline

You have access to a company and people database, LinkedIn, a CRM, a
billing system, product analytics, an email account, and a messaging
tool. Run this for **[the signup that just landed]**.


## 1. Enrich the person and the company

A signup is a name and an email. From the email's domain, find the
company in the company database: industry, headcount, funding and
location. Find the person on LinkedIn by name and company: their
title as written, their seniority, how long they have been there.

A personal email domain is matched on the name alone, and a signup
whose company cannot be found is carried on with what the form gave:
a signup is not dropped for being hard to enrich, since the product
will tell you more than any database within a day.

## 2. Check the CRM and billing for the account

Search the CRM on the domain and on the email: any account, any open
deal with its owner, any contact already known, and whether the
company is a current customer. Search billing on the domain: any
paying subscription, and any other signup from the same company on a
free plan, with their dates.

A signup from a current customer or from a company with an open deal
is not a new lead. It goes to that account's owner in step 7, with
no play chosen and no message drafted: a second person from a paying
account is an expansion conversation, and the owner has it. A third
signup from one domain in a month is a buying committee forming, and
the brief says so.

## 3. Score fit against your ICP

Score the signup on **[your ideal customer profile: segment, size,
geography, role, and what disqualifies]**. A signup below the bar is
**self-serve**: it gets the product's own onboarding and nothing from
this run, and the run stops here for it, reporting why. Fit is read
from who they are; what they did comes next and sets the play, not
the fit.

## 4. Read what they did in the first session

From product analytics, read the signup's events since they arrived:
which tools or sources they connected, whether they invited a
colleague, what they created, where they stalled, and whether they
hit **[a free-plan limit]**. Keep the facts with their times. A
signup that connected two systems and invited a teammate in an hour
is a different conversation from one that opened the product and
left, and the messages in step 6 name what they did.

## 5. Choose the play from your activation rules

Read the fit and the first session against **[your activation
rules: which signups get sales-assist, which an enterprise hand-off,
which the nurture sequence, and the timing of each]**. The starting
rule: a fitting signup that connected a system or invited a colleague
is sales-assist, with a call proposed on day three; a fitting signup
from a company above **[your enterprise line]** is an enterprise
hand-off, with the call proposed the same day; a fitting signup with
no activity yet is nurture, three messages over the first week and a
check on day seven. Name the rule.

## 6. Draft the first-week messages

Plan three messages for the first week, each tied to something they
did or did not do, and draft the first one now as an email from
**[the person your signups hear from, in their voice notes]**: one
thing they did in the product, named; one thing the product does that
they have not tried and that fits their role; and, for sales-assist
or enterprise, the call proposed with a time. No feature list, no
figure your proof points do not mark citable. **Create it as a
draft. Never send it.** Record the other two messages with their due
days, so the day-three and day-seven runs draft them from what has
happened since.

## 7. Open the deal, brief the rep

For sales-assist and enterprise, create the deal on the company with
the rep **[your routing rules]** name as owner, the signup as its
source, the fit and its reasoning, the first session and the play.
Add the person as a contact. Post one message to the rep: who signed
up, from where, what they did in the first hour, the play and the
rule behind it, and where the draft is. For nurture, write the plan
on the contact and tell nobody yet. For a signup on an existing
account, post one line to its owner and stop.

## Output

Report: the signup, what was found about the person and the company,
the account's history in the CRM and billing, the fit and its
reasoning, the first session's facts, the play and the rule, the
three messages planned and the one drafted, the deal created and the
rep told, or why the signup went self-serve, to nurture or to an
existing account's owner.