Playbooks
Browse our proven Playbooks for scaling B2B SaaS companies. Each Playbook is a step-by-step recipe you apply to a Project — modules, sections, and tasks you and your team work through. Sign up to use them with your team.
Get Started FreeBrowse our proven Playbooks for scaling B2B SaaS companies. Each Playbook is a step-by-step recipe you apply to a Project — modules, sections, and tasks you and your team work through. Sign up to use them with your team.
Get Started FreeThe complete T2D3 B2B SaaS Go-To-Market playbook for certified coaches. Includes mentoring content, quality criteria, coaching session guides, and common mistakes — everything a T2D3 Certified Coach needs to guide founders through the methodology.
A comprehensive playbook for B2B SaaS pricing strategy — from research and packaging architecture through financial modeling, testing, sales enablement, and launch.
A comprehensive playbook for building and scaling a B2B SaaS partner ecosystem — from program design and economics through partner profiling, enablement, and recruitment.
Run a targeted account-based marketing campaign from ICP definition to pipeline optimization. Covers account selection and tiering, research and personalization, multi-channel orchestration, sales coordination, and measurement. Built for B2B SaaS companies pursuing $50K-$200K ACV deals at mid-market and enterprise accounts. Enriched with best practices from 6sense, Demandbase, Snowflake ABM case studies, Gong outreach data, Sendoso direct mail economics, and Salesforce Campaign Influence attribution.
Build and scale an analyst relations program from landscape mapping through engagement strategy, evaluation preparation, internal activation, and ongoing operations. Designed for B2B SaaS companies seeking inclusion in Gartner Magic Quadrants, Forrester Waves, and other evaluative research.
Build next year's marketing and sales plan with targets, budget, and OKRs. 41 deeply enriched tasks covering retrospective analysis, market refresh, revenue modeling, budget allocation, OKR design, and execution roadmap for B2B SaaS companies at $3M-$50M ARR.
Build and run a high-impact Customer Advisory Board from strategic design through member recruitment, meeting execution, and ongoing program optimization. Designed for B2B SaaS companies seeking structured customer input to guide product strategy, validate roadmap decisions, and deepen executive relationships.
Build and scale a customer referral and advocacy program from program design through recruitment, engagement, and measurement. Covers referral incentives, advocate identification, community building, case study production, and program ROI tracking.
A comprehensive customer success playbook for B2B SaaS companies covering onboarding, health scoring, expansion, retention, and CS team operations.
A comprehensive competitive intelligence playbook for B2B SaaS covering landscape mapping, battlecard creation, win-loss analysis, and ongoing monitoring.
A comprehensive demand generation playbook for B2B SaaS covering campaign strategy, content creation, multi-channel execution, lead nurturing, and performance optimization.
A comprehensive event marketing playbook for B2B SaaS covering event strategy, planning, execution, follow-up, and ROI measurement for conferences, webinars, and field events.
320 expert-crafted OKR examples organized by T2D3 growth stage, marketing function, and OKR type. Covers seed through scale across product marketing, demand gen, content/SEO, brand, customer marketing, field/events, marketing ops, and channel/partners.
A comprehensive playbook for B2B SaaS international expansion covering market assessment, GTM localization, operational setup, launch execution, and scaling across new geographies.
A comprehensive customer onboarding playbook for B2B SaaS covering pre-sales handoff, implementation, user activation, adoption tracking, and time-to-value optimization.
A comprehensive playbook for building a product-led sales motion in B2B SaaS, covering self-serve funnels, PQL scoring, sales-assist triggers, expansion playbooks, and PLG metrics.
A comprehensive product launch playbook for B2B SaaS covering pre-launch strategy, positioning, content creation, sales enablement, launch execution, and post-launch optimization.
A comprehensive website redesign playbook for B2B SaaS covering strategy, information architecture, content, design, development, SEO migration, launch, and post-launch optimization.
A comprehensive SEO and content engine playbook for B2B SaaS covering keyword strategy, content production, technical SEO, distribution, analytics, and optimization for scaling organic growth.
T2D3 MVP Growth Playbook: $50K to $3M ARR
A complete, sequenced operating system for the first 12 months after closing an acquisition, built for the self-funded or traditional searcher taking the reins of a sub-$30M B2B SaaS or services business. Across eight modules and 48 concrete tasks, it moves you in the order things actually need to happen. Most Year-One guides stop at stabilization; this one assumes you bought the company to grow it, and gives you the discipline to do so without raising additional equity.
The flagship GTM playbook every new T2D3 OS user gets after completing the Journey module. Mirrors the 13-lesson Practitioner Certification — turning each lesson into executable tasks — to take a fractional CMO from a freshly-signed engagement to a renewable, productized practice. Source: T2D3 book, the certification course, and the T2D3 masterclass series.
A 30-45 day fractional CMO foundation engagement at $2M-$20M ARR B2B SaaS. Validates ICP, personas, positioning, brand voice, and the three-layer messaging house with evidence not opinion. Sequenced across six phases: pre-engagement setup, day-one data collection, internal interviews + GTM survey, strategy workshop, customer validation, and foundation finalization + activation runway.
Comprehensive 90-day Fractional CMO engagement playbook for $2M-$20M ARR B2B SaaS. Combines the full Foundation Phase (pre-engagement setup → day-one data collection → internal interviews + GTM survey → strategy workshop → customer validation → foundation lock) with the Execution and Handoff phases (Days 46-90: quick wins, marketing OKRs and quarterly cadence, dashboard, day-75 future-state conversation, succession plan). Every Phase Review is a concrete Phase Gate with named criteria, a deliverable-quality checklist, and an exit test. Two structured mentor sessions are embedded: after the strategy workshop (ICP + positioning deep review) and at foundation lock (full handoff to execution).
A 10-14 week installation of Teresa Torres's Continuous Discovery Habits methodology layered with T2D3 proprietary IP for $5-30M ARR B2B SaaS teams stuck in the feature-factory pattern. Installs product trios, weekly customer interview cadence, Opportunity Solution Trees, assumption testing across the five risk categories, a research repository with tagging governance and traceability, and the Pain-Claim-Gain stakeholder operating mechanism. Reference methodology: https://www.producttalk.org/. Total scope: 7 modules, 28 sections, 62 tasks, 292 hours of canonical effort. Ongoing operating layer post-installation.
A 16-20 week installation that codifies the Pragmatic Institute Framework's 37 boxes (Market, Focus, Business, Planning, Programs, Enablement, Support) as a working operating system for product management and product marketing inside a $5-50M ARR B2B SaaS. Every box is scored on a 1-5 maturity rubric anchored to T2D3-defined evidence; every box has an explicit PM/PMM RACI; every customer-facing artefact uses Pain-Claim-Gain. The playbook ends with M8 - the T2D3 proprietary Operating Cadence layer - which converts project-mode activities into BAU rituals (PMM Weekly, Launch Council, Win/Loss Council, Roadmap Council) and applies the STOP framework (Standardize -> Templatize -> Optimize -> Productize) so each box graduates from project into BAU. Outcomes: a launched and adopted positioning document, a working Win/Loss programme covering >=30% of closed-lost deals, Tier-1/2/3 launch playbook in use, >=80% of roadmap items linked to documented market problems, and a maturity score >=3.5/5 average across all 37 boxes. Reference methodology: https://www.pragmaticinstitute.com/product/framework/. Total scope: 8 modules, 31 sections, 75 tasks, ~636 hours of canonical effort.
A 12-14 week project that adapts John Jantsch's Duct Tape Marketing system - anchored on the Marketing Hourglass (Know, Like, Trust, Try, Buy, Repeat, Refer) - into a CRM-native, B2B SaaS operating system. Replaces founder-led tactic-of-the-week marketing with a documented strategy, an instrumented hourglass, a content engine, a lead-conversion machine, a referral engine, and a permanent operating cadence. Outputs produce the T2D3 growth-curve foundation (Triple-1 -> Triple-2): a system that can survive without the founder's daily attention. Reference methodology: https://ducttapemarketing.com/seven-steps-marketing-system/. Total scope: 7 modules, 22 sections, 65 tasks, 807 hours of canonical effort.
A 12-16 week installation of T2D3's proprietary board-governance method, layered on a16z, NACD, Brad Feld's Startup Boards, David Sacks's SaaS board meeting, NVCA model documents, Bessemer Cloud 100, Mark Suster, Fred Wilson, and Elad Gil for $5-50M ARR B2B SaaS founder-CEOs post-Series B/C with reactive or unsupported boards. Installs stage-banded composition target, three NACD-aligned standing committees, director recruiting + onboarding, the Sacks-aligned board pack with 48-hour pre-read SLA, executive-session ritual, observer policy with hard cap, annual self-evaluation, continuous education, refreshed D&O insurance and risk register. The M4 board-pack task t4-1-2-cross-playbook-kpi-pull rolls up operating KRs from every upstream T2D3 playbook the customer has installed (pricing-packaging, sales-methodology, plg-transformation, outbound-sdr-engine, continuous-discovery, duct-tape-marketing, pragmatic-framework, country-expansion, ma-integration, website-rebuild, sell-side-ma-prep) so the board pack becomes the consolidated outcome view of the entire T2D3 OS deployment. Total scope: 7 modules, 26 sections, 70 tasks, 311 hours of canonical effort. Reference https://a16z.com/the-strategic-approach-to-building-a-board/.
T2D3-anchored 6-9 month international expansion playbook for $5-50M ARR B2B SaaS companies entering a single new country. Synthesizes Stripe Atlas, Deel, Remote, Papaya Global, Klaus Wehage's Global Class, Bain international expansion research, ICONIQ International Expansion Playbook, and Index Ventures Winning in the US into 7 modules, 32 sections, 102 tasks, ~583 hours of canonical effort. Covers market diagnosis (Country Readiness Scorecard T2D3 IP), legal & tax structure (Entity-vs-EOR Rubric, VAT/GST Runbook), finance & billing (multi-currency, local payment methods, FX policy), people (First-Hire Archetype Guide, Localized Employment-Contract Checklist, Equity-Tax Memo Template), product & compliance (GDPR Readiness, EAA accessibility, data-residency), GTM localization (Country Pain-Claim-Gain Library, Channel Mix Matrix), and launch & scale to D1->D2 transition. Reference primary sources: https://www.iconiq.com/growth/reports/international-expansion-playbook https://stripe.com/atlas https://www.indexventures.com/winning-in-the-us/the-archetypes https://nstarfinance.com/resources/saas-international-expansion-tax-playbook. v1 supports UK / DE / FR / AU as target countries; other countries require a paid one-off runbook authoring engagement (decisions.md Decision 6).
A 20-26 week installation of Wes Bush's Product-Led Growth methodology (MOAT + UCD + Triple-A + Bowling Alley) for $3-30M ARR B2B SaaS evaluating PLG or stuck on a revenue plateau. Decides motion (free trial / freemium / hybrid / sales-led), redesigns onboarding to first-value, ships a value-based pricing page, installs paywalls + in-product upgrade triggers + self-serve billing, stands up a 35-event PLG taxonomy with PQL scoring, and operates the Triple-A monthly sprint with a Tiger Team and SDR/AE hybrid comp. Reference methodology: https://productled.com/book/product-led-growth. Total scope: 8 modules, 36 sections, 150 tasks, 1058 hours canonical (560-680h typical-customer after gates). 8 feature gates fork the playbook by GTM motion, billing-vendor presence, trust-center status, analytics-stack presence, and sales-team configuration.
A 12-15 month, event-anchored M&A integration playbook synthesising McKinsey, BCG, Bain, Deloitte, EY, and PwC PMI methodologies plus T2D3 proprietary IP for $25M-$250M ARR B2B SaaS acquirers running tuck-in or mid-sized acquisitions. Stands up the IMO charter, decomposes the deal thesis into OKRs, executes 8 functional workstreams (Finance / IT / HR / Legal / GTM / Product / CS / Facilities) under a single Integration Management Office, delivers Day 1 readiness with zero customer or payroll incidents, hits Day 30 stabilization, Day 100 operating-model cutover, and Day 365 synergy capture (>=50% public synergy run-rate, >=85% top-talent retention, <=3% Top-100 customer churn). Reference methodology: https://www.mergerintegration.com/. Total scope: 8 modules, 37 sections, 224 tasks, ~2310 hours canonical effort across the 12-15 month engagement (4-6 FTE-equivalents at peak). Wave 2 playbook with cross-references to upstream pricing-packaging and sales-methodology playbook artifacts. Scoped to tuck_in and mid_sized acquisitions; merger-of-equals deals routed to forthcoming ma-merger-of-equals v2 playbook per Decision 5.
A 12-14 month dual-track transition for $20-150M ARR B2B SaaS companies moving from founder-led to professional-CEO leadership. Track 1 (M1-M5): the incoming CEO's pre-start, listen, synthesize, decide-communicate, execute the operating thesis through day 365, governed by a 90-day listening tour, top-team topgrading, operating thesis at day 100, decision-rights migration, and the 'runs without me' test at month 12. Track 2 (M6-M9): the outgoing founder's role redefinition (6-option canvas), letting-go operating model, communication and narrative track, and personal plan with energy audit + 100-day break. M10 governs both via a board stewardship rubric. Cross-references the operating cadences from all 12 prior playbooks (sales-methodology, plg-transformation, outbound-sdr-engine, continuous-discovery, duct-tape-marketing, pragmatic-framework, pricing-packaging, website-rebuild, ma-integration, country-expansion, sell-side-ma-prep, board-governance) at M5/S5.1 cadence-tuning + M10 board stewardship. Reference methodology: McKinsey 'Starting Strong', HBR Guide to CEO Transitions, Spencer Stuart 'Founder-Led to Founder-Inspired', First Round Review founder transitions corpus. Total scope: 10 modules, 47 sections, 128 tasks, ~528 hours of canonical effort. Outcome: clean handoff with >=85% top-team retention, no operating air-pocket, founder finds energizing post-CEO role, customer + employee narrative intact.
A 12-16 week installation of the Aaron Ross Predictable Revenue methodology (role specialization, Cold Calling 2.0, Seeds/Nets/Spears) layered with T2D3 proprietary IP for $3-30M ARR B2B SaaS teams that have either no SDR team or an existing SDR team where AE acceptance is below 60%. Stands up the ICP and Tier-1A/1B/2 Spears list, the 40-trigger event library, the Cold Calling 2.0 sequence pack with Pain-Claim-Gain copy and AI-personalization governance, the 2026 outbound stack (CRM/sequencer/data/intent/deliverability), the Roberge-style hiring scorecard plus the 30-60-90 ramp and SDR comp plan, the SDR-to-AE handoff SLA tied to MEDDPICC fields, the management/coaching cadence, and the leading/lagging dashboards plus forecasting model. Reference methodology: https://predictablerevenue.com/. Total scope: 7 modules, 33 sections, 92 tasks, ~310 hours of canonical effort. T2D3 stage emphasis: Triple 1 -> Triple 2 (the highest-leverage growth lever at this stage).
A 14-18 week change-management project that installs Force Management's Command of the Message (the value-narrative engine) and MEDDPICC (the qualification engine) as a working operating system for a $10-75M ARR B2B SaaS sales org. Treats methodology as change management, not a training event: VMF authoring, CRM field architecture, deal-stage gates, manager certification with the 2:1 ratio, AI call-coaching reinforcement, MEDDPICC-anchored compensation, hiring rubric, 30-60-90 onboarding, maturity scorecard. T2D3 IP layered on top: Pain-Claim-Gain mapping for the VMF, STOP-framework progression from project to BAU, Syntropy capacity model for cross-functional resourcing. Reference methodology: https://www.forcemanagement.com/. Total scope: 7 modules, 28 sections, 95 tasks, ~599 hours canonical effort (typical-customer expected range 480-580h after CRM-vendor + AI-call-scoring + hiring gates fire). Heavy Productize emphasis (manager rituals, coaching cadence, forecasting cadence).
A 26-52 week sell-side M&A preparation engagement for $10M-250M ARR B2B SaaS founders running a competitive auction process. Eight modules cover Readiness & Cleanup (sell-side QoE, KPI pack, contracts, key-person succession, pipeline hygiene), Banker Selection, Marketing Materials (Teaser / CIM / Operating Model / Mgmt Deck / 210-line VDR), Buyer Outreach & NDAs, IOIs & Management Meetings, LOIs / Exclusivity / Confirmatory Diligence, Definitive Agreement / RWI / NWC Peg & Close, and Founder Liquidity & Tax Planning (QSBS + trust stacking + state residency + post-close portfolio). T2D3-IP-heavy: CIM Pain-Claim-Gain narrative, 210-line VDR index, 75-question Q&A bank, 6-tactic retrade-defence runbook, LOI anchor-to-IOI redline, milestone exclusivity, trust-stacking strategy. Reference methodology: investment-banker process docs, a16z 16 metrics, Bessemer State of the Cloud, SaaS Capital benchmarks. https://softwareequity.com/confidential-information-memorandum. Total scope: 8 modules, 30 sections, 112 tasks, 587 hours of canonical effort.
An 18-24 week cross-functional pricing and packaging redesign for $5M-$50M ARR B2B SaaS, anchored on Madhavan Ramanujam and Georg Tacke's nine-step Monetizing Innovation methodology (https://www.simon-kucher.com/en/) layered with T2D3 proprietary IP for billing migration and sales-comp redesign. Eight modules cover willingness-to-pay discovery (Van Westendorp PSM, Gabor-Granger ladder, MaxDiff, choice-based conjoint), WTP-based segmentation, product configuration and bundling (Leader/Filler/Killer architecture), pricing strategy and model selection, business case and pricing-waterfall narrative, launch and customer communication, billing-system migration with ASC 606 rev-rec, and sales enablement and comp-plan update. Targets ARPA +25%, NRR >=120%, gross margin >=78%, voluntary churn <=2%, 100% billing migration coverage, >=70% AE quota attainment, pricing-objection rate <=25%, and discount leakage <=15%. Reference methodologies: https://www.getmonetizely.com/articles/the-saas-pricing-metrics-encyclopedia-every-metric-you-need-to-know-2025 and https://www.skmurphy.com/blog/2016/11/16/nine-rules-from-monetizing-innovation/. Total scope: 8 modules, 31 sections, 110 tasks, 788 hours of canonical effort with feature-gated tracks for billing-vendor selection (~130h), comp-plan redesign (~30h), and usage-based metering.
A founder-led variant of the T2D3 Fractional CMO engagement playbook for early-stage B2B SaaS where the founder and team run the work themselves rather than hiring a fractional CMO. Same T2D3 OS methodology — six foundational phases (pre-engagement setup → day-one data collection → internal interviews + GTM survey → strategy workshop → customer validation → foundation finalization) plus an execution cadence module — but stripped of the parts that only make sense for an outside CMO running the engagement as a consulting business (pod resourcing, succession to a permanent CMO, CMO onboarding handoff). Adds explicit module-completion tasks at the end of foundation that point at each in-app GTM module so users can connect the playbook with where they are in the T2D3 OS app.
An end-to-end playbook for launching a B2B SaaS podcast that builds pipeline, not just downloads — covering show strategy, guest-led ABM, production infrastructure, a multi-episode launch, atomic repurposing, and proving ROI. Grounded in the Syntropy operating model.