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🎯Outbound Prospecting Playbook

A complete outbound sales system — ICP definition, target account tracking, cold email sequences, and objection handling.

by Peopsy

Pages in this template

🎯ICP & Target Accounts
📧Sequences & Scripts

Preview: ICP & Target Accounts

ICP & Target Accounts

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A sharp ICP is the foundation of effective outbound. If you're not laser-focused on who you serve best, you'll waste time chasing prospects that will never close. Define it once, refine it quarterly.

Ideal Customer Profile (ICP)

Attribute	Ideal	Acceptable	Disqualified
Industry	[e.g., B2B SaaS, Professional Services, E-commerce]	[e.g., Healthcare, Fintech, Education]	[e.g., Government, Non-profit, Heavy industry]
Company Size (Employees)	[e.g., 50-500]	[e.g., 20-50 or 500-1,000]	[e.g., Under 10 or Over 5,000]
Annual Revenue	[e.g., $5M - $50M]	[e.g., $2M - $5M or $50M - $100M]	[e.g., Under $1M or Over $500M]
Marketing Budget	[e.g., $10K - $50K/month]	[e.g., $5K - $10K/month]	[e.g., Under $3K/month]
Decision Maker	[e.g., VP Marketing, CMO, Head of Growth]	[e.g., Marketing Director, CEO (at smaller companies)]	[e.g., Intern, Junior coordinator with no budget authority]
Tech Stack	[e.g., HubSpot, Salesforce, WordPress/Webflow]	[e.g., Marketo, Shopify, custom CMS]	[e.g., No CRM, no website, no tracking]
Growth Stage	[e.g., Series A-C, established and scaling]	[e.g., Bootstrapped but profitable, Series D+]	[e.g., Pre-revenue, declining/restructuring]
Geographic Focus	[e.g., North America, English-speaking markets]	[e.g., UK, Australia, Western Europe]	[e.g., Markets where we have no expertise or language capability]
Pain Points	[e.g., Struggling to generate leads, can't attribute marketing to revenue]	[e.g., Inconsistent brand presence, need to hire]	[e.g., No urgency, happy with current agency, budget frozen]
Current Marketing	[e.g., Doing some in-house but need expertise to scale]	[e.g., Using a freelancer, exploring agencies]	[e.g., Already locked into a 2-year agency contract]

Target Accounts Tracker

Maintain a living list of your top 50-100 target accounts. Update status and next actions weekly during your pipeline review.

Company	Industry	Size	Key Contact	Title	Status	Next Action	Notes
[Company A]	[SaaS]	[120 employees]	[First Last]	[VP Marketing]	Researching	Send Email 1	[Found via LinkedIn, recently raised Series B]
[Company B]	[E-commerce]	[85 employees]	[First Last]	[Head of Growth]	Email 1 Sent	Follow up in 3 days	[Posted about hiring a marketing agency on LinkedIn]
[Company C]	[Professional Services]	[200 employees]	[First Last]	[CMO]	Meeting Booked	Discovery call [Date]	[Referred by [Name] — warm intro]
[Company D]	[Fintech]	[350 employees]	[First Last]	[Marketing Director]	Nurturing	Share case study	[Interested but no budget until Q3]
[Company E]	[Healthcare Tech]	[75 employees]	[First Last]	[CEO]	Qualified	Send proposal	[Small team, CEO makes marketing decisions]

Weekly Activity Targets

Consistent activity is the key to a healthy pipeline. Track these metrics weekly and adjust targets based on conversion rates.

Activity	Daily Target	Weekly Target	Current Pace
New accounts researched	5	25	[X]
Personalized emails sent	10	50	[X]
LinkedIn connection requests	10	50	[X]
Follow-up touches (email + LinkedIn)	8	40	[X]
Phone calls / voicemails	5	25	[X]
Discovery meetings booked	—	3-5	[X]
Proposals sent	—	1-2	[X]

Qualification Criteria

Use these criteria to determine whether a prospect is worth pursuing. Not every interested company is a good fit — protect your time.

Budget: Do they have (or can they allocate) the minimum budget for your services? ($5K+/month retainer or $15K+ project)
Authority: Are you speaking with a decision maker or someone who can champion internally and get budget approved?
Need: Do they have a clear, urgent marketing challenge that your agency is uniquely positioned to solve?
Timeline: Are they ready to start within the next 30-60 days, or is this a "someday" conversation?
Fit: Do they match your ICP? Is this an industry and company type where you deliver your best work?
Culture: Is this a client your team would enjoy working with? Red flags in the sales process predict red flags in delivery.
Growth Potential: Is there potential for the engagement to expand over time (more services, higher budget, referrals)?

⚠️

If a prospect fails on Budget, Authority, or Need — stop pursuing. No amount of nurturing will overcome a fundamental disqualification. Focus your energy on prospects where you can win.

About this template

Build a repeatable outbound engine that fills your pipeline with qualified prospects. This two-page playbook starts with a sharp ICP definition and target account tracker to focus your efforts, then provides battle-tested cold email sequences, LinkedIn outreach scripts, objection handling frameworks, and call scripts your team can use immediately. Stop guessing and start prospecting with a system.

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