Salesgluon · Playbooks

The plays we run. Written down.

Field-tested frameworks for teams without a dedicated outbound function, pulled straight from the campaigns we operate. No theory. The plays, the way we actually run them.

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Playbook · Strategy

LatestStrategy

The Operational ICP

Most B2B companies have an ICP. Almost none have one their outbound team can execute. The nine-step build for a scored, field-level ICP your reps, data vendor, and automation all run from the same day - five layers, a working scoring model, copyable templates, and the recalibration loop that keeps it from rotting.

22 min readJun 2026

Read the playbook

The library

Strategy

The 95/5 Problem: Most of Your Market Can't Buy Today

At any moment only about 5% of your market is ready to buy. Outbound that ignores the other 95% burns lists and reputation chasing demand that isn't there yet. Here is how operators reach the in-market few without going invisible to the future many.

11 min readJun 2026

Email Outreach

The Deliverability Reckoning: Cold Email After Google and Yahoo

Google and Yahoo stopped advising and started enforcing. Authenticate, stay under a 0.3% spam rate, or get rejected. What actually changed, why reply rates have more than halved since 2019, and the sending infrastructure that keeps cold email in the inbox.

12 min readMay 2026

AI GTM

AI SDRs: Anatomy of the Hype Cycle

The autonomous AI SDR was the loudest promise in sales tech. Two years on, 50 to 70 percent of those contracts churn and most pilots die inside 90 days. An operator's post-mortem - what AI genuinely does well, where it quietly destroys trust, and the hybrid model that actually works.

13 min readMay 2026

Data Intelligence

The End of Volume: Signal-Based Outbound

Spray-and-pray didn't die because it was unethical. It died because it stopped working and started costing you your domain. Signal-based outbound - reaching accounts the moment a real trigger fires - is replacing it, and the numbers are not close.

11 min readMay 2026

Strategy

Your Targeting Is the Bottleneck

When outbound underperforms, teams rewrite the email. The email is rarely the problem. Most of the failure is upstream, in a list of accounts that were never a real fit. How to build an ICP from evidence - closed-won, disqualifiers, and tiers - instead of aspiration.

10 min readMay 2026

Email Outreach

Writing Cold Email for a Market That's Seen Every Trick

Buyers have seen every tactic, and the average reply rate shows it. But top-quartile campaigns still clear 15 to 25 percent. The gap is not a secret subject line - it's structure, earned relevance, and a hook that respects the reader. How operators write email that still works.

10 min readMay 2026

Strategy

Multi-Threading the Buying Committee

A modern B2B purchase is decided by 6 to 13 people, and 74 percent of those groups fall into open conflict before they agree. A deal pinned to one contact is a single point of failure. How operators map the committee, sequence the roles, and arm the champion who has to sell when you're not in the room.

11 min readMay 2026

Data Intelligence

The Data Layer Nobody Brags About

Outbound runs on data, and data rots faster than most teams admit - roughly 2 percent a month, over 20 percent a year. The unglamorous work of waterfall enrichment and verification is now the difference between reaching the inbox and burning the domain.

9 min readMay 2026

LinkedIn Outbound After Connect-and-Pitch

Two-thirds of B2B buyers now prefer a rep-free experience, and the connect-then-pitch reflex reads as exactly the intrusion they're avoiding. LinkedIn still works - but as a place to earn attention from the 95% who aren't buying yet, not a faster way to spam the 5%.

10 min readMay 2026

Beyond the page

Rather have these run for you? Not just read.

The playbooks are the method. The pod is the execution. We map your buyers, operate the outbound, and place briefed, decision-ready meetings on your calendar.

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