Pillar 02 · Strategy
Heading
A clear heading turns marketing, sales, and RevOps into one revenue team. Without it, you have three silos competing for credit.
Tools in the Heading pillar · Free downloads
Strategy tools
Worksheets and templates for the strategy side of the operating system. Released as they're finalized.
Favorite Customer Profile Worksheet
Define the exact customer your business does its best work for. Used by your entire team for marketing, sales qualification, referrals, and proposals.
Messaging & Proof Checklist
Three tools to clarify your message and prove your value — one-liner, message map, case study template.
Unified Revenue Team Accountability Map
Map who owns what across your unified revenue team — marketing, sales, RevOps, and retention. Builds on the Director of Revenue / FRE structure from Chapter 7 of Velocity.
Good Agency Dashboard Example
See what a weekly dashboard that actually runs a business looks like. Four real dashboards from Good Agency across Leadership, Revenue, Operations, and Administration.
FRE Job Description
The full role definition for a Fractional Revenue Executive — responsibilities, competencies, character requirements, and what clients should expect. Use it to hire, evaluate, or become one.
Messaging Examples Gallery
Ten examples of strong revenue messaging, broken down so you can see what works and why.
Every tool from the book
Browse the toolbox
Twelve tools to help you grow revenue with integrity, tell stories that move people to action, and build systems that scale without chaos. Pick the one that matches what you're working on right now.