Everything a new seller needs: the ideal customer profile, five buyer personas, the four touch cadence, the Attio workflow, competitive angles, and how we sound on the page. Read it once, then bookmark it.
/ Amplio internal onboarding · use → to advance
/ 01 — Who we sell to
Firmographic sweet spot and strong technographic signals. If a prospect misses on both, disqualify early.
Revenue €2M to €30M. Ad spend €10K to €50K a month. Geo focus: UKI, DACH, Benelux, Nordics.
GTM and GA4 together. Meta Pixel or Google Ads active. Shopify, WooCommerce or HubSpot. Consent present but configured incorrectly. Server side tracking missing.
Performance agencies score 95+. Ecommerce €1M to €50M scores 90+. Growth stage SaaS scores 85+.
No website. In house team of 5+. Enterprise 1000+. Direct competitor. Any one of these — walk early, politely.
/ 02 — Personas · 1 of 5
Position Amplio as the thing that makes them look good to their clients. Highest revenue, compound referral channel.
What they care about: client retention — clean data keeps clients longer. Agency profitability — reduce hours on setup. Client ROAS — better data, better campaigns.
“How much time does your team spend on tracking setup for new clients? We've cut that from weeks to 72 hours for similar agencies.”
Lead with their problem, not our solution. End with a question, never a hard ask.
Fit bar on the shared 0 – 100 ICP fit scale · fill = low end of this persona's band
/ 02 — Personas · 2 of 5
If the numbers are wrong, everything downstream fails. Lead with accuracy, not creativity.
KPIs they own: ROAS — 3x to 10x target range. CAC — trending down. Attribution — GA4 vs platform match.
“We audited a similar company last month. Their GA4 conversions were 22% lower than Google Ads. Server side GTM + enhanced conversions recovered +18% visibility in two weeks.”
Quote a specific number, not a range. Offer a short audit, not a pitch.
Fit bar on the shared 0 – 100 ICP fit scale · fill = low end of this persona's band
/ 02 — Personas · 3 of 5
Frame everything as a credible story about marketing impact. They're pitching a board, not reading a dashboard.
What lands: revenue contribution — not clicks. Pipeline influenced — closed loop. Marketing efficiency — spend vs outcome.
“Most CMOs pitch dashboards at board level. That's not a credible story. We connect GA4 to CRM to pipeline to revenue — closed loop. Your board goes from 'marketing spends' to 'marketing drives revenue.'”
Warm intros convert 5x better here. Volume is medium. Quality is everything.
Fit bar on the shared 0 – 100 ICP fit scale · fill = low end of this persona's band
/ 02 — Personas · 4 of 5
Overwhelmed and practical. Lead with speed and low effort.
KPIs they own: conversion rate, revenue per visitor and AOV, cart abandonment and campaign ROAS.
“We audit GA4 e-commerce setups. Typical finding: purchase events are incomplete — missing SKU, wrong value, no real time revenue. We fix it in 72 hours, and it lifts conversion visibility 5 to 20%.”
Speed beats strategy with this persona. Offer the audit first, the tier second.
Fit bar on the shared 0 – 100 ICP fit scale · fill = low end of this persona's band
/ 02 — Personas · 5 of 5
Position Amplio as the thing they don't have to think about. Investor metrics are the real driver.
What keeps them up: MRR growth and activation, CAC and trial to paid, investor metrics — what Series A asks.
“Have you set up proper funnel tracking yet? Most founders skip it early — fair, you're busy. But it bites you at Series A when investors ask 'what's your CAC?' We do the setup in 72h.”
Shorter is better — sixty words max. Acknowledge the chaos before pitching.
Fit bar on the shared 0 – 100 ICP fit scale · fill = low end of this persona's band
/ 03 — Outreach cadence
Don't wing it. Don't spam. Four calibrated touches, then a 90 day cooldown. If they respond at any touch, abandon the cadence and shift to discovery.
| Touch | Move | When | Rule of the road — every touch |
|---|---|---|---|
| T1 | First contact | day 0 | Cold: under 100 words. Warm: under 150. |
| T2 | Follow up | day 3 – 4 | Lead with their problem, not our solution. |
| T3 | New angle | day 8 – 11 | End with a question or soft CTA. |
| T4 | Graceful exit — then the 90 day cooldown | day 15 – 21 | Zero emojis is ideal. One is the ceiling. |
/ 04 — Attio CRM
Your daily workspace. Every prospect, contact, and deal flows through Attio.
The account record: Hot / Warm / Cool ICP rating, a 0 – 100 lead score, a HIGH / MID / LOW opportunity tier, and the pitch angle.
The humans at the account: persona type, decision authority, preferred channel and job title — the fields outreach personalisation reads from.
Stage runs Lead / Qualified / Meeting / Proposal / Won. Value in EUR only. Service tier: Foundation / Maintained / Managed.
Coming soon: when a Lead moves from Qualified to Meeting, Claude automatically generates a pitch deck customised to the prospect's ICP segment, inherited persona, and detected tracking gaps — no more deck building by hand.
/ 05 — Competitive positioning
Never disparage competitors. Say what's true about them, then say what's different about us. The angle always wins over the attack.
They bolt analytics onto a media offer. We are analytics first, AI powered, and we do not compete for media budget.
A team, not a person. Always available, always senior.
They show numbers. We make sure the numbers are right first.
Who audits the auditor?
Big consultancies like Deloitte or Accenture. Different buyer, different budget, different scope. If a prospect is evaluating Deloitte against us, we either walk or pitch a project, never a retainer.
/ 06 — Brand voice
Every message represents Amplio. Confident, not arrogant. Direct, not blunt. Technical, not intimidating. Warm, not casual.
Confident: “We've lifted ROAS by 37% on average.”
Direct: “Your GA4 isn't tracking purchases correctly. Here's why.”
Technical: “Server-side GTM isolates conversion data from third-party cookies.”
Warm: “Let's fix this tracking gap together.”
Arrogant: “We're the best data experts you'll find.”
Blunt: “Your setup is broken and amateur.”
Intimidating: “You need sGTM implementation asap.”
Too casual: “Yo, ur tracking is sus lol.”
/ Next step
Pipeline hygiene is the job. Every deal in the Sales list has a Next Action and a Next Action Date. Always. The book today: ~30 tracked prospects across UKI, DACH, Benelux and the Nordics.
| # | First moves | When |
|---|---|---|
| 01 | Read this deck twice | this week |
| 02 | Open the Vault Dashboard — scan every active client | this week |
| 03 | Log in to Attio — filter the Sales list by Next Action Date | this week |
| 04 | Shadow one discovery call with Walter or Daragh | this week |
| 05 | Deck 04 — Services and Methodology | up next |
| 06 | Deck 05 — Business Model — tiers and economics | up next |