Resources
Working frameworks, not gated PDFs.
Everything below is on this page, in full, with no email required. These are the structures we use inside engagements. Copy them, use them, run them yourself if that is the right move for your agency.
Cold-call opener anatomy
Four parts, in this order
Most agency cold calls fail in the first eight seconds because the opener describes the agency. The fix is structural.
- 01
Permission
A direct statement of who you are and that this is a cold call.
Owners respect the acknowledgment and it removes the first objection before it forms.
- 02
Observable fact
One specific, verifiable thing about their business.
This is the only line that proves the call is not a blast. It comes from the data layer.
- 03
Relevance
Why that fact connects to a problem businesses like theirs have.
The fact alone is a party trick. The connection is what earns the next thirty seconds.
- 04
Low-commitment ask
A question they can answer without agreeing to anything.
Asking for the meeting in the opener converts the call into a pitch and ends it.
The second part is the one that depends on your data. If the record contains only a company name and a switchboard number, there is no observable fact to open with, and the call defaults to a pitch. That is why the data layer comes before the script.
SDR hiring scorecard
Score behavior you observed, not impressions you formed
Run every finalist through the same exercises and record a yes or no per line. An interview without a scorecard becomes a memory contest between candidates.
| Observed behavior | Yes / No |
|---|---|
| Held a daily activity number in a previous role | Score field |
| Stayed composed through a simulated rejection sequence | Score field |
| Took a live correction mid-simulation and applied it | Score field |
| Wrote a clear, specific email in a timed exercise | Score field |
| Asked questions about the vertical without being prompted | Score field |
| Explained the offer back accurately after one briefing | Score field |
| Demonstrated CRM and process discipline in prior work | Score field |
How to use it
- Run identical exercises for every finalist, in the same order
- Score immediately after each interview, never at the end of the week
- Weight the lines that predict daily activity highest
- Write one sentence per no explaining what you saw
- Compare completed scorecards side by side before deciding
- Keep the scorecards. They become the coaching baseline on day one
Pipeline stage definitions
Every stage needs an entry rule and an exit rule
A stage without an exit criterion is where deals go to age. Write both, then hold the pipeline to them.
| Stage | Entry criterion | Exit criterion |
|---|---|---|
| Qualified lead | Matches the ICP filters and passes the disqualification rules. | A held conversation with the decision-maker has taken place. |
| Meeting booked | Decision-maker agreed to a specific date and time, on the calendar. | The meeting is held, or it is marked no-show and returned to sequence. |
| Meeting held | Discovery call completed with the person who can sign. | Fit confirmed and scope discussed, or disqualified with a reason. |
| Proposal sent | Written scope and price delivered to the decision-maker. | Signed, lost with a reason, or aged out at a defined day count. |
| Closed won | Agreement signed and start date confirmed. | Handoff to delivery completed with the notes attached. |
Growth requirements model
Turn a revenue target into a monthly meeting number
The interactive version of the model D3 builds in the first weeks of an engagement. Free, no email, runs entirely in your browser.
In progress
What is being written next
Listed honestly, including the ones that cannot be published until there is something real to publish.
The 90-day outbound deployment checklist
[RESOURCE PLACEHOLDER] Downloadable version of the deployment timeline.
Running a discovery call on a cold-sourced meeting
[RESOURCE PLACEHOLDER] For the closer taking the meetings the SDR books. Cold-sourced discovery runs differently than a referral call.
Objection library by vertical
[RESOURCE PLACEHOLDER] Built from live call recordings across engagements.
Case studies
[CASE STUDY PLACEHOLDER] Published only with client permission and verified numbers.
Prefer to have this built rather than build it?
Everything on this page is a piece of the engagement. If running it in-house is not where your time should go, that is what D3 does.