Chapter 23 — Sales, RevOps & Marketing
Scaling the Judgment of Your Top 1% Across the Entire Organisation
Every sales team has a top 1%. They close more, retain more, and generate more pipeline from fewer touches. They are not the most charismatic or the most experienced — they are the most prepared. This chapter teaches you to encode that preparation into a SKILL.md library and a coordinated set of Claude plugins so that every rep on the team operates with the research depth, personalisation quality, and timing precision of your best closer.
The chapter spans three interconnected domains — sales execution, revenue operations (RevOps), and marketing — because the handoff between marketing-generated leads and sales-worked pipeline is where most revenue is lost. A unified plugin architecture means the prospect intelligence built by marketing enrichment flows directly into the sales rep's research brief, with no re-entry, no data loss, and no context switching.
| # | Lesson | Key Focus |
|---|---|---|
| 1 | The One-Percent Problem | Why AI in sales matters; the cognitive capacity gap; the RevOps framework; overview of the 14 plugin commands |
| 2 | Installing the Plugins | Dual-path installation (Anthropic + Agent Factory); verification; sales-marketing.local.md configuration; skill collisions |
| 3 | Prospect Research and ICP | The /research command workflow; ICP configuration in YAML; deep prospect intelligence briefs |
| 4 | Lead Scoring and CRM Enrichment | Three-dimension scoring model; the /score command; CRM enrichment pipeline; data quality and decay |
| 5 | The Five Laws of Outreach | Five Laws framework; /outreach, /sequence, /follow-up, /copy commands; WhatsApp B2B outreach |
| 6 | Campaign Optimisation and the Content Factory | /campaign, /content, /calendar commands; content multiplication; PKR budget for emerging markets |
| 7 | ABM and Attribution Modeling | Account-Based Marketing orchestration; first-touch/last-touch/multi-touch attribution; B2B vs B2C; CAC and ROI |
| 8 | Outreach Compliance and Regional Context | CAN-SPAM, GDPR, PECA jurisdiction compliance; regional sales culture; ethical outreach; budget localisation |
| 9 | RevOps Agents | Lead Intelligence, CRM Hygiene, Outreach Sequencing, Marketing Performance, and Revenue Reporting agents |
| 10 | The Skill Library | Global router; product skills; local configuration template; plugin architecture; extending the library |
| 11 | Extending Plugins for Your Market | Jurisdiction overlays; skill collision resolution (wrapper/override/delegation); multi-market config; South Asian B2B extension |
| 12 | Applied Exercises | 8 exercises: ICP config, research sprint, lead scoring, outreach sequences, campaigns, content factory, pipeline, dashboard |