In the playbook, he shares his Filling the Funnel framework, shaped by his work training sales teams at LinkedIn, Google, Amazon, and Slack. Each step in the framework helps teams slow down in the right places so they can build an outreach strategy around timing, relevance, and how buyers actually behave.
The first step is refining your ICP.
Most teams stop at company size, industry, or revenue, but that’s not enough to focus outbound.
If your ICP is too broad, reps waste time chasing accounts that technically fit, but aren’t likely to move forward right now.
A stronger ICP helps your team prioritize better-fit segments, then use what they learn from real prospect conversations to keep improving.
The outbound playbook walks through John’s full 5-step framework so reps can focus on the accounts most likely to buy before they send the next message.
Want to see how you can put this framework into practice? John is hosting a free 45-minute training session on writing outreach worth responding to on June 17. It’s live only, with no recording.
