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How to Use This Playbook

Audience: Everyone on your Revenue Team and vendor partners
Purpose: Get aligned fast, understand your role, know where to find what you need

This Playbook Is Your Operating System​

This isn't a reference document you read once and forget. This is the shared operating system for how remodelers execute marketing and sales as a unified Revenue Team.

Every strategy, process, and tactic documented here comes from:

  • Marcus Sheridan's Endless Customers framework (Revenue Team, Big 5, Assignment Selling)
  • Gary Vaynerchuk's Day Trading Attention approach (creative velocity, platform fluency, organic-first)
  • Proven remodeling industry best practices and market context

Core philosophy: Become the most known and trusted remodeler in your markets through transparent, educational content and exceptional client experience.

What's Inside​

00. Start Here​

  • Marketing Readiness Assessment
  • Quick Wins for immediate momentum
  • How to Use This Playbook (you are here)

01. Foundations​

02. Trust and Relationships​

  • Referrals, partnerships, client experience, community involvement
  • Critical for remodelers: 40-60% of leads come from referrals

03. Strategy​

  • Buyer personas, value proposition, differentiation, positioning
  • Sets strategic direction for all content and campaigns

04. Digital Presence​

  • Website standards, Google Business Profile, SEO fundamentals
  • Local visibility is everything for remodelers

05. Content​

  • Content philosophy, Big 5 framework, blog strategy, social media, video, email
  • Content IS your marketing — it builds trust, educates, and pre-qualifies leads

06. Paid Media​

  • Paid media philosophy, Google Ads, social advertising, performance creative
  • Organic-first, then amplify winners (Gary Vee approach)

07. Sales Enablement​

  • Sales-marketing alignment, Assignment Selling, discovery questions, objection handling
  • Marketing makes sales look great; sales shares buyer questions to inform content

08. Systems and Automation​

  • CRM (HubSpot), automation, lead management, workflows
  • Revenue Team needs shared data and seamless handoffs

09. Analytics​

  • KPIs, tracking, dashboards, attribution, optimization
  • Measure what matters, optimize continuously

Reference​

  • Industry benchmarks, glossary, communication style, recommended reading
  • Supporting resources and quick lookups

Templates​

  • Ready-to-use prompts, processes, strategy docs, measurement tools
  • Copy and customize; don't edit originals

Role-Based Quick Start​

This playbook assumes a Revenue Team structure. Adapt the roles below to match your organization — you may have one person wearing multiple hats, or dedicated specialists for each function.

Marketing Leadership (CMO/Marketing Director)​

Responsibilities: Strategy, vendor management, Revenue Team facilitation, KPI oversight

Start here:

  1. Marketing Philosophy — Understand core principles
  2. Revenue Team Model — How to run bi-weekly meetings
  3. Marketing Readiness Assessment — Baseline current state
  4. Strategy Checklist — Ensure strategic foundation is solid

Typical workflow:

  • Weekly: Check content calendar, review vendor deliverables, analyze performance data
  • Bi-weekly: Facilitate Revenue Team meeting with sales and content team
  • Monthly: KPI reporting, budget review, strategic adjustments
  • Quarterly: Comprehensive analysis, next quarter planning

Key docs:

Sales Leadership (Sales Director/Project Development)​

Responsibilities: Sales process, Assignment Selling execution, client experience, sharing buyer intel

Start here:

  1. Revenue Team Model — Your partnership with marketing
  2. Assignment Selling — How to pre-qualify with content
  3. Sales-Marketing Alignment — Handoff processes
  4. Discovery Questions Template — Big 5-aligned questions

Typical workflow:

  • Daily: Use Assignment Selling content with prospects, track in CRM
  • Bi-weekly: Participate in Revenue Team meeting, share buyer questions & objections
  • Monthly: Review close rates by content engagement, provide feedback on what's working

Key docs:

Video & Creative Production​

Responsibilities: High-volume video production, creative assets, documenting projects

Start here:

  1. Content Philosophy — What content builds trust
  2. Video Footage Utilization — Production workflow
  3. AI in Marketing — Tools to speed up editing (Descript, Opus Clip)
  4. Social Media Strategy — Platform-specific content needs

Typical workflow:

  • Weekly: Film 2-3 project site visits, batch-edit content for distribution
  • Bi-weekly: Produce 1-2 long-form videos (case studies, educational), extract 10+ short clips
  • Monthly: Capture client testimonials, update portfolio content

Key docs:

Content & SEO​

Responsibilities: Content creation, CRM operations, Assignment Selling content library, social posting

Start here:

  1. Content Philosophy — Strategic foundation
  2. Big 5 Content (Answering Hard Questions) — What to write about
  3. Blog Content Strategy — SEO-aligned content calendar
  4. AI in Marketing — Use ChatGPT to draft faster
  5. Social Media Strategy — Platform-specific posting

Typical workflow:

  • Daily: Post across social platforms, respond to inquiries
  • Weekly: Publish 1-2 blog posts (Big 5 topics), repurpose videos into social content
  • Bi-weekly: Participate in Revenue Team meeting, add new content to Assignment Selling library
  • Monthly: SEO audit, content performance review

Key docs:

Vendor Partners​

Responsibilities: Specialized execution (Paid Ads, Performance Media, CRM Integration, Tech/Data)

Start here:

  1. Marketing Philosophy — Understand the approach
  2. Revenue Team Model — How you fit into the system
  3. Your specialty section (Paid Media, Systems, Analytics)

Vendor-specific guidance:

How to Get Started (First 30 Days)​

Week 1: Foundation & Assessment​

Week 2: Quick Wins & Process Setup​

  • Team: Execute Quick Wins for early momentum
  • Content/SEO: Claim and optimize all listings (Google, Bing, Foursquare per AI in Marketing)
  • Video: Set up video production workflow per Video Footage Utilization SOP
  • Sales Lead: Map current sales process to identify Assignment Selling opportunities

Week 3: Content & Strategy​

  • Marketing + Content: Create 90-day content calendar based on Big 5 framework
  • Content/SEO: Set up AI workflows per AI in Marketing
  • Video: Film first round of content (bio video, what to expect video, portfolio updates)
  • Sales Lead: Identify top buyer objections to inform content priorities

Week 4: Systems & Measurement​

  • Content/SEO: Organize Assignment Selling content library in CRM
  • Marketing Lead: Set up KPI dashboard per KPIs That Matter
  • Team: Hold first official Revenue Team meeting using meeting agenda
  • Marketing Lead: Begin vendor onboarding (Performance Media, Paid Ads, etc.)

How to Work the Playbook​

Best Practices​

1. Stay focused on one section at a time

  • Don't bounce around randomly
  • Complete a checklist before moving to the next

2. Use checklists first, then drill into supporting docs

  • Every major section has a 00-[section]-checklist.md
  • Checklists give you the "what," docs give you the "how"

3. Reference specific docs in your work

  • When assigning tasks, link to the exact playbook doc
  • "Create blog post per Big 5 Content"
  • This ensures everyone follows the same process

4. Add implementation notes

  • When you apply a strategy, note how you customized it for your company
  • Helps future team members understand context

5. Don't edit templates directly

  • Make client/project-specific copies
  • Keep originals clean for reuse

6. Update docs when you learn

  • If you discover a better way, update the playbook
  • This is a living system, not static documentation

Integration with Daily Work​

Don't treat the playbook as separate from work — it IS the work.

When to Come Back Here​

Regular Checkpoints​

  • New team member onboarding — Start here, then role-specific quick start
  • Quarterly reviews — Reassess priorities, update strategy
  • After major results (good or bad) — What worked? What didn't? Update playbook

Specific Scenarios​

  • New market expansion (e.g., adding a third market) — Review full strategy section
  • Vendor changes — Re-onboard with relevant playbook sections
  • Budget changes — Reallocate based on playbook priorities
  • Strategy pivot — Ground decisions in Marketing Philosophy and Revenue Team Model

Additional Resources​

Foundational Books (in docs folder)​

  • Marcus Sheridan: [Endless Customers summary](../../Marketing Thinking Jay/Marcus Sheridan) and full book in docs
  • Gary Vaynerchuk: [Day Trading Attention summary](../../Marketing Thinking Jay/Gary V) and full book in docs

Questions or Gaps?​

If you can't find what you need:

  1. Search the playbook — Use Cmd/Ctrl+F or search tool
  2. Check templates — Often has ready-made examples
  3. Ask in Revenue Team meeting — Collective knowledge fills gaps
  4. Update the playbook — If it's missing, add it

This playbook is your shared brain. Use it, reference it, update it. The more you engage with it, the more valuable it becomes.