Marketing's one job is qualified leads. How to build the engine that produces them, pays for them and gets others to sell, for pre-seed and seed enterprise AI companies.
A 54-slide playbook for pre-seed and seed enterprise AI companies. Marketing makes qualified leads; sales makes revenue. It shows how to build the engine between them: what counts as a lead, where leads come from, how to run the engine every week, and how to get partners who already hold the buyer’s trust to sell for you.
What’s inside
Before anything else: where the effort lands, the six objections you will hear and our answer to each, and what the next investor will test at seed and at Series A
Part 1, the rule: two functions, one metric, the lead contract and what a customer costs
Where leads come from: twelve sources, from trigger-based outbound to webinars, referrals and PR, each with the time to a first lead and the cost
Part 2, the engine: seven things to build in order, each with a done-when test, from picking the beachhead to testing two channels
Part 3, running it: the weekly rhythm, who does the work, the first marketing hire, the stack and the first 90 days
Part 4, getting others to sell: finding the right partners, structuring the deal, running them and protecting their trust
Start here. Read the four slides before Part 1, then the lead contract, filled in for a fictional company, Quoinstone Ltd. Share it with your board, your investors and the people you hire.
03What's included
Where the effort lands: aim at one beachhead market and win it again and againThe lead contract: one page, signed by the CEO, that ends three argumentsTwelve places leads come from, and how to test two at a timeThe first 90 days: four blocks, one owner per line
