The Revenue Architect

This cohort-based course is for early-stage founders and GTM leaders who are struggling to get results from cold outbound and are looking to stand up and scale a warm outreach program. Through a 2-week series of self-paced lessons, async projects and live group workshop discussions you'll learn and apply the frameworks for:- Refining your ideal customer profile- Writing engaging messaging- Finding relevant prospects in your network- Building a process to book meetings The course includes:- 4x modules of self-paced lessons to learn frameworks for early-stage warm outreach (ICP, messaging, warm outreach)- 2x mini projects where you'll apply the frameworks to your own business, refining your existing ICP and messaging.- 2x live workshops where you'll present your ICP and messaging projects and get feedback.- Post course access to Arnie to discuss your warm outreach progress.

Cold outbound is dead. Use warm outreach to connect with your best prospects.


What is an ideal customer profileGood and bad examplesFramework for an idea customer profileHow to do a segment growth &amp; win/loss analysis to figure out your ideal company profileHow to conduct deal reviews to figure out your ideal buyer personasHow to write discovery questions to quickly surface your buyers' needsWorkshop your own ICP

How to refine your ideal customer profile

What is a target account listCommon mistakes to avoidFramework for building a target account listHow to find target accounts in your networkHow to identify the right contactsHow to research target accounts and contacts to find a reason to connect

How to build your target account list

Framework for writing messagingGood and bad examples of outreach messagingHow to use industry and competitor insights to drive engagementWorkshop your own messaging

How to create engaging messaging

Comparing the results of cold outreach vs warm outreachFramework for generating warm introductionsHow to find and organize relevant connections in your networkExamples of how to ask for warm connectionsCase studies of 3 startups that used warm outreach to replace cold outreachWorkshop your own connections

How to build a warm outreach process

Course syllabus

We use the kick off call to meet the cohort, review the syllabus and discuss what goes into a precise ICP.

Kick off call

The course includes two live workshops. <ul><li>The first workshop focuses on refining your ICP.</li><li>The second workshop focuses on writing outreach messaging.</li></ul>

Live workshops

Course schedule

Early-stage founders who are struggling to build pipeline at a consistent rate.

Early-stage GTM leaders who are looking for an effective alternative to cold outbound.

Founders from product backgrounds who are new to sales and looking to learn warm outreach.

For early-stage founders and sales leaders

What you’ll get out of this course

<ul><li>Learn the framework for refining an ideal customer profile to focus on your highest value prospects.</li><li>Apply the framework in a project to refine your own ideal customer profile.</li><li>Optimize your ICP in a live workshop focused on discussion, feedback and Q&amp;A.</li></ul>

A precise ideal customer profile that focuses on people who are likely to buy from you

<ul><li>Learn the framework for creating high impact messaging that cuts through the noise.</li><li>Apply the framework in a project to write your own outreach messaging.</li><li>Optimize your messaging in a live workshop focused on discussion, feedback and Q&amp;A.</li></ul>

Strong and relevant messaging that will engage your prospects

<ul><li>Learn the framework for finding companies and people in your extended network who match your ICP.</li><li>Apply the framework in a project to build your own target list using your LinkedIn account.</li><li>Optimize your target list in a live workshop focused on discussion, feedback and Q&amp;A.</li></ul>

A target list of prospects in your extended network 

<ul><li>Learn the process for generating warm introductions through connectors in your network.</li><li>Apply the process to book meetings with your prospects.</li><li>Optimize your process in a live check-in session focused on reviewing your results and Q&amp;A.</li></ul>

A process to use your extended network to build your pipeline

Build a warm outreach motion to connect with prospects who are likely to buy from you. 

Arnie Gullov-Singh | 3x startup CRO

Fractional CRO for startups

March 2024

May 2024

This cohort-based course is for early-stage founders and salespeople who are having prospect meetings but struggling to convert them into paying customers. The course gives you the frameworks and skills to have successful conversations with your prospects that help them evaluate your product and make a buying decision. Through 2x 2hr live workshops you'll learn how to:- Use a sales framework to diagnose and troubleshoot your deals- Build the right sales process for your business model- Prepare and run discovery calls with your prospects- Bring all relevant stakeholders into the process- Handle early-stage buying objections- Quickly build trust and credibility- Build and present proposals The course includes:- 2x live workshops to learn and apply the frameworks and skills.- 6x mini projects that you'll do during the workshops to apply what you've learned to your business.

Say goodbye to stalled deals. Ask the right questions to win over your buyers.


Provide a brief description for each module as a way to sell the value of what students will be learning throughout the course.

First Module

Second Module

Third Module

If your events are recurring and at the same time, it might be easiest to use a single line item to communicate your course schedule to students

Thursdays

Feel free to type out dates as your title as a way to communicate information about specific live sessions or other events.

May 7, 2022

Schedule items can also be used to convey commitments outside of specific time slots (like weekly projects or daily office hours).

Weekly projects

Early-stage founders who are looking to improve win rates.

Early-stage salespeople who have deals getting stuck in their pipelines.

Founders from product backgrounds who are new to sales.

For early-stage founders and salespeople

<ul><li>Learn how to use the SPICED sales framework to diagnose and spot issues with any deal.</li><li>Apply the framework to troubleshoot deals that are currently in your pipeline.</li></ul>

A framework to diagnose and troubleshoot any deal in your pipeline

<ul><li>Learn the framework for designing a sales process: goals, exit criteria, questions and materials. See the differences between selling services vs selling products. </li><li>Apply the framework to document your current sales process and build on it throughout the course.</li></ul>

A sales process designed for your business model

<ul><li>Learn what to research about your prospects, what materials to prepare, what questions to ask, what to include in the agenda, how to stay on track and mistakes to avoid.</li><li>Apply the framework to prepare for an upcoming discovery call.</li></ul>

A framework to prepare and run a discovery call

<ul><li>Learn how to use active listening, context-led questions and insights to build trust and credibility.</li><li>Apply the techniques to prepare for an upcoming discovery call.</li></ul>

Techniques to build trust and credibility with your prospects

<ul><li>Learn how to identify hidden stakeholders, uncover their needs and bring them into the buying process.</li><li>Apply the techniques to prepare for an upcoming customer call.</li></ul>

Techniques to bring all relevant stakeholders into your process

<ul><li>Learn how to surface explicit and hidden objections and address them head on.</li><li>Apply the techniques to build an objection handling strategy for your next call.</li></ul>

Techniques to overcome early-stage buyer objections

<ul><li>Learn what to include in a proposal (and what to exclude) and how to present it.</li><li>Apply the framework to prepare a proposal for a deal in your pipeline.</li></ul>

A framework to prepare and present a proposal

Improve your win rate by asking the right questions to get all the info you need and win over your buyers.

The Revenue Architect

Prospecting for early-stage founders and salespeople

Prospecting for early-stage founders and salespeople

Prospecting for early-stage founders and salespeople

Prospecting for early-stage founders and salespeople

Closing for early-stage founders and salespeople

Closing for early-stage founders and salespeople

Closing for early-stage founders and salespeople

Closing for early-stage founders and salespeople

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