Quick answer
What is the Growth Playbook in 30 Days?
A fixed-scope engagement that delivers a complete B2B go-to-market strategy in 30 days: ICP and buyer personas, competitive positioning and messaging, channel prioritization, a demand generation framework, a budget allocation model, a KPI framework, and a 90-day execution roadmap. It’s built for $15M to $60M B2B companies that need strategic clarity fast, and it’s a deliverable, not an open-ended consulting engagement.
By Dean Reid, Fractional CMO (Revenue Architect), Optivus · 25+ years of VP marketing leadership at TELUS, Bell Canada, SMART Technologies and Veriforce · Last updated
Why is activity without strategy costing you pipeline?
Your marketing team is busy: ads are running, content is being produced, events are attended. But pipeline is inconsistent, sales ignores the leads marketing sends over, and your messaging sounds like every competitor's. The issue isn't a lack of effort. It's the absence of a documented, senior-level go-to-market strategy that connects every activity to a revenue outcome. Without it, you aren't just wasting budget - you're losing ground. Not sure which part of the engine is actually broken? Run the 10-Point GTM Leak Finder first.
Who is the Growth Playbook for?
The Growth Playbook is designed for $15M–$60M B2B companies that are preparing to scale, entering a new market, rebuilding after a pivot, or simply tired of marketing that cannot prove its contribution to revenue. It is not a consulting engagement. It is a deliverable.
"Most companies do not have a strategy problem. They have a clarity problem. The playbook solves that in 30 days — not 6 months."
Why not hire a full-time CMO or an agency instead?
You don't need to hire a $300K full-time CMO to get enterprise-grade strategy. Optivus brings the pattern recognition built leading marketing at TELUS and SMART Technologies, including a program that built a $989M pipeline at TELUS. Paired with AI-accelerated delivery, that senior judgment gets applied to your business in 30 days instead of the three to six months a traditional consulting engagement or agency onboarding takes.
What does the Growth Playbook include?
- ✓ICP & buyer persona architecture — stop marketing to everyone. We define exactly who buys, why they buy, and how to reach them.
- ✓Competitive positioning & messaging hierarchy — a narrative that wins against your top three competitors, giving sales a story they'll actually use.
- ✓Go-to-market & channel prioritization — no more random acts of marketing. Channels sequenced by realistic ROI and your revenue stage.
- ✓Demand generation framework — a model for how your pipeline gets built, what it costs, and how to measure it.
- ✓90-day execution roadmap — clear, prioritized marching orders for your team or agency to execute immediately.
- ✓Budget allocation model — where every marketing dollar should go and what return to expect.
- ✓Metrics and KPI framework — how you know it's working and what to measure in the first 90 days.
How do the 30 days break down?
Four weeks, each with a clear output — so you always know what's done and what's next.
- Week 1 — Discovery & Audit. Kick-off call, one or two discovery sessions with your team, and a full audit of current marketing performance, positioning, and pipeline data.
- Week 2 — ICP & Positioning. ICP and buyer persona architecture, a live positioning workshop, and a competitive messaging hierarchy built against your top three competitors.
- Week 3 — GTM Architecture. Channel prioritization by realistic ROI, the demand generation framework, and the budget allocation model showing where every dollar should go.
- Week 4 — Roadmap, KPIs & Delivery. The 90-day execution roadmap, the metrics and KPI framework, and a final review meeting to walk your team through the complete playbook.
Modern tools compress the research, analysis, and document production phases by 40–60% - which means a richer, more detailed playbook in a shorter timeline. AI accelerates the work; the judgment is still senior and still yours to rely on.
Frequently Asked Questions
A structured strategy document covering ICP definition, competitive positioning, messaging hierarchy, channel architecture, demand generation framework, 90-day execution roadmap, budget model, and KPI framework. All in a format your team can execute against immediately.
A kick-off call, one or two discovery sessions, and a final review meeting. The rest is on us. We do the research, analysis, writing, and structuring — you review the output and push back where it does not match reality.
The playbook is yours to execute. Many clients transition to an ongoing Revenue Architect retainer so the strategy is implemented rather than shelved. Others take it and run internally. Either outcome is a win.
It depends on the stage. If you have market traction and a sales team working qualified opportunities, the playbook creates meaningful leverage. If you are still finding product-market fit, the Revenue Architect engagement may be a better fit.