90-Day Sales Strategy & Playbook — Asymmetric (Nov 2025)

Overview

Meeting between Mark Hope and Jacob Jones to finalize Asymmetric's 90-day outbound sales plan. The session covered funnel math, ICP definition, HubSpot qualification setup, content/lead-magnet assets, nurture drip logic, and a multi-channel lead generation approach. The plan targets 1–2 new retained clients per month at $5,000+ retainer, with Food & Beverage companies in the Great Lakes region as the primary ICP.

Attendees: Mark Hope (mark.hope@asymmetric.pro), Jacob Jones

Key Decisions

1. Funnel Metrics (Reverse-Engineered)

The monthly funnel was built backwards from the revenue goal:

"You've got to do almost 360 [touches per month]. You take 360 divided by 20, you've got to do 18 a day." — Mark Hope

2. ICP: Food & Beverage, Great Lakes Region

• Primary target: F&B companies with $10M–$50M annual revenue in the Great Lakes region (WI, MN, IA, OH, and surrounding states)
• Secondary target (on hold): B2B companies in Wisconsin
• Decision makers: Senior sales and marketing leaders
• Pain points to listen for:
• Stagnating growth — prospect leads with their own declining metrics, marketing effectiveness
• Competing against national brands — prospect leads with competitive pressure, resource disadvantage

Qualifying signals to research: declining job postings, flat revenue, stagnant web traffic, no recent funding activity.

3. Competitive Positioning

"Think like McKinsey, execute like an agency, and measure like private equity."

• Not: a random-acts-of-marketing agency, a pure consulting shop, or a cheap execution vendor
• Is: a high-value intersection of strategy, execution, and measurable proof — positioned as a "Premium Competitive Advantage Specialist for Mid-Market Challengers"

4. Core Offer: 90-Day Performance Guarantee

On day one, agree on a specific target metric (e.g., website visits). If the metric is not achieved within 90 days, Asymmetric works for free until it is. This removes prospect risk and serves as a primary objection handler.

5. BANT Qualification in HubSpot

A custom BANT property will be added to the HubSpot contact record:

• Structure: Four checkboxes (B / A / N / T) + a BANT Notes field
• Logic:
• All four checked → Sales Qualified (SQ)
• Any unchecked → Marketing Qualified (MQ) → lifecycle stage set to "Not Ready" → enroll in Not Ready drip
• Unknown → remains a Lead
• Placement: Visible tile on the contact overview screen
• A conditional rule may require notes when any checkbox is unchecked

A new "Not Ready" lifecycle stage was created in HubSpot to hold MQ leads.

6. Nurture Drip Sequences

Four drip types were defined:

Not Ready drip trigger: If a prospect engages with content (e.g., clicks a link), HubSpot sends Jacob a notification for a personal follow-up call or email.

Icebox: After a prospect completes a sequence without converting, they enter a 3-month cool-off period before re-entering outreach.

7. Multi-Channel Lead Generation (Running Simultaneously)

Four campaigns launched in parallel to test channel effectiveness:

1. Outbound Prospecting — Jacob's primary daily activity
2. Google Ads — Launched day of meeting; dedicated landing pages
3. LinkedIn Ads — In progress; dedicated landing pages
4. Facebook Ads — In progress; dedicated landing pages

All paid campaigns use dedicated landing pages.

Content & Engagement Assets

Jacob has access to the following assets for prospect outreach:

Usage tip: When a prospect expresses interest in a topic, send the topic cluster page (not a single article) so they see the breadth of available content.

Action Items

• [ ] Build custom BANT property in HubSpot (4 checkboxes + BANT Notes field); add as tile on contact overview screen — @Jacob Jones
• [ ] Set HubSpot automation: lifecycle stage change → "Not Ready" triggers enrollment in Not Ready drip — @Jacob Jones
• [ ] Use Zoom Phone for all outbound calls; record via Zoom/Fathom for transcription — @Jacob Jones
• [ ] Review objections section of BDR Sales Playbook before beginning calls — @Jacob Jones
• [ ] Finalize email drip sequence logic (No Contact, Reached, Ghosted, Not Ready); send to Chris to build in HubSpot — @Mark Hope
• [ ] Send Jacob brand/strategy document ("what we stand for") and HTML sitemap link — @Mark Hope
• [ ] Request Melissa trim Mini Portfolio deck and create matching HubSpot email template — @Mark Hope

Transcript Excerpts

On funnel math:

"If we want to have two closed deals, how many proposals do we have to submit? About 80% of the proposals I send out turn into deals… So we need three proposals. And to get three proposals, we probably need six presentations. And to get six presentations, we need 18 conversations." — Mark Hope

On the Not Ready drip:

"The Not Ready Drip sends one email a month. It just kind of keeps you top of mind… And what we do is we create a trigger, and the trigger says if they start to engage with our content, then send you a notification, and then you call them or you email them." — Mark Hope

On the 90-day guarantee:

"We're willing to give anybody that's willing to sign with us a 90-day guarantee that we will agree on the first day of the metric that we're targeting. And then if we haven't achieved that metric in 90 days, then we'll work for free until we get there." — Mark Hope

On BANT:

"If all four of those things are present, then they are sales qualified. If they're missing something, then they're maybe marketing qualified, but they're not sales qualified. And if you don't know, they're just a lead." — Mark Hope

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