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Magrofy
The activation system

How to activate an account and build pipeline that holds

Four playbooks covering the whole route, from a list of target accounts to a conversation that goes somewhere. Every stage, every place it stalls, and what we do about each one. Three of the tools are interactive, so you can leave with a specification rather than with a reading list.

4playbooks
3interactive tools
90%+acceptance commitment
1 : 1replacement, no cap
6 monthslead exclusivity

The Account Activation Playbook

PLAYBOOK 01

Most account programmes do not fail because the targeting was wrong. They fail in the joins: between the account list and the buying committee, between the asset and the stage, between the lead arriving and somebody working it. Each of those joins is somebody else's job, which is exactly why nobody owns them.

THE EIGHT STAGES01CommitteeRoles before names02Account listTier by treatment03The assetTargeting instrument04SpecificationThis is the contract05LaunchPace evenly06RouteSpeed plus context07ExpandCover the committee08Read outChange one thingStage four is the contract. Everything before it is preparation and everything after it is measured against it.
Stage four is the contract. Everything before it is preparation and everything after it is measured against it.
WHY EVEN PACING IS A QUALITY DECISIONOn a fixed account list the pool of records that will still be accepted shrinks week by week, because other suppliers have already submitted the same people.0%25%50%75%100%W1W2W3W4W5W6W7W8W9W10W11W12Even pacing, what we deliverBack loaded, what hits a delivery numberClearance on a fixed account list, falling week by weekLate volume is worse volume.Clearance is roughly half by week twelve.
On a fixed account list, clearance falls as the flight ages because other suppliers have already submitted the same people.

Three places this goes wrong

Where it goes wrongHow Magrofy handles it
The committee is described as a title list, so people who match the titles and have no part in the decision qualify all the way through to invoice.We ask for roles and what each protects before titles, then translate that into specification fields and controlled lists.
The list is sized on total database coverage, so depth per account is one person and a committee cannot be covered.We report depth against your named list before you sign anything, per account rather than in total, and we name where it is thin.
Volume is back loaded to hit the flight number, and acceptance collapses in the final weeks.We pace evenly as a matter of policy and will decline a request to back load, with that reasoning.

The Lead Specification Handbook

PLAYBOOK 02

Almost every dispute between a demand supplier and a buyer is the same dispute. The records match what was written and they do not match what was meant. Both sides are telling the truth, which is why the argument cannot be won.

THE TWELVE FIELD GROUPSNot all apply to every programme. Every one you leave out should be left out deliberately.01Qualified lead definitionIn your words, with the threshold02GeographyContact country or headquarters03Company size floorIn your pricing unit04IndustryIncluded and excluded05FunctionAnd the sub function06SeniorityFloor, plus the responsibility exception07Job titleControlled list, never free text08ResponsibilityBudget, timing, estate, systems09DisqualifiersWhat you exclude, you exclude10SuppressionA file, not a description11Record fieldsWhat must arrive populated12AcceptanceWho, grounds, turnaround, formatThe test for every line: could two reasonable people disagree about whether a given record passes? If yes, it is not finished.
Not all twelve apply to every programme. Every one you leave out should be left out deliberately.
WHERE REJECTION HAPPENSThe same programme, two form designs. The question is not whether unqualified people are filtered out. It is who pays for filtering them.Free text formForm completedanyone who can typeDelivered to youstill looks fineYour team reviewsyour cost, your timeAcceptedthe gap is the argumentControlled listsForm attemptedsame trafficForm completedunqualified cannot passRejected by usbefore delivery, our costAcceptedagainst your specificationRejection moves from your desk to ours, and it happens before delivery rather than after it.
The question is not whether unqualified people are filtered out. It is who pays for filtering them.

Three places this goes wrong

Where it goes wrongHow Magrofy handles it
The definition of a qualified lead is never written down, so it is reconstructed at invoice by whichever party has more to lose.We hold the written specification and build the form to it. If a line cannot be filled we say so at scoping.
Qualifying questions are added as free text because it is faster, and an unqualified person can complete the form.We build controlled lists, including named employer lists and long controlled title lists, so rejection happens before delivery rather than after it.
Rejections are collected silently and presented in a block at the end of the flight.One for one replacement at our cost, no cap and no claim window, running as rejections arise.

The Pipeline Conversion Playbook

PLAYBOOK 03

A syndicated lead is a person who told you what problem they are working on. That is worth more than almost anything else a marketing team can hand over, and most of it is destroyed in the gap between the record arriving and a human being doing something useful with it.

THE COST OF THE WAITA record that waits for a nightly batch has already spent the most valuable hours it will ever have.Withinthe hourSamedayNextdayDay 3Day 7Relativechance ofa conversationMeasure this, not thatTime from the opt-in event to firsthuman contact.Median, not average. One bad weekhides in an average.Measured from the event, not fromyour upload.The number that most often explainsa disappointing programme.Shape is illustrative of a well documented pattern in B2B response. The point is the slope, not the precise values.
A record that waits for a nightly batch has already spent the most valuable hours it will ever have.
THE TEN DAYS AFTER A DOWNLOADOne attempt is not a sequence, and five identical emails are not a sequence either.Day 0Call, then emailReference the asset. Offerthe one thing it did notinclude.Day 1The adjacent assetHighest response touch inthe sequence, and it asksfor nothing.Day 3Call at a differenthourA second call at the samehour is a repeat, not anattempt.Day 5One specific questionOut of their own qualifyinganswers. Answerable in oneline.Day 8The peer exampleThree sentences, with anumber in it.Day 10The redirectAsk only whether someoneelse owns this.Never tell them they did not reply. Every touch carries something the last one did not. Vary the channel.
One attempt is not a sequence, and five identical emails are not a sequence either.

Three places this goes wrong

Where it goes wrongHow Magrofy handles it
Syndicated leads arrive as a name and an email, so the rep opens with a product pitch to somebody who asked a specific question.Every lead carries the source publication, the exact asset, the date and time, the consent sentence as displayed, and every custom question you specified.
Sales decides syndicated leads do not convert, stops working them, and the resulting conversion rate proves the decision correct.Per record provenance makes the handoff arguable on evidence. What the record was, and what was done with it, stay separable.
Nobody agreed how many attempts constitute working a lead, so one voicemail produces a record marked unresponsive.We set the follow-up commitment as part of the specification conversation, because a delivery standard and a working standard have to be agreed together.

The Buying Committee Coverage Playbook

PLAYBOOK 04

A programme with one contact per account produces a coverage number that looks like progress and behaves like nothing. The contact changes job or goes quiet, and there is nobody else inside the account who knows who you are.

ONE CONTACT IS A COVERAGE NUMBER, NOT A PIPELINESingle threadedThe champion leaves, changes priorities, or simply goes quiet. There is nobody else in theaccount who knows who you are.Multi threadedThree roles know the problem and two of them can restart the conversation without you. Thedeal survives one person changing job.YouChampionOne line. One point of failure.YouBuyerEvaluatorOperatorThree lines. Two of them can restart it.
One line into an account is one point of failure.
THE FIVE ROLES IN EVERY B2B DECISIONReach one of them and the work starts. Reach none of the last four and the deal stalls where you cannot see it.Economic buyerOwns the budget lineProtects: the business case theysignedEvaluatorWrites the requirementProtects: their own credibility ona recommendationOperatorLives with it dailyProtects: their week. Vetoes lateand terminallyReviewerLegal, security, procurementProtects: process and exposureChampionSells it in your absenceProtects: their internal standingThree to four stakeholders per account is deliverable where the depth supports it. The number that governs it is contactable records per account, never total database size.
Reach one of them and the work starts. Reach none of the last four and the deal stalls where you cannot see it.

Three places this goes wrong

Where it goes wrongHow Magrofy handles it
Coverage is reported as leads per account, so four leads from one team looks healthier than two leads in two decisive roles.We report coverage against your named accounts as roles reached, because the second account is the one in play.
Coverage is assumed from an organisation chart rather than from records that exist.Depth per account is confirmed before you sign, so the plan is built on reachable records rather than a structure diagram.
Multi-threading becomes indistinguishable from pestering and the account goes cold across every contact at once.A touch budget per company across all contacts, and a decline closes that person rather than opening a hunt for a replacement.

Specification builder

TOOL 01

Fill this in and you have the document acceptance gets measured against. Nothing is sent anywhere: this runs in your browser and the output is yours to copy.

5 of 16 lines. Not yet enough to quote against.

MAGROFY LEAD SPECIFICATION
==============================================

PROGRAMME NAME
[ not set ]

TARGETING ROUTE
Target account list

GEOGRAPHY
[ not set ]

COUNTRY BASIS
Contact location

SIZE FLOOR UNIT
Employees

SIZE FLOOR VALUE
[ not set ]

FUNCTION AND SUB FUNCTION
[ not set ]

SENIORITY FLOOR
Manager and above

DO INDIVIDUAL CONTRIBUTORS QUALIFY
No

ACCEPTABLE TITLES (CONTROLLED LIST)
[ not set ]

QUALIFYING QUESTION 1
[ not set ]

QUALIFYING QUESTION 2
[ not set ]

DISQUALIFIERS
[ not set ]

NEAR MISS RULE
[ not set ]

DESTINATION AND RECORD OWNER
[ not set ]

REJECTION PROCESS
[ not set ]

==============================================
Acceptance: at least 90% against this document.
Replacement: one for one at supplier cost, no cap, no claim window.
Exclusivity: six months on every delivered lead.
Bounce: 2% maximum on delivered records.

Activation readiness scorecard

TOOL 02

Twenty items. Every one exists because a programme somewhere was lost for want of it. Tick what is actually true today, not what is planned.

Stage one and two

Stage three and four

Stage five and six

Stage seven and eight

0 / 20
Not ready to launch. This will be argued about at reconciliation.

Stage one and two6 outstanding

Stage three and four5 outstanding

Stage five and six5 outstanding

Stage seven and eight4 outstanding

Coverage grid

TOOL 03

Coverage is roles reached, not leads counted. Tick the roles you have actually reached in each account and the verdict updates.

AccountEconomic buyerEvaluatorOperatorReviewerVerdict
No coverage
No coverage
No coverage
No coverage
No coverage
No coverage

0 accounts in play, 0 single threaded. Single threaded accounts are next month’s work list.

Send one specification

Target accounts or a profile, geography, seniority, and the questions you want answered on every lead. We come back inside 24 hours with feasible volume and a price, and we tell you if a line in it cannot be filled.

Send a specification

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