T2D3 OS Practitioner Path
The flagship GTM playbook every new T2D3 OS user gets after completing the Journey module. Mirrors the 13-lesson Practitioner Certification — turning each lesson into executable tasks — to take a fractional CMO from a freshly-signed engagement to a renewable, productized practice. Source: T2D3 book, the certification course, and the T2D3 masterclass series.
Set up the engagement
Project, OKRs, and rhythm cadence — the operating cadence that makes the strategy executable. Pairs with PC05 and PC06.
Project, OKRs, and the plan-on-a-page
Translate the Journey artifacts into the project the team works against.
Create the project from the right playbook template
You do not build the project from scratch. Pick the playbook template closest to your prioritized initiative — Annual GTM, ABM, Pricing, Demand Gen, Product Launch, or Onboarding…
Link OKRs from the plan-on-a-page
The plan-on-a-page committed you to 3-4 OKRs with measurable key results. Linking those OKRs to the project means: when project tasks complete, OKR progress updates; when an OKR…
Schedule the first weekly Signal meeting
The Signal is the heart of the rhythm. Sixty minutes, six sections in fixed order: headlines (3 min), customer/team news (5), metrics review (15), OKR review (15), action item…
Cadence + supporting tools
Mobile app, monthly board update, monthly coaching — the rhythm beyond the Signal.
Install the mobile companion app
The mobile companion app is built for one thing: action items. The team member can capture an action item from their phone in line at the airport, and it propagates back to the…
Schedule the monthly board update
The monthly board update is a one-page deck the founder can take to the board, generated automatically from the previous month's Signals, OKR progress, and calculator…
Schedule monthly coaching one-on-ones
Monthly one-on-ones with each direct report. Each session has a structured note template — wins, struggles, growth area, follow-up commitments. The cumulative log is what lets…
Listen before building
Team interviews + the GTM survey. The two listening instruments that turn the diagnostic into ground-truth before the ICP work begins. Pairs with PC07.
Team interviews — the qualitative half
Sixty-minute structured conversations with leadership and customer-facing functions.
Identify 6–10 internal interviewees across functions
The founder has already given you their narrative. The team interviews are for everybody else. The head of sales who knows which deals are stalling and why. The head of customer…
Generate role-tailored interview scripts
Click into each interviewee, then Generate Script. Head of sales gets questions about deal-stalling patterns and ideal-customer signals. Head of CS gets questions about churn…
Conduct, tape, and transcribe interviews
Half the value of an interview is the off-script story the interviewee told you that you would never have prompted. Notes catch the topic. Transcripts catch the story. Use a tool…
Synthesize findings after 6+ interviews
After 6+ transcripts are in, click Synthesize Findings. The synthesis report has six sections: most-mentioned customer pains, most-mentioned objections in the sales cycle,…
The GTM survey — the quantitative half
Whole-team survey, including the people who'd never be invited to the strategy meeting.
Edit the starter survey using interview insights
A common mistake is to fire off the survey to look productive in week two. Resist. Interviews give you the question shape — without it, the survey is generic and produces generic…
Send the survey to the entire client team
The GTM survey is for the whole company. It surfaces views of people who would never have been in the strategy room — the implementation engineer, the marketing coordinator, the…
Drill into bimodal answer distributions
Bimodal answer distributions tell you the team is split on something fundamental. Either the founder needs to make a decision, or the strategy needs to address the split, or the…
Define who we serve
Build the ICP using the Five-Test framework — Pain, Profile, Trigger, Economics, Density — plus the Anti-ICP. The anchor of every campaign for the next twelve months. Pairs with PC08.
The Five-Test ICP
Five sections, each a test the ICP must pass.
Sharpen the Pain section: 3–5 confirmed pains in customer language
When a customer says 'we were drowning in spreadsheets,' do NOT paraphrase to 'we needed better data tooling.' Drowning in spreadsheets is a pain phrase. Better data tooling is a…
Make Profile criteria specific (not 'mid-market', but 50–200 employees)
If you wrote 'SaaS companies', replace it with 'B2B SaaS companies, not consumer SaaS'. If you wrote 'mid-market', replace it with 'companies between fifty and two hundred…
Add 3+ triggers with detection methods
A trigger is the event in the customer's life that creates the urgency to buy. Common triggers: funding rounds, leadership changes, new compliance requirements, product launches,…
Validate Economics against the calculator
The Economics tab pulls from your calculator. Compare your unit economics to a typical customer in this profile. Flag any economics that are unsustainable — too-low ACV, too-high…
Validate Density: 300–50,000 likely-buyer accounts globally
Below 300 likely-buyer accounts globally: too narrow for a company that wants to scale. Above 50,000: too broad — narrow to a beachhead segment. Density is the test that protects…
The Anti-ICP
Patterns of customer who'll buy but shouldn't. The document the sales team will love you for.
Build 3–5 Anti-ICP patterns from churn + lost-deal data
The anti-ICP is built from churn data, lost-deal patterns, and the contradictions section of your team interview synthesis. Each anti-ICP entry has a pattern (description), a why…
Run the ICP draft past the head of sales BEFORE locking
Run the ICP draft past the head of sales before you lock it. They will tell you within twenty minutes which profile attributes are wrong, which triggers actually fire, and which…
Lock the ICP
Click Lock ICP. The next time you change the ICP, the change is tracked. Six months later, you can look back and see which assumptions held and which got revised. That history is…
Map the buyers
P1/P2/P3 personas mapped against Why Change / Why You / Why Now — the 27-cell Pain-Claim-Gain grid that drives every campaign. Pairs with PC09.
Build the three personas
P1 (user), P2 (decision maker), P3 (sponsor or blocker). Real people, not archetypes.
Build P1 — the user
The P1 page has a profile section: title, department, reporting line, years in role, seniority, daily tools, daily metrics they're measured on. Use composite where the data is…
Build P2 — the decision maker
P2 is the decision maker. They care about revenue, cost, risk, time, leverage. They are convinced by the case, not the demo. Their profile fields are different from P1 — they care…
Build P3 — the sponsor or blocker (often multiple patterns for enterprise)
P3 is the persona most fractional CMOs underbuild. If you sell enterprise, your P3 work probably needs to cover security, procurement, and a peer executive whose budget you're…
Validate with customers
Customer interviews — the validation layer. Eight to twelve calls across happy, lost, and churn pools. Two outputs: strategy validation and a testimonial bank that powers a year of marketing. Pairs with PC10a.
Recruit and run customer interviews
8-12 interviews. Mix: 5 happy, 3 lost, 2 churn.
Have CS nominate 8-12 interview candidates across 3 pools
Ask the CS team to nominate happy customers, with a one-line note on why each one is a great candidate. Then reach out to those customers yourself, with a personal email, framed…
Send personalized outreach to each candidate
Click Generate Outreach for each candidate. T2D3 OS drafts a personalized email based on the candidate's profile and the interview tier. The module hands the text to your…
Run the interview, ask permission to quote, log the transcript
Tape every call. Use the Generate Script feature for a tier-tailored starter. Open the candidate page during the call as your live notes panel. Click the quote-flag icon next to…
Synthesize and bank the testimonials
Two outputs from one motion: strategy validation + testimonial bank.
Synthesize after 5+ interviews; walk contradictions with founder
Once you have 5+ completed interviews, click Synthesize Findings. The report has six sections: top customer pains, top why-buys, top why-not-buys, top why-still-here, quotes worth…
Generate testimonial drafts and send for approval
Open the Quotes tab. Filter by customer and topic. Pick 3-5 quote-flagged notes from a single customer. Click Generate Testimonial Draft. T2D3 OS produces a polished testimonial…
Value proposition
Best-Better-Only value proposition + an unimprovable elevator pitch.
Value proposition
Best-Better-Only + the elevator pitch.
Build the Best-Better-Only value proposition
Open the Value Props tab. Best row: what the company is most genuinely great at. Better row: better than what (name a specific alternative — competitor, workflow, or doing…
Polish the elevator pitch until unimprovable
Once Best-Better-Only is locked, T2D3 OS generates the elevator-pitch version — three sentences strung together as a single value proposition. Polish until unimprovable. The…
Brand voice
Voice from a word-sort with founder + team + customers; compile and lock the profile.
Brand voice
Word-sort + a locked voice profile.
Run the brand voice word-sort with founder + team + 2 customer-facing folks
Open the Brand Voice tab. The module starts with a word-sort exercise — about a hundred descriptive words to sort into 'we are', 'we are not', or 'maybe'. Run with founder first,…
Compile and lock the voice profile
Click Compile Voice Profile. T2D3 OS distills the word-sort into the attribute list, the do-and-don't grid, and the voice rubric. Edit, then lock. The rubric is what every…
Messaging
Pain-Claim-Gain grid + the 9-cell-per-persona messaging framework — the source of truth for every campaign.
The Pain-Claim-Gain grid
27 cells (3 personas × 3 questions × Pain/Claim/Gain). Yes, it's a lot. Every cell is reusable.
Fill the P1 9-cell grid
Each row in the Pain-Claim-Gain grid has a different voice. The Pain row should sound like a customer talking to themselves at three in the morning. The Claim row should sound…
Fill the P2 9-cell grid — disproportionate effort on Why Now
Most P2s have heard the why-change pitch a dozen times. They've probably even agreed in principle. What's missing is the why-now. The trigger. The deadline. The reason that today,…
Fill each P3 9-cell grid
Each P3 pattern needs its own 9-cell grid. Procurement cares about contracting risk and renewal terms. Security cares about data residency and breach risk. Legal cares about…
Run personas past the head of sales for a 40-minute review
Schedule a 40-minute review with the head of sales. Walk every persona, every cell. Capture every disagreement they raise. Most disagreements will sharpen the personas. The head…
Lock the personas
Click Lock Personas. The snapshot becomes the input for the messaging framework two lessons later. Future changes are tracked, so you can revisit assumptions in 90 days.
The messaging framework
The 9-cell-per-persona grid that becomes the source of truth for every campaign.
Fill the messaging grid for every persona
Open the Messaging tab. The grid is pre-populated from the persona Pain-Claim-Gain work — but the messaging framework adds three more elements per cell: Voice (how this cell…
Use Compile Voice on every cell
The first draft of every cell will be in default-marketing-speak. The Compile Voice button transforms it into the brand's voice. Use it on every cell, then edit, then lock.
Generate and share the messaging framework PDF
Click Generate PDF. The output: one page per persona — Why Change / Why You / Why Now content with evidence and voice notes. A summary page at the front with the value…
Operate at cadence
The operating cadence that lets the engagement run on autopilot for two more quarters with you working four days a month. Pairs with PC11.
Reporting cadence
Three nested cadences: monthly board, quarterly business review, custom dashboards.
Schedule the quarterly business review (QBR)
The QBR auto-generates twelve pages: full OKR retrospective, ICP evolution since last quarter, customer interview synthesis updates, project completion summary, and proposed OKRs…
Build founder + leadership dashboards
Watch PC11 — From engagement to practice — renewal, reporting, and client number two in the T2D3 OS Practitioner Certification course (under Level Up → Practitioner Certification)…
Set up bowler charts for every key result
A bowler chart compares actual performance against a planned line, week by week, with a visual indicator of variance. T2D3 OS lets you turn any key result into a bowler chart with…
Engagement health
Beat the founder to bad news, every cycle. Track artifact reuse for productization.
Beat the founder to bad news every week
If a key result is going to miss, you should be the one telling the founder 24 hours before the Signal — not the other way around. Founders pay more for the CMO who never lets…
Track artifact reuse for productization
Every artifact you produce for client number one can become a template for client number two. Track which tasks you reused, which deletions were always required, and which…
Productize for client #2
Convert the engagement into reusable templates. Quote 25-50% higher for client #2. The compounding return is the rest of your career. Pairs with PC11.
Convert artifacts to templates
Last 2 weeks of the engagement: convert projects, diagnostics, and frameworks into your specialty templates.
Convert this project into a custom playbook template
Open Project Templates → Convert to Template. The system asks what to keep, genericize, drop. Keep the task structure. Genericize client-specific names. Drop tasks that were…
Save the diagnostic as your specialty diagnostic
Click into your client's diagnostic and click Save as Diagnostic Template. Pick which dimensions and weights to keep, which to genericize, which to add for your specialty. Many…
Write the engagement retrospective
Save the engagement retrospective in T2D3 OS. The retro doubles as proof — when you pitch client number two, the artifacts from client number one make the pitch defensible.…
Quote 25-50% higher for client #2
Client number two pays for the documented process — diagnostic, ninety-day plan, messaging framework, board-grade reporting cadence — that you didn't have when you signed client…