Who should this company be selling to — and how much is it worth? Build the ICP & Persona matrices, value every account, and roll it up into TAM by tier. Start with the five-minute brief, then open the repo.
One narrator, five minutes, the whole shape of the project — now with the deck that runs alongside it. Play it before you open anything else; it's the fastest way to get into the right mindset for a Market Map build. In a hurry? Change the speed under the deck — it sticks next time.
Market Map answers one question: who to sell to, and how much it's worth. Everything downstream — inbound, outbound, territories — is built on top of it.
Light on meetings, heavy on up-front analysis. Most of the value lands before the discovery call.
No setup needed — the plugin makes the repo for you. Download it, tell it the CRM and the customer, and it guides you through the whole thing. (Or paste the prompt below into your Claude.)
# Market Map — kick off
Download the LeanScale Market Map plugin, then tell it:
· Which CRM — [Salesforce | HubSpot] instance
· The customer — [Customer Name]
It clones the repo for the customer, reads AGENTS.md, and runs the kickoff:
1. Pull internal signals — closed-won/lost, ACV/LTV, contact roles.
2. Run external research (deep-research agents + CB Insights).
3. Draft the ICP + Persona matrices (~50–80% right) for the discovery session.
4. Propose an account-valuation model and a first TAM cut by tier.Prereqs
Just a repo — and the plugin creates it. No server needed (that's only for ongoing support). Works against Salesforce or HubSpot.
Blueprint is light on meetings — often a single ~1-hour discovery — but heavy on prep. You show up with the ICP and Persona matrices already built, maybe 50–80% right, so the customer pokes holes instead of staring at a blank page. That's the premium experience.
Every attribute gets a best / good / potential / off-limits version and a weight (1–10). That's the account-scoring model.
| Geographic | Funding | Firmographic | Technographic | Problem / Pain | Executive Sponsor | Champion | |
|---|---|---|---|---|---|---|---|
| Tier 1Great Fit | United States | Series A, B, or equivalent maturity | B2B, SaaS, AIaaS | Salesforce, HubSpot | Full Stack RevOps | Investors (VC or PE) | CEO, CFO, CRO |
| Tier 2Good Fit | Canada | Series C, D or equivalent maturity | B2B Services | — | Sales Ops, Marketing Ops, CS Ops | CEO, CFO, CRO | GTM Leadership |
| Tier 3Potential Fit | UK | Seed | B2B Marketplaces | — | Systems Admin | Head of RevOps | RevOps Leadership |
| Off LimitsNo Fit | Rest of World | Public companies or lifestyle business | B2C, Non-Tech | Not using GTM tech stack | One-off projects | Manager level or below | ICs only |
| Weight1–10 | 8 | 5 | 10 | 10 | 8 | 5 | 5 |
Same idea, for buyers. Then expand each with a preliminary signal — an example from a closed-won deal ("here's what it looked like when it first came in").
| Title | Experience | KPIs | Pain | Buying Motivation | Cultural Attributes | |
|---|---|---|---|---|---|---|
| Tier 1Great Fit | CRO | Seasoned — in the role 3+ times before | Full ARR ownership | Holistic GTM ops pain — reporting / systems / process | Getting ops in order for a strategic event (fundraise / exit) | Practical, pragmatic, decisive, strategic, fast-paced |
| Tier 2Good Fit | Head of RevOps, CMO, VP Sales, VP CS, COO | Experienced — in the role at least once | Functional KPIs — bookings / pipeline / churn | Specific pain — systems / reporting / process | Hit company-wide KPIs / OKRs | Innovative, experimental |
| Tier 3Potential Fit | Founder / CEO / CFO | Newbies — first time in role | Financial metrics | Systems-only or point projects | Hit departmental KPIs / job security / promotion | Slow-paced, indecisive |
| Off LimitsNo Fit | CTO, Head of Engineering | n/a | Product-only KPIs | n/a | n/a | Aggressive, combative |
| Weight1–10 | 8 | 5 | 10 | 10 | 8 | 5 |
Leverage firmographic data and your existing base to make reasonable assumptions about what an account is worth. Peg it to something publicly available that ties ~1:1 to revenue — then triangulate.
Why pre-build it
Showing up with the matrices already drafted makes discovery a hole-poking session, not a blank page — "we're ~50–80% there; tell us where to fill the gaps." That's what makes it feel premium.
Now get the data, score it, and roll it up. The CRM build is light — the heavy lifting is enrichment and the TAM artifact.
An interactive TAM dashboard — and the place the customer approves the scoring + valuation models, which kicks the whole build off.
Illustrative. The live artifact adds a map view, a 3-axis (X/Y/Z) graph, and sliders to re-weight attributes and move tier thresholds — every chart updates live, with a reset to the recommended model.
Cuts
Total TAM and TAM by tier; stacked by geography, industry, assigned rep, and any product/marketing-owned segment.
Interactive
Change an attribute's weight or move a qualifier into a different tier; graphs recompute live. Reset to the model we recommended.
Approval
Approving the scoring + valuation models in the blueprint/repo is what kicks off the build.
Tier 1 means meeting all Tier-1 qualifiers — selective, and still worth $60M. Tier 2 can mix Tier-1 and Tier-2 qualifiers (no Tier-3). Tier 3 is everything else.
Niche
Some customers want bespoke signals — e.g. Mistral wanting to know when accounts are buying GPUs (that one takes serious web scraping). Scope the exotic ones deliberately.
Lighter than most — mostly handing over a living map.
Revisit the model every quarter: has anything changed about why an account lands in a given tier, or why it belongs on the ABM target list? Re-tune weights and thresholds.
Keep the signals running. A raise, a big hire, a launch → Clay re-scores the account and updates the tier, and can prompt enrichment or outbound. Update the valuation model when the market moves.
Market Map is the foundation the next projects stand on. Do it first.
Next
The quick second — the account-valuation model and enriched universe become its first blueprint. Kept as its own project (different discovery, different tools).
Unlocks
Can't route and score inbound without the ICP/Persona models and the enrichment fields this project builds.
Unlocks
The tiered, valued, signal-monitored universe is the outbound target list. This is the prerequisite.
Browse
See the whole set in the Playbook Library →
When a Market Map engagement wraps, spend sixteen minutes with the debrief agent. Teamwork already knows what got built and when. This is for the part none of our systems can see — the call that could have gone either way, the thing the customer wanted that you refused, the near-miss that never became an incident, and above all the places this playbook turned out to be wrong. What comes out of it gets written back into this page.
Two minutes of thinking beats sixteen minutes of recall. Have these in your head — you don't need notes, and you definitely don't need a script.
Sixteen minutes, one sitting. It's a voice conversation, so your browser will ask for microphone access — use headphones or the agent will hear itself. Chrome is the safer bet over Safari.
The debrief asks what you built that's worth reusing. This is where you actually hand it over — dashboards, field maps, flows, templates, scripts, spec docs. Files land in the project's Drive folder; links go into the artifact register so the next person can find them.
Thirty seconds, and do it while the project is still in your head. “I'll upload it later” is exactly how assets end up trapped on an account.