What you built is a task inventory. What I'm after is a no-dead-time engine.
The SOP documents the work the marketing engine hands you (PBR campaign leads, the inbox). That half is done well. The missing piece is the system for the open hours when nothing is booked and the inbox is clear: which list you work, who you hit first, on what cadence, and the play to turn a lead into a booked call when it was not handed to you on a silver platter.
"Generated near-daily, in a consistent way, with a clear repeatable SOP. That makes it conveyor-belt-like. The biggest mistake I see is owners don't give their reps any of this." — Cole Gordon, on the Curated Opportunity Stream
The deliverable: define your Curated Opportunity Stream. Four things to spell out:
| Define this | What good looks like |
|---|---|
| Which list(s), in priority order | Named HubSpot dynamic lists. Best candidates: recent no-shows (last 7 days), leads who just re-opened an old campaign email, rescheduled / assessment-hold leads. Warm intent first. |
| Who you hit first, and when | Freshest leads first. A lead worked in 5 min vs 30 min books ~21x more often, and a cold lead is basically dead after 48-72 hours. Speed is the whole game. |
| The cadence per list | A defined rhythm, not "when I get to it." e.g. day-one double-touch, then once daily for ~7 days, then drop. |
| The booking play | A reusable opener + low-resistance close ("this is worth a quick chat, want me to drop my calendar link?"). Same list = same script every time. |
One honest tension to talk through: the highest-converting self-sourced stream is a small daily list of warm signals, not the giant cold PBR re-blast. The mass re-enrollment can stay, but it shouldn't be the centerpiece of your proactive outreach time.
Why it matters beyond this SOP: once you define this by hand, it becomes the exact thing we automate next (the daily "here are the leads who just re-engaged, here are drafted follow-ups to approve" queue we talked about in April).