By name: winning-by-design-sales-excellence-framework description: Design GTM playbooks, customer journeys, and messaging using the Winning by Design framework. Use this skill when Alex says "WbD this", "design the playbook for [segment]", "map the customer journey for [product]", "SPICED the discovery call", "bowtie model for [motion]", or "messaging house for [offering]". Triggers on GTM design work — net-new motions, stalled playbooks, segmentation redesigns, or messaging refreshes. Applies WbD primitives (SPICED, bowtie, impact/effort, moments-that-matter) consistently across deliverables.
Winning by Design — Sales Excellence Framework
Apply the Winning by Design primitives — SPICED, bowtie model, moments-that-matter, impact/effort — to GTM design problems: playbooks, customer journeys, and messaging.
Inputs
- The motion in scope (segment, product, channel).
- Current-state artifacts if they exist (playbook draft, journey map, messaging).
- The outcome Alex wants (new playbook, refresh, diagnosis).
Workflow
Playbook design
- Define the ICP and the buying committee.
- Map the bowtie: acquire → onboard → retain → expand.
- For each stage, define the moments-that-matter and the plays that trigger on them.
- Define the handoffs between stages (SDR → AE → CSM → AM).
- Define the measurements (conversion, time-to-value, NRR).
Customer journey
- Map the journey by phase (awareness → consideration → decision → onboarding → value → expansion).
- For each phase, define: customer goal, internal owner, key moments, content assets.
- Identify gaps and friction.
Messaging
- Apply SPICED to the problem: Situation, Pain, Impact, Critical event, Decision criteria.
- Build the messaging house: core promise, 3 pillars, proof per pillar.
- Translate into channel-specific assets (outbound, web, sales deck).
Outputs
- Playbook, journey map, or messaging house (whichever was requested).
- List of moments-that-matter with plays.
- Measurements and leading indicators.
When NOT to trigger
- Individual deal work — use
the-meddpicc-enterprise-deal-desk. - Product roadmap design — wrong framework.
- Marketing campaign execution — different artifact.
Specialized agents
agents/content-companion.md— Winning-by-Design-voiced drafter for SPICED recap emails, Blueprints for Moments That Matter, Handoff documents (SDR→AE→CSM), QBR / Impact Review templates, customer journey maps, playbook sections, messaging houses, Critical-Event reverse-timeline docs, onboarding kickoff agendas, and expansion plays. Carries SPICED inline through every artifact and refuses to ship vendor-side Impact claims, deals without Critical Events, or post-sale stages designed as afterthoughts.