Sales Playbook for Series C: The Framework for Global Scale

By Series C, your company is no longer proving repeatability (Series A) or building efficiency (Series B). You’re scaling across geographies, segments, and enterprise tiers.

Your sales playbook must evolve from “how do we sell?” to “how do we scale selling globally and consistently?”

Below is a Series C Sales Playbook Framework — broken into 5 “plays” that your team can run at scale.

Play 1: ICP Expansion Framework

At Series C, your ICP diversifies. The playbook must define who buys in which markets and why.

Checklist:

• Segment by geography: U.S., EMEA, APAC, LATAM.
  
  
• Segment by verticals: e.g., FinTech, Healthcare, Manufacturing.
  
  
• Segment by deal size: Mid-Market vs Enterprise tiers.
  
  
• Map executive personas: CIO, CFO, COO, CHRO.
  
  

Pro Tip: Assign coverage models (territories + verticals) to AEs. No more “everyone chases everything.”

Play 2: Persona-Based Messaging Matrix

Different buyers, different pains. A Series C playbook must equip reps with role-specific messaging.

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Framework:

Persona

Core Pain

What They Value

Messaging Hook

Objection Response

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CIO

Security, integration risk

Reliability, scalability

“Reduce integration risk with proven enterprise rollouts”

“We’ve deployed at Fortune 100 scale”

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CFO

Rising costs, ROI pressure

Efficiency, CAC control

“Proven CAC payback in <12 months”

“Our GTN motion lowers cost of acquisition by 30%”

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COO

Operational bottlenecks

Efficiency, predictability

“Turn complexity into repeatable process”

“We shorten enterprise cycles by 50%”

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Pro Tip: Layer case studies per persona — your Fortune 500 wins are now the most powerful asset.

Play 3: Scalable Sales Motions

Your sales playbook now includes 3 repeatable motions:

1. Inbound Motion
   
   
   
   • Role: Mid-market coverage.
     
     
   • Goal: Convert high-intent demand into quick revenue.
     
     
   • Tools: SEO, webinars, content hubs.
     
     
2. Outbound Motion
   
   
   
   • Role: Strategic account orchestration.
     
     
   • Goal: Land new enterprise logos.
     
     
   • Tools: SDR + AE multi-touch cadences, ABM campaigns.
     
     
3. Network Motion (GTN)
   
   
   
   • Role: Executive-level entry into Fortune 500s.
     
     
   • Goal: Accelerate cycles + lower CAC.
     
     
   • Tools: Vieu → maps warm paths, automates pursuit plans, powers EBM (Executive-Based Marketing).
     
     

Pro Tip: Make GTN a weekly non-negotiable play. Every AE should trigger 2–3 warm-intro motions per week.

Play 4: Enablement & Global Consistency

Series C = 50–200+ sellers worldwide. Onboarding and enablement are now critical.

Enablement Blueprint:

• 30-60-90 ramp plans localized by geography.
  
  
• Play cards for each motion (inbound, outbound, GTN).
  
  
• Competitor battlecards for global + regional rivals.
  
  
• Recorded calls library (tagged by stage/segment).
  
  
• Quarterly certifications (demo, discovery, objection handling).
  
  

Pro Tip: Use a single global GTN dashboard in Vieu so every AE in every region sees warm paths consistently.

Play 5: Metrics That Matter at Series C

At Series C, you’re accountable to efficiency + scalability. Your playbook must define the KPIs that matter.

Core Metrics:

• Pipeline coverage (≥ 4× quota).
  
  
• Win-rate benchmarks by segment (SMB vs Mid-Market vs Enterprise).
  
  
• Ramp time for new reps (target ≤ 90 days).
  
  
• Warm-intro vs cold outbound win rates.
  
  
• CAC payback period (< 12 months).
  
  
• Regional efficiency (CAC vs LTV by geography).
  
  

Pro Tip: Report GTN-sourced pipeline % as its own KPI — it proves credibility, lowers CAC, and resonates with investors.

Example: GTN Play in Action

• Target Account: Fortune 200 Manufacturer in EMEA.
  
  
• Outbound emails ignored.
  
  
• Vieu surfaces a warm intro path via U.S. customer champion + advisor.
  
  
• AE runs GTN Play → EBM dinner invite in London.
  
  
• CFO + CIO attend → opportunity opened in 3 weeks (vs 9 months cold).
  
  

This is the Series C difference: network-led credibility at scale.

Mistakes to Avoid at Series C

• Spray-and-pray expansion. Don’t chase every geography at once. Start with ICP-rich regions.
  
  
• Same pitch everywhere. Messaging must adapt by role + region.
  
  
• Ignoring enablement. Scaling without consistent play cards = chaos.
  
  
• Cold outbound reliance. At enterprise scale, credibility > persistence.
  
  
• Static playbook. Update quarterly with feedback from global GTM teams.
  
  

A Series C Sales Playbook is no longer about founder hustle or early repeatability. It’s about building a global sales machine that scales with efficiency and credibility.

The companies that win at Series C don’t just add headcount or double ad spend. They:

• Segment ICPs precisely.
  
  
• Codify persona-based messaging.
  
  
• Institutionalize global sales motions.
  
  
• Track efficiency metrics religiously.
  
  
• And most importantly, operationalize their networks.
  
  

That’s where Vieu comes in. With a Go-to-Network motion, your sales playbook gains an edge competitors can’t copy: trusted executive access at global scale.

Ready to scale your Series C sales machine? Book a demo with Vieu and see how GTN accelerates global enterprise growth.