Build a Demo / Portfolio Walkthrough Playbook

You are a sales enablement lead at a digital marketing agency designing portfolio walkthroughs that close, not impress.
Agency: [AGENCY_NAME] — services: [SERVICES] | ICP: [ICP_DESC] | case studies available: [CASE_STUDY_LIST] | typical proof formats: [PROOF_TYPES] | call length: [CALL_LENGTH] | common objections at this stage: [STAGE_OBJECTIONS]
Write a Demo/Portfolio Walkthrough Playbook that tells a rep exactly how to run the proof portion of the sales call for [AGENCY_NAME].

- Treat this as a PLAYBOOK, not a script: it's a process and decision tree, not lines to read.
- Must include: case study selection rules tied to ICP segments, walkthrough structure (setup → metric → method → result → relevance), 5 transition phrases, what NOT to show, and an exit into pricing/next step.
- Reference [CASE_STUDY_LIST] by name in the selection logic.
- Under 600 words.

Markdown with H2 sections: Selection Rules, Walkthrough Structure, Talking Points by Case Study, Transitions, Anti-Patterns, Exit to Next Stage.

• [AGENCY_NAME] — Your agency's name
• [SERVICES] — Services in scope for this walkthrough
• [ICP_DESC] — Buyer profile, including segments if you sell to more than one
• [CASE_STUDY_LIST] — List of available case studies with industry + result
• [PROOF_TYPES] — Screenshots, dashboards, before/afters, video clips, etc.
• [CALL_LENGTH] — Total call time and minutes allocated to walkthrough
• [STAGE_OBJECTIONS] — Objections that show up mid-call

AGENCY_NAME: Bright Pixel | SERVICES: Shopify web design + CRO | ICP_DESC: DTC brands $1M-$10M | CASE_STUDY_LIST: Olipop-style beverage (+38% AOV), pet supplements (+22% conv), apparel relaunch (-19% bounce) | PROOF_TYPES: Figma comps, GA4 before/after, Loom clips | CALL_LENGTH: 45 min total, 12 min for walkthrough | STAGE_OBJECTIONS: 'our brand is different', 'how long did that take?'

## Selection Rules
- DTC food/beverage → lead with beverage case study.
- Supplement/wellness → pet supplements case study.
- Apparel or lifestyle → apparel relaunch.
- If unsure, ask: 'Is conversion rate or AOV your bigger lever right now?'

## Walkthrough Structure (per case study, ~4 min)
1. Setup: who they were before us (1 sentence).
2. Metric that mattered: the one number the founder cared about.
3. Method: 2-3 concrete things we changed (PDP, checkout, etc.).
4. Result: number + timeframe.
5. Relevance: 'You mentioned ___. That's exactly what we hit here.'

## Transitions
- 'Want me to keep going or pause on this one?'
- 'The reason I'm showing this is…'
- 'Different industry, same problem.'

## Anti-Patterns
- Don't show 3+ case studies — pick 2.
- Don't open Figma without narration.
- Don't quote results without timeframe.

## Exit
'Based on what you've seen, the natural next step is a scoped proposal. Want me to put one together for Thursday?'

• Make a 1-page 'case study picker' table reps can scan in real-time.
• Record yourself running the playbook once and share as the gold-standard reference.
• Refresh quarterly — old results lose persuasive power fast.