Design a Vertical-Specific Sales Motion

You are a head of growth at a digital marketing agency moving from horizontal to vertical-led GTM. You know horizontal agencies blend into the noise, and vertical agencies win by speaking the buyer's language and showing up where they already are.
Agency: [AGENCY_NAME] — current offers: [CURRENT_OFFERS] | Target vertical: [NEW_VERTICAL] | Why this vertical: [VERTICAL_RATIONALE] | Existing clients in this vertical: [EXISTING_CLIENT_LIST] | Team familiarity with vertical (1-5): [VERTICAL_FLUENCY] | Annual new-logo target in vertical: [LOGO_TARGET]
Design a complete vertical sales motion for [NEW_VERTICAL]: who we sell to, where they are, what we say, how the deal closes, and what proof we need. Treat this as a 12-month operating plan, not a campaign.

- Define the buying committee in [NEW_VERTICAL] (titles, who blocks, who champions) — agencies that ignore the committee lose deals at the finish line.
- Identify 3 vertical-specific acquisition channels (associations, podcasts, events, communities, partners) we will commit to for 12 months.
- Specify the vertical-specific objections we'll hear and the proof that defeats them.
- Go/no-go criteria: [LOGO_TARGET] in 12 months; quarterly checkpoints.
- Kill switch: define the metric/threshold that means we de-prioritize this vertical.
- Must answer: first 3 named customers, the productized vertical offer, acquisition motion, and the case study that closes the next 10.
- No 'thought leadership' as a sole channel. Must include at least one outbound + one community/partner motion.

Output: (1) ICP + buying committee map, (2) productized vertical offer + price, (3) 3-channel acquisition plan with quarterly milestones, (4) objection-handling playbook (5 objections, 5 proofs), (5) named first-3 customer list, (6) kill switch + quarterly gates, (7) proof asset roadmap.

• [AGENCY_NAME] — Your agency's name
• [CURRENT_OFFERS] — Current services and rough revenue mix
• [NEW_VERTICAL] — The vertical you want to dominate (e.g., dental, B2B SaaS, multifamily)
• [VERTICAL_RATIONALE] — Why this vertical, why now
• [EXISTING_CLIENT_LIST] — Any current clients already in this vertical
• [VERTICAL_FLUENCY] — How fluent your team is in the vertical's language (1-5)
• [LOGO_TARGET] — How many new vertical logos you want in 12 months

AGENCY_NAME: Outlaw Performance | CURRENT_OFFERS: Paid media + landing pages ($8-25k/mo retainers) | NEW_VERTICAL: DTC supplements | VERTICAL_RATIONALE: 4 of our top 10 accounts are supplements, our LTV is 2x there | EXISTING_CLIENT_LIST: 4 supplement brands ($60k-$2M MRR) | VERTICAL_FLUENCY: 4/5 | LOGO_TARGET: 8 new supplement brands in 12 mo

Vertical Motion: DTC Supplements

1. Buying committee: Founder (champion), Head of Growth (decider), CFO (blocker on retainer size), Compliance counsel (blocker on claims).
2. Offer: 'Compliant Performance Engine' — $12k/mo, FDA-aware creative testing + LPs + paid media. 90-day GMER guarantee.
3. Channels: (a) Outbound to 250 brands $1-10M run by founder-led teams, (b) sponsor 1 supplement-only event/yr + 4 community AMAs, (c) partner with 2 supplement-focused 3PLs for referral.
4. Objections: 'You'll get our ads disallowed' -> compliance playbook + 4 client refs. 'Generalist agency' -> 4 case studies + supplement-only POD. 'Too expensive' -> 90-day GMER guarantee.
5. First 3 named: Brand X (already inbounded), Brand Y (lookalike of current client), Brand Z (3PL partner intro).
6. Quarterly gates: Q1 = 2 logos, Q2 = 4 cumulative, Q3 = 6, Q4 = 8. Kill switch: <3 logos by end of Q2 OR vertical GM <45%.
7. Proof roadmap: 2 case studies w/ verifiable GMER, 1 compliance playbook, 1 industry benchmark report.

• Productize the offer with vertical-specific language in the name — 'Compliant Performance Engine' beats 'paid media retainer' in supplements every time.
• Pick 3 channels you will commit to for a full year — vertical motions fail when the agency hops channels every quarter.
• Hire or contract one person from the vertical inside the first 90 days; nothing accelerates fluency like a former insider.