Personalization buckets.
BDRs decide which Silver accounts deserve more human effort based on signal quality and context.
Seven motions. One qualification bar.
Seven ways to create pipeline, one standard for what counts as qualified.
THE MOTION PORTFOLIO
Cover the market without treating every opportunity the same.
Gold and Silver set account investment. The other motions define how demand enters and gets worked.
01 · GOLDNamed strategic accounts
High-touch, multi-threaded pursuit of accounts Tulip deliberately wants to win.
Primary KPI: Gold penetration + accepted opportunitiesOwner: BDR + AE + FSM + Marketing
02 · SILVERScaled fit-based outbound
1,000s to 10,000+ ICP accounts prioritized by Account IQ, intent and engagement.
Primary KPI: Silver to qualified opportunity conversionOwner: BDR + GTM Ops
03 · INBOUNDFast response with context
Demo requests, webinars, content and product interest routed by fit and Lead IQ.
Primary KPI: MQL to held meeting to accepted SQOOwner: Marketing + BDR
04 · INTENT SPRINTTrigger-driven pursuit
Factory expansion, FDA action, ERP change, hiring or topic surge creates a focused account sprint.
Primary KPI: trigger to meeting / opportunity conversionOwner: BDR + GTM Ops
05 · PARTNEREcosystem-sourced pipeline
OEMs, systems integrators, technology partners and shared accounts create warmer entry paths.
Primary KPI: partner-sourced / influenced opportunitiesOwner: Partner + BDR + AE
06 · EVENT / TECAccount-led field motion
Trade events, Tulip Experience Center visits and peer roundtables built around named accounts.
Primary KPI: target-account meetings + post-event SQOsOwner: Marketing + BDR + Sales
07 · RECYCLE / REACTIVATIONRe-open good accounts when timing changes
Closed-lost, stalled, no-decision and once-engaged accounts return when a new trigger creates a better reason to talk.
Primary KPI: recycled account to accepted opportunity conversionOwner: BDR + AE + Marketing
GOLD ACCOUNT MOTION
Named accounts get a team, not a sequence.
Gold accounts are the strategic accounts Tulip has chosen to win and justify coordinated BDR, AE and Marketing effort.
01Account brief
Plants, systems, workflows, initiatives, buyers, relationships and likely use cases.
02Buying committee
Economic buyer, plant owner, technical buyer, champion and mutual paths.
03Human-first touches
Manual call, email and LinkedIn based on the actual plant or trigger.
04Custom asset
Vidyard, Tulip Library mockup, proof, handwritten note or Sendoso when useful.
05Field / relationship play
TEC visit, customer advocate, roundtable, executive meeting or partner path.
06Controlled scale
Once the thesis is proven, automation supports follow-up while the BDR keeps multi-threading.
Gold standard: every touch should improve the account map. The BDR is not only personalizing outreach. They are building intelligence the AE can use.
SILVER ACCOUNT MOTION
Thousands of good-fit accounts, continuously prioritized.
Silver is the broader ICP-qualified market. Scoring and signals surface the accounts that deserve human attention.
1Account IQ
industry · scale · geo · plants · tech
2Segment
vertical · region · use case · persona
3Sequence
relevant multi-contact outbound
4Watch engagement
intent · site behavior · replies · calls
5Promote
best accounts enter call queues or focused sprints
Work several prospects.
Plant, Quality, Manufacturing Engineering, Operations and Digital roles can all become entry points.
Do not burn good fit.
Accounts without timing move to useful nurture until a stronger reason to engage appears.
07 · RECYCLE / REACTIVATION
The cheapest new opportunity may already be in Salesforce.
Closed-lost, stalled and previously engaged accounts already contain history, relationships and objections. New timing can make them better than a cold account.
1Build recycle pool
Closed-lost, no decision, stalled, old demo, event and once-engaged accounts.
2Tag why it stopped
Timing, budget, product gap, owner change, no priority or competitor.
3Watch for change
New executive, greenfield, ERP project, FDA issue, funding, expansion or new Tulip capability.
4Choose re-entry path
Original champion, new owner, Marketing nurture, AE intro or BDR direct outreach.
5Measure recovery
Reactivated account to held meeting, accepted SQO and pipeline.
Manager value: this motion forces Sales, Marketing and BDRs to share closed-lost learning instead of treating every lost opportunity as dead forever.
WHERE INTENT COMES FROM
Signals need a source, a technology and an action.
I would separate fit data, first-party behavior, third-party intent, organizational change and direct engagement so reps know what the signal actually means.
First-party web behaviorpricing, demo, Tulip Library, case studies, webinars
Tulip web + Salesforceaccount and contact activity
Lead IQknown-contact behavior adds priority
Route to the BDR with the exact content or workflow that created interest.
Third-party topic intentcMES, eBR, digital work instructions, machine monitoring
6sense · Bombora · G2primarily account-level research surge
Account timingboost account priority, then choose contacts by persona
Move a strong Silver account into a focused sprint and use Lead IQ to decide who inside it deserves attention.
People + org changesnew plant leader, MES PM, smart factory role, Quality leadership
LinkedIn Sales Navigator · ZoomInfotitles, job changes, contacts, org map
Lead IQpersona relevance + new owner
Build the buying committee and use the new owner's remit as a reason to engage.
Operational / public triggersgreenfield, expansion, FDA 483, ERP migration, machinery investment
Clay + public web + FDA + careersenrichment and trigger monitoring
Account IQ + timingfit becomes actionable now
Create a workflow hypothesis tied to the factory change and choose the right proof.
Direct sales engagementemail opens, clicks, replies, calls, LinkedIn interaction
Outreach · Gong · Salesforcetouch history, conversations, disposition
Lead IQdirect engagement can add priority
Put the most relevant contacts into the rep's next-call queue and update the account map.
MOTION CONTROL
Manage the portfolio by conversion, not preference.
Track which motions create accepted opportunities and where conversion breaks.
Gold
Named strategic list
Penetration, buying committee coverage, accepted SQOs
BDR + Sales + Marketing
Silver
ICP + scoring
Account-to-engaged and engaged-to-SQO conversion
BDR + GTM Ops
Inbound
Digital / content / demo
Speed-to-lead, held meeting, AE acceptance
Marketing + BDR
Intent Sprint
Trigger / topic surge
Signal-to-meeting and signal-to-SQO
BDR + Ops
Partner
Shared ecosystem
Partner-sourced / influenced SQOs
Partner + Sales + BDR
Event / TEC
Field / community
Target meetings and post-event pipeline
Marketing + Sales + BDR
Recycle
CRM history + new timing
Reactivated account to accepted SQO
BDR + AE + Marketing
HANDOFF STANDARD
A meeting is not the product.
Every motion should still produce the same quality of opportunity for the AE.
ICPReal manufacturing fit
Scale, plant environment, industry and architecture make sense.
PAINNamed workflow
Paper, quality, traceability, visibility, compliance or legacy-system friction.
PERSONRelevant owner
Plant, Ops, Quality, Manufacturing Engineering, Digital or IT with credible scope.
NEXT QUESTIONAE-ready discovery
Known trigger, current state and the exact uncertainty the AE should resolve next.