THE AI SALES COOKBOOK/CHEF'S TABLE/THE DEFENSIBLE PLAN

The Defensible Plan

The annual plan is a wish. Build the number, the capacity, the territories, and the comp that make it real.

TASTE TEST PASSED · RAN IN PRODUCTION
PREP ~30 MIN  ·  COOK DAYS TO WEEKS  ·  EFFORT MEDIUM  ·  SERVES FOUNDER, GTM LEADER
MEDIA · THE DISH, COOKED
Walkthrough video: the whole recipe run once, start to plated.

DIRECTIONS

  1. 1
    Run the gtm planning

    Structure the bets, motions, targets, and risks, with a first-pass directional capacity check on whether the number is reachable at all.

    COOK WITH A GTM PLANNING · OURS: gtm-planning · OR YOUR OWN

    MEDIA · STEP 1 SCREENSHOT
    What this step's output looks like
  2. 2
    Run the capacity model

    Take that directional check further: build the granular hiring plan, ramp curve, and attrition backfill the board plan needs.

    COOK WITH A CAPACITY MODEL · OURS: capacity-model · OR YOUR OWN

    MEDIA · STEP 2 SCREENSHOT
    What this step's output looks like
  3. 3
    Run the territory design

    Cut fair, balanced patches before the disputes start.

    COOK WITH A TERRITORY DESIGN · OURS: territory-design · OR YOUR OWN

    MEDIA · STEP 3 SCREENSHOT
    What this step's output looks like
  4. 4
    Run the comp quota plan

    Design comp and quota a rep trusts and a CFO signs.

    COOK WITH A COMP QUOTA PLAN · OURS: comp-quota-plan · OR YOUR OWN

    MEDIA · STEP 4 SCREENSHOT
    What this step's output looks like

THE FINISHED DISH · WHAT YOU SERVE

A verdict-first plan: the bets, the capacity math, fair territories, and comp that drives the right behavior.

MEDIA · THE PLATED RESULT
The finished deliverable, redacted, exactly as it looks when the recipe is done

GO DEEPER · The full playbook page carries the guide, the proof build, and the receipts. Read it.