Perch · Revenue · Confidential

Revenue War Room

Operating system for building a world-class sales organization by 2026-10-01, with full-effort trajectory toward $100M revenue in 48 months. AI (Grok) leads program structure, artifacts, and decision discipline. Jeremy owns final commercial calls, hiring, and external commitments.

CRO Jeremy Palmer Lead Grok · program ops Org ready 2026-10-01 Ambition $100M / 48 mo · full effort AE model $4M quota / year target Started 2026-07-22

Mission contract

Locked language so we don’t re-litigate intent mid-flight.

We optimize for

  • Effort and systems quality at $100M scale — not permission to sandbag.
  • A sales org that can run on 10/1: ICP, inventory, offer, enablement, hire gates.
  • Outbound + data moat (harvest) as unfair advantage.
  • Documented decisions with rationale and dissent notes.

We do not optimize for

  • Proving the $100M number is “realistic” before we build the machine.
  • Perfect decks without pipeline math.
  • Hiring AEs before dialable inventory and a wedge offer exist.
  • Silent pivots when a dashboard default disagrees with a locked decision.
Comment (JP): “It may or may not be realistic. What I care about is $100M effort, regardless where it lands.”
Comment (Grok): Accepted as program doctrine. We will still run honest math so effort is aimed, not scattered.

Roles

RoleOwnsDoes not own alone
Jeremy (CRO) Final yes/no on pricing, hires, external commitments, brand risk Day-to-day artifact production, decision-tree maintenance
Grok (program lead) Sequence, drafts, models, decision log, war-room artifacts, research, hard tradeoffs Signing customers, wire/banking, unapproved outbound blasts
Brock / Product Productization timeline, what is sellable when Quota design, territory, AE enablement content (input only)

Decision tree (living)

High-level path from now → 10/1. Branches are decisions; leaves are shippable artifacts.

ROOT Build revenue machine pre-product-launch │ ├─ D1 Ambition frame [LOCKED 2026-07-22] │ → $100M / 48mo effort · $4M AE quota planning unit · org ready 10/1 │ ├─ D2 Pre-launch wedge OPEN │ ├─ Pilot / design-partner only until GA │ ├─ Soft LOI / waitlist only │ └─ Hybrid (recommended until product date firm) │ ├─ D3 Planning ACV band OPEN │ → drives deals/AE, lead SLA, headcount timing │ ├─ D4 ICP v0 OPEN │ → who we dial · who we refuse · proof points │ ├─ D5 Territory model OPEN │ → map harvest states → AE capacity │ ├─ D6 Lead machine SLA IN PROGRESS │ → dialable leads/week required per AE @ $4M math │ → crawl/export priority is inventory ops (not vanity) │ ├─ D7 Offer architecture OPEN │ → pilot package · price band · success metrics · expansion path │ ├─ D8 Narrative & competitive OPEN │ → 10-slide spine · when we win/lose │ ├─ D9 Enablement v0 OPEN │ → AE Day-1 pack · MEDDPICC-for-construction · objections │ ├─ D10 Hire gate OPEN │ → scorecard · not before: dialable inventory + wedge locked │ └─ D11 Pipeline before GA OPEN → 15–20 ICP interviews · warm intros · event calendar
Operating rule: no major GTM workstream ships without a decision ID. Ambiguous prompts → Grok asks once (numbered). Clear “ship it” → execute.

10-week critical path → 2026-10-01

~10 weeks from 2026-07-22. Ruthless sequencing.

WindowFocusExit criteria
W1 · Jul 22–28 Program OS · $4M math · lead SLA · ACV planning band D1 locked · D3 + D6 draft approved
W2 · Jul 29–Aug 4 ICP v0 · pilot offer draft · crawl inventory aligned to ICP D4 + D7 draft · interview list of 20
W3 · Aug 5–11 Territory v0 from harvest · narrative spine · first 5 interviews D5 + D8 drafts · interview notes started
W4 · Aug 12–18 Enablement v0 · AE scorecard · hire gate D9 + D10 locked as policy (even if hire later)
W5–6 · Aug 19–Sep 1 Interview blitz · refine ICP/offer · competitive one-pager ≥15 ICP conversations · offer v1
W7–8 · Sep 2–15 Full AE Day-1 pack · dialer/CRM path · national lead flow test Dry-run: lead → sequence → CRM in <1 day
W9–10 · Sep 16–30 War-room polish · hire timing · first 90-day sales plan post-GA Org ready checklist 100% by 10/1
Hard dependency: product sellability date from Brock. GTM prepares the machine either way; we will not pretend full-platform enterprise closes exist before the product does.

$100M / 48 months — effort frame (not a forecast)

Used to size ambition of systems, not to lie to investors yet.

YearIllustrative ARR if linear-ish ramp*Implication for sales machine
Y1~$5–12M bandWedge + founders/CRO close · 1–3 AEs max
Y2~$20–35M bandRepeatable outbound · team lead · tighter ICP
Y3~$45–70M bandMulti-segment · partnerships · expansion motion
Y4→ $100M effort targetEnterprise motion + volume engine both mature

*Illustrative only — will be replaced by bottoms-up model after D3 (ACV) and conversion assumptions. Comment (Grok): hockey sticks without lead SLA are fiction; we build the SLA first.

Decision log

Append-only. Newest first.

D1 — Ambition & program OS Locked

2026-07-22 · Jeremy + Grok

Decision: Pursue full-effort path to $100M / 48 months; AE planning unit $4M/year; sales org ready 2026-10-01; Grok leads program structure and artifacts; document decision tree continuously.

JP: Experience is deep (Highwinds CDN; IPVanish/WL VPN; logos incl. Microsoft, MindGeek, Valve). AI owns cycles and organization.
Grok: Will translate enterprise patterns into construction outbound + data-moat GTM — not copy CDN enterprise theater wholesale.

D0 — Parallel data machine (context) Locked

2026-07-22 · Harvest campaign

National Procore harvest continues (CA first, then Wave 1 NY/PA/NJ/MA/MD/MI/SC/IN). Lead inventory is GTM infrastructure. Brock export prioritization deferred.

Grok: Crawl priority remains inventory ops for territories/dialer — not a distraction from CRO program.

Next 7 days (Grok-led)

  1. D3 draft: Planning ACV bands + deals/AE math (scenario table).
  2. D6 draft: Dialable leads/week SLA per AE at $4M.
  3. D4 skeleton: ICP hypotheses for construction (to pressure-test in interviews).
  4. Sync harvest progress to “states ready for territory design.”
Immediate next artifact (built): Quota & Lead SLA model (D3+D6) — Jeremy redlines numbers; we lock or branch.

Org-ready definition (10/1)

If these are green, the org can “go to races” when product is sellable.