A deal carries a trail of conversations, unanswered questions, and commitments. The work around the meeting keeps that trail usable: the brief before the call, the follow-up after it, and the account record the next person will read. When those disagree, the customer ends up explaining the same thing twice.
The plays below cover the full cycle: account briefs, discovery questions, objection handling, mutual action plans, security questionnaires, and customer reviews. Start with the two tasks that bracket an ordinary meeting. Use the prompt in a supported assistant, or follow a complete playbook when the work needs transcripts, CRM access, and a review process.
Prepare, discuss, and follow through
Write the account brief
Bring the company context and prior conversation together. Mark what is known, what is assumed, and what the next call must establish.
Open the account-brief prompt →Prepare discovery questions
Use the account context to ask about the problem, its consequences, and the buying process. Remove questions the customer has already answered.
Open the discovery prompt →Draft the follow-up
Work from checked notes. Review the agreed actions, owners, dates, and open questions before the message goes out.
Open the follow-up prompt →
Keep one version of the account story
Before the call, bring together the account brief, the last meeting notes, and the question you need this conversation to answer. Prepare discovery questions that test what you still do not know. Label assumptions about budget, authority, timing, and urgency so they do not quietly become facts in the brief.
After the call, draft the follow-up from the transcript or checked notes. Separate customer statements from your interpretation. Give each agreed action an owner and a date only where the conversation supports them. A tidy action plan with invented commitments is a liability.
Through the deal, reuse approved source material for battlecards, proposals, and questionnaires. Record where an answer came from and who must approve it. Keep security, legal, and commercial commitments with the people responsible for making them.
Review what will become the official record
Compare the proposed follow-up with the notes before it reaches the customer. Names, dates, quantities, and commitments deserve a separate pass. Put unanswered questions into the next conversation instead of filling the gaps with a plausible answer.
If a workflow writes to the CRM, review the specific fields it proposes to change. A summary for your own preparation and an update to the system of record have different consequences. Start with a draft, then use the approval steps in the selected playbook.
Keep the same discipline for existing customers. A QBR or renewal brief needs current usage, support history, and account context. An old proposal may explain what was sold, but it does not establish what the customer is getting today.
Use cases for Account Executive
Complete workflows with their implementation tools listed below. Follow each playbook's setup and review steps.
Account Research: Turn Any Company URL Into a First-Call Brief
Run the account research for a first call from a single company URL: a structured, cited, talking-point-ready brief before every first call, in minutes instead of an hour.
Tools: Claude web search, Claude, HubSpot / SheetsHow to Identify Website Visitors and Trigger Same-Day Outreach
Identify the anonymous website visitors on your site, filter to ICP fits, and trigger a personalized touch the same day, while the intent is still warm.
Tools: RB2B, Clay, Slack, SmartleadVideo Prospecting at Scale Without Capping at 20 a Day
Scale video prospecting past the 20-a-day ceiling: record one base video and have AI personalize the opening and on-screen details per prospect, so each recipient gets a video that feels made for them.
Tools: Sendspark, HeyGen, Clay, SmartleadSales Follow-Up Email Templates, Auto-Drafted From Every Call
The sales follow-up email is the highest-return touch in the cycle and the one reps most reliably botch, written three hours late from fading memory. Steal the templates below, then let a Claude agent draft each one from the actual call transcript in the rep's voice and write clean CRM notes to HubSpot over MCP. A human still reads every send. Same-day follow-ups, and RevOps finally gets comparable deal data across the team.
Tools: Gong / Fathom, Claude Code, HubSpot (via MCP)Turn Discovery Into a Business Case and Mutual Action Plan Template
Turn raw discovery notes into a tailored business case and a mutual action plan template your champion can use to sell internally without you in the room.
Tools: Claude, Gong, Fathom, Google DriveSecurity Questionnaire Template and AI First-Draft Answers
Start from a security questionnaire template, then use AI over your own approved documents to first-draft the answers, turning a multi-day deal-blocking slog into a few hours of focused human review.
Tools: Claude, Google Drive, Google SheetsPipeline Review on Autopilot: A Monday Digest from a Claude Routine
The Monday pipeline review is the most expensive meeting in sales, and most of it is spent establishing facts that were sitting in the CRM the whole time. This play hands the facts to a Claude Routine: every Monday at 7am it reads the pipeline over MCP, works out what moved, what went stale, what has no next step, and where coverage sits against quota, and posts a written digest to Slack. The meeting starts at the decisions.
Tools: HubSpot or Salesforce (via MCP), Claude Routines, Claude Code (optional), Slack (via MCP)QBR Prep on Autopilot: A Claude Agent Fills the Template from Your CRM, Calls, and Tickets
A QBR is supposed to be a conversation about outcomes, and it usually turns into a day of deck-building followed by forty minutes of the customer watching slides. This play fixes the template once, five sections, same order every quarter, and hands the assembly to a Claude agent: it reads the CRM for goals and terms, the call recorder for what the customer actually said, the ticket history and usage export for how the product is really being used, and writes the brief with every claim cited. The CSM spends twenty minutes editing the asks and the expansion angle, then walks in with a document instead of a deck.
Tools: HubSpot or Salesforce (via MCP), Gong or Fireflies (via MCP), Support tickets + usage export, Claude Code, Slack (via MCP)Churn Risk, Scored on Evidence: A Weekly Claude Agent for Renewals 90 Days Out
Most churn is visible ninety days out, in a support thread nobody in sales read, a champion who quietly changed titles, or a usage line that has been falling since spring. This play makes a Claude agent read all of it every week: every renewal due in the next 90-120 days gets scored against a scorecard you set, on evidence with sources, and every at-risk account gets a one-page brief with the signals, the quotes, and a proposed save plan, routed to its CSM. The renewal that surprised everyone stops happening.
Tools: HubSpot or Salesforce (via MCP), Gong or Fireflies (via MCP), Usage + ticket exports, Claude Code, Slack (via MCP)AI Sales Coaching from Every Call: A Weekly Claude Agent That Scores Reps Against Your Rubric
Most sales coaching happens on the two calls a manager had time to listen to, and the rep picked both. This play puts a Claude agent on every call instead: each week it reads the transcripts over MCP, scores each call against a rubric you own, with the quote that earned each score, and writes every rep a one-page note with a pattern across their calls and one thing to practice. The manager gets a team view that shows where the whole team is weak. Coaching stops being a lottery of which calls got heard.
Tools: Gong or Fireflies (via MCP), HubSpot or Salesforce (via MCP), The rubric file, Claude Code, Slack (via MCP)AI RFP Response with Provenance: A Claude Answer Library That Cites Its Sources
An RFP lands with 180 questions and a deadline in nine days, and the first thing an AE does is open the last RFP and start copying. Half those answers were written for a different buyer, a few are a year stale, and nobody remembers which. This play puts Claude over your approved sources instead: it drafts every answer from the security docs, the product docs, and the answer library, tags each with the source it came from and when that source was last verified, flags anything it could not source as 'needs a human', and exports in the buyer's numbering. The AE spends the nine days on the twenty answers that need a person.
Tools: Notion or Google Drive (via MCP), The buyer's RFP file, Claude Projects, Claude Code, The answer libraryAccount Planning Template + a Claude Agent That Builds Every Rep's Territory Plan
Territory planning is a ritual most teams run once a quarter and abandon by week two: a template goes out, the reps fill in the top of it, the plans go in a folder, and the quarter is worked from the inbox. This play makes the plan build itself and stay alive. At the start of the quarter a Claude agent reads each rep's territory from the CRM, enriches the missing fit fields, tiers every account by fit, signal, and history against a rubric you wrote, drafts a one-page plan for each tier-A account with why now, who to reach, the play, and the risk, cited to sources, and writes the manager a territory summary. The rep edits and commits. A monthly refresh re-tiers on new signals and checks the plan against what actually happened.
Tools: HubSpot or Salesforce (via MCP), Clay, Apollo, or ZoomInfo, Claude web research, Claude Code, The CRM + SlackSkills for Account Executive
Reusable procedures for the tool or runtime named on each card. Check the setup before adding one to your workflow.
Account Brief and Account Plan Template for First Calls
Turns a single company URL into a tight, source-grounded first-call account brief a rep can read in two minutes before dialing, and gives you an account plan template to expand it into a plan for your named accounts.
B2B Cold Email Templates in Your Brand Voice
Writes short, relevance-first B2B cold emails in your voice and gives you the cold email templates to start from. Opens with a real observation, not a generic compliment, and refuses to invent personalization.
Sales Battlecard Template, Built From Live Competitor Intel
Fills an honest, rep-ready sales battlecard template against a named competitor: positioning, where they win, discovery traps, objection handling, and landmines to avoid.
Discovery Call Questions, Generated for Every Account
Generates the discovery call questions for a specific account, plus an account refresh and a why-now hypothesis, each question mapped to your qualification framework.
MEDDICC Scorecard Template, Scored From Evidence by a Claude Skill
Turns call notes, transcripts, and CRM fields into a MEDDICC scorecard (or BANT, SPICED, or your own framework) where every score is backed by a buyer quote or action, the gaps are ranked by threat to the close date, and one next action is named.
Sales Call Summary Template, Filled From the Transcript by a Claude Skill
Turns a call transcript or raw notes into a sales call summary template filled with only what the buyer actually said, plus a CRM-ready field block (stage, next step, close date, framework fields, each tagged Confirmed or Inferred) and a to-do list ranked by deadline.
Renewal Playbook Skill: A One-Page Brief and Save Plan for Every Renewal
Runs your renewal playbook against one account: hand it the usage, support, call, and stakeholder evidence and it returns a one-page brief with a Green/Amber/Red risk read, a sequenced save plan drawn from the plays you allow, and the renewal ask. Includes a renewal playbook template to define those plays.
RFP Response Template Skill: Every Answer Cites Its Source
Drops an RFP or security questionnaire onto your approved answer library and returns a draft in the buyer's numbering, with a source and a last-verified date on every answer. It is the RFP response template that refuses to guess: anything unsourced comes back as an exception with an owner, not a plausible paragraph.
Quarterly Business Review Template, Written as a Document by a Claude Skill
Turns the customer's stated goals, your call notes, tickets, and a usage export into a two-page QBR narrative in five fixed sections, with a source on every claim. It is the quarterly business review template as a document the sponsor reads before the meeting, not a deck they watch during it.
Prompts for Account Executive
Individual tasks with required inputs and example outputs. Each prompt lists the assistants it supports.
Turn a Company URL Into a First-Call Brief
Turn a company URL into a sourced, opinionated first-call brief that maps your offer to your buyer's real pressures and earns the next meeting.
Works with: Claude, ChatGPT, Gemini, PerplexityWrite a Cold Email That Earns a Reply
Produce a tight, relevance-first cold email with one clear ask, built around the prospect's trigger not your pitch, sub-90 words, no fluff, no fabrication.
Works with: Claude, ChatGPT, GeminiCold Email Sequence Template (Multi-Touch)
A cold email sequence template as a prompt: generate a value-led, multi-touch cadence where each touch adds a new angle, not a nag, with personalization tags and a test plan baked in.
Works with: Claude, ChatGPT, GeminiLinkedIn Post Generator: Turn a Point of View Into a Post
A LinkedIn post generator that turns a raw opinion or experience into a post with a real hook, one sharp idea, and a concrete moment, in your voice, with the cringe stripped out.
Works with: Claude, ChatGPT, GeminiSales Discovery Questions, Tailored to the Deal
Build deal-specific, open-ended sales discovery questions mapped to pain, quantified impact, process, and competition, with the must-answer for each.
Works with: Claude, ChatGPT, GeminiObjection Handling Script for Tough Objections
Turn a specific objection into an objection handling script: the clarifying question to ask first, the likely root causes, and three honest, non-defensive responses that advance the deal.
Works with: Claude, ChatGPT, GeminiTurn Call Notes Into a Follow-Up and Action Plan
Convert raw call notes into a tight recap email, a mutual action plan with owners and dates, and the risk flags that predict whether the deal will drift.
Works with: Claude, ChatGPT, GeminiBattlecard: Build a Rep-Ready One vs Any Competitor
A prompt that builds a rep-ready, no-spin battlecard against a named competitor: where you win, where you honestly lose, the traps to set, and the landmines to avoid.
Works with: Claude, ChatGPT, Gemini, PerplexityReply Fast to an Inbound Lead
Draft a fast, intent-matched reply to an inbound lead that keeps momentum, qualifies with one smart question, and makes the next step one click.
Works with: Claude, ChatGPT, GeminiGuides for your chosen assistant
Follow the guide for the tool you use. A shared workflow directory does not change the setup requirements of an individual playbook.
Claude
- Claude Projects: persistent, context-rich workspaces →A Claude Project is a workspace that holds custom instructions and a set of knowledge files, so every chat you start inside it opens already knowing your business, your ICP, your voice, your rules, instead of you re-explaining all of it every time.
- Claude Memory: how it works and how to steer it →Claude Memory lets Claude keep facts about you and your work across separate conversations, so it does not start from zero each time.
- Prompting Claude: what actually moves the needle →The things that reliably improve Claude's output are mostly structural: paste the real source material instead of describing it, state the goal, audience, constraints, and exact output format, show an example of the shape you want, and put long context first with the instruction last.
- Files & vision in Claude: PDFs, images, and docs →Claude can read the files and images you give it: PDFs, slide decks, spreadsheets, documents, and screenshots or photos.
- Claude vs ChatGPT for sales: which one actually helps a rep sell →For the daily work of selling, account research, call prep, follow-ups grounded in your CRM, and pipeline questions, Claude is the better pick: a longer context window, more restrained writing, Projects that hold your ICP and positioning, and connectors that read HubSpot and Gmail.
- The best AI for sales research: the model reasons, the data provider verifies →The best AI for sales research is two tools, because account research produces two kinds of facts.
ChatGPT & Codex
- ChatGPT Projects: keep the right context around the work →A ChatGPT Project keeps related chats, files, instructions and sources together.
- ChatGPT file uploads and data analysis: check the spreadsheet →Give ChatGPT the source file, metric definitions, desired output and validation checks.
- Writing with ChatGPT: drafts, documents and focused revisions →Use Chat for a short drafting conversation and Work when you need a finished document, presentation or PDF.
Frequently asked questions
What should an AE try first?
The brief before a call and the follow-up after it. Both have source material you can inspect and an output you already know how to judge.
How should I keep account context organized?
Keep a dated account brief, approved reference material, and current meeting notes together. Follow the Projects guide for your chosen assistant, and review what you share with other people on the team.
Can these workflows update my CRM?
Some playbooks include CRM connectors and write actions. Their setup sections name the required tools. Review proposed field changes before approval; a drafting prompt by itself does not establish a connection to your CRM.
Do these plays cover expansion and renewals?
Yes. The role library also includes QBR preparation and renewal-risk work. Use current customer evidence and have the account owner check the conclusions before turning them into a customer conversation.