../missions / campus-playbook
Campus GTM Playbook
[Sales & GTM]
featured classified
Scaled ambassador program 0→15 across 5 universities
- problem
- Scaled ambassador program 0→15 across 5 universities
- my_role
- Owned the GTM motion, messaging, follow-up, and operating cadence needed to move the work forward.
- system_built
- A documented, repeatable playbook for launching and scaling a campus ambassador program — from zero to 15+ ambassadors across 5 universities. Covers recruiting scripts, onboarding workflows, weekly cadences, and documented KPIs that drove 67% conversion rates.
- proof
- Ambassadors Recruited: 15+ · Universities: 5 · User Activations: 400+ · Conversion Rate: 67%
- why_it_matters
- Documentation is a force multiplier — a good playbook lets new ambassadors ramp in days, not weeks.
- Ambassadors Recruited
- 15+
- Universities
- 5
- User Activations
- 400+
- Conversion Rate
- 67%
Created a documented, repeatable go-to-market playbook for launching campus ambassador programs from scratch. The playbook covers end-to-end: sourcing and recruiting ambassadors via cold DMs and org partnerships, structured onboarding with role expectations and tool setup, weekly cadences with activity targets and check-ins, and KPI tracking frameworks. Used at Perplexity AI to scale from 0 to 15+ ambassadors across 5 universities, driving 400+ user activations with a 67% trial-to-signup conversion rate.
- Documentation is a force multiplier — a good playbook lets new ambassadors ramp in days, not weeks.
- The recruiting script matters less than the follow-up cadence; persistence beats polish.
- Setting clear weekly activity targets (workshops/week, signups/workshop) made coaching specific and actionable.
