strategic-gifting

Files (13)

• SKILL.md
• framework-notes.md · references/
• gift-compliance.md · references/
• gifting-by-tier.md · references/
• gifting-platforms.md · references/
• gifting-sequence.md · references/
• giftology-ruhlin.md · references/
• sendoso-playbook.md · references/
• check-output.py · scripts/
• gift-brief.md · templates/
• gift-crm-log.md · templates/
• output-template.md · templates/
• sendoso-campaign.md · templates/

SKILL.md (first lines)

# Strategic Gifting

## Overview

"Send a mug, call it ABM" wastes budget and annoys buyers. **Strategic gifting**
is a **relationship signal** — proof you researched the person, respect their
policy, and timed the touch to the deal journey. **John Ruhlin's Giftology**
teaches go-deep-not-wide: one remarkable gift beats 100 logo pens. **Sendoso**
(and peers Alyce, Reachdesk, Postal.io) operationalize logistics — address
verification, warehouse, CRM triggers — but **cannot replace** Giftology
personalization.

Gifting is **not** bribery, review incentives (see `review-platforms` ToS), or
a substitute for solving business pain. Use inside ABM programs (`abm-strategy`)
with tier budgets and compliance gates.

## When to Use

- "Set up Sendoso for sales"
- "Giftology playbook for enterprise"
- "What gift to send a CRO?"
- "ABM direct mail + gift sequence"
- "Buyer gift policy compliance"
- "Sendoso vs Alyce"
- "Gift to unblock deal" (usually: don't — diagnose first)
- "Post-close customer gift"

Do not use for **G2/review gift cards** — `review-platforms` (platform ToS).
Do not use for **customer advocacy rewards** at scale — `customer-marketing`.

## Authoritative Foundations

- **John Ruhlin — Giftology.** Relationship gifting: personalization, no logo,
  3-gift system (them / family / team), story-driven notes. Source: *Giftology*
  and Ruhlin Group methodology.
- **Sendoso.** Revenue sending platform: eGift, physical gifts, direct mail,
  CRM/MAP integrations, address confirmation, analytics. Use for **execution**
  after Giftology brief is written.
- **ITSMA ABM tiers.** Gift budget scales with 1-to-1 vs 1-to-few vs 1-to-many —
  never same playbook for Tier 1 and Tier 3.
- **Winning by Design Bowtie.** Physical touches bridge marketing → sales;
  post-close gifts support retention (right side of bowtie).

## Step-by-Step Process

### Phase 1 — Gift vs No Gift Decision

| Send gift when | Do NOT send |
|---|---|
| Tier 1/2 ABM account with research done | Cold outbound with no relationship |
| Post-discovery — reference their words | Active price negotiation |
| Post-close thank-you | Trying to "unstick" stalled deal (bribery) |
| Champion appreciation mid-cycle | Exceeds known company gift cap |
| Event no-show recovery (personal) | Generic holiday blast to list |

**Stalled deal?** Load `buyer-indecision` (JOLT) — not bigger gifts.

### Phase 2 — Giftology Principles (Ruhlin)

Load `references/giftology-ruhlin.md`.

1. **Go deep, not wide** — budget into fewer remarkable gifts
2. **3-gift system** — recipient / family / team
3. **Personalization > price** — hobby, alma mater, conversation callback
4. **Story is the gift** — object delivers the narrative
5. **No logo** — swag is advertising, not gifting
6. **Handwritten note** — 3 sentences, references specific conversation

### Phase 3 — Platform Selection

Load `references/gifting-platforms.md`.

| Platform | Best for |
|---|---|
| **Sendoso** | Salesforce/HubSpot teams, mixed eGift + physical, SDR/AE self-serve |
| **Alyce** | Enterprise compliance, recipient choice ("pick your gift") |
| **Reachdesk** | Global ABM, warehouse + marketplace |
| **Postal.io** | Direct mail + handwritten at scale |
| **Manual / local** | Tier 1 ultra-custom (Ruhlin-style concierge) |

**Integrations:** CRM task on send, attribution field `gift_sent_date`, amount,
story note. One-direction log — never automate gift without AE approval on Tier 1.

### Phase 4 — Budget by ABM Tier

Load `references/gifting-by-tier.md`.

| Tier | Accounts | $/account/year | Gift types |
|---|---:|---:|---|
| 1 (1-to-1) | 5–15 | $500–2,000 | Custom physical, team experiences |
| 2 (1-to-few) | 15–50 | $150–500 | Cluster mailer + modest personal |
| 3 (1-to-many) | 50–200+ | $25–75 | eGift, book, useful tool — no junk swag |

Track **cost per meeting held** and **cost per opp created** — not sends.

### Phase 5 — Gifting Sequence Timeline

Load `references/gifting-sequence.md`.

| Moment | Gift? | Example |
|---|---|---|
| Pre-first meeting | No | — |
| Post-discovery (D3–5) | Small personal | Reference call detail |
| Mid-evaluation W3–4 | Team gift | Catered lunch, team asset |
| Negotiation / legal | No | — |
| Post-close D1 | Family / thank you | Ruhlin Gift 2 |
| 90d post-close | Check-in gift | Retention bowtie |

Coordinate with email: mail arrives **before** email references it (abm-1-to-few Week 2 pattern).

### Phase 6 — Compliance & Buyer Policies

Load `references/gift-compliance.md`. Gifting spend on Ramp → `gtm-spend-management`
(GTM-GIFT card, monthly cap per tier).

- Ask champion: "What's your gift policy limit?"
- Federal / industry rules (gov, healthcare, finance) — often **zero**
- Never exceed disclosed cap; document in CRM
- Finance may require gift disclosure on vendor forms — `vendor-contracts`

From LeadMagic/gtm-skills, MIT.

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