New Account Manager Track

What Is The North?

After this module: Explain The North's approach in two sentences to anyone — including a prospect who asks 'so what exactly do you do?' You'll understand why we're fundamentally different from an agency.

Why this comes first: Everything else only makes sense if you understand the operating philosophy behind it. Without this, you'll sound like you're selling an agency.

• The 8 non-negotiable principles
• What 'diagnose before prescribing' means in practice
• Why systems beat tactics every time
• How to spot when you're violating a principle in a real call
• The test questions that tell you if you're thinking right

How We Think About Sales

After this module: Describe the posture you carry into every sales call — not as a salesperson, but as an operator diagnosing a system. Understand why pitching is the wrong move, and what to do instead.

Why this comes before module 3: You need to understand the internal mindset before you can represent it externally. Positioning without philosophy is just talking points.

• Why we never pitch in the first call
• What 'diagnostic posture' looks like in a real conversation
• Selling deliverables vs. selling outcomes
• Identifying a feature request that's actually a deeper problem
• Why operational entropy matters and how to talk about it

This builds on "What Is The North?" — we recommend completing that first.

How We're Different From An Agency

After this module: Answer 'how are you different from other agencies?' without hesitating. Have exact language for reframing the comparison, and know which question instantly qualifies a prospect.

Why this comes before module 4: You need to be able to position The North before going deeper into technical language — otherwise you'll learn terms without knowing what they're in service of.

• The 9-point contrast between The North and a traditional agency
• Exact phrases for the agency comparison
• The reframe question that qualifies prospects instantly
• Making 'we're not an agency' land as a strength, not a deflection

This builds on "How We Think About Sales" — we recommend completing that first.

The Language of the Room

After this module: Understand what clients mean when they use technical terms — and ask intelligent follow-up questions. You won't have to fake understanding a word you don't know.

Why this comes before module 5: Service pages use technical language throughout. If you don't know what attribution, CRM, ETL, and RevOps mean, the service pages won't fully land.

• Every technical term you'll hear in discovery
• Plain-English definitions for each
• Why clients care about each one
• Common misconceptions clients have
• How The North approaches each concept

This builds on "How We're Different From An Agency" — we recommend completing that first.

What We Actually Sell

After this module: Describe every service: what problem it solves, who buys it, what it costs, and when NOT to recommend it. Explain each to someone who has never heard of it.

Why this comes before module 6: You now have the philosophy, the language, and the positioning. You're ready to learn the products.

• All 7 services across 4 categories
• Plain-English explanation of each
• The typical buyer for each service
• Price ranges and timeline expectations
• Bad-fit conditions that should make you pause
• Discovery questions specific to each service

This builds on "The Language of the Room" — we recommend completing that first.

Why Order Matters (Sequencing)

After this module: Explain to a prospect why you're recommending services in a specific order — not just what, but why that sequence creates compounding value.

Why this comes before module 7: Recommending the right services in the wrong order is one of the most common mistakes new AMs make. This module prevents that.

• Why sequencing is a core differentiator
• How bad data upstream corrupts every system downstream
• The standard infrastructure stack and its build order
• Explaining sequencing to a skeptical prospect
• What to say when a client wants to skip to step 3

This builds on "What We Actually Sell" — we recommend completing that first.

Who We Sell To (ICPs)

After this module: Quickly categorize a prospect into their ICP — and know what that means for how you run the call, what services fit, and what red flags to watch for.

Why this comes before module 8: Time spent on the wrong clients is time not spent on the right ones. Learning to disqualify is one of the most valuable skills you'll develop.

• The 4 ICP categories and what defines each
• Buying triggers for each type
• Entry-point services for each type
• Disqualifiers — signs to slow down or walk away
• How to qualify vs. disqualify in the first 15 minutes

This builds on "Why Order Matters (Sequencing)" — we recommend completing that first.

Who's in the Room

After this module: Adapt your language, framing, and emphasis in real time based on who you're talking to. A CEO and a CTO hear the same proposal very differently.

Why this comes before module 9: The most common reason deals stall isn't price — it's talking to the wrong person in the wrong language. A CTO can kill a deal the CEO wanted to sign.

• 9 stakeholder profiles (CEO, CMO, COO, CTO, Founder, VP Sales, RevOps, IT Director, Ops Manager)
• What each role actually cares about
• Their biggest fears about engagements like ours
• The KPIs they're measured on
• Exact language to use — and phrases to avoid
• Handling a multi-stakeholder room

This builds on "Who We Sell To (ICPs)" — we recommend completing that first.

Industry Playbooks

After this module: Walk into a call with a VC-backed SaaS, founder-led SMB, or e-commerce brand already knowing most of what will come up.

Why this comes before module 10: Preparation creates confidence. Walking in with predicted objections and decision dynamics makes you feel like a veteran even if you're not.

• VC-Backed SaaS: drivers, decisions, deal-killers
• Founder-Led SMB: selling to feeling-based decisions
• E-commerce: ROAS/attribution/retention triangle
• Mid-Market Ops: multi-stakeholder complexity

This builds on "Who's in the Room" — we recommend completing that first.

Handling Objections

After this module: Respond to every major objection — price, timeline, internal team, ROI, vendor comparison — without going defensive or caving on price.

Why this comes before module 11: Most objections are not what they appear. 'Too expensive' usually means 'I don't yet see the value clearly enough.' Your job is the real concern, not the stated one.

• Price objections without discounting
• Timeline objections and honest expectations
• 'We'll do it in-house' — probing for reality
• Trust objections from clients burned before
• ROI objections — cost of inaction
• Vendor comparisons — making them irrelevant

This builds on "Industry Playbooks" — we recommend completing that first.

Practice: Sales Scenarios

After this module: Apply everything in realistic, messy client situations where the surface problem isn't always the real one. Get AI feedback on your reasoning, not just your answer.

Why this comes before module 12: You need to have tried thinking through real situations before being given a step-by-step script. The script alone won't help without the underlying judgment.

• 6 realistic client scenarios across industries
• Practice making service recommendations with reasoning
• AI grading on discovery, fit, and sequencing logic
• Model answers with full thinking
• Common mistakes and how to avoid them

This builds on "Handling Objections" — we recommend completing that first.

Run Your First Discovery Call

After this module: Walk into your first real discovery call with a structured framework, pre-call checklist, proven questions, and a clear close. This is the operational guide for the real thing.

Why this comes before module 13: By this point you've learned the philosophy, language, services, sequencing, ICPs, stakeholders, playbooks, objections, and practiced scenarios. This ties it all into a repeatable process.

• Pre-call preparation checklist
• How to open a discovery call (exact opener)
• Core discovery questions by category
• Red flags to watch for during the call
• How to close and get a concrete next step
• Post-call checklist (30 minutes after)

This builds on "Practice: Sales Scenarios" — we recommend completing that first.