pocket-packaging

name	pocket-packaging
description	Step 6 of the ICP playbook. Packages each persona-trigger-filter combination as a runnable pocket with persona description, company filter, trigger profile, humanized value prop in verbatim buyer language, and 3-5 named example accounts. Use after enrichment to produce the final per-pocket markdown files reps recognize buyers from in seconds.

Step 6 — Package each pattern as a pocket

The pocket is the unit of work for an outbound team. One pocket = one campaign archetype.

Inputs

• ./icp-output/personas/ — clustered personas with attributes
• ./icp-output/triggers/distribution.md — per-trigger pipeline share
• ./icp-output/enrichment/company-attributes.md — runnable filters per persona
• ./icp-output/calls/ — the per-call source of truth for verbatim quotes and named accounts

When persona ≠ pocket

A persona can become multiple pockets if its triggers diverge. Example: "RevOps Builder" with trigger "new CRO hire" is a different campaign from "RevOps Builder" with trigger "incumbent contract renewal."

Rule: a pocket = a (persona × trigger) pair where there's enough call evidence (≥3 calls) and a concrete filter combination.

Output format

For each pocket, write ./icp-output/pockets/<pocket-slug>.md. The slug should encode persona + trigger, e.g. revops-builder-new-cro-hire.

Use this template (also in templates/pocket.md):

# Pocket: <Human Readable Name>

slug: <persona-slug>-<trigger-slug>
persona: <persona slug>
trigger: <trigger slug>
call_evidence_count: <n>
confidence: <high|medium|low>

## Persona description (one paragraph)

Title cluster, seniority, what makes them tick. Two to four sentences. Lifted from the persona file but tightened to feel like a person, not a row.

## Company filter (runnable)

<copy the runnable filter block from enrichment/company-attributes.md for this persona, optionally tightened by trigger-specific filters>

- Title: …
- Title exclude: …
- Seniority: …
- Headcount: …
- Industry: …
- Tech stack: …
- Growth signals: …
- Geography: …

## Trigger profile

The compelling event:

- **Trigger:** <normalized trigger>
- **External signals a rep can spot:** <e.g., LinkedIn announcement of new CRO, recent funding press, hiring spike on careers page>
- **Frequency:** <n calls in last 90 days>
- **Win rate when this trigger is present:** <if CRM available>

## Humanized value prop (verbatim buyer language)

Three to five direct quotes from real calls describing the pain — copy-pastable into a hook line.

> "<quote>" — <call-id>
> "<quote>" — <call-id>
> ...

Then a one-line synthesized hook **derived from the quotes**, not invented:

> Headline hook: <one sentence in the buyer's vocabulary>

## Named examples (for sales enablement)

Three to five named accounts from real calls in this pocket. Reps should recognize the buyer in seconds.

- **<Account Name>** — <persona role of the named buyer> — <call-id> — <stage/outcome> — <one-sentence why it's emblematic>
- **<Account Name>** — …
- ...

## Campaign archetype (recommended)

One of: `mass-outbound | targeted-outbound | abm | light-touch-asymmetric | inbound-nurture`.

Rationale: <2-3 lines>.

## Disqualifiers (anti-pocket)

Who to **exclude** from this pocket even if the filter would catch them:

- <e.g., headcount > 5,000 — different buying motion>
- <e.g., already a customer or open opportunity>
- <e.g., title matches but function is HR, not Sales>

Do NOT do these

• Do not paraphrase pain quotes. Copy them. If you find yourself "polishing", stop.
• Do not invent named accounts. Every named example must trace back to a calls/<call-id>.md file.
• Do not generate a pocket without 3+ calls of evidence. Below 3, mark the persona+trigger as "watch list" in the priority matrix instead.
• Do not hide the trigger inside the persona description. Triggers are the campaign hook; they must be a top-level section.

State update

{
  "step": "6",
  "step_status": "completed",
  "pockets_packaged": <count>,
  "pocket_slugs": ["...", "..."]
}

Quality gate before declaring done

For each pocket file:

• Has at least 3 verbatim quotes with call-id provenance.
• Has a runnable filter with at least 4 attribute dimensions (title × seniority × headcount × industry minimum).
• Has at least 3 named accounts that exist in calls/.
• Has a campaign archetype.
• Has a disqualifier list.

If any pocket fails the gate, fix it before moving to the priority matrix.