Genie AI (ALBIS) — GTM Playbook

Detailed, interactive, and ready for execution

Phase 1 — Brand Foundation

Months 0–3 · Validate narrative & show up credibly
ICP & ABM (50)Lean site + ƟXFounder content
Objectives & Key Results (OKRs)
  • O1: Validate “Experience Intelligence” positioning with 10 ICP interviews.
  • KRs: 80% interview signal → narrative clarity; 5+ warm leads; 3–5 pilot LOIs.
Step-by-Step Tasks
  • Market Intelligence: Scan PropTech/tenant apps/ESG; ship 10‑page intel brief.
  • Narrative: 3 founder interviews → 1-page POV + 5-slide narrative deck.
  • Digital: Ship 1–4 page site; embed 5‑min ƟX self-assessment; add demo CTA.
  • ABM: Build 50 accounts; sequence: connect → value post → follow-up call.
  • PR: Pitch “The missing KPI in property management” to CRE press.
Roles & Owners
  • Founder (Bilal): POV posts (2–3/wk), interviews, narrative sign-off.
  • Strategist: ICP interviews, intel brief, ABM targeting.
  • Designer: Lean site & ƟX UI; brand polish.
  • SDR: Outbound cadence; meeting setting.
KPIs
  • Leads: 5+ warm; ƟX tool completions: 50+
  • Meetings booked: ≥10; Press mentions: ≥1
Tools
  • HubSpot, LinkedIn Sales Nav, Ulinc
  • Framer/Webflow (site), Typeform (ƟX temp)
By Month 3: 5+ warm leads · 3–5 ƟX pilots · Early press

Phase 2 — Proof & Authority

Months 4–6 · Produce undeniable evidence
ƟX pilots (5–7)Case studiesExec dinners
OKRs
  • O2: Demonstrate ƟX → renewals correlation.
  • KRs: 3 case studies; 1–2 paying customers; 2 exec dinners.
Tasks
  • Pilots: Run across 5–7 CREs; collect baseline + 90‑day ƟX.
  • Analysis: Quantify “10‑pt ƟX → % renewals/$ rent retained”.
  • Packaging: One‑pagers + 60‑sec video clips; evergreen success page.
  • Community: Invite‑only dinners (Toronto/NYC) → roundtable content.
  • Outbound: Use proof points in SDR cadences; social + calls.
Roles
  • Customer Success: pilot mgmt + data integrity.
  • Analyst: impact modeling (renewals, NOI).
  • Content: case studies + clips.
KPIs
  • Case studies: ≥3; Paying contracts: 1–2
  • Dinners hosted: 2; Pilot NPS: ≥40
Tools
  • Mixpanel/Amplitude, Looker Studio
  • Descript/CapCut (video), Notion (case hub)
By Month 6: 3–5 case studies · 1–2 paying contracts

Phase 3 — Scale Awareness & Pipeline

Months 7–9 · Capture and convert demand
Benchmark reportConsultant partnersTiered ABM
OKRs
  • O3: Establish ƟX as the CRE benchmark.
  • KRs: Publish report; 5+ enterprise deals in pipeline; 1 partner stamp.
Tasks
  • Report: “2026 Tenant Experience Benchmark” using pilot + public data.
  • PR: Launch week; founder op‑ed; data carousels on LinkedIn.
  • Partnerships: CBRE/JLL/Deloitte/Accenture co‑brand offer; rev‑share.
  • ABM: Tier 1 (Top 20 globals), Tier 2 (mid‑market), Tier 3 (long‑tail).
  • Paid: Retarget ABM with case clips + founder POV; BOF only.
Roles
  • Analyst: report; PR: media; Partnerships lead: deals
KPIs
  • Pipeline: 5+ enterprise deals; PR pickups: ≥5
  • Partner MoU: ≥1; ABM CTR: ≥2.5%
Tools
  • HubSpot Ads, LinkedIn Matched Audiences
  • Canva/Figma (visuals), Ghost/Substack (newsletter)
By Month 9: Benchmark live · 5+ enterprise deals · 1st partner stamp

Phase 4 — Category Leader & Media

Months 10–12 · Own the narrative
PodcastExperience CouncilSummit
OKRs
  • O4: Institutionalize ƟX in the market.
  • KRs: 5 paying enterprise customers; Council (10 execs); Summit (100+ attendees).
Tasks
  • Podcast: Beyond Human Season 1 (8 eps) with CRE execs/consultants.
  • Council: Charter, quarterly sessions, joint statement on ƟX.
  • Summit: Hybrid event; results + roadmap; partner tracks.
  • Scale: Upsell pilots → portfolio rollouts; ƟX added to ESG reporting.
Roles
  • Producer: podcast; Program mgr: council & summit; Sales: expansions
KPIs
  • Customers: ~5 enterprise; Council: 10 execs
  • Summit: 100+ attendees; Podcast: 5k+ listens
Tools
  • Riverside.fm (recording), Eventbrite/Airmeet (event)
By Month 12: ~5 customers · ƟX as KPI · 25+ ABM accounts influenced
Click each section to expand. Includes Why, How, Pitfalls, and Measurement.
1 Audience & Market Research
Why it matters

Prevents wasted spend and misaligned tactics; ensures channels are paired with the right strategy and ICP pains.

How to execute
  • Interview 10 ICP execs (CFO/COO, Ops, ESG) — record quotes/themes.
  • Map category terms; validate “Experience Intelligence” resonance.
  • Build ABM dataset: company size, portfolio, ESG stance, tech stack.
Pitfalls
  • Assuming NPS ≈ experience → it’s lagging, not predictive.
  • Jumping to paid before narrative validation.
Measurement
  • Interview signal ≥80%; ABM completeness ≥95%
2 Central Source of Truth
  • Create a single Notion doc covering: Vision, Category Purpose, Strategic Narrative, Founding Story ⇄ Product Value mapping.
  • Version control: monthly review; changelog with dates and owners.
  • Distribute to SDR/Marketing/Leadership; require alignment sign-off.
KPI
  • Message consistency score ≥90% in call recordings
3 Distinctive Positioning
  • Craft a Category POV: “Experience Intelligence” vs “tools”.
  • One bold line: “ƟX — the KPI every CRE operator will report by 2026.”
  • Visual identity: minimalist, confident, data-forward.
Pitfalls
  • Blending into “AI for buildings” noise.
KPI
  • Unaided recall of “Experience Intelligence” in interviews ≥50%
4 Omnichannel, Prioritized
  • MVP presence (site, LinkedIn, YouTube, press page) — no $50k website.
  • Double-down on 1–2 pull channels (LinkedIn + PR) matched to ICP habits.
  • Weekly audit: remove low-ROI activities.
KPI
  • Time-on-page (POV articles) ≥2:00; Connection→Reply ≥20%
5 Balanced Push & Pull
  • Push: 2–3 founder posts/wk; monthly POV essay; podcast clips later.
  • Pull: weekly SDR sprints (email + call + LinkedIn) to ABM tiers.
  • Content flywheel: turn pilot insights into 15–30 sec “insight clips”.
KPI
  • MQLs/wk; Reply rate ≥12%; Booked meetings/wk
6 Bold Market Plays
  • Design a “category moment” (e.g., “End of Lagging KPIs” manifesto + live demo measuring real-time experience).
  • Time with benchmark report; own the week.
KPI
  • Direct traffic spike ≥3x; PR pickups ≥10

Primary Audience — CRE Operators

Mid-to-Large Property & Facility Management firms (Brookfield, CBRE, Oxford, C&W, Colliers).
$
Economic Buyer — CFO / COO
  • Goals: NOI growth, renewals, occupancy premiums.
  • Pains: Unpredictable churn; weak proof beyond NPS.
  • Triggers: ROI model linking ƟX → renewals → $ retained.
  • Message: “10‑pt ƟX → X% renewals → $XM retained rent.”
  • Objections: “We already track NPS.” → NPS is lagging; ƟX predicts.
★
Champion — VP Ops / Facility Director / Tenant Experience
  • Goals: Reduce complaints; prove ops excellence.
  • Pains: Lagging surveys; siloed tools; no real-time signal.
  • Triggers: Easy pilot; visible wins in 90 days.
  • Message: “From lagging surveys → real-time benchmarks + playbooks.”
  • Objections: “Change management” → start with one building; low lift.
⚙
Influencers — Innovation / ESG / Consultants
  • Goals: Standardization, ESG credibility, modern stack.
  • Pains: Vendor noise; proof quality; integration risk.
  • Triggers: Co‑branded report; method transparency.
  • Message: “ƟX = ESG-friendly KPI; digital-twin ready.”
Reachable
Execs via LinkedIn + consultant networks
Budget
Retention ROI dwarfs platform cost
High Pain
Churn directly reduces NOI
Modernize
ESG + smart building pressure

ƟX Requirements — From Credibility to Lock-in

1) Credibility & Legitimacy
  • Establish “Experience Standards Board” (semi‑independent) with initial advisors.
  • Method transparency: pillars = Flow, Clarity, Care, Wow, Sync.
  • Secure validation quotes from CRE consultants & WELL/ESG orgs.
  • Peer benchmarking dashboard → “no one wants to be bottom quartile.”
2) Direct Business Tie-In
  • Model: 10‑pt ƟX → Δ renewals → $ rent retained; show per building.
  • Quantify occupancy premiums and faster lease‑ups.
  • Show fewer tickets/complaints = ops savings.
3) Low-Friction Adoption (Freemium Wedge)
  • 5‑min provisional ƟX: survey + proxy data + benchmarks.
  • Free report: score, peer avg, 1–2 quick wins.
  • Status: “ƟX Certified” badge + leaderboard.
  • Premium unlock: portfolio benchmarking, real-time dashboards, predictive roadmap, ESG integration.
4) Social Proof & Visibility
  • 5–10 pilots → case studies.
  • Annual public “Experience Benchmark for CRE”.
  • PR in CRE, PropTech, ESG publications.
5) Community & Movement
  • Experience Council (10 execs) shaping the standard.
  • Invite-only dinners → peer pressure to improve.
  • Podcast with CRE leaders; cross‑pollinate audiences.
6) Freemium→Premium GTM
  • Free ƟX diagnostic drives MQLs.
  • Premium = the only way to improve score at scale.
  • Upsell: digital twin, workflow optimization, services.

Outcomes & Metrics Dashboard

Pipeline
25+ enterprise opps
Revenue
$100k+ entry; 5 customers by M12
Authority
ƟX cited in CRE press; partner stamp
Community
Council (10 execs); Summit (100+)
Content
Founder posts; Podcast 5k+ listens
Quarterly Targets
  • Q1: 5 warm leads; 3–5 pilot LOIs; 1 press mention
  • Q2: 3 case studies; 1–2 paying; 2 exec dinners
  • Q3: Benchmark live; 5+ opps; 1 partner MoU
  • Q4: ~5 customers; Council & Summit completed
Ops Health Checks
  • ABM progression rates by tier
  • Lead source attribution (ƟX tool vs outbound vs PR)
  • Sales cycle length & stage conversion
  • Case study production velocity

Execution Templates & Scripts

Outbound LinkedIn (Connection → Value → Call)
  • Connect: “Admire your portfolio work at {{Company}}. We’re researching how CRE leaders measure tenant experience beyond NPS.”
  • Value Post (after accept): “We built a 5‑min ƟX self‑check. Many leaders are shocked how it contrasts with NPS. Want the link?”
  • Follow‑up: “If the score is below peer avg, I can share 2 quick wins we see across portfolios.”
Cold Email (CFO/COO)
  • Subject: “Your renewals vs. tenant ‘experience’ signal”
  • Body: “Hi {{Name}} — CRE leaders tell us NPS is lagging. We model ‘ƟX’ to predict renewals. A 10‑pt gain → X% higher renewals = $XM retained. We built a 5‑min check for {{Company}}. Can I send it?”
Case Study One‑Pager Outline
  • Context: portfolio size, challenge
  • Approach: ƟX baseline → playbook → 90‑day lift
  • Impact: renewals %, NOI $, ops tickets ↓
  • Quote + next step CTA
Experience Council Invite (Email)
  • “We’re assembling 10 CRE leaders to co‑shape the ƟX standard — think WELL for tenant experience. Quarterly 60‑min sessions; co‑authored benchmark report; early access to portfolio tools. Interested?”
PR Pitch Angles
  • “The KPI every property operator will report by 2026.”
  • “NPS is dead for CRE — meet ƟX.”
  • “Tenant churn is an ops metric you can control — here’s the playbook.”
Freemium ƟX Flow (MVP)
  • Collect: building type, tenant mix, service ticket volume, survey sample.
  • Compute provisional ƟX; show peer avg; 2 suggested improvements.
  • Gate deeper insights behind demo CTA.