Family Resource Group
Sales Playbook · Roadmap
MediaFlex · 30-Account Builder
MediaFlex by FRG · For Account Executives

The 30-Account Builder Plan

A clear roadmap for making MediaFlex your primary product and building to 30 active accounts in 90–180 days. Includes monthly milestones, weekly actions, and the sales pipeline chart to track it all.

Goal: 30 active accounts
Timeframe: 90–180 days
Revenue at target: $50,100 / month

The Big Idea: The MediaFlex Flywheel

01

Thirty accounts sounds like a big number. It isn’t — once the flywheel is spinning.

Think about how a flywheel works. It takes real effort to get it moving at first. The first push is hard, the second push is a little easier, and somewhere around the fifth or sixth push it starts pulling itself forward. The resistance disappears. What once felt like a grind starts to feel like momentum.

That’s exactly what building a MediaFlex book of business feels like. The first few accounts take the most work — you’re learning the pitch, you’re finding your rhythm, you’re figuring out which prospects respond fastest. But each account you close does three things for you:

  • It gives you a real client story to use in your next conversation (“one of my clients in your industry started with X and here’s what happened”).
  • It builds your confidence in the pitch — the objections start to feel familiar, and your responses get sharper.
  • It creates referral surface area — happy clients talk, and your CSM’s monthly reviews keep clients engaged enough to mention you.

The Tipping Point

Malcolm Gladwell’s “Tipping Point” describes how movements, trends, and ideas reach a threshold where growth becomes self-sustaining. In a local media market, you don’t need to reach every business — you need to reach the right few, early, and do great work with them.

Around accounts 10–15, MediaFlex tends to tip. You’ll start getting inbound interest from businesses who heard about it. Your close rate improves because you’ve heard every objection. Your pipeline fills faster because prospecting gets more targeted.

The Honest Timeline

02

90 days is achievable for a focused, high-activity AE. 180 days is the right target for most new hires still learning the product and building prospecting habits. The goal of this plan is to get you there as fast as your activity level allows — and the chart below shows exactly what that activity needs to look like each week.

One Rule for This Plan

MediaFlex is your primary product. Not your side project, not something you pitch when a bigger deal falls through. When you get to 30 accounts, you’ll understand why. Until then, trust the flywheel.

The Monthly Roadmap

03
1
Month

Build the machine

  • 100 outreach calls / week
  • Load 50+ prospects into CRM
  • Book 8–10 discovery meetings
Milestone Target
  • 50+ prospects in CRM
  • 10 discovery meetings held
  • 3–5 proposals sent
Accounts by End
1–2
Pipeline Size
10–15 active
2
Month

Build momentum

  • 100 calls / week — no exceptions
  • Follow up all Month 1 proposals
  • Book 10+ meetings / week
Milestone Target
  • 5–8 accounts closed
  • 15+ proposals sent total
  • Pipeline feels full
Accounts by End
5–8
Pipeline Size
20–25 active
3
Month

Hit the tipping point

  • 100 calls / week — now it feels easier
  • Close pipeline deals from Months 1–2
  • First client referrals start to appear
Milestone Target
  • 10–15 total accounts
  • Close rate improving
  • Referral or inbound inquiry received
Accounts by End
10–15
Pipeline Size
30+ active
4
Month

Accelerate closing

  • Tighten close language — fewer follow-up cycles
  • Work referrals aggressively
  • 80% focus on closing, 20% prospecting
Milestone Target
  • 18–22 total accounts
  • Consistent 4–5 closes / month
  • Proposal-to-close ratio < 3:1
Accounts by End
18–22
Pipeline Size
25–30 active
5
Month

Sprint to 30

  • Close all late-stage pipeline deals
  • Re-engage “not yet” prospects from Month 1–2
  • First renewal conversations begin
Milestone Target
  • 25–28 accounts
  • Month 1 clients in first renewal
  • Close rate ≥ 40%
Accounts by End
25–28
Pipeline Size
30+ active
6
Month

30 accounts. Flywheel running.

  • Maintain prospecting cadence to backfill churn
  • CSM reviews keeping clients active
  • Start identifying expansion / upsell accounts
Milestone Target
  • 30 active accounts
  • $50,100 / mo in MediaFlex revenue
  • Renewal rate ≥ 80%
Accounts by End
30
Pipeline
Full & growing

Adjusting for capacity

These targets are for an AE running at full capacity on MediaFlex. If you’re running at 70% capacity (managing other products alongside), adjust the targets by multiplying by 0.7 — but do not let MediaFlex become an afterthought.

The Weekly Action Plan

04

Every week is built around the same five activities, in this order of priority. This is the machine that fills the pipeline. Do not skip steps or swap the order.

Step 1

Prospect

Add 10–15 new prospects / week
(50+ in Month 1 build sprint)
Where: GeauxIQ / CRM
Each prospect has: business name, owner/contact, phone, email, industry, and why they fit MediaFlex.
Step 2

Outreach

100 total touches / week
(calls + emails + callbacks)
Where: GeauxIQ / Phone / Email
Every prospect has a logged next action and a follow-up date. Nothing sits untouched for more than 5 business days.
Step 3

Book Meetings

10 meetings booked for next week
Where: Calendar / GeauxIQ
Next week’s calendar has 10 confirmed meeting slots before Friday of this week. Each is logged in CRM with stage and notes.
Step 4

Send Proposals

7 proposals / week (target)
(may be lower in Month 1)
Where: AdOrbit / Email
Every proposal includes: the proposed mix, $1,670/mo price, CSM overview, and a specific follow-up date. No proposal goes out without a follow-up already scheduled.
Step 5

Close Deals

1–2 closes / week minimum
Where: GeauxIQ / AdOrbit
No proposal sits in “pending” for more than 7 business days without a follow-up logged. Stale proposals get a phone call, not an email.
2×
100 calls create 10 meetings. 10 meetings create 7 proposals. 7 proposals create 2 closes. 2 closes per week = 8 closes per month = 30 accounts by Month 4. The math works. The only variable is your activity level.

The MediaFlex Pipeline — Stage-by-Stage Tracker

05

Use this as your weekly pipeline review with your sales manager. Every prospect in your CRM should be in exactly one of these stages at all times.

Prospect
50+ at all times
TargetResearch & qualify
Your Job HereConfirm a marketing budget and a reachable decision-maker. Log in GeauxIQ.
What Moves Them ForwardPhone / email confirmed. First outreach touch logged.
Had Conversation — Interested
20–30 active
TargetMove to meeting
Your Job HereFollow up to move toward a scheduled meeting. Log every touch. Reference their stated interest to keep momentum.
What Moves Them ForwardDecision-maker agrees to a meeting and a date is set.
Meeting Booked
10 per week
TargetDiscovery & recommend
Your Job HereSend calendar confirmation. Pre-plan discovery questions and the MediaFlex mix you’ll recommend based on what you already know about their goals.
What Moves Them ForwardMeeting held. Budget and decision-maker both confirmed in the room.
Had Meeting — Creating Proposal
7 per week
TargetSame-day proposal
Your Job HereBuild the proposal promptly — same day or next day. Strike while engagement is high. Include the mix, $1,670/mo, CSM overview, and a follow-up date.
What Moves Them ForwardProposal sent within 24–48 hours of the meeting.
Proposal Sent (Not Likely)
Keep this list short
TargetRe-engage or close out
Your Job HereDon’t abandon these. Schedule one more personal call — ask directly what changed. A ‘not likely’ today can become a close in 30–60 days.
What Moves Them ForwardRe-engaged and moved to ‘There’s a Chance,’ or formally marked Closed Lost.
Proposal Sent (There’s a Chance)
5–8 at a time
TargetVerbal yes
Your Job HereFollow up every 3–5 days. Use LAER on any new objections. Offer to join an internal approval conversation if a second decision-maker is involved.
What Moves Them ForwardVerbal yes or movement to Sold / Waiting on Paperwork.
Sold — Waiting on Paperwork
Close within 3 days
TargetPaperwork returned
Your Job HereSend paperwork immediately. Follow up daily — don’t let this stage linger. Confirm the mix selections and introduce the CSM before documents are signed.
What Moves Them ForwardPaperwork signed and returned.
100% — Confirmed Sale
30 = the goal
TargetOnboarded & active
Your Job HereTrigger onboarding. Warm handoff to CSM. Set expectations on activation timing. Schedule first monthly review call before leaving the conversation.
What Moves Them ForwardCSM introduced. First monthly review on the calendar.
Closed Lost
Revisit in 60–90 days
TargetRe-open in a future cycle
Your Job HereLog the reason. Do not ghost. A brief ‘checking back in’ call in 60–90 days re-opens more deals than you’d expect.
What Moves Them ForwardRe-enter at Prospect or Had Conversation — Interested when timing changes.

Weekly Pipeline Review — Ask Yourself These Three Questions

06
How many prospects are stuck in ‘Had Conversation — Interested’ for more than 10 days without a meeting booked? They need a different approach or a decision to move on.
Do I have anything in ‘Proposal Sent (Not Likely)’ or ‘Sold — Waiting on Paperwork’ that’s been sitting more than 5 days? Call them today, don’t email.
Is my ‘Meeting Booked’ count at 10 for next week? If not, tomorrow is a prospecting day, not an admin day.
The flywheel is already built. You just have to start pushing.