Module 10: More frameworks that make sense

Last updated: July 8, 2026

Josh Braun’s 4T cold email framework

  • Trigger: The reason you’re reaching out. Signals give you the trigger automatically.

  • Think: Get them reconsidering their current approach. “How do you currently know which people in a buying group are actually engaged?”

  • Third-party proof: Show others solved this. “Teams using contact-level signals saw 2.18x more pipeline.”

  • Tell: Low-friction CTA. “Worth a 15-minute look?”

Braun’s key rule: eliminate fluff. Replace “value” and “optimize” with specific language. Signals give you specificity.

Kyle Coleman’s left-brain / right-brain approach

  • Left brain (data): Lead with numbers from the signal. “Companies in your segment that act on contact-level signals see 1.74x more meetings.”

  • Right brain (story): Make it human. “I talked to a VP Sales last week who said the biggest unlock was knowing which person in the buying group was actually engaged.”

CFOs want left brain. Sales leaders often respond better to right brain. Signals let you choose.

Becc Holland’s reverse cadence

The typical cadence front-loads touches and tapers off. By doing the opposite, you stand out. Works especially well with signals: use early light touches to build familiarity, save heavier outreach for after the prospect has seen your name several times.

The four pillars (Katie Penner, VP Sales Dev at Influ2)

  • Shared definitions: Everyone — marketing, SDR, sales — needs the same understanding of what each signal type means.

  • Clear context: A signal isn’t just data, it’s meaning. “They searched attribution” means measurement is a priority.

  • Pre-mapped plays: Outreach paths tied to each signal type, including snippets, sequences, and talk tracks.

  • Continuous feedback loop: When a rep books a meeting or gets ignored, that outcome feeds back to marketing. The system gets smarter.

What's Next

Continue to the next module to keep progressing through the Signal-Selling Playbook! Or, return to the previous module to review.