Go-to-Market for deep-tech startups
From first traction to repeatable revenue. 021 Playbook turns founder-led selling into a commercial engine.
THE DEEP-TECH CHASM
Founder-led sales got you here. Now it’s hitting limits.
What worked for the first ten deals doesn’t survive the next hundred.
- Every deal still runs through the founder
- Marketing, sales, and customer success pull in different directions
- The lead-to-cash picture gets murkier every month
- Hiring needs to be done, but there’s no system to hand them
None of these is a selling problem. It’s a scaling problem and scaling needs a system.
The Zero to One Playbook
That system, written down. A custom GTM playbook tailored to your business, product, and market – built by combining one or more of the pre-authored chapters.
01 / Strategy
Define who you’re selling to, what you’re selling, and why they’ll care.
→ Validated ICP, personas, and positioning that everything downstream builds on.
02 / Process
Build a repeatable system to attract, win, and keep customers.
→ From first touch to closed deal to renewal, map the entire commercial process.
03 / Team
Put marketing, sales, and customer success on one operating rhythm.
→ Define the roles, the handoffs, and who owns what. Then hire into a system that already exists.
04 / Tech-Stack
Equip the team with tools that fit the process, not the other way round.
→ CRM, marketing automation, analytics – set up so the data is trustworthy from day one.
05 / Execution
Turn the plan into momentum, and learn fast enough to correct it.
→ Run campaigns, generate qualified pipe, close deals, onboard customers, and feed the field back into the plan.
06 / Lead-to-Cash
See the whole cycle clearly. Let insights drive decisions. Prepare for the next raise.
→ Gain visibility from first touch to cash in the bank. Report confidently to the board and prepare for the next stage.
Six chapters, one Playbook. Every Playbook is built the same way, starting from your Product-Market Fit (PMF).
The Playbook Impact
How deep-tech startups turned founder-led selling into a system that scales.
We needed our own custom playbook for deep-tech. Kejal came in and built a solid foundation for our next stage of growth.
Matthijs Rijlarsdam
CEO & Co-Founder, QuantWare
021 Playbook gave us immediate commercial momentum – two targeted campaigns, five high-value introductions. Hands-on execution meets strategic thinking.
Vishal Chatrath
CEO & Co-Founder, QuantrolOx
We needed a fresh approach to net-new business. Kejal built the team and the playbook that brought in new logos and new revenue.
The Playbook, delivered
Choose the level of engagement that matches your needs – from a defined strategy to a fully running GTM engine.
Define
Custom GTM playbook, mapped and ready to implement.
Fixed scope, fixed price
Implement
Everything in Define, plus hands-on setup of the GTM engine – people, process, and tools.
Custom Scope, custom price
Execute
Everything in Implement, plus hands-on execution. We run it alongside your team until it works without us.
Ongoing retainer
The making of the Playbook
021 Playbook is built on real GTM experience, not theory. The founder, Kejal, holds a degree in Computer Science & Engineering and an MBA, and has set up and scaled go-to-market at startups and scale-ups alike. He scaled GTM at QuantWare, and as Head of Sales, built DigitalOcean’s sales-led motion from the ground up. Based on that experience, he founded 021 Playbook to give European deep-tech startups a repeatable path from first traction to scalable revenue.
At startups it’s not about the force. It’s about focus. The right playbook helps you stay focused.
