Departments

Find a starting point for the work in your department.

207 document templates across 11 departments help you capture business plans, customer knowledge and working processes. Pick one your team needs now. Each template includes fields and guidance, and you can add more as the work grows.

Shared by reference

Use the same customer profile across teams.

A shared reference points departments to the same document. When Marketing updates the customer profile, Sales can work from that version. You can still keep separate profiles for different products or audiences.

Acme Robotics · Example workspace

Company context / Shared across departments

Departments work from shared documents instead of separate copies.

Business

Direction, model, customers, and strategy: the founding context everything else serves.

Templates: 51
Groups: 7

Suggested starting points

GoalOne outcome the company is aiming at, on a horizon, measured by metrics it points at rather than retypes. The BHAG, the three-year picture, this year's targets and the quarter's objectives are all goals; the parent link is what turns them into one tree the overview can read.11 fields · create multiple documents
Vision · Mission · Targets · MeasuresThe direction stack: why the company exists, what it does, what it is aiming at, and how progress is measured.4 fields
Business Model CanvasThe nine-block Osterwalder canvas: partners, activities, resources, value, relationships, channels, segments, costs, revenue.9 fields · canvas
Customer Profile CanvasA reusable, evidence-backed profile of one customer segment or stakeholder in one context: jobs, pains, gains, research, tests, and learning.22 fields · canvas · create multiple documents
Value Map CanvasA reusable map of one offer: products and services, pain relievers, gain creators, design assumptions, tests, evidence, and learning.17 fields · canvas · create multiple documents
Value Proposition CanvasOne customer profile and one value map, connected by explicit fit evidence and linked back to the Business Model Canvas.64 fields · canvas · create multiple documents
Business Model Portfolio · Explore / Exploit MapThe Portfolio Map for future ideas and existing businesses, preserving the distinct return and risk axes, actions, evidence, and transfer governance of Explore and Exploit.12 fields · create multiple documents
Strategic GuidanceVersioned Overall, Explore, Exploit, and Transfer Guidance that turns corporate identity into explicit portfolio boundaries, decision rules, and protected handoffs.15 fields · create multiple documents
Corporate Identity MapThe Corporate Identity Triangle: Strategic Direction, Organizational Culture, and Brand Image made explicit so they can inform versioned Strategic Guidance and the Portfolio Map.15 fields · canvas · create multiple documents
Business Environment MapA source-aware map of Industry Forces, Key Trends, Market Forces, and Macroeconomic Forces arranged around a revision-pinned Business Model Canvas.17 fields · canvas · create multiple documents
Assumptions MapA revisioned projection of assumptions on Importance and Evidence Existence axes, keeping desirability, feasibility, viability, adaptability, source items, and evidence explicit.12 fields · create multiple documents
Value PropositionThe single statement of value, plus the proof and the alternatives it beats.6 fields
Ideal Customer ProfileOne target profile: who they are, what they need, what triggers a purchase, and who to walk away from.8 fields · create multiple documents
Go-to-Market StrategyHow the product wins its market: positioning, segments, channels, offer, and the launch sequence.9 fields
Evidence sourceOne thing the company actually read, ran or heard, with its provenance, its quotes and how far it can be trusted. Every claim elsewhere points here instead of restating it.10 fields · create multiple documents
Metric definitionOne number the company steers by, defined once: what it counts, how it is calculated, who owns it, where the data comes from and what good looks like. OKRs, the scorecard and every dashboard point here rather than redefining it.18 fields · create multiple documents
Decision recordOne decision: what was decided, when, by whom, on what evidence, and which options were rejected and why. The context an agent needs before acting, and the thing to reopen when the situation changes.11 fields · create multiple documents
SWOT analysisWhere the company actually stands, and what that forces it to do: strengths, weaknesses, opportunities and threats as cited rows, each quadrant ending in an implication with an owner and a next move. The mistake is stopping at four tidy lists; a SWOT that concludes nothing is an observation, not an analysis.7 fields
Playing to Win strategy cascadeThe five linked choices the company has made: what winning means, where it will compete, how it will win there, what it must be able to do, and the management systems that keep those choices from drifting. A finished one has arenas marked out as well as in, and a how-to-win that stops being true with a competitor's name in it. The mistake is filling the boxes without choosing, which produces a cascade that forbids nothing.7 fields
Growth model and flywheelThe loops that compound, the metric at each joint, the honest multiplier on each, and what is stopping the wheel turning faster. A finished one names one primary loop and the frictions and constraints on it. The mistake is copying the loops out of the pitch deck: a cycle whose last step does not feed its first is a funnel, and a multiplier under 1 damps rather than compounds.6 fields
Annual operating planThe year turned into quarters: the few themes it is about, what each quarter has to deliver against a named metric, and the fixed calendar that keeps the rhythm. A finished one traces every theme back to a choice on the strategy cascade and says what would be dropped if the budget came down. The mistake is a plan that lists everything the company does; twenty objectives a quarter is a description of the business, not a plan for it.7 fields

Also in Business

Differentiation
OKRs
Balanced Scorecard
Business Model
Business Model Initiative
Culture Map
Business Model Pattern Assessment
Business Model Shift
Innovation Metrics
Team Alignment Map
Test Card
Learning Card
Business Plan
Distribution Plan
Buyer Persona
Buyer Psychology
Customer Touchpoints
Porter's Five Forces
PESTLE Analysis
Blue Ocean Strategy
Ansoff Matrix
VRIO and core competencies
7 Powers moat analysis
Strategy map
Scenario plan
Three Horizons portfolio
Stakeholder map
Partner and ecosystem map
Board and investor update
Company timeline

Brand

Who the company is when it shows up: identity and story, the words, the visual system, and every asset that carries them.

Templates: 15
Groups: 4
By reference: 6

Suggested starting points

Brand FoundationThe load-bearing beliefs: vision, mission, core values, and the promise the brand makes and keeps.5 fields
Brand Positioning StatementThe classic positioning sentence plus the reasoning under it: audience, frame, benefit, and proof.6 fields
Tone of VoiceHow the brand sounds in writing. The rules that make an agent's draft indistinguishable from the team's.6 fields
Logo & MarksEvery lockup of the mark, its correct use, and the files themselves, uploaded here and stored in S3.6 fields
Color PaletteEvery brand color with its exact values, its job, and its accessibility behavior.7 fields
TypographyTypefaces, the scale, and the rules that keep every surface setting type the same way.5 fields

Also in Brand

Brand Persona & Archetype
Brand Story
Brand Messaging Architecture
Elevator Pitch
Brand Kit
Imagery & Art Direction
Brand Storyboard
Brand Guidelines
Social & Channel Presence

Pulled in by reference

Value Proposition
Ideal Customer Profile
Buyer Persona
Customer Touchpoints
Strategic Guidance
Corporate Identity Map

Marketing

How the company is known, found, and chosen: from the 4 P's and STP up through the funnel, the content engine, and the numbers.

Templates: 34
Groups: 8
By reference: 14

Suggested starting points

Market Definition (TAM · SAM · SOM)Who the market is, how big it really is, and what triggers a purchase.10 fields
Brand Positioning StatementThe one frame every campaign, page, and pitch must agree with.6 fields
Messaging FrameworkThe message system: USP, pillars, and the golden rule, customers don't buy drills, they buy holes.5 fields
Funnel Architecture (TOFU / MOFU / BOFU)The conversion stages and what feeds each.4 fields
Content PillarsThe recurring themes all content maps to, so the brand compounds instead of scattering.3 fields
Pain and gain registerEvery pain and wanted gain as a row, with the segment that feels it, how hard and how often it bites, what they do about it today, and the message that answers it. The customer profile canvas holds these as prose; this is the queryable version behind it.2 fields
Audience segment profileThe dossier on one segment: how big it is and how that was worked out, what sets them off, what stops them buying, where they already are, and the words they use. STP names the segments; one of these exists per segment worth naming. The mistake is a size with no method behind it and an empty disqualifier list: a segment nobody can be ruled out of is an audience, not a target.9 fields · create multiple documents
Offer ladderEvery offer from free to premium as a rung, with its promise, its price, who it serves and what moves a customer up; sales pricing and packaging is the same ladder seen from the deal. A finished one says where the revenue actually sits today against the ladder as designed. The mistake is transcribing the pricing page: a rung earns its place only when it has a distinct promise and a trigger a system could detect.2 fields
Channel strategy and economicsEvery acquisition channel with what it costs, how fast it pays back, how much it delivers, where it runs out and who owns it. A finished one keeps the retired channels with their numbers and cites where each set of figures came from. The mistake is a payback computed on revenue instead of gross margin, which makes every channel look affordable and none of them comparable.3 fields

Also in Marketing

Marketing Mix (4 P's / 7P)
STP (Segmentation · Targeting · Positioning)
Jobs-to-be-Done
B2B Buying Center
Adoption Curve (Rogers Diffusion)
5 Stages of Awareness (Schwartz)
Case Study
AIDA Model
Customer Journey Map
Lead Scoring & Lifecycle
Editorial Calendar
Social Accounts
Marketing SOP
Marketing Plan
Core KPI Dashboard
UTM & Attribution Framework
MarTech Stack Map
Competitor Matrix
Positioning map
Proof points library
Launch plan
SEO topic and keyword map
Growth experiments backlog
Marketing budget and channel mix
Lifecycle and CRM programs

Pulled in by reference

Ideal Customer Profile
Buyer Persona
Value Proposition
Customer Profile Canvas
Value Map Canvas
Value Proposition Canvas
Business Environment Map
Assumptions Map
Test Card
Learning Card
Business Model Shift
Customer Touchpoints
Tone of Voice
Brand Messaging Architecture

Sales

How pipeline becomes revenue: strategy, the pipeline's three lines (stages, buyer actions, exit criteria), methodology, enablement, and deals.

Templates: 22
Groups: 5
By reference: 11

Suggested starting points

Sales Process & Pipeline MapThe pipeline as three parallel lines: sales stages, the buyer actions that actually advance deals, and the exit criteria that gate each stage.6 fields
Pricing & PackagingThe sellable offer: tiers, what each includes, and the discounting rules.4 fields
Qualification Framework (MEDDPICC / BANT)The letters, filled in for this business, what each criterion means here and the questions that surface it.10 fields
Objection HandlingEvery recurring objection with its root concern and the response that works.2 fields
Win and loss analysisEvery closed deal in the period with the one reason it went that way, and the patterns those rows add up to. Won deals sit in the same table as lost ones, because a table of only losses cannot say what wins.6 fields

Also in Sales

Strategic Sales Plan
Sales Canvas
Territory Management Plan
30-60-90 Day Sales Playbook
Targets & Forecast
Deal Approvals (Pricing & Legal)
Sales Methodology
Command of the Message
Gap Selling Canvas
Sales Playbook
Call Script
Battle Card
Enablement Repository
Mutual Action Plan
Key Account Plan
Sales compensation plan
Sales capacity model

Pulled in by reference

Customer Profile Canvas
Value Map Canvas
Value Proposition Canvas
Business Environment Map
Assumptions Map
Business Model Shift
Ideal Customer Profile
Buyer Persona
Competitor Matrix
Customer Touchpoints
Elevator Pitch

Product

What is built, why it wins, and what gets built next. Product media (Wasabi S3) and AI feedback analysis attach in the catalog phase.

Templates: 16
Groups: 6
By reference: 15

Suggested starting points

ProductOne product's complete record: fundamentals, features, and feedback themes. Media (Wasabi S3) and AI feedback analysis attach here in the catalog phase.25 fields · create multiple documents
Product Vision BoardThe vision above the backlog: audience, needs, product, and business goals on one board.5 fields · canvas
North Star MetricThe one metric that best captures delivered customer value, and its input tree.5 fields
Product requirementsOne outcome carried from discovery to spec: the opportunities found under it, the solutions tried against them, and the requirements that survived. The opportunity solution tree and the PRD in one record, because they are one argument. The mistake is starting at the requirements table: without the opportunities and the losing solutions above it, nobody downstream can tell what was decided from what was assumed.7 fields · create multiple documents

Also in Product

Product design artifact
Product gate decision
Themes & Epics Roadmap
RICE Scoring
MoSCoW Method
Kano Model
PMF Pyramid
Hook Model
Product Lifecycle Matrix
Release notes
Product positioning
Analytics events taxonomy

Pulled in by reference

Business Model Canvas
Customer Profile Canvas
Value Map Canvas
Value Proposition Canvas
Business Model Portfolio · Explore / Exploit Map
Business Model Initiative
Business Model Pattern Assessment
Business Model Shift
Innovation Metrics
Team Alignment Map
Business Environment Map
Assumptions Map
Test Card
Learning Card
Ideal Customer Profile

Operations

How the work flows: lean, theory of constraints, and six sigma at the base; EOS and Scaling Up as the operating rhythm on top.

Templates: 22
Groups: 6
By reference: 12

Suggested starting points

Core processOne recurring piece of work the company runs on a cadence: how leads are followed up, how orders ship, how the books close. It serves goals, it is held to a KPI, and the SOP that documents it is pointed at rather than pasted in.8 fields · create multiple documents
ProjectOne-off work with an end: a launch, a migration, a hire, a study. It serves goals, has an owner and a due date, and its deliverables are documents in this ledger, so finishing it leaves something behind.9 fields · create multiple documents
Operating Model CanvasPOLISM on one canvas: processes, organization, locations, information, suppliers, management systems.7 fields · canvas
Business Capabilities MapWhat the business must be able to do, rated for maturity and mapped to owners and systems.2 fields
Standard Operating ProcedureOne procedure, executably precise, written so an agent or a new hire can run it verbatim.6 fields · create multiple documents
Vendor registerEvery supplier the company depends on, with the term, the cost, the owner and what happens on the day it fails. The dependency map an operator reaches for during an outage and a finance lead reaches for before a renewal. The mistake is judging criticality by invoice size; the cheapest line here is often the one that stops the company within a day.4 fields

Also in Operations

Target Operating Model
Process Classification (APQC PCF)
RACI Matrix
EOS (Traction)
Scaling Up (4 Decisions)
Service Blueprint
Value Stream Map
SIPOC Diagram
Process Map (BPMN)
Company Playbook Index
Checklist
Audit Trails & System Logs
Constraint Analysis (ToC)
Improvement Log (DMAIC)
Incident postmortem
Capacity & Planning Model

Pulled in by reference

Org Design
Tech Stack
Business Model Portfolio · Explore / Exploit Map
Business Model Initiative
Strategic Guidance
Culture Map
Innovation Metrics
Team Alignment Map
Business Environment Map
Assumptions Map
Test Card
Learning Card

Finance

The money: model, runway, ownership, and controls.

Templates: 10
Groups: 4
By reference: 6

Suggested starting points

Unit EconomicsThe per-unit truth: CAC, LTV, payback, and margin, with the assumptions shown.4 fields
Financial ModelThe revenue and cost build with projections: the company as arithmetic.4 fields
Runway & Cash FlowCash on hand, burn, and the date the music stops under each scenario.4 fields
Financial statements summaryThe three statements at a glance for one period: profit and loss, balance sheet, cash, each against the prior period, with commentary that says what moved and why. What a board, a lender or an advisor is handed first. The mistake is publishing the numbers without the basis: cash or accrual, management or audited, and which period the prior column compares against.7 fields · create multiple documents

Also in Finance

Revenue model
Pricing Strategy
Budget
Cap Table
Funding History & Plan
Financial Policies & Controls

Pulled in by reference

Pricing & Packaging
Business Model Portfolio · Explore / Exploit Map
Business Model Initiative
Innovation Metrics
Business Environment Map
Assumptions Map

People

The organization, humans and agents, and how they grow.

Templates: 11
Groups: 4
By reference: 6

Suggested starting points

Org DesignThe actual structure, humans and agents alike, and the logic behind it.3 fields
Hiring PlanWho is hired next, in what order, and the bar they must clear.3 fields
Culture & ValuesThe values as behaviors, each with what it looks like and what violates it.3 fields
Competency frameworkThe career ladder as rows: each level with the scope it owns, and each competency described at every level. What a promotion argument is checked against, and what someone reads to know what is expected next. The mistake is levels separated by intensifiers rather than by scope; if two adjacent rows could be swapped without anyone noticing, the ladder has one level too many.6 fields

Also in People

Team charter
Role Charter
Compensation Philosophy
Onboarding Playbook
Performance Framework
Engagement survey
Employee handbook

Pulled in by reference

Brand Foundation
Strategic Guidance
Culture Map
Innovation Metrics
Corporate Identity Map
Team Alignment Map

Customer

Keeping customers successful, supported, and heard.

Templates: 10
Groups: 3
By reference: 9

Suggested starting points

Customer Success PlaybookHow accounts are made successful by segment: onboarding, cadence, and expansion plays.4 fields
Support ModelTiers, channels, and SLAs: the service promise and the machinery behind it.3 fields
Voice of CustomerThe feedback machine: programs, channels, current themes, and the loop back to customers.4 fields
Customer research studyOne study or interview series, indexed so it can be found later: who was spoken to, what they said, which themes came out of it, and the evidence entries every theme rests on. A finished one shows the sample well enough that a reader can see who was left out, and gives every theme its count, its quote and its citation. The mistake is filing the transcripts here as a second copy; they belong in the evidence library, and this document points at them.8 fields · create multiple documents

Also in Customer

Customer Health Model
Escalation Matrix
Churn & Retention Analysis
NPS and CSAT program
Renewal and expansion playbook
SLA and support tier catalog

Pulled in by reference

Customer Profile Canvas
Value Proposition Canvas
Business Environment Map
Assumptions Map
Test Card
Learning Card
Customer Touchpoints
Tone of Voice
Ideal Customer Profile

Legal

The company's legal reality: structure, agreements, and obligations.

Templates: 10
Groups: 3

Suggested starting points

Entity StructureThe legal entities, their jurisdictions, and how they relate.3 fields
Contracts RegisterEvery material agreement in force, with renewal dates that never surprise anyone.2 fields
Risk RegisterThe material risks, scored and owned, reviewed on a cadence, not in a crisis.2 fields
Regulatory mapEvery regime that reaches this company, why it reaches it, what it demands, who owns it, and whether the company is meeting it. The register a diligence question is answered from. The mistake is recording only the regimes the company already meets: a gap written down here is worth far more than a gap found by a regulator.5 fields

Also in Legal

Corporate records
Contract template library
IP Register
Privacy & Data Policy
Insurance register
Compliance Calendar

Technology

The systems the company runs on, context every agent needs before touching anything.

Templates: 6
Groups: 3

Suggested starting points

Tech StackEvery layer of the stack, why it was chosen, and who owns it.2 fields
Architecture OverviewThe system at a glance: components, how data moves, and the decisions that shaped it.4 fields
Security PostureHow the company is defended: access, secrets, and what happens when something breaks.5 fields

Also in Technology

Data Model Overview
Integrations Register
Development Process

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