Retrospective CPP
Outreach Campaign

The Revenue That's Already Sitting in the CRM

Every CPP member enrolled before the MSP awareness program existed is a qualified dealer who has never been told about myDW or Spectrum Enterprise in a structured way. They're eligible. They're in the system. They sell DW hardware. And they've received zero proactive communication about managed service revenue.

This campaign exists to fix that gap retroactively — in a single, organized push that converts unknown eligibility into visible pipeline. Unlike new lead generation, this audience already knows and trusts DW. The cost of acquisition is essentially zero. The only investment is the time to pull the list and send the emails.

This campaign is referenced in the CPP + MSP Unified Intake Ideas Platform proposal as a near-term action that generates results before the structural fix is approved. It is actionable immediately — no proposal approval, no system change, no admin involvement required.

Four Phases — List to Live Subscriptions

Not All CPP Members Are Equal — Prioritize Your Outreach

Before sending, segment the list into three tiers. Higher-tier dealers get personal outreach before or alongside the email. Lower-tier dealers receive the email sequence only. This keeps your personal time focused on the highest-probability conversations.

How to Build the List and Launch the Campaign

• 1
  Pull the Salesforce Report

  Run a report on the Account object: filter for Account Type = CPP Member (or your equivalent CPP status field), and exclude any Account that has a related Opportunity with Record Type = MSP Onboarding. The result is every active CPP dealer with no MSP pipeline on record. Export to a working spreadsheet.

  Salesforce
• 2
  Segment the List into Three Tiers

  Apply the Tier 1 / 2 / 3 criteria from the segmentation section above. Flag Tier 1 dealers in your spreadsheet — these get a phone call before or alongside Wave 1. Confirm that a named contact and valid email exists for each dealer before adding to the send list.

  You
• 3
  Create MSP Opportunities for Tier 1 Dealers in Salesforce

  For every Tier 1 dealer, create an MSP Opportunity record in Salesforce before reaching out. Stage: "New Request — Pending Qualification." This captures the outreach activity in the pipeline from day one and gives your Senior Director visibility into the campaign's impact.

  Salesforce
• 4
  Call Tier 1 Dealers

  Before or same day as Wave 1 email. Use the opener from the Dealer Field Guide Chapter 4 — the same conversation framework applies here. The call is brief: "Hey [name], I wanted to give you a quick heads up about a program we've been rolling out for CPP dealers — I'm sending you an email today with the details." That's it. The email does the rest.

  You
• 5
  Send Wave 1 Email to Full Segmented List

  Personalize the [CONTACT_FIRST_NAME] and [COMPANY_NAME] fields for each email. Send from your direct email address — not a marketing tool — to maximize deliverability and response rate. Log the send date for each dealer in your tracking spreadsheet.

  You
• 6
  Track Responses and Create Opportunities

  Any dealer who replies to any wave email becomes an MSP Opportunity in Salesforce immediately — stage: "New Request — Pending Qualification." Route them into the standard onboarding flow. Log non-responses for Wave 2 follow-up at Day 10.

  Salesforce You
• 7
  Send Wave 2 (Day 10) and Wave 3 (Day 21) to Non-Responders

  Remove anyone who has already responded or unsubscribed before sending Wave 2. Wave 3 is the final touch — the tone shifts to a clear, low-pressure CTA with an easy path to the MSP contact form. After Wave 3, close out non-responders from the active campaign list.

  You
• 8
  Campaign Retrospective at Day 30

  Pull Salesforce report: Opportunities created this month with source tagged to CPP retrospective campaign. Count responses, form submissions, and provisioned orgs. Present these numbers at the next weekly leadership meeting as the first measurable output of the CPP + MSP Unified Intake initiative.

  Salesforce Leadership Report

Three Waves · Written · Personalize and Deploy

All three emails are written below. Personalize the bracketed fields, send from your direct email address, and log send dates in your tracking spreadsheet. Do not use a mass email marketing tool — direct email from your address has significantly higher open and response rates for this audience.

What to Track — and What to Report to Leadership

At Day 30, pull these numbers and present them in your next weekly leadership meeting. Frame the campaign as the first measurable output of the CPP pipeline initiative — not as a marketing campaign, but as a revenue development action you identified, designed, and executed independently.