The DEN Framework
The Polar Phase — Building Scalable Systems
D - Document Playbooks
Turn tribal knowledge into teachable, scalable systems. What works for your founder-led sales won't scale without documentation.
Key Principles:
- Document every sales motion
- Create repeatable processes
- Build training materials
- Establish quality standards
Result: Faster rep ramp (3 months vs 6 months)
E - Expand Accounts
Land and expand—best customers grow 3x over time. Your best growth comes from existing customers.
Key Principles:
- Identify expansion opportunities early
- Build relationships across departments
- Create value beyond initial use case
- Develop expansion playbooks
Result: 140% net retention
N - Nurture the Machine
Scale the team, optimize the motion, dominate the market. Build systems that make average reps great.
Key Principles:
- Standardize sales processes
- Implement consistent training
- Optimize based on data
- Build a culture of excellence
Result: Predictable, scalable growth
Target: $10M → $100M+ ARR
The DEN framework is for companies that have found product-market fit and need to scale systematically. This is where you transition from founder-led to process-driven growth.