She & HER · CRM Playbook · April 2026
How we move partnerships, pride activations, and funders through folk — in plain English.
Used in Year-round Brand Targets and Pride 2026 — Brand Targets. From first glance to activated deal.
🎯 Target
On our radar. Researched, on the list — no outreach yet.
Advance when: we send the first email or DM.
💌 Outreach
Cold email, warm intro, or DM is out. Waiting on reply.
Advance when: they reply and a conversation starts.
💬 In Convo
Back-and-forth is live. Exploring fit, asking questions.
Advance when: we send a formal pitch deck or one-pager.
🤝 Pitch Sent
They've got our proposal. Reviewing internally.
Advance when: they come back with numbers, terms, or a counter.
🔥 Negotiating
Terms on the table. Scope, budget, timeline all in play.
Advance when: paperwork is signed.
✅ Signed
Contract or LOI executed. Partnership is official.
Advance when: the activation goes live.
📦 Activated
It's in market. Co-branded content live, event running, perk redeemable.
Stays here through the activation window, then archive.
🪦 Pass
Didn't happen — timing, budget, fit, or a no. Keep the record; future cycles matter.
Used in Funders — Pre-seed. From warm target to signed SAFE.
🎯 Target
Researched fund, thesis fit confirmed. Not yet contacted.
Advance when: a warm intro lands or we send the cold note.
👋 Introed
Intro made — partner has our deck or loom.
Advance when: a first call is booked.
💬 First Call
First meeting happened. Notes logged, follow-up sent.
Advance when: they schedule a partner meeting or deep-dive.
🔥 Hot
Multiple partners engaged, genuine momentum, references requested.
Advance when: they ask for the data room.
📝 Diligence
Formal diligence underway — financials, cap table, references, tech review.
Advance when: a term sheet or SAFE offer arrives.
🎉 Term Sheet
Offer in hand. Negotiating check size, valuation, pro-rata.
Advance when: documents execute and funds wire.
✅ Closed
Wired. Cap table updated. Welcome to the crew.
🪦 Pass
No this round. Note the reason. Circle back for Seed or Series A.
One stage forward per interaction. If nothing moved, the record stays where it is. The pipeline is a record of real momentum, not aspiration.
A record always has a stage. Never leave anything in "No status" — that column is for accidents and imports, not for work.
71 non-Pride-coded brand targets. Product, sponsorship, content, and community perks.
81 Pride-season activations. Always cross-check the Brand Red Flags group before outreach.
64 pre-seed funders across diversity, consumer, AI, sustainability, behavioral econ, and Xoogler orbits.