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  • The brief
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  • This week · 6
  • This quarter · 9
  • Big bets · 3
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Generated Oct 18, 2026
  1. Programmable
  2. Playbooks
  3. SchooLinks
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growth playbook · Oct 18, 2026

schoolinks.com (opens in a new tab)

SchooLinks growth playbook

Diagnosis

SchooLinks is a Series B company with customers in 42+ states, 30 to 50% share in key states and 97% gross retention, and its hiring is about selling more efficiently: a hands-on VP of Marketing judged on RFP win rate, win rate by competitor, CAC and pipeline per event dollar, an Event Manager, an outbound AE told to use reference accounts for regional expansion, and a CSM for a scaled small-district book.

The raw material is strong (50 state pages, comparison pages, user groups, ambassadors, a policy lead), but proof and procurement help are scattered: case studies are buried among 555 resources, state pages share a template, and nothing helps a district write the RFP or find the budget.

This playbook focuses on winning more RFPs, turning the customer map into regional expansion, and making the small-district motion profitable.

Growth Score

7/10

Biggest Opportunity

Shape procurement before it starts: an RFP kit, funding sheets and co-op contracts, backed by state-specific pages and neighbor-district proof.

Biggest Risk

K-12 budgets are tight after federal relief money ended, and Naviance, Xello, Scoir and MajorClarity compete on price and relationships, so long RFP cycles could cap growth even with a better product.

01

Start here

The three moves to make first. Each one is written up in full below.

  1. 1

    An "RFP kit" page that hands districts the answers before they write the RFP

    Pull the five most common sections from the last ten RFPs answered and write model language for each.

    High impact First result in 1 quarter
  2. 2

    Set up event tracking so every event has a meeting target and a pipeline number

    List every event booked for the next two quarters with cost and owner.

    High impact First result in 1 month
  3. 3

    A customers page that leads with the largest districts and filters by state and size

    Ask the four big districts for permission to show their names and logos.

    High impact First result in 2 weeks

02

Your idea portfolio

21 ideas, grouped by when to run them. Open any idea for how to run it: the steps, who to approach, copy you can use, and how to measure it.

  • 7 ideas are marked Unexpected: plays you are unlikely to have tried.

Every idea placed by the effort it takes against the impact it could have. Quick wins sit top left; select a number to open that idea. The filters below narrow the list by status, timing, category and what Programmable can build.

Effort vs impactEach number is an idea. Select one to open it.
Impact →
Quick wins · 5Big bets · 6Fill-ins · 4Reconsider · 6
Effort →

Showing 21 of 21 ideas

This week 6

Quick wins with a clear first action.

  • 01

    The VP of Marketing will be judged on RFP win rate, proposal score and time to respond, and SchooLinks already wrote a post on running a good RFP. Districts often copy scope language from a vendor they trust, so the vendor that supplies clear requirements shapes the RFP.

    High impactLow effort First result in 1 quarter RFP manager

    First action

    Pull the five most common sections from the last ten RFPs answered and write model language for each.

    How to measure it

    RFP win rate

    Now
    –
    Target
    +10 points
    By
    3 quarters

    Steps

    1. 1

      Mine past RFPs

      Common sections, scoring criteria and where points were lost.

      RFP manager 2 days

    2. 2

      Write model scope language

      Per module, neutral enough for a district to reuse.

      RFP manager 2 days

    3. 3

      Add the paperwork

      SAM.gov, W-9, insurance, small business status, privacy agreements.

      RFP manager 1 day

    4. 4

      Build the page

      Downloads behind a short HubSpot form.

      VP of Marketing 1 day

    5. 5

      Route downloads

      Territory AE gets a task within the hour.

      Account Executive 1 hour

    6. 6

      Link it

      From the RFP blog post, the superintendent evaluation guide and state pages.

      VP of Marketing 2 hours

    7. 7

      Track RFPs it touched

      Tag RFPs that arrive after a download.

      RFP manager Ongoing

    First result
    1 quarter
    Cost
    $0
    Owner
    RFP manager

    Smallest test

    Send the model scope language to three districts the AEs know are drafting RFPs.

    Why it works

    A public page for procurement and CCR directors: sample scope language by module, the questions to ask any vendor, student data privacy answers, implementation timelines by district size, references by state, and vendor paperwork (SAM.gov registration, W-9, insurance, small business status) as downloads. Every download is a lead for the AE in that territory.

    An RFP written around the right requirements raises the proposal score before SchooLinks writes a word, and the paperwork downloads save the RFP manager hours on every response.

    Ready to use

    ChecklistRFP kit contents

    [ ] Model scope language: CCR, course planning, WBL, college applications, state reporting
[ ] Ten questions to ask any CCR vendor
[ ] Student data privacy answers and signed state agreements
[ ] Implementation timeline by district size (2 weeks to 10+ months)
[ ] Reference districts by state
[ ] SAM.gov registration, W-9, certificate of insurance
[ ] Small business status documentation

    Risks and how to handle them

    • Looks like steering procurement

      Keep the language vendor-neutral and say so on the page.

    Evidence

    • HiringVP of Marketing (Austin): Series B; customers in more than 42 states, 10+ states growing 2x, 30 to 50% market share in key states; largest customers include Chicago Public Schools, Dallas ISD, Newark and Houston; districts adopt for grades 6 to 12 on 3 to 5 year contracts; gross retention 97%. The VP owns positioning (using the Government Relations lead's policy intelligence "within days, not months"), win/loss and win rate by competitor, digital and performance marketing judged on conversion, win rate and CAC, RFP responses (win rate, proposal score, time to respond; there is an RFP manager), and events measured on "pipeline generated per event dollar".Source
    • Your websiteResource posts written for buyers: "8 Steps to Ensure the RFP Process Gets You What You Need", "How to Evaluate College and Career Readiness Platforms for K-12 Districts: A Guide for Superintendents", a federal funding guide, "Beyond the ESSER Cliff" grant tips, "Budget Outlook: CTE Is the Bright Spot in K-12 Funding", and a post on the federal push for one million apprenticeships.Source
    • programmable.infoSite scan: Webflow and HubSpot (HubSpot replaced Intercom in the past year), HubSpot chat and a newsletter; security header grade F (18 of 100); SAM.gov registration active since July 2026 as SCHOOLINKS, INC. in Austin, listed as a woman-owned, minority-owned small business (NAICS 611710); two news mentions in the last 30 days.Source
    • Your websiteSitemap: 645 URLs: 555 resource posts, 50 state pages, 9 platform pages and 3 comparison pages (Naviance, Xello, Scoir, updated October 12, 2026); also pages for charter schools, private schools, higher education, industry partners, ambassadors, user groups, "Consolidate & Save", a time savings calculator and Intelligence Studio. Case studies (Naperville 203, Spokane, San Antonio ISD, Lamar CISD, Pflugerville ISD, Plano ISD) are resource posts; there is no customers page.Source
  • 02

    The VP of Marketing is told to measure "pipeline generated per event dollar" and kill underperforming events, and the new Event Manager owns event ROI. That only works if every event is set up the same way before the first one runs.

    High impactLow effort First result in 1 month Event Manager

    First action

    List every event booked for the next two quarters with cost and owner.

    How to measure it

    Events with tracked pipeline

    Now
    –
    Target
    100%
    By
    1 quarter

    Steps

    1. 1

      List the calendar

      Every event, cost and owner.

      Event Manager 1 day

    2. 2

      Create campaigns

      One Salesforce campaign per event.

      Event Manager 1 day

    3. 3

      Set meeting targets

      Pre-booked meetings per event with the territory AE.

      Account Executive 1 hour per event

    4. 4

      Standardise lead capture

      One form or scanner, synced in 24 hours.

      Event Manager 2 days

    5. 5

      Set the follow-up rule

      48 hours, with a template per event type.

      Event Manager 2 hours

    6. 6

      Build the dashboard

      Meetings, opportunities, pipeline per dollar.

      VP of Marketing 1 day

    7. 7

      Review monthly

      Keep, change or drop each event.

      VP of Marketing Monthly

    First result
    1 month
    Cost
    $0
    Owner
    Event Manager

    Smallest test

    Run the full setup on the next single conference.

    Why it works

    A Salesforce campaign per event with cost, a pre-booked meeting target, lead capture through one scanner or form flowing to Salesforce within 24 hours, a 48-hour follow-up rule for the AE, and a dashboard of meetings, opportunities and pipeline per dollar by event type.

    Without the setup, the first quarter of events produces badge scans and no answer; with it, the Event Manager can show ROI by month two.

    Risks and how to handle them

    • Long K-12 cycles hide event impact

      Measure meetings and opportunities first, bookings later.

    Evidence

    • HiringVP of Marketing (Austin): Series B; customers in more than 42 states, 10+ states growing 2x, 30 to 50% market share in key states; largest customers include Chicago Public Schools, Dallas ISD, Newark and Houston; districts adopt for grades 6 to 12 on 3 to 5 year contracts; gross retention 97%. The VP owns positioning (using the Government Relations lead's policy intelligence "within days, not months"), win/loss and win rate by competitor, digital and performance marketing judged on conversion, win rate and CAC, RFP responses (win rate, proposal score, time to respond; there is an RFP manager), and events measured on "pipeline generated per event dollar".Source
    • HiringEvent Manager (Austin, reports to the VP of Marketing): own ROI on event spend across trade shows, Lunch and Learns, customer events, webinars, conferences, round tables and dinners, from small district events to the largest conferences; travel to 3 to 5 events a quarter; event landing pages, pre- and post-event follow-up and lead capture, tracked with Demand Gen and Sales Enablement.Source
    • HiringAccount Executive (remote, posted September 2026): "operating in 40+ states"; self-source pipeline through outbound, networking and event follow-up; research each district's budget cycle and decision structure; multi-thread across Superintendents, CAOs, Deputy Superintendents, Directors and Counselors; "leverage reference accounts strategically to accelerate regional expansion"; Salesforce and Gong.Source
  • 03

    The job posting names Chicago Public Schools, Dallas ISD, Newark and Houston as customers, and there are case studies from Naperville, Spokane, San Antonio, Lamar, Pflugerville and Plano. On the site they are resource posts among 555 others, with no customers page.

    High impactLow effort First result in 2 weeks VP of Marketing

    First action

    Ask the four big districts for permission to show their names and logos.

    How to measure it

    Reference calls booked from the page

    Now
    –
    Target
    6 a month
    By
    1 quarter

    Steps

    1. 1

      Get permissions

      Big-district logos and quotes.

      VP of Marketing 2 weeks

    2. 2

      Tag case studies

      State, size, problem, headline number.

      VP of Marketing 2 hours

    3. 3

      Build the page

      Webflow CMS collection with filters.

      VP of Marketing 1 day

    4. 4

      Add reference booking

      A form that routes to the ambassador program.

      Customer Success Manager, SMB / Scale 2 hours

    5. 5

      Link everywhere

      Navigation, state pages, comparison pages.

      VP of Marketing 1 hour

    6. 6

      Fill gaps

      List states with no case study and plan one per growth state.

      VP of Marketing 1 hour

    First result
    2 weeks
    Cost
    $0
    Owner
    VP of Marketing

    Smallest test

    Publish the page with the six existing case studies first.

    Why it works

    A customers page: big-district logos (with permission), a filter by state, district size and the problem solved (compliance, counselor time, course planning, WBL), each case study's headline number on its card, and a "talk to a district like yours" button that books a reference call.

    A superintendent wants proof from a district like theirs, and the AE job says to use reference accounts to win regions. A page sorted by state and size does that job without a call.

    Risks and how to handle them

    • Districts decline logo use

      Use district size and state without the name.

    Evidence

    • HiringVP of Marketing (Austin): Series B; customers in more than 42 states, 10+ states growing 2x, 30 to 50% market share in key states; largest customers include Chicago Public Schools, Dallas ISD, Newark and Houston; districts adopt for grades 6 to 12 on 3 to 5 year contracts; gross retention 97%. The VP owns positioning (using the Government Relations lead's policy intelligence "within days, not months"), win/loss and win rate by competitor, digital and performance marketing judged on conversion, win rate and CAC, RFP responses (win rate, proposal score, time to respond; there is an RFP manager), and events measured on "pipeline generated per event dollar".Source
    • Your websiteSitemap: 645 URLs: 555 resource posts, 50 state pages, 9 platform pages and 3 comparison pages (Naviance, Xello, Scoir, updated October 12, 2026); also pages for charter schools, private schools, higher education, industry partners, ambassadors, user groups, "Consolidate & Save", a time savings calculator and Intelligence Studio. Case studies (Naperville 203, Spokane, San Antonio ISD, Lamar CISD, Pflugerville ISD, Plano ISD) are resource posts; there is no customers page.Source
    • HiringAccount Executive (remote, posted September 2026): "operating in 40+ states"; self-source pipeline through outbound, networking and event follow-up; research each district's budget cycle and decision structure; multi-thread across Superintendents, CAOs, Deputy Superintendents, Directors and Counselors; "leverage reference accounts strategically to accelerate regional expansion"; Salesforce and Gong.Source
  • 04

    SchooLinks updated its comparison pages against Naviance, Xello and Scoir this month and says districts leave Naviance for it. The fear that stops a switch is migration: what happens to four years of student plans and college applications in the middle of a school year.

    High impactLow effort First result in 1 month Solutions Manager

    First action

    Write down the migration steps from the last three Naviance switches.

    How to measure it

    Switch deals reaching proposal

    Now
    –
    Target
    +25%
    By
    2 quarters

    Steps

    1. 1

      Interview past switchers

      Three districts that left Naviance or Xello.

      Solutions Manager 1 week

    2. 2

      Map the data

      What moves automatically, what is re-entered.

      Solutions Manager 2 days

    3. 3

      Write timelines

      Small, medium and large districts.

      Solutions Manager 1 day

    4. 4

      Design the mid-year option

      Which modules can switch mid-year.

      Solutions Manager 1 day

    5. 5

      Publish

      A page per incumbent and a PDF.

      VP of Marketing 1 day

    6. 6

      Link from comparisons

      Each vs page ends with the switching plan.

      VP of Marketing 1 hour

    First result
    1 month
    Cost
    $0
    Owner
    Solutions Manager

    Smallest test

    Send the Naviance plan PDF to five open opportunities with Naviance today.

    Why it works

    A page and PDF for each incumbent: what data moves and how, a week-by-week timeline by district size, what counselors do during the switch, a mid-year option, and a named Solutions Manager. The comparison pages link to it.

    Comparison pages win the argument; a migration plan removes the risk. Implementation ranges from 2 weeks to 10 months, so being specific about it is a selling point.

    Risks and how to handle them

    • Over-promising speed

      Use real ranges from past implementations.

    Evidence

    • Competitor researchNaviance (PowerSchool) is the incumbent SchooLinks' comparison page calls "once a pioneer"; Xello sells a K-12 college and career platform with state-level experts; Scoir is free for students and families and connects them to colleges; MajorClarity by Edmentum offers career test-drives, academic planning, work-based learning and micro-credentials.Source
    • Your websiteSitemap: 645 URLs: 555 resource posts, 50 state pages, 9 platform pages and 3 comparison pages (Naviance, Xello, Scoir, updated October 12, 2026); also pages for charter schools, private schools, higher education, industry partners, ambassadors, user groups, "Consolidate & Save", a time savings calculator and Intelligence Studio. Case studies (Naperville 203, Spokane, San Antonio ISD, Lamar CISD, Pflugerville ISD, Plano ISD) are resource posts; there is no customers page.Source
    • HiringVP of Marketing (Austin): Series B; customers in more than 42 states, 10+ states growing 2x, 30 to 50% market share in key states; largest customers include Chicago Public Schools, Dallas ISD, Newark and Houston; districts adopt for grades 6 to 12 on 3 to 5 year contracts; gross retention 97%. The VP owns positioning (using the Government Relations lead's policy intelligence "within days, not months"), win/loss and win rate by competitor, digital and performance marketing judged on conversion, win rate and CAC, RFP responses (win rate, proposal score, time to respond; there is an RFP manager), and events measured on "pipeline generated per event dollar".Source
    • HiringEight open roles on Workable: Account Executive, VP of Marketing, Event Manager, CSM (SMB / Scale), a Solutions Manager implementing Course Planner for larger districts, a Senior Full-Stack Engineer, a Controller and a Director of Talent and Performance.Source
  • 05

    User groups are in-person, state-specific training days run with SchooLinks districts, such as the Heartland day in Kansas City on November 6. They are planned for customers, but a prospect sitting next to a peer counselor using the product is the strongest demo there is.

    High impactLow effort First result in 1 quarter Account Executive

    First action

    Pick ten prospect districts within driving distance of the November 6 Kansas City user group and invite them.

    How to measure it

    Attendee districts with an opportunity

    Now
    –
    Target
    40%
    By
    2 quarters

    Steps

    1. 1

      Pick the next user groups

      The next three dates.

      Event Manager 1 hour

    2. 2

      List nearby prospects

      Within two hours' drive.

      Account Executive 2 hours

    3. 3

      Ask hosts

      Host districts agree to a prospect session.

      Customer Success Manager, SMB / Scale 1 day

    4. 4

      Invite

      Personal invitations from the AE and a host counselor.

      Account Executive 1 week

    5. 5

      Run the session

      Peer talk, lunch and a short demo.

      Account Executive Half a day

    6. 6

      Follow up

      Within 48 hours.

      Account Executive 2 days

    7. 7

      Thank the hosts

      Ambassador points for host districts.

      Customer Success Manager, SMB / Scale 1 hour

    First result
    1 quarter
    Cost
    Lunch and travel
    Owner
    Account Executive

    Smallest test

    Invite prospects to the Kansas City user group only.

    Why it works

    For every user group, the territory AE invites five to ten nearby prospect districts' counselor leads and CCR directors to a separate morning session and lunch with customers, then a short demo. The ambassador program supplies the hosts.

    The AE is told to use reference accounts to expand regionally. A user group puts many references in one room on a date already paid for.

    Risks and how to handle them

    • Customers dislike a sales pitch at their training day

      Keep the prospect session separate from the training.

    Evidence

    • Your websiteAmbassador Program: users apply with a district email and earn points toward rewards for reference calls, speaking, case studies, beta testing and advisory boards. User Groups: state-specific in-person training days run with user districts, such as the Heartland group in Kansas City on November 6, 2026 and a Houston-area group in Montgomery, Texas.Source
    • HiringAccount Executive (remote, posted September 2026): "operating in 40+ states"; self-source pipeline through outbound, networking and event follow-up; research each district's budget cycle and decision structure; multi-thread across Superintendents, CAOs, Deputy Superintendents, Directors and Counselors; "leverage reference accounts strategically to accelerate regional expansion"; Salesforce and Gong.Source
    • HiringVP of Marketing (Austin): Series B; customers in more than 42 states, 10+ states growing 2x, 30 to 50% market share in key states; largest customers include Chicago Public Schools, Dallas ISD, Newark and Houston; districts adopt for grades 6 to 12 on 3 to 5 year contracts; gross retention 97%. The VP owns positioning (using the Government Relations lead's policy intelligence "within days, not months"), win/loss and win rate by competitor, digital and performance marketing judged on conversion, win rate and CAC, RFP responses (win rate, proposal score, time to respond; there is an RFP manager), and events measured on "pipeline generated per event dollar".Source
  • 06

    The Consolidate & Save page offers a Cost Savings Assessment to prospects. The new Scale CSM runs renewals for smaller districts, which often still pay for separate tools for work-based learning, course planning or college applications on top of SchooLinks.

    Medium impactLow effort First result in 1 quarter Customer Success Manager

    First action

    List the next 20 small-district renewals and the tools each still pays for.

    How to measure it

    Renewals with expansion

    Now
    –
    Target
    30%
    By
    2 quarters

    Steps

    1. 1

      List renewals

      Next two quarters.

      Customer Success Manager, SMB / Scale 2 hours

    2. 2

      Find overlapping tools

      From implementation notes and a quick district survey.

      Customer Success Manager, SMB / Scale 1 week

    3. 3

      Fill the assessment

      Cost today vs SchooLinks modules.

      Customer Success Manager, SMB / Scale 1 hour per district

    4. 4

      Quote with savings

      Renewal plus module, savings shown.

      Customer Success Manager, SMB / Scale 1 hour per district

    5. 5

      Time it to budgets

      Before each district's budget is set.

      Customer Success Manager, SMB / Scale Ongoing

    6. 6

      Report

      Expansion rate in the Scale book.

      Customer Success Manager, SMB / Scale Monthly

    First result
    1 quarter
    Cost
    $0
    Owner
    Customer Success Manager, SMB / Scale

    Smallest test

    Run the assessment on the next five renewals.

    Why it works

    Before each renewal, the CSM fills in the assessment with the district: which separate tools they still pay for, what they cost, and which SchooLinks modules would replace them. The renewal quote includes the add-on module and the money the district saves.

    It turns a renewal into an expansion that saves the district money, which is the easiest kind of upsell to approve in a tight budget year.

    Risks and how to handle them

    • Districts locked into other contracts

      Time the swap to the other tool's renewal date.

    Evidence

    • Your websiteConsolidate & Save: SchooLinks replaces separate tools for college and career readiness (Xello, Naviance, MajorClarity, state solutions), course planning, college applications and transcripts, work-based learning and compliance; the call to action is "Get a Cost Savings Assessment".Source
    • HiringCustomer Success Manager, SMB / Scale Team: a portfolio of smaller districts; usage, engagement and outcome data to judge health; run the renewal (quote, verbal approval, signature) and "multi-thread to discover expansion opportunities"; travel mostly August to October.Source
    • HiringVP of Marketing (Austin): Series B; customers in more than 42 states, 10+ states growing 2x, 30 to 50% market share in key states; largest customers include Chicago Public Schools, Dallas ISD, Newark and Houston; districts adopt for grades 6 to 12 on 3 to 5 year contracts; gross retention 97%. The VP owns positioning (using the Government Relations lead's policy intelligence "within days, not months"), win/loss and win rate by competitor, digital and performance marketing judged on conversion, win rate and CAC, RFP responses (win rate, proposal score, time to respond; there is an RFP manager), and events measured on "pipeline generated per event dollar".Source

This quarter 9

The core plays for the next three months.

  • 07

    All 50 state pages use one template with the state's terms swapped in. Texas, with CCMR and the Personal Graduation Plan, has more depth; most states do not. SchooLinks says 10+ states are growing 2x, and a CCR director in those states searches by their own accountability terms.

    High impactMedium effort First result in 1 quarter Government Relations lead

    First action

    Pick the ten states from bookings growth and write the first one (not Texas) in full.

    How to measure it

    Demo requests from state pages

    Now
    –
    Target
    +50%
    By
    2 quarters

    Steps

    1. 1

      Pick the states

      From bookings growth and pipeline.

      VP of Marketing 1 hour

    2. 2

      Collect state rules

      Requirements, deadlines and seals.

      Government Relations lead 1 week

    3. 3

      Screenshot the reports

      Each state dashboard, with demo data.

      Solutions Manager 2 days

    4. 4

      List local customers

      With permission.

      Customer Success Manager, SMB / Scale 2 days

    5. 5

      Write the pages

      Two a week.

      VP of Marketing 5 weeks

    6. 6

      Name an expert

      Photo and booking link per state.

      Account Executive 1 day

    7. 7

      Update on rule changes

      Government Relations flags changes.

      Government Relations lead Ongoing

    First result
    1 quarter
    Cost
    $0
    Owner
    Government Relations lead

    Smallest test

    Rewrite one growth state page and compare its demo requests for two months.

    Why it works

    For the ten growth states: the state's actual requirements and deadlines, how SchooLinks reports each one (with a dashboard screenshot), the districts in that state using it, the next user group date, and a named state expert. The Government Relations lead keeps each page current when rules change.

    State requirements are why districts buy. Pages that show the exact report a state needs win searches and make the AE's outreach credible.

    Risks and how to handle them

    • Rules change and pages go stale

      Show a "last checked" date and review each term.

    Evidence

    • Your websiteState pages share one template with the state's own terms swapped in: Texas covers CCMR, the Personal Graduation Plan and TEA accountability; Ohio covers OGP tracking and seals; Alabama and Wyoming cover graduation plans and CCR tracking.Source
    • HiringVP of Marketing (Austin): Series B; customers in more than 42 states, 10+ states growing 2x, 30 to 50% market share in key states; largest customers include Chicago Public Schools, Dallas ISD, Newark and Houston; districts adopt for grades 6 to 12 on 3 to 5 year contracts; gross retention 97%. The VP owns positioning (using the Government Relations lead's policy intelligence "within days, not months"), win/loss and win rate by competitor, digital and performance marketing judged on conversion, win rate and CAC, RFP responses (win rate, proposal score, time to respond; there is an RFP manager), and events measured on "pipeline generated per event dollar".Source
    • Your websiteHomepage: "A College & Career Platform for Modern Students", a state picker for all 50 states, AI alerts and nudges and a Student Insights Agent for counselors, and real-time state reporting dashboards for CCMR, CCRI, CCR and Seal attainment.Source
    • Your websiteAmbassador Program: users apply with a district email and earn points toward rewards for reference calls, speaking, case studies, beta testing and advisory boards. User Groups: state-specific in-person training days run with user districts, such as the Heartland group in Kansas City on November 6, 2026 and a Houston-area group in Montgomery, Texas.Source
  • 08

    The VP is told to translate policy into positioning "within days, not months", using the Government Relations lead's intelligence. SchooLinks already writes about federal funding, ESSER, CTE budgets and apprenticeships, but as single posts rather than a briefing people subscribe to.

    Medium impactMedium effort First result in 1 quarter Government Relations lead

    First action

    Write the first issue from the last 60 days of policy changes.

    How to measure it

    Briefing subscribers in target districts

    Now
    –
    Target
    2,000
    By
    2 quarters

    Steps

    1. 1

      Set the format

      Federal, then state by state, then deadlines.

      Government Relations lead 1 day

    2. 2

      Write issue one

      Last 60 days of changes.

      Government Relations lead 3 days

    3. 3

      Build the list

      Customers, prospects and event leads.

      VP of Marketing 1 week

    4. 4

      Send and publish

      Email plus a page per issue.

      VP of Marketing Monthly

    5. 5

      Arm the AEs

      A state excerpt to forward.

      Account Executive Monthly

    6. 6

      Measure

      Opens, replies and meetings by district.

      VP of Marketing Monthly

    First result
    1 quarter
    Cost
    $0
    Owner
    Government Relations lead

    Smallest test

    Send one issue to 500 contacts and count replies.

    Why it works

    A short monthly email and page: federal and state changes that affect college and career readiness, what each means for a district, deadlines, and one sentence on how SchooLinks handles it. AEs forward the state section to their accounts.

    Policy changes are when districts look for new tools. A briefing that arrives first makes SchooLinks the source a superintendent trusts.

    Risks and how to handle them

    • Policy errors

      Link each item to the official source.

    Evidence

    • HiringVP of Marketing (Austin): Series B; customers in more than 42 states, 10+ states growing 2x, 30 to 50% market share in key states; largest customers include Chicago Public Schools, Dallas ISD, Newark and Houston; districts adopt for grades 6 to 12 on 3 to 5 year contracts; gross retention 97%. The VP owns positioning (using the Government Relations lead's policy intelligence "within days, not months"), win/loss and win rate by competitor, digital and performance marketing judged on conversion, win rate and CAC, RFP responses (win rate, proposal score, time to respond; there is an RFP manager), and events measured on "pipeline generated per event dollar".Source
    • Your websiteResource posts written for buyers: "8 Steps to Ensure the RFP Process Gets You What You Need", "How to Evaluate College and Career Readiness Platforms for K-12 Districts: A Guide for Superintendents", a federal funding guide, "Beyond the ESSER Cliff" grant tips, "Budget Outlook: CTE Is the Bright Spot in K-12 Funding", and a post on the federal push for one million apprenticeships.Source
    • programmable.infoSite scan: Webflow and HubSpot (HubSpot replaced Intercom in the past year), HubSpot chat and a newsletter; security header grade F (18 of 100); SAM.gov registration active since July 2026 as SCHOOLINKS, INC. in Austin, listed as a woman-owned, minority-owned small business (NAICS 611710); two news mentions in the last 30 days.Source
  • 09

    Districts copy what neighboring districts do, and SchooLinks has 30 to 50% share in key states. The AE job says to use reference accounts for regional expansion, but nothing on the site or in outreach is organised around the map.

    High impactMedium effort First result in 1 quarter Account Executive

    First action

    Map customers and neighboring non-customers in one growth state.

    How to measure it

    Neighbor-district opportunities

    Now
    –
    Target
    15 a quarter
    By
    2 quarters

    Steps

    1. 1

      Map one state

      Customers and their neighbors.

      Account Executive 1 day

    2. 2

      Get peer quotes

      One line per customer.

      Customer Success Manager, SMB / Scale 2 weeks

    3. 3

      Write the sequence

      Email, call, LinkedIn, invitation.

      Account Executive 1 day

    4. 4

      Run it

      To CCR directors and counselor leads first.

      Account Executive 4 weeks

    5. 5

      Offer visits

      Half-day visits to the customer district.

      Account Executive Ongoing

    6. 6

      Expand to more states

      After results in the first.

      Account Executive Quarterly

    First result
    1 quarter
    Cost
    Visit travel
    Owner
    Account Executive

    Smallest test

    Run the sequence around five customers in one state.

    Why it works

    For each customer, list the bordering and same-region districts that are not customers, and run a sequence to them: a peer quote, the customer's headline result, an invitation to visit or call, and the local user group date.

    Local proof beats national logos for a superintendent, and expansion along the map is how 30 to 50% share in key states grows.

    Risks and how to handle them

    • Over-using the same reference

      Spread asks across ambassadors.

    Evidence

    • HiringVP of Marketing (Austin): Series B; customers in more than 42 states, 10+ states growing 2x, 30 to 50% market share in key states; largest customers include Chicago Public Schools, Dallas ISD, Newark and Houston; districts adopt for grades 6 to 12 on 3 to 5 year contracts; gross retention 97%. The VP owns positioning (using the Government Relations lead's policy intelligence "within days, not months"), win/loss and win rate by competitor, digital and performance marketing judged on conversion, win rate and CAC, RFP responses (win rate, proposal score, time to respond; there is an RFP manager), and events measured on "pipeline generated per event dollar".Source
    • HiringAccount Executive (remote, posted September 2026): "operating in 40+ states"; self-source pipeline through outbound, networking and event follow-up; research each district's budget cycle and decision structure; multi-thread across Superintendents, CAOs, Deputy Superintendents, Directors and Counselors; "leverage reference accounts strategically to accelerate regional expansion"; Salesforce and Gong.Source
    • Your websiteAmbassador Program: users apply with a district email and earn points toward rewards for reference calls, speaking, case studies, beta testing and advisory boards. User Groups: state-specific in-person training days run with user districts, such as the Heartland group in Kansas City on November 6, 2026 and a Houston-area group in Montgomery, Texas.Source
  • 10

    The Ambassador program already rewards reference calls, and the AE job says to use reference accounts. But references are usually arranged by hand, late, and with whoever is available.

    Medium impactMedium effort First result in 1 quarter Customer Success Manager

    First action

    Tag every ambassador by state, size and previous vendor.

    How to measure it

    Proposal to close

    Now
    –
    Target
    -20%
    By
    2 quarters

    Steps

    1. 1

      Tag ambassadors

      State, size, incumbent replaced.

      Customer Success Manager, SMB / Scale 1 day

    2. 2

      Build the request form

      In Salesforce, from the opportunity.

      Customer Success Manager, SMB / Scale 1 day

    3. 3

      Set the rule

      Every proposal-stage deal gets one.

      Account Executive 1 hour

    4. 4

      Brief the ambassador

      Who is calling and what they care about.

      Customer Success Manager, SMB / Scale 30 minutes each

    5. 5

      Thank and reward

      Points and a handwritten note.

      Customer Success Manager, SMB / Scale Per call

    6. 6

      Track impact

      Close rate and cycle time with vs without.

      VP of Marketing Monthly

    First result
    1 quarter
    Cost
    Rewards
    Owner
    Customer Success Manager, SMB / Scale

    Smallest test

    Match ambassadors to the next five proposal-stage deals.

    Why it works

    When an opportunity reaches proposal, the AE requests a reference from an ambassador in a similar district (state, size, incumbent replaced). A simple matching form picks two candidates; the call is booked within a week and the ambassador earns points.

    A matched peer answers the questions a vendor cannot, and doing it at proposal stage speeds the decision.

    Risks and how to handle them

    • Ambassador fatigue

      Cap calls per ambassador per quarter.

    Evidence

    • Your websiteAmbassador Program: users apply with a district email and earn points toward rewards for reference calls, speaking, case studies, beta testing and advisory boards. User Groups: state-specific in-person training days run with user districts, such as the Heartland group in Kansas City on November 6, 2026 and a Houston-area group in Montgomery, Texas.Source
    • HiringAccount Executive (remote, posted September 2026): "operating in 40+ states"; self-source pipeline through outbound, networking and event follow-up; research each district's budget cycle and decision structure; multi-thread across Superintendents, CAOs, Deputy Superintendents, Directors and Counselors; "leverage reference accounts strategically to accelerate regional expansion"; Salesforce and Gong.Source
    • HiringVP of Marketing (Austin): Series B; customers in more than 42 states, 10+ states growing 2x, 30 to 50% market share in key states; largest customers include Chicago Public Schools, Dallas ISD, Newark and Houston; districts adopt for grades 6 to 12 on 3 to 5 year contracts; gross retention 97%. The VP owns positioning (using the Government Relations lead's policy intelligence "within days, not months"), win/loss and win rate by competitor, digital and performance marketing judged on conversion, win rate and CAC, RFP responses (win rate, proposal score, time to respond; there is an RFP manager), and events measured on "pipeline generated per event dollar".Source
  • 11

    The Scale CSM team serves smaller districts, where every RFP costs SchooLinks as much to answer as a big one and many districts would rather buy without one. Small districts often buy through cooperative contracts that have already been competitively awarded.

    High impactMedium effort First result in 2 quarters VP of Marketing

    First action

    Ask the last ten small districts that bought how they procured it, and which co-ops they use.

    How to measure it

    Co-op deals

    Now
    –
    Target
    25% of small-district deals
    By
    1 year

    Steps

    1. 1

      Find the co-ops

      From recent small-district purchases.

      RFP manager 1 week

    2. 2

      Apply

      Respond to each co-op's solicitation.

      RFP manager 1 quarter

    3. 3

      Publish contract numbers

      On the RFP kit and state pages.

      VP of Marketing 1 hour

    4. 4

      Train AEs and CSMs

      When to offer the co-op route.

      Account Executive 1 hour

    5. 5

      Track deals by route

      Co-op vs RFP vs direct.

      VP of Marketing Monthly

    6. 6

      Renew awards

      Calendar each contract's term.

      RFP manager Yearly

    Who to approach

    • BuyBoard

      Cooperative purchasing used by Texas schools.

    • TIPS

      National cooperative purchasing program for schools.

    • Sourcewell

      National cooperative contracts for public agencies.

    First result
    2 quarters
    Cost
    Co-op admin fees
    Owner
    VP of Marketing

    Smallest test

    Apply to one co-op used heavily in a growth state.

    Why it works

    Apply to the cooperative purchasing programs used in SchooLinks' growth states, list the contract numbers on the RFP kit and state pages, and tell AEs to offer the co-op route to small districts first.

    A co-op contract can turn a six-month procurement into a purchase order, which is what makes a small-district motion profitable.

    Risks and how to handle them

    • Co-op fees cut margin

      Use co-ops for small districts; keep direct for large ones.

    Evidence

    • HiringCustomer Success Manager, SMB / Scale Team: a portfolio of smaller districts; usage, engagement and outcome data to judge health; run the renewal (quote, verbal approval, signature) and "multi-thread to discover expansion opportunities"; travel mostly August to October.Source
    • HiringVP of Marketing (Austin): Series B; customers in more than 42 states, 10+ states growing 2x, 30 to 50% market share in key states; largest customers include Chicago Public Schools, Dallas ISD, Newark and Houston; districts adopt for grades 6 to 12 on 3 to 5 year contracts; gross retention 97%. The VP owns positioning (using the Government Relations lead's policy intelligence "within days, not months"), win/loss and win rate by competitor, digital and performance marketing judged on conversion, win rate and CAC, RFP responses (win rate, proposal score, time to respond; there is an RFP manager), and events measured on "pipeline generated per event dollar".Source
    • HiringAccount Executive (remote, posted September 2026): "operating in 40+ states"; self-source pipeline through outbound, networking and event follow-up; research each district's budget cycle and decision structure; multi-thread across Superintendents, CAOs, Deputy Superintendents, Directors and Counselors; "leverage reference accounts strategically to accelerate regional expansion"; Salesforce and Gong.Source
  • 12

    SchooLinks already writes about federal funding, the ESSER cliff and CTE being "the bright spot in K-12 funding". The AE job says to know each district's budget cycle. The missing piece is a one-page answer to "which money pays for this?" for a specific district.

    High impactMedium effort First result in 1 quarter Government Relations lead

    First action

    Write the WBL and CTE funding sheet for Texas first.

    How to measure it

    Opportunities with a funding sheet

    Now
    –
    Target
    60%
    By
    2 quarters

    Steps

    1. 1

      List funding sources

      Federal and state, by module.

      Government Relations lead 1 week

    2. 2

      Write the Texas sheet

      Sources, allowed uses, timing, language.

      Government Relations lead 2 days

    3. 3

      Review with a customer

      A finance director checks it.

      Customer Success Manager, SMB / Scale 1 week

    4. 4

      Repeat for growth states

      Two a week.

      Government Relations lead 5 weeks

    5. 5

      Put it in Salesforce

      Attached by state.

      Account Executive 1 day

    6. 6

      Update each budget season

      Before district budget planning.

      Government Relations lead Yearly

    First result
    1 quarter
    Cost
    $0
    Owner
    Government Relations lead

    Smallest test

    Give the Texas sheet to three champions with stalled deals.

    Why it works

    For each module (WBL, course planning, CCR, state reporting) and each growth state, the funding sources that commonly cover it, the allowed uses, budget timing and sample justification language a director can paste into a request.

    A district that wants SchooLinks still needs a budget line. Helping the champion find one shortens the cycle and protects the deal in a tight year.

    Risks and how to handle them

    • Funding guidance is wrong

      Cite each source and add "check with your finance office".

    Evidence

    • Your websiteResource posts written for buyers: "8 Steps to Ensure the RFP Process Gets You What You Need", "How to Evaluate College and Career Readiness Platforms for K-12 Districts: A Guide for Superintendents", a federal funding guide, "Beyond the ESSER Cliff" grant tips, "Budget Outlook: CTE Is the Bright Spot in K-12 Funding", and a post on the federal push for one million apprenticeships.Source
    • HiringAccount Executive (remote, posted September 2026): "operating in 40+ states"; self-source pipeline through outbound, networking and event follow-up; research each district's budget cycle and decision structure; multi-thread across Superintendents, CAOs, Deputy Superintendents, Directors and Counselors; "leverage reference accounts strategically to accelerate regional expansion"; Salesforce and Gong.Source
    • HiringVP of Marketing (Austin): Series B; customers in more than 42 states, 10+ states growing 2x, 30 to 50% market share in key states; largest customers include Chicago Public Schools, Dallas ISD, Newark and Houston; districts adopt for grades 6 to 12 on 3 to 5 year contracts; gross retention 97%. The VP owns positioning (using the Government Relations lead's policy intelligence "within days, not months"), win/loss and win rate by competitor, digital and performance marketing judged on conversion, win rate and CAC, RFP responses (win rate, proposal score, time to respond; there is an RFP manager), and events measured on "pipeline generated per event dollar".Source
  • 13

    The Scale CSM role uses usage, engagement and outcome data to judge health and find expansion, and SchooLinks keeps adding modules (Intelligence Studio, WBL, alumni, elementary K-5). With 97% gross retention, net growth inside accounts is the bigger lever.

    Medium impactMedium effort First result in 1 quarter Customer Success Manager

    First action

    Pick the five usage signals and score ten districts by hand.

    How to measure it

    Scale book net retention

    Now
    –
    Target
    110%
    By
    1 year

    Steps

    1. 1

      Pick signals

      Five measurable signals.

      Customer Success Manager, SMB / Scale 1 day

    2. 2

      Score ten by hand

      Check the score against CSM judgment.

      Customer Success Manager, SMB / Scale 2 days

    3. 3

      Write next-module rules

      One per module.

      Customer Success Manager, SMB / Scale 1 day

    4. 4

      Automate the score

      From product data to the CS tool.

      Senior Full-Stack Engineer 3 weeks

    5. 5

      Send district reports

      One page before each check-in.

      Customer Success Manager, SMB / Scale Monthly

    6. 6

      Act on the list

      Expansion conversations.

      Customer Success Manager, SMB / Scale Monthly

    7. 7

      Review the rules

      Against actual expansions.

      Customer Success Manager, SMB / Scale Quarterly

    First result
    1 quarter
    Cost
    Engineering time
    Owner
    Customer Success Manager, SMB / Scale

    Smallest test

    Score the Scale book by hand once and act on the top ten.

    Why it works

    A health score per district from logins, plans completed, counselor actions and state report readiness, plus a "next module" rule (for example, high plan completion and no WBL means offer WBL). The CSM gets a monthly list; districts get a one-page usage report before each check-in.

    It lets one CSM manage many small districts by data, and it times each upsell to when the district is ready for it.

    Risks and how to handle them

    • Score does not match reality

      Tune against renewals and expansions each quarter.

    Evidence

    • HiringCustomer Success Manager, SMB / Scale Team: a portfolio of smaller districts; usage, engagement and outcome data to judge health; run the renewal (quote, verbal approval, signature) and "multi-thread to discover expansion opportunities"; travel mostly August to October.Source
    • HiringVP of Marketing (Austin): Series B; customers in more than 42 states, 10+ states growing 2x, 30 to 50% market share in key states; largest customers include Chicago Public Schools, Dallas ISD, Newark and Houston; districts adopt for grades 6 to 12 on 3 to 5 year contracts; gross retention 97%. The VP owns positioning (using the Government Relations lead's policy intelligence "within days, not months"), win/loss and win rate by competitor, digital and performance marketing judged on conversion, win rate and CAC, RFP responses (win rate, proposal score, time to respond; there is an RFP manager), and events measured on "pipeline generated per event dollar".Source
    • Your websiteIntelligence Studio: three AI offerings, Sage (advising), Ergo (automation and compliance) and Atlas (analysis and reporting), described as "Now available".Source
  • 14

    Employers join SchooLinks to mentor students, record 60-second videos and offer projects, as part of their CSR and future-workforce goals. Employers, chambers of commerce and workforce boards also sit on district advisory boards and fund career programs.

    Medium impactMedium effort First result in 1 year VP of Marketing

    First action

    List the industry partners already active in two target regions.

    How to measure it

    Employer-sourced opportunities

    Now
    –
    Target
    5 a year
    By
    1 year

    Steps

    1. 1

      List active partners

      By region.

      VP of Marketing 1 day

    2. 2

      Recruit chambers and workforce boards

      In two target regions.

      Account Executive 1 month

    3. 3

      Design sponsorship

      An employer funds a district's first year.

      VP of Marketing 2 weeks

    4. 4

      Make the ask

      Partner introduces SchooLinks to the superintendent.

      Account Executive Ongoing

    5. 5

      Celebrate publicly

      Local press and career fair features.

      Event Manager Per deal

    6. 6

      Report impact to partners

      Students reached by their videos and projects.

      Customer Success Manager, SMB / Scale Quarterly

    First result
    1 year
    Cost
    Partner events
    Owner
    VP of Marketing

    Smallest test

    Ask one chamber of commerce to introduce SchooLinks to two districts.

    Why it works

    Recruit regional employers and chambers as industry partners in target regions, then ask them to sponsor a district's first year or to tell the superintendent they want to use SchooLinks to reach students. Feature them in local press and at career fairs.

    A local employer asking a district to adopt a platform carries more weight than a vendor, and workforce money can fund the first year.

    Risks and how to handle them

    • Conflict with district procurement rules

      Sponsor through the district's foundation where needed.

    Evidence

    • Your websiteIndustry Partners: employers record a 60-second Q&A selfie video, mentor students one-to-one, join career fairs and offer short-term projects, pitched as support for their CSR goals and "tomorrow's workforce".Source
    • HiringAccount Executive (remote, posted September 2026): "operating in 40+ states"; self-source pipeline through outbound, networking and event follow-up; research each district's budget cycle and decision structure; multi-thread across Superintendents, CAOs, Deputy Superintendents, Directors and Counselors; "leverage reference accounts strategically to accelerate regional expansion"; Salesforce and Gong.Source
    • Your websiteResource posts written for buyers: "8 Steps to Ensure the RFP Process Gets You What You Need", "How to Evaluate College and Career Readiness Platforms for K-12 Districts: A Guide for Superintendents", a federal funding guide, "Beyond the ESSER Cliff" grant tips, "Budget Outlook: CTE Is the Bright Spot in K-12 Funding", and a post on the federal push for one million apprenticeships.Source
  • 15

    The VP job says conversions, win rate and CAC are numbers the VP personally moves, and the AE job lists the buying committee: superintendents, CAOs, deputy superintendents, directors and counselors. Ads aimed at one role miss the others in the same deal.

    Medium impactMedium effort First result in 1 quarter VP of Marketing

    First action

    Upload the first AE territory's target district list and build three role messages.

    How to measure it

    Win rate in targeted districts

    Now
    –
    Target
    +8 points
    By
    3 quarters

    Steps

    1. 1

      Pick target accounts

      With each AE.

      Account Executive 1 day

    2. 2

      Write role messages

      Three roles, one proof point each.

      VP of Marketing 2 days

    3. 3

      Build audiences

      By district and job title.

      VP of Marketing 2 days

    4. 4

      Launch

      Small budget per territory.

      VP of Marketing 1 day

    5. 5

      Report by account

      Engagement and stage movement.

      VP of Marketing Weekly

    6. 6

      Shift budget

      To the territories where deals move.

      VP of Marketing Monthly

    First result
    1 quarter
    Cost
    $3,000 to $8,000 a month
    Owner
    VP of Marketing

    Smallest test

    Run one territory for six weeks against a matched territory without ads.

    Why it works

    Account-based campaigns on LinkedIn and education publications to the named districts in each AE's territory, with a different message per role (outcomes and accountability for superintendents, time saved for counselors, data for CAOs), and reporting by account: which districts engaged, and did their deals move.

    K-12 deals stall when one role is unconvinced. Reaching every role in the target districts at once supports the AE's multi-threading and gives CAC a real denominator.

    Risks and how to handle them

    • Small audiences per district

      Target by region where a district is too small.

    Evidence

    • HiringVP of Marketing (Austin): Series B; customers in more than 42 states, 10+ states growing 2x, 30 to 50% market share in key states; largest customers include Chicago Public Schools, Dallas ISD, Newark and Houston; districts adopt for grades 6 to 12 on 3 to 5 year contracts; gross retention 97%. The VP owns positioning (using the Government Relations lead's policy intelligence "within days, not months"), win/loss and win rate by competitor, digital and performance marketing judged on conversion, win rate and CAC, RFP responses (win rate, proposal score, time to respond; there is an RFP manager), and events measured on "pipeline generated per event dollar".Source
    • HiringAccount Executive (remote, posted September 2026): "operating in 40+ states"; self-source pipeline through outbound, networking and event follow-up; research each district's budget cycle and decision structure; multi-thread across Superintendents, CAOs, Deputy Superintendents, Directors and Counselors; "leverage reference accounts strategically to accelerate regional expansion"; Salesforce and Gong.Source
    • Your websiteHomepage: "A College & Career Platform for Modern Students", a state picker for all 50 states, AI alerts and nudges and a Student Insights Agent for counselors, and real-time state reporting dashboards for CCMR, CCRI, CCR and Seal attainment.Source

Big bets 3

Larger plays that can change the trajectory.

  • 16

    SchooLinks has a page for North Dakota's career and technical education department, which points to state-level work, and it holds 30 to 50% share in key states. A state contract, or a state-funded license, can bring every district in that state at once.

    High impactHigh effort First result in 18 months Government Relations lead

    First action

    Rank states by new requirements, current share and budget, and pick two.

    How to measure it

    Statewide contracts

    Now
    –
    Target
    2
    By
    18 months

    Steps

    1. 1

      Rank the states

      New requirements, share, budget.

      Government Relations lead 2 weeks

    2. 2

      Build the state case

      Outcomes, cost per student, district demand.

      VP of Marketing 1 month

    3. 3

      Meet the state agency

      Through the GR lead.

      Government Relations lead 1 quarter

    4. 4

      Rally districts

      Customer letters of support.

      Customer Success Manager, SMB / Scale 1 month

    5. 5

      Respond to the solicitation

      RFP manager leads.

      RFP manager 1 quarter

    6. 6

      Plan the rollout

      District onboarding at scale.

      Solutions Manager 1 quarter

    First result
    18 months
    Cost
    Government relations time and travel
    Owner
    Government Relations lead

    Smallest test

    Ask the North Dakota contact what made the state deal possible.

    Why it works

    Pick two states where policy now requires the kind of plans and reporting SchooLinks does, build the case with the Government Relations lead (state outcomes, district share, cost per student), and pursue a state contract or state-funded license with district opt-in.

    One state contract is worth many district sales, and the policy intelligence and state pages make SchooLinks the obvious candidate.

    Risks and how to handle them

    • State procurement is slow and political

      Keep district sales going in the same states.

    Evidence

    • Your websiteSitemap: 645 URLs: 555 resource posts, 50 state pages, 9 platform pages and 3 comparison pages (Naviance, Xello, Scoir, updated October 12, 2026); also pages for charter schools, private schools, higher education, industry partners, ambassadors, user groups, "Consolidate & Save", a time savings calculator and Intelligence Studio. Case studies (Naperville 203, Spokane, San Antonio ISD, Lamar CISD, Pflugerville ISD, Plano ISD) are resource posts; there is no customers page.Source
    • HiringVP of Marketing (Austin): Series B; customers in more than 42 states, 10+ states growing 2x, 30 to 50% market share in key states; largest customers include Chicago Public Schools, Dallas ISD, Newark and Houston; districts adopt for grades 6 to 12 on 3 to 5 year contracts; gross retention 97%. The VP owns positioning (using the Government Relations lead's policy intelligence "within days, not months"), win/loss and win rate by competitor, digital and performance marketing judged on conversion, win rate and CAC, RFP responses (win rate, proposal score, time to respond; there is an RFP manager), and events measured on "pipeline generated per event dollar".Source
    • Your websiteState pages share one template with the state's own terms swapped in: Texas covers CCMR, the Personal Graduation Plan and TEA accountability; Ohio covers OGP tracking and seals; Alabama and Wyoming cover graduation plans and CCR tracking.Source
    • Your websiteHomepage: "A College & Career Platform for Modern Students", a state picker for all 50 states, AI alerts and nudges and a Student Insights Agent for counselors, and real-time state reporting dashboards for CCMR, CCRI, CCR and Seal attainment.Source
  • 17

    Scoir is free for students and families and connects them to colleges, so students and parents know its name. SchooLinks sells only to districts, although it already publishes college deadlines and FAFSA guides for families.

    High impactHigh effort First result in 1 year Senior Full Stack Engineer

    First action

    Measure traffic to the college deadlines and FAFSA pages to size family demand.

    How to measure it

    Districts with 50+ family sign-ups

    Now
    –
    Target
    100
    By
    1 year

    Steps

    1. 1

      Size the demand

      Family traffic to existing pages.

      VP of Marketing 1 week

    2. 2

      Scope the free tool

      Deadlines, quiz, shareable plan.

      Senior Full-Stack Engineer 1 month

    3. 3

      Check student privacy rules

      Age and consent rules for students under 13 and families.

      Government Relations lead 1 month

    4. 4

      Build it

      On the existing platform.

      Senior Full-Stack Engineer 1 quarter

    5. 5

      Add "ask my school"

      A request that reaches the district's CCR director.

      Senior Full-Stack Engineer 2 weeks

    6. 6

      Hand requests to AEs

      District counts in Salesforce.

      Account Executive Ongoing

    First result
    1 year
    Cost
    A product team for two quarters
    Owner
    Senior Full Stack Engineer

    Smallest test

    Put a "save my deadlines" email signup on the college deadlines page and count signups.

    Why it works

    A free, light SchooLinks for families: college and FAFSA deadlines by school, a career interest quiz, and a plan the student can share with their counselor. Families in non-customer districts can tell their school they want the full platform.

    Parent and student demand helps a CCR director make the case internally, and the family list is a channel no district-only rival has.

    Risks and how to handle them

    • Districts see it as going around them

      Make the counselor the person the plan is shared with.

    • Student data privacy

      Collect the minimum and get consent right.

    Evidence

    • Competitor researchNaviance (PowerSchool) is the incumbent SchooLinks' comparison page calls "once a pioneer"; Xello sells a K-12 college and career platform with state-level experts; Scoir is free for students and families and connects them to colleges; MajorClarity by Edmentum offers career test-drives, academic planning, work-based learning and micro-credentials.Source
    • Your websiteSitemap: 645 URLs: 555 resource posts, 50 state pages, 9 platform pages and 3 comparison pages (Naviance, Xello, Scoir, updated October 12, 2026); also pages for charter schools, private schools, higher education, industry partners, ambassadors, user groups, "Consolidate & Save", a time savings calculator and Intelligence Studio. Case studies (Naperville 203, Spokane, San Antonio ISD, Lamar CISD, Pflugerville ISD, Plano ISD) are resource posts; there is no customers page.Source
    • Your websiteHomepage: "A College & Career Platform for Modern Students", a state picker for all 50 states, AI alerts and nudges and a Student Insights Agent for counselors, and real-time state reporting dashboards for CCMR, CCRI, CCR and Seal attainment.Source
  • 18

    SchooLinks serves millions of students in 42+ states, tracks state indicators, and has an alumni product and Atlas for analysis. No one else can show, state by state, how many students complete plans, work-based learning or college applications.

    Medium impactHigh effort First result in 2 quarters VP of Marketing

    First action

    List the ten metrics the data can support and check privacy rules for aggregate reporting.

    How to measure it

    Report downloads

    Now
    –
    Target
    3,000
    By
    1 quarter after launch

    Steps

    1. 1

      Pick metrics

      Ten measures districts care about.

      VP of Marketing 1 week

    2. 2

      Privacy review

      Aggregation thresholds and agreements.

      Government Relations lead 1 month

    3. 3

      Run the analysis

      With Atlas and the data team.

      Senior Full-Stack Engineer 1 month

    4. 4

      Write the report

      National and state sections.

      VP of Marketing 1 month

    5. 5

      Launch at a conference

      Keynote or session.

      Event Manager 1 day

    6. 6

      Send customer benchmarks

      Each district's own numbers.

      Customer Success Manager, SMB / Scale 2 weeks

    7. 7

      Pitch press

      Education trade press and state outlets.

      VP of Marketing 2 weeks

    First result
    2 quarters
    Cost
    Analysis and design
    Owner
    VP of Marketing

    Smallest test

    Publish one metric for one state as a blog post.

    Why it works

    A yearly report with anonymised, aggregated benchmarks by state and district size, released at a major conference, with a state-by-state page and a private benchmark for each customer district.

    Original data earns press and policy citations, gives the GR lead a reason to meet state officials, and gives every AE a reason to call.

    Risks and how to handle them

    • Data agreements limit reuse

      Use only aggregated data allowed by contracts.

    Evidence

    • HiringVP of Marketing (Austin): Series B; customers in more than 42 states, 10+ states growing 2x, 30 to 50% market share in key states; largest customers include Chicago Public Schools, Dallas ISD, Newark and Houston; districts adopt for grades 6 to 12 on 3 to 5 year contracts; gross retention 97%. The VP owns positioning (using the Government Relations lead's policy intelligence "within days, not months"), win/loss and win rate by competitor, digital and performance marketing judged on conversion, win rate and CAC, RFP responses (win rate, proposal score, time to respond; there is an RFP manager), and events measured on "pipeline generated per event dollar".Source
    • Your websiteHomepage: "A College & Career Platform for Modern Students", a state picker for all 50 states, AI alerts and nudges and a Student Insights Agent for counselors, and real-time state reporting dashboards for CCMR, CCRI, CCR and Seal attainment.Source
    • Your websiteIntelligence Studio: three AI offerings, Sage (advising), Ergo (automation and compliance) and Atlas (analysis and reporting), described as "Now available".Source

Wildcards 3

Unexpected experiments, each with a cheap way to test it.

  • 19

    SAM.gov lists SchooLinks as a woman-owned and minority-owned small business. Many large districts and states have diverse-supplier goals and certification programs, and SchooLinks' largest customers are big urban districts.

    Medium impactLow effort First result in 1 quarter RFP manager

    First action

    List the certification programs in Texas and the three next largest states.

    How to measure it

    RFPs scoring diverse-supplier points

    Now
    –
    Target
    5 a year
    By
    1 year

    Steps

    1. 1

      List programs

      State, city and district certifications.

      RFP manager 1 week

    2. 2

      Apply

      Starting with Texas.

      RFP manager 1 quarter

    3. 3

      Add to the RFP kit

      Certificates as downloads.

      RFP manager 1 hour

    4. 4

      Tell the AEs

      Who to ask in procurement.

      Account Executive 1 hour

    5. 5

      Track scoring

      Note where it counted.

      RFP manager Per RFP

    6. 6

      Renew

      Calendar renewal dates.

      RFP manager Yearly

    First result
    1 quarter
    Cost
    Certification fees
    Owner
    RFP manager

    Smallest test

    Apply for one certification in Texas.

    Why it works

    Get the state and city certifications that match the growth states (starting with Texas), add them to the RFP kit, and ask procurement teams in large districts about their diverse-supplier goals.

    In a scored RFP, supplier diversity can be points or a tie-breaker, and it costs only paperwork.

    Risks and how to handle them

    • Ownership rules for certification

      Confirm eligibility with counsel before applying.

    Evidence

    • programmable.infoSite scan: Webflow and HubSpot (HubSpot replaced Intercom in the past year), HubSpot chat and a newsletter; security header grade F (18 of 100); SAM.gov registration active since July 2026 as SCHOOLINKS, INC. in Austin, listed as a woman-owned, minority-owned small business (NAICS 611710); two news mentions in the last 30 days.Source
    • HiringVP of Marketing (Austin): Series B; customers in more than 42 states, 10+ states growing 2x, 30 to 50% market share in key states; largest customers include Chicago Public Schools, Dallas ISD, Newark and Houston; districts adopt for grades 6 to 12 on 3 to 5 year contracts; gross retention 97%. The VP owns positioning (using the Government Relations lead's policy intelligence "within days, not months"), win/loss and win rate by competitor, digital and performance marketing judged on conversion, win rate and CAC, RFP responses (win rate, proposal score, time to respond; there is an RFP manager), and events measured on "pipeline generated per event dollar".Source
    • HiringAccount Executive (remote, posted September 2026): "operating in 40+ states"; self-source pipeline through outbound, networking and event follow-up; research each district's budget cycle and decision structure; multi-thread across Superintendents, CAOs, Deputy Superintendents, Directors and Counselors; "leverage reference accounts strategically to accelerate regional expansion"; Salesforce and Gong.Source
  • 20

    A public scan grades schoolinks.com's security headers F (18 of 100). District IT and privacy officers review vendors handling student data, and some run exactly these scans. SchooLinks has a security page, but the headers say otherwise.

    Medium impactLow effort First result in 2 weeks Senior Full Stack Engineer

    First action

    Run the scan, list missing headers, and add them in Cloudflare or Webflow.

    How to measure it

    Security header grade

    Now
    –
    Target
    A or B
    By
    1 month

    Steps

    1. 1

      Run the scan

      List missing headers.

      Senior Full-Stack Engineer 1 hour

    2. 2

      Add headers

      Through Cloudflare rules.

      Senior Full-Stack Engineer 1 day

    3. 3

      Test the site

      HubSpot forms and embeds still work.

      Senior Full-Stack Engineer 1 day

    4. 4

      List privacy agreements

      Signed state and district agreements.

      Government Relations lead 2 days

    5. 5

      Publish the page

      Linked from security and the RFP kit.

      VP of Marketing 1 day

    6. 6

      Rescan quarterly

      Keep the grade.

      Senior Full-Stack Engineer Quarterly

    First result
    2 weeks
    Cost
    $0
    Owner
    Senior Full Stack Engineer

    Smallest test

    Fix headers and rescan.

    Why it works

    Add the standard security headers on the website, publish a student data privacy page listing signed state privacy agreements, and add both to the RFP kit.

    A failing grade gives a skeptical IT director an easy reason to slow a deal. Fixing it takes days.

    Risks and how to handle them

    • A header breaks a form or embed

      Roll out on a staging domain first.

    Evidence

    • programmable.infoSite scan: Webflow and HubSpot (HubSpot replaced Intercom in the past year), HubSpot chat and a newsletter; security header grade F (18 of 100); SAM.gov registration active since July 2026 as SCHOOLINKS, INC. in Austin, listed as a woman-owned, minority-owned small business (NAICS 611710); two news mentions in the last 30 days.Source
    • Your websiteSitemap: 645 URLs: 555 resource posts, 50 state pages, 9 platform pages and 3 comparison pages (Naviance, Xello, Scoir, updated October 12, 2026); also pages for charter schools, private schools, higher education, industry partners, ambassadors, user groups, "Consolidate & Save", a time savings calculator and Intelligence Studio. Case studies (Naperville 203, Spokane, San Antonio ISD, Lamar CISD, Pflugerville ISD, Plano ISD) are resource posts; there is no customers page.Source
    • HiringVP of Marketing (Austin): Series B; customers in more than 42 states, 10+ states growing 2x, 30 to 50% market share in key states; largest customers include Chicago Public Schools, Dallas ISD, Newark and Houston; districts adopt for grades 6 to 12 on 3 to 5 year contracts; gross retention 97%. The VP owns positioning (using the Government Relations lead's policy intelligence "within days, not months"), win/loss and win rate by competitor, digital and performance marketing judged on conversion, win rate and CAC, RFP responses (win rate, proposal score, time to respond; there is an RFP manager), and events measured on "pipeline generated per event dollar".Source
  • 21

    Counselors carry big caseloads and peak in the fall: FAFSA opens and college deadlines arrive. SchooLinks already publishes college deadlines and FAFSA toolkits and has SMS terms on the site.

    Medium impactLow effort First result in 1 month VP of Marketing

    First action

    Write eight weeks of messages from the deadlines page and FAFSA toolkit.

    How to measure it

    Counselor subscribers

    Now
    –
    Target
    1,500
    By
    1 quarter

    Steps

    1. 1

      Write eight weeks

      Deadlines and tips.

      VP of Marketing 2 days

    2. 2

      Set up SMS

      Under the existing SMS terms.

      VP of Marketing 1 day

    3. 3

      Build sign-up

      District and role fields.

      VP of Marketing 2 hours

    4. 4

      Promote

      Counselor conferences, social, toolkit pages.

      Event Manager Ongoing

    5. 5

      Route champions

      Subscribers by district to AEs.

      Account Executive Monthly

    6. 6

      Measure

      Subscribers, replies, opportunities.

      VP of Marketing Monthly

    First result
    1 month
    Cost
    SMS costs
    Owner
    VP of Marketing

    Smallest test

    Run four weeks of texts for one state's counselors.

    Why it works

    A free weekly text for counselors: the week's deadlines, a one-line tip and a link to a toolkit. Sign-up asks for district and role, so the list doubles as a map of counselor champions in non-customer districts.

    Counselors are daily users and influential champions. Being useful to them in their busiest weeks builds goodwill the AE can use later.

    Risks and how to handle them

    • Text fatigue

      One message a week, easy to stop.

    Evidence

    • Your websiteResource posts written for buyers: "8 Steps to Ensure the RFP Process Gets You What You Need", "How to Evaluate College and Career Readiness Platforms for K-12 Districts: A Guide for Superintendents", a federal funding guide, "Beyond the ESSER Cliff" grant tips, "Budget Outlook: CTE Is the Bright Spot in K-12 Funding", and a post on the federal push for one million apprenticeships.Source
    • Your websiteSitemap: 645 URLs: 555 resource posts, 50 state pages, 9 platform pages and 3 comparison pages (Naviance, Xello, Scoir, updated October 12, 2026); also pages for charter schools, private schools, higher education, industry partners, ambassadors, user groups, "Consolidate & Save", a time savings calculator and Intelligence Studio. Case studies (Naperville 203, Spokane, San Antonio ISD, Lamar CISD, Pflugerville ISD, Plano ISD) are resource posts; there is no customers page.Source
    • HiringAccount Executive (remote, posted September 2026): "operating in 40+ states"; self-source pipeline through outbound, networking and event follow-up; research each district's budget cycle and decision structure; multi-thread across Superintendents, CAOs, Deputy Superintendents, Directors and Counselors; "leverage reference accounts strategically to accelerate regional expansion"; Salesforce and Gong.Source

03

How Programmable can help

Where an idea in this playbook is something Programmable builds or runs, it's listed here with what we'd do. Everything else is yours to run.

ProgrammableInfo

Turn the research into a list you can act on

These ideas start with finding the right companies. Info finds them and the right person at each, researches every one and drafts the outreach, then asks before it sends.

  • Build this list in Info for idea #1 (opens programmable.info in a new tab)

New accounts: 100,000 free credits with code BETA100K

Find the companies (opens programmable.info in a new tab)
ProgrammableTalk

Fill the events in this plan

These ideas are events. Talk gets registrants for them and tells you who's coming and what their company does before the day.

Plan an event (opens programmable.talk in a new tab)
Website review of schoolinks.com More example playbooks and reviews

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See every playbook and website review

Independent research. Programmable wrote this playbook from public sources, as they stood on October 18, 2026, and cites them throughout. SchooLinks did not commission, review or endorse it, and Programmable is not affiliated with SchooLinks. Company and product names are trademarks of their owners, used only to identify them. The ideas are suggestions and opinion, not professional, legal or financial advice, and not statements about how SchooLinks runs its business.

Something wrong, or do you represent SchooLinks? Email [email protected] and we will correct it or take it down.

30/60/90 roadmap

What to focus on in each month, and the ideas that carry it.

  1. Days 1 to 308 ideas

    RFP kit, event tracking, the customers page, switching plans, prospects at user groups and the renewal savings assessment; start state pages and buying-committee campaigns.

  2. Days 31 to 6010 ideas

    Policy briefing, neighbor-district campaign, matched ambassadors, co-op contracts, funding sheets, usage health, employer partners and the three wildcards.

  3. Days 61 to 903 ideas

    Decide the big bets: statewide contracts, a free family tool and the annual data report.

The research behind the plan

3 research areas, each summarised in a few lines. Open any of them for the full detail.

Customers

What customers say

Customers value one platform instead of several separate tools. The most cited problem: counselor caseloads too large to track every student.

  • State reporting that is ready when the state asks
  • State accountability requirements that keep changing
  • In their words: “college and career readiness”

Market

Competitive landscape

4 competitors compared: Naviance (PowerSchool), Xello, Scoir and MajorClarity (Edmentum).

  • Gap to exploit: Help with procurement and funding, not only the product
  • Naviance (PowerSchool): Seen as dated by switchers
  • Xello: Fewer compliance and course planning workflows

Hiring signals

SchooLinks is hiring to sell more efficiently.

  • VP of Marketing: Hands-on, measured on RFP win rate, CAC, competitor win rate and pipeline per event dollar. Ideas 1, 4, 7, 8, 15.
  • Account Executive: Outbound, multi-threaded across the buying committee, regional expansion through references. Ideas 3, 5, 9, 10.
  • Event Manager: Event ROI from district events to large conferences. Ideas 2, 5.

From the team that wrote this playbook

All products
  • ProgrammableAgencyWorking AI systems in days, not quarters (opens programmable.agency in a new tab)
  • ProgrammableInfoAn agent that finds, researches and asks first (opens programmable.info in a new tab)
  • ProgrammableDigitalScreenshots in, an animated product demo out (opens programmable.digital in a new tab)
  • ProgrammableWatchKnow the day a supplier falls out of compliance (opens programmable.watch in a new tab)
  • ProgrammableTalkGet registrants for your events, and know who’s coming (opens programmable.talk in a new tab)
  • ProgrammablePageText what you need, your customer gets a page that works (opens programmable.page in a new tab)
  • ProgrammableCommunityForums with labelled AI members, never empty (opens programmable.community in a new tab)
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