growth playbook · Oct 21, 2026

Shopmonkey growth playbook

Shopmonkey has six open roles, and they point in one direction: getting more from bigger accounts and the installed base. A new ABM Manager runs an enterprise program for multi-shop operators that is only weeks old; a Senior Expansion AE cross-sells the marketing suite; a Payments Adoption Manager chases shops not using Payments; an SDR and an Implementation Manager support the funnel.

The raw material is strong (8,000+ shops, Tint World, Byrider and RNR Tire Express, a full payments and marketing suite, free benchmarking tools), but the proof an MSO buyer needs is thin on the page: 14 of 16 stories are one- or two-shop businesses, the newsroom stops in 2022, and the shop count halves between the website and the job posts.

This playbook gives the new ABM program its first content and accounts, and turns customer data into reasons to expand.

Growth Score

Biggest Opportunity

Win multi-location operators and franchisors with proof Shopmonkey already has: multi-location stories, a published rollout plan, and the other locations of shops that already use Shopmonkey.

Biggest Risk

Competitors with dedicated multi-shop products (Tekmetric Multi-Shop) and AI receptionists (Shop-Ware, AutoLeap) sell to the same operators, and an enterprise program with thin proof can stall on credibility.

Start here

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

A multi-location proof pack: four MSO stories with location counts on the enterprise page
Ask Tint World, RNR Tire Express and Byrider for one rollout number each, and find the company behind the "75 locations" quote.
High impact First result in 3 weeks
One shop count everywhere: 8,000+ on the site, 3,500+ in every job post
Ask finance for the active shop count and the date it was measured.
Medium impact First result in 1 week
A one-page rate check the Payments Adoption Manager sends with every outreach
Build the comparison template in a spreadsheet and test it on three shop statements.
High impact First result in 3 weeks

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.
1 of these are things Programmable can build and run for you.

This week 6

Quick wins with a clear first action.

The new ABM program sells to multi-shop operators, but 14 of the 16 case studies are shops with one or two locations, and the enterprise page has a single quote. Shopmonkey already has the right proof (Tint World at 150+ locations, RNR Tire Express at 13, Byrider's 148+ dealerships and a COO who onboarded 75 locations at once); it just isn't written up where an MSO buyer looks.
High impactLow effort First result in 3 weeks ABM Manager
First action
Ask Tint World, RNR Tire Express and Byrider for one rollout number each, and find the company behind the "75 locations" quote.
How to measure it
Demo requests from the enterprise and multi-shop pages
Now
–
Target
2x the current rate
By
90 days
Steps
Pick the four
Tint World, RNR Tire Express, Byrider and the company behind the 75-location quote.
ABM Manager 1 day
Interview
A 30-minute call each: locations, rollout time, what was standardized, one result.
Product Marketing 1 week
Write a standard format
A box at the top: locations, region, rollout weeks, products used.
Product Marketing 2 days
Publish
On the enterprise and multi-shop pages, above the form.
Marketing Ops 1 day
Make the kit
A four-story PDF for 1:Few campaigns and a printed insert for direct mail.
ABM Manager 3 days
Give it to sales
One slide per story for MSO first calls.
ABM Manager 1 day
Add more
One new multi-location story each month from current MSO customers.
Product Marketing Ongoing
First result
3 weeks
Cost
$0 plus design time
Owner
ABM Manager
Smallest test
Send the Tint World and RNR Tire Express stories to 20 accounts on the ABM list and compare reply rates with the current campaign.
Why it works
Ready to use
CopyMulti-location story format
Risks and how to handle them
Evidence
Every job post says Shopmonkey is trusted by "more than 3,500+" shops, while the homepage and pricing page say 8,000+. Enterprise buyers and their procurement teams read both, and a number that halves depending on the page invites the question of which one is true.
Medium impactLow effort First result in 1 week Head of Marketing
First action
Ask finance for the active shop count and the date it was measured.
How to measure it
Places with the agreed, dated shop count
Now
–
Target
All public pages and job posts
By
2 weeks
Steps
Get the number
Active paying shops, with the date measured.
Head of Marketing 1 day
List every place
Homepage, pricing, enterprise page, job template, decks, G2 profile.
Marketing Ops 1 day
Update the job template
Greenhouse description template, so all six posts change together.
Head of Marketing 1 hour
Update the site
All pages in one release.
Marketing Ops 1 day
Refresh the funding line
Lead with today's scale, not the 2021 round.
Head of Marketing 1 hour
Set a review date
Update the number each quarter.
Marketing Ops 15 minutes a quarter
First result
1 week
Cost
$0
Owner
Head of Marketing
Smallest test
Update the job template first; it changes six pages in one edit.
Why it works
Risks and how to handle them
Evidence
The new Payments Adoption Manager is asked to find shops "underutilizing" Shopmonkey Payments and to run "in-depth rate analysis" against competitor rates. Shops that process cards elsewhere already have a statement that shows what they pay, which makes the conversation concrete.
High impactLow effort First result in 3 weeks Payments Adoption Manager
First action
Build the comparison template in a spreadsheet and test it on three shop statements.
How to measure it
Shops switching processing after a rate check
Now
–
Target
25% of checks
By
60 days
Steps
List the shops
Customers with low or no Payments volume, from product data.
Payments Adoption Manager 1 day
Build the template
Effective rate, monthly fees, payout timing, side by side.
Payments Adoption Manager 1 day
Write the outreach
Email and SMS offering the free rate check.
Payments Adoption Manager 2 hours
Add a Spanish version
For Spanish-speaking owners, using the existing Spanish pages.
Payments Adoption Manager 2 hours
Run the checks
A one-page result within two business days of receiving a statement.
Payments Adoption Manager Ongoing
Follow up
A call to walk through the result and set up a terminal.
Payments Adoption Manager 30 minutes each
Track
Checks sent, statements received, shops switched, volume moved.
Marketing Ops 1 hour a week
First result
3 weeks
Cost
$0
Owner
Payments Adoption Manager
Smallest test
Offer the rate check to 30 low-volume shops and count how many send a statement.
Run this outreach. The sequence sent for you: addresses found and verified, replies routed to your CRM. Usually live within days.
Book a working session
Why it works
Ready to use
EmailRate check outreach
Risks and how to handle them
Evidence
The Expansion AE is asked to cross-sell the marketing suite, whose Campaigns feature sends "automatic reminders for previously-declined services". Every shop on Shopmonkey already has a record of the work customers declined, so the pitch can start with that shop's own number.
High impactLow effort First result in 4 weeks Senior Expansion AE
First action
Pull 90 days of declined-service totals for 20 shops that don't have CRM Essentials.
How to measure it
Shops adding CRM Essentials after the report
Now
–
Target
15% of contacted shops
By
90 days
Steps
Check the data
Confirm declined services are recorded consistently.
Marketing Ops 2 days
Build the report
Declined-work value, top three declined services, customers to remind.
Marketing Ops 3 days
Pick the shops
Active shops without CRM Essentials and with high declined value.
Senior Expansion AE 1 day
Write the talk track
Open with the number, show a reminder campaign, offer a trial.
Senior Expansion AE 1 day
Run it
Send the report before each call.
Senior Expansion AE Ongoing
Measure recovery
For shops that add the suite, track declined work brought back.
Marketing Ops Monthly
Publish the result
Average recovered value as proof in the pitch.
Product Marketing After 90 days
First result
4 weeks
Cost
Internal data work
Owner
Senior Expansion AE
Smallest test
Hand-build the report for 10 shops and see how many book a call.
Why it works
Risks and how to handle them
Evidence
The newsroom's latest posts are from 2022 (Byrider, a new CTO, a 2022 G2 badge). Since then Shopmonkey has been listed as a Forbes Best Startup Employer again (2023, 2024, 2026), launched Payments features, Capital and CRM Essentials, and is exhibiting at SEMA. Enterprise buyers and journalists who check the newsroom see a company that stopped in 2022.
Medium impactLow effort First result in 2 weeks Head of Marketing
First action
List the launches and milestones since 2022 with their dates.
How to measure it
Posts published
Now
–
Target
5 catch-up posts plus 1 a month
By
60 days
Steps
List the news
Launches, awards and partnerships since 2022.
Head of Marketing 1 day
Write five posts
Short, dated, each with a link to the product page.
Head of Marketing 3 days
Publish
With dates visible on the page.
Marketing Ops 1 day
Link from the footer and enterprise page
So buyers find it.
Marketing Ops 1 hour
Share
LinkedIn and the ABM account list.
ABM Manager 1 hour
Keep it monthly
Owner and calendar.
Head of Marketing 2 hours a month
First result
2 weeks
Cost
$0
Owner
Head of Marketing
Smallest test
Publish the two strongest posts first and track visits from the enterprise page.
Why it works
Risks and how to handle them
Evidence
The ABM program is new and needs early wins. Some of the 8,000+ shops belong to owners or groups with other locations that run on different software. Those are the warmest MSO accounts Shopmonkey has: they already trust the product at one site.
High impactLow effort First result in 4 weeks ABM Manager
First action
Ask RevOps to list customers whose company name, owner or website appears at more than one address.
How to measure it
Opportunities from customers adding locations
Now
–
Target
20 in the first quarter
By
90 days
Steps
Find the matches
Customers with more than one location in public listings.
Marketing Ops 1 week
Check with account owners
Confirm which locations are not on Shopmonkey.
Senior Expansion AE 2 days
Write the offer
Free migration, one dashboard, shared customer and inventory data.
ABM Manager 1 day
Run 1:1 plays
A personal note from the account team plus a short video of their own dashboard.
Senior Expansion AE Ongoing
Book walkthroughs
A multi-shop demo using their existing shop's setup.
Senior Expansion AE 30 minutes each
Report
Matches found, conversations, locations added.
ABM Manager Weekly
First result
4 weeks
Cost
$0 plus data time
Owner
ABM Manager
Smallest test
Find 25 matches by hand and run the play on 10.
Why it works
Risks and how to handle them
Evidence

This quarter 9

The core plays for the next three months.

Tint World (150+ locations) and Byrider (148+) show the pattern: when a franchisor picks Shopmonkey, every location follows. The enterprise page already speaks to franchisors (royalties, standardized pricing), but there is no named program for them.
High impactMedium effort First result in 2 quarters ABM Manager
First action
List 40 automotive service franchisors with location counts, from public franchise directories.
How to measure it
Franchisor agreements
Now
–
Target
3 in two quarters
By
6 months
Steps
Build the list
40 automotive franchisors by segment and size.
ABM Manager 1 week
Design the package
Agreement terms, per-location price, dashboard, training.
Head of Marketing 3 weeks
Get a reference
Tint World's CEO on a call or video for franchisor prospects.
Product Marketing 2 weeks
Run 1:Few campaigns
Direct mail plus LinkedIn to franchise development and operations leaders.
ABM Manager 1 quarter
Attend franchise events
Where franchisors meet, with pre-booked meetings.
ABM Manager Per event
Plan rollouts
A standard rollout plan per franchise size.
Implementation Manager 2 weeks
Track
Franchisors engaged, agreements, locations live.
Marketing Ops Monthly
Who to approach
Tint World
Existing 150+ location customer, the reference for franchisors.
First result
2 quarters
Cost
Events and direct mail budget
Owner
ABM Manager
Smallest test
Pitch the package to five tint, detail and tire franchisors.
Why it works
Risks and how to handle them
Evidence
The ABM program includes direct mail, and Shopmonkey already runs a Benchmark Survey that returns local averages for labor rate, ticket size and vehicles a week. An MSO operations leader rarely sees their locations compared with their local markets.
Medium impactMedium effort First result in 6 weeks ABM Manager
First action
Check which local averages the benchmark data can support by metro area.
How to measure it
Meetings booked per 100 mailed
Now
–
Target
8
By
1 quarter
Steps
Check the data
Which metros have enough benchmark responses to show averages.
Marketing Ops 1 week
Design the scorecard
One page per account, locations against local averages.
ABM Manager 1 week
Build landing pages
A personal page per account with the same view.
Marketing Ops 1 week
Mail tier 1
To operations leaders at 50 accounts.
ABM Manager 1 week
Follow up
SDR call within 5 days of delivery.
SDR team Ongoing
Measure
Page visits, meetings and pipeline per mailing.
ABM Manager Monthly
First result
6 weeks
Cost
$15-$25 per piece
Owner
ABM Manager
Smallest test
Mail 20 accounts and compare meetings with a standard mail piece.
Why it works
Risks and how to handle them
Evidence
Shopmonkey has nine comparison pages, all on single-shop features. Competitors sell multi-shop as its own product (Tekmetric Multi-Shop), and MSO buyers compare reporting across locations, shared inventory, standard pricing and rollout support.
Medium impactMedium effort First result in 2 months Product Marketing
First action
Ask the ABM Manager and AEs which systems MSO prospects are leaving.
How to measure it
Demo requests from multi-shop comparison pages
Now
–
Target
5 a month
By
1 quarter
Steps
Pick competitors
From lost and won MSO deals.
Product Marketing 1 day
Check their current features
From their public pages, dated.
Product Marketing 1 week
Write the pages
Multi-location criteria, fair and specific.
Product Marketing 2 weeks
Add proof
Link the multi-location stories.
Product Marketing 1 day
Publish and link
From the enterprise page and existing comparisons.
Marketing Ops 1 day
Update quarterly
Competitors change features often.
Product Marketing 1 day a quarter
First result
2 months
Cost
$0
Owner
Product Marketing
Smallest test
Publish one multi-shop comparison and track enterprise demo requests from it.
Why it works
Risks and how to handle them
Evidence
Shopmonkey already has Spanish landing, demo and referral pages, and both the SDR and Payments Adoption roles list Spanish as a bonus. Many independent repair shops in the US are run by Spanish-speaking owners, and a sales process fully in Spanish is rare among shop software vendors.
Medium impactMedium effort First result in 2 months SDR team
First action
Count current customers and demos that chose Spanish support or the Spanish pages.
How to measure it
Spanish-language demos
Now
–
Target
30 a month
By
1 quarter
Steps
Size it
Spanish page traffic and Spanish-support customers today.
Marketing Ops 1 week
Staff it
Assign Spanish-speaking SDR and payments coverage.
SDR team 2 weeks
Run ads
Spanish keywords to the Spanish pages.
Marketing Ops 2 weeks
Spanish demos and onboarding
Book Spanish sessions in the demo calendar.
Implementation Manager 2 weeks
Collect a Spanish story
A customer story in Spanish.
Product Marketing 1 month
Report
Funnel by language.
Marketing Ops Monthly
First result
2 months
Cost
Ad budget
Owner
SDR team
Smallest test
Run Spanish ads for one month and compare demo booking rates.
Why it works
Risks and how to handle them
Evidence
The multi-shop page offers Shopmonkey Capital financing to "add shop locations". An owner who is about to open or buy a second shop is at the exact moment they need multi-shop software.
Medium impactMedium effort First result in 2 months ABM Manager
First action
Ask the Capital team how many financed shops used funds to add a location.
How to measure it
Second locations added by existing customers
Now
–
Target
25 a quarter
By
2 quarters
Steps
Define growth signals
Technician count, revenue trend, Capital interest.
Marketing Ops 1 week
Build the offer
Financing, migration and multi-shop pricing together.
Head of Marketing 2 weeks
Write the campaign
Email and in-app message to growing shops.
Head of Marketing 1 week
Hand to the Expansion AE
Warm leads with the shop's growth data.
Senior Expansion AE Ongoing
Publish a story
An owner who opened a second shop with Shopmonkey.
Product Marketing 1 month
Measure
Second locations added.
Marketing Ops Monthly
First result
2 months
Cost
Campaign time
Owner
ABM Manager
Smallest test
Send the offer to 100 fast-growing shops.
Why it works
Risks and how to handle them
Evidence
The referral program pays $500 when a referred shop attends a demo, which is sized for single shops. Multi-shop owners know other multi-shop owners, and an introduction to an MSO is worth far more.
Medium impactLow effort First result in 2 months Head of Marketing
First action
Set the MSO reward level against the average first-year value of an MSO account.
How to measure it
MSO referrals received
Now
–
Target
10 a quarter
By
2 quarters
Steps
Set terms
Reward on signature, tiered by locations.
Head of Marketing 1 week
Update the page
Add the MSO tier and its rules.
Marketing Ops 1 day
Tell MSO customers
Personal outreach from their account team.
Senior Expansion AE 1 week
Host the first dinner
Five customers, five guests, in one metro.
ABM Manager 1 month
Route referrals
Straight to the ABM 1:1 tier.
ABM Manager Ongoing
Measure
Referrals, meetings, deals.
Marketing Ops Monthly
First result
2 months
Cost
Rewards plus dinners
Owner
Head of Marketing
Smallest test
Invite five MSO customers to bring one peer each to a dinner.
Why it works
Risks and how to handle them
Evidence
The enterprise page promises PMP-certified project managers and data migration, and Shopmonkey is hiring an Implementation Manager. For an MSO, the switching risk (training staff at many sites, moving data) is often the real objection, and a vague promise of help doesn't answer it.
Medium impactMedium effort First result in 6 weeks Implementation Manager
First action
Draft the 20-location plan from the last three MSO implementations.
How to measure it
Shorter MSO sales cycle
Now
–
Target
20% shorter
By
2 quarters
Steps
Gather past rollouts
Timelines from recent multi-location implementations.
Implementation Manager 1 week
Write three plans
5, 20 and 100 locations.
Implementation Manager 2 weeks
Add training paths
Academy courses by role.
Implementation Manager 1 week
Design the download
A clear week-by-week calendar.
Product Marketing 1 week
Publish
On the enterprise page and in ABM campaigns.
Marketing Ops 1 day
Use in deals
Walk through it on every MSO second call.
ABM Manager Ongoing
First result
6 weeks
Cost
$0
Owner
Implementation Manager
Smallest test
Share the draft plan with two MSO prospects and ask what is missing.
Why it works
Risks and how to handle them
Evidence
The iOS app "Shopmonkey for Techs 2.0" is rated 3.36 from 84 ratings. Technicians use it all day, and buyers, including MSO operations leaders, check app ratings when they compare systems.
Medium impactLow effort First result in 3 months Head of Marketing
First action
Group the last 50 app reviews by complaint.
How to measure it
iOS rating
Now
–
Target
4.3 or higher
By
2 quarters
Steps
Group the reviews
Top complaints and their frequency.
Product Marketing 1 day
Plan fixes
Agree the top three fixes with product.
Product Marketing 1 week
Add the prompt
Standard rating prompt after a completed inspection.
Product Marketing 2 weeks
Reply to reviews
Respond to recent negative reviews.
Product Marketing 1 week
Tell technicians
Release notes in the app.
Product Marketing Per release
Track
Rating and review themes monthly.
Marketing Ops Monthly
First result
3 months
Cost
Product time
Owner
Head of Marketing
Smallest test
Add the prompt for one release and watch the rating trend.
Why it works
Risks and how to handle them
Evidence
Shopmonkey has 238 YouTube videos and 38 more in the site's video section, but the channel has 2,090 subscribers. The videos are an asset the ABM and lifecycle programs could use far more.
Medium impactLow effort First result in 1 month Head of Marketing
First action
Tag the 50 most-watched videos by role and topic.
How to measure it
Email click rate on video sequences
Now
–
Target
2x current nurture
By
1 quarter
Steps
Tag videos
Role, topic and freshness for each.
Head of Marketing 1 week
Build sequences
Four sequences of five videos each.
Head of Marketing 1 week
Add to nurture
ABM and lifecycle email.
Head of Marketing 1 week
Clip for social
30-second cuts of the best.
Head of Marketing 2 weeks
Retire stale videos
Unlist outdated product videos.
Head of Marketing 1 day
Measure
Clicks, watch time, meetings influenced.
Marketing Ops Monthly
First result
1 month
Cost
$0
Owner
Head of Marketing
Smallest test
Run one owner sequence for a month.
Why it works
Risks and how to handle them
Evidence

Big bets 3

Larger plays that can change the trajectory.

Shopmonkey sees how thousands of shops perform: labor rates, average tickets, approval rates on inspections. The Benchmark Survey shows there is demand for that data. No vendor publishes a regular, credible benchmark for multi-location operators.
High impactHigh effort First result in 2 quarters Head of Marketing
First action
Check with legal which aggregate metrics the terms of service allow Shopmonkey to publish.
How to measure it
Downloads of each report
Now
–
Target
2,000
By
3 quarters
Steps
Check terms and privacy
Aggregate, anonymized only, with minimum group sizes.
Head of Marketing 3 weeks
Pick metrics
Labor rate, ticket size, approval rate, no-show rate.
Marketing Ops 2 weeks
Build the pipeline
A repeatable quarterly extract.
Marketing Ops 1 month
Write the first report
National, regional and multi-shop cuts.
Head of Marketing 1 month
Launch
Press, LinkedIn and ABM.
Head of Marketing 2 weeks
Make it quarterly
Same metrics each quarter, so trends show.
Head of Marketing Ongoing
First result
2 quarters
Cost
Data and design time
Owner
Head of Marketing
Smallest test
Publish one metric (average labor rate by region) as a blog post first.
Why it works
Risks and how to handle them
Evidence
Multi-shop operators grow by buying independent shops, and each acquisition means moving a new shop off its old system. Shopmonkey runs a free valuation calculator for owners thinking about selling, and promises data migration from any system.
High impactHigh effort First result in 2 quarters ABM Manager
First action
Interview three MSO customers about how they bring a newly bought shop onto their systems.
How to measure it
Shops onboarded through the program
Now
–
Target
50 in the first year
By
1 year
Steps
Interview acquirers
What breaks when a new shop joins.
ABM Manager 2 weeks
Design the package
Migration, training, pricing setup, 30-day target.
Implementation Manager 1 month
Price it
A fixed fee per acquired shop, or included in the agreement.
Head of Marketing 2 weeks
Find acquiring groups
Public acquisition announcements and industry press.
ABM Manager Ongoing
Pilot with one group
The next three shops they buy.
Implementation Manager 1 quarter
Publish the result
A story on time to integrate.
Product Marketing After the pilot
First result
2 quarters
Cost
Implementation capacity
Owner
ABM Manager
Smallest test
Offer the 30-day integration to one existing MSO customer for its next acquisition.
Why it works
Risks and how to handle them
Evidence
Shopmonkey supports fleets (bulk payments across invoices, fleet labor rates, a fleets page). A fleet that sends vehicles to many shops wants one way to approve work and pay, and the shops that serve it benefit from being on the same system.
Medium impactHigh effort First result in 3 quarters ABM Manager
First action
List fleet customers with bulk payments today and the shops that serve them.
How to measure it
Shops added through fleet relationships
Now
–
Target
40 in a year
By
1 year
Steps
Map current fleet usage
Fleets paying in bulk and their shops.
Marketing Ops 2 weeks
Interview fleet managers
What they need across shops.
Product Marketing 1 month
Design the fleet view
Approvals, history and payments across shops.
Product Marketing 1 quarter
Pilot with one fleet
Its shops on Shopmonkey.
ABM Manager 1 quarter
Recruit shops
Shops that serve the pilot fleet.
SDR team Ongoing
Measure
Fleet volume and shops added.
Marketing Ops Monthly
First result
3 quarters
Cost
Product investment
Owner
ABM Manager
Smallest test
Interview five fleet customers before building anything.
Why it works
Risks and how to handle them
Evidence

Wildcards 3

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

At SEMA 2026 (November 2-6) Shopmonkey brings a 47Garage custom build, shop owners sharing what works, and a session on hiring. That material is usually seen only by the people at the booth.
Medium impactLow effort First result in 1 month Head of Marketing
First action
Book a videographer for two days at the booth.
How to measure it
Booth meetings followed up within a week
Now
–
Target
100%
By
2 weeks after the show
Steps
Plan the shots
Owner interviews, the build, the session.
Head of Marketing 1 week
Film at the booth
Two days of short interviews.
Head of Marketing 2 days
Follow up meetings
Every booth meeting within a week.
SDR team 1 week
Edit into a series
10-12 short pieces.
Head of Marketing 3 weeks
Release monthly
Social, email and YouTube.
Head of Marketing 6 months
Measure
Views, clicks, demos.
Marketing Ops Monthly
First result
1 month
Cost
Videographer
Owner
Head of Marketing
Smallest test
Film three owner interviews and post one a week.
Why it works
Risks and how to handle them
Evidence
Shopmonkey runs a SEMA session on hiring that sticks, and the enterprise page promises Shopmonkey Academy training. Shops struggle to hire and keep service advisors and technicians, and a recognized certification is a perk for employers and employees alike.
Medium impactMedium effort First result in 2 quarters Implementation Manager
First action
Outline the course from the most common onboarding questions.
How to measure it
Certified staff
Now
–
Target
2,000 in the first year
By
1 year
Steps
Outline the course
Estimates, inspections, payments, customer communication.
Implementation Manager 2 weeks
Build it in the Academy
Short modules and a test.
Implementation Manager 1 month
Design the badge
For LinkedIn and resumes.
Head of Marketing 1 week
Add the MSO dashboard
Certification status by location.
Implementation Manager 1 month
Launch
To customers and at events.
Head of Marketing 2 weeks
Track
Certifications and retention of certified shops.
Marketing Ops Monthly
First result
2 quarters
Cost
Course production
Owner
Implementation Manager
Smallest test
Pilot the course with one MSO customer's staff.
Why it works
Risks and how to handle them
Evidence
The enterprise page promises franchisors they can "easily monitor sales, royalties and beyond". For a franchisor, royalty reporting is a finance problem: franchisees self-report sales, and audits are slow. That is a different buyer from the operations leaders ABM programs usually target.
Medium impactMedium effort First result in 2 quarters ABM Manager
First action
Ask Tint World how royalty reporting worked before and after Shopmonkey.
How to measure it
Franchisor accounts with a finance contact engaged
Now
–
Target
50% of target franchisors
By
2 quarters
Steps
Learn from Tint World
How royalties are reported today.
Product Marketing 2 weeks
Build a sample report
What a franchisor sees by location.
Product Marketing 2 weeks
Write the ROI estimate
Time saved on royalty reporting and audits.
Product Marketing 1 week
Add to campaigns
A finance track in franchisor ABM.
ABM Manager 1 week
Run webinars
For franchise finance leaders.
ABM Manager Quarterly
Measure
Finance contacts engaged and deals influenced.
Marketing Ops Monthly
First result
2 quarters
Cost
$0 plus content time
Owner
ABM Manager
Smallest test
Run the walkthrough with one franchisor finance team.
Why it works
Risks and how to handle them
Evidence

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Digital

Show it, don't just describe it

These ideas need something to show: a demo, a video, an animation, graphics or a deck. Digital turns screenshots or the site into all of them, in the company's own brand.

Make a demo

Other companies we have researched, each read from what they are hiring for.

See every playbook and website review

30/60/90 roadmap

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

Days 1 to 306 ideas
The multi-location proof pack, one shop count, the payments rate check, declined-work reports for expansion, a current newsroom and the first 1:1 accounts from existing customers.
Programmable can ship 1 of these in days.
Days 31 to 607 ideas
The franchisor program, scorecard direct mail, multi-shop comparisons, the Spanish lane, the Capital campaign, the MSO referral tier and the published rollout plan.
Days 61 to 908 ideas
App rating, video nurture, SEMA content and the wildcards; decide the big bets on the first two months of ABM pipeline.

Shopmonkey growth playbook

Diagnosis

A multi-location proof pack: four MSO stories with location counts on the enterprise page

One shop count everywhere: 8,000+ on the site, 3,500+ in every job post

A one-page rate check the Payments Adoption Manager sends with every outreach

This week 6

How to run it: A multi-location proof pack: four MSO stories with location counts on the enterprise page

Steps

Why it works

Why it works

Ready to use

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

How to run it: One shop count everywhere: 8,000+ on the site, 3,500+ in every job post

Steps

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

How to run it: A one-page rate check the Payments Adoption Manager sends with every outreach

Steps

Why it works

Why it works

Ready to use

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

How to run it: Show each shop the dollars in its own declined jobs before pitching the marketing suite

Steps

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

How to run it: Restart the newsroom: nothing has been posted since 2022

Steps

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

How to run it: Start the 1:1 tier with operators who already run one shop on Shopmonkey

Steps

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

This quarter 9

How to run it: A franchisor program: one agreement, every franchisee rolls out

Steps

Who to approach

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

How to run it: Direct mail that carries the account's own location scorecard

Steps

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

How to run it: Comparison pages for multi-shop buyers, not just single shops

Steps

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them