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Plays - A Complete Overview

Learn all you need about configuring & using Plays in Evergrowth

Updated over a month ago

What are "Plays"?

Plays in Evergrowth are saved instructions for Play-Drafting Agents that will generate personalized sales content, such as cold emails, call scripts, DMs or meeting prep notes.

Your Plays Agents have access to Account and Contact Research insights as well as your Value Proposition, and your AI instructions which they use as guidelines to create tailored messaging for different sales scenarios.

Pictured below: A Play Agent, showing the tags and Instructions which are used when a new Play is drafted for a Contact in Evergrowth


Plays are managed in a central list, where they can be added/edited and sorted/filtered by a few key fields like:

  • Status: Whether a Play is available for users to generate ("Ongoing") or in another 'Work in Progress' type state ("Draft/Paused/To Review")

  • Persona: Which of your Contacts this Play will be available for generation based on the Persona they are matched to

  • Tags: These are simple labels you can assign to easily categorize your plays (like "Cold Email", "Cold Call", etc.)

Plays can be launched ad-hoc by any Evergrowth user, but can also be assigned as "default" for certain processes (like Chrome-Extension researched contacts) and embedded within Workflows for automatic generation after Qualification, Research (and other Agents) have finished working.

Pictured below: A "PVP" Play which is visible having been generated within a Contact Record

Pictured Below: A Play within the Playbook overview & configuration list

TL;DR

Plays are predefined instructions for Evergrowth AI Agents to create from instructions that you give to AI. Example:

What to remember

To truly master Plays, you must think of them as more than standard email templates & snippets.

Whereas old-school templates combine hard coded text with simple data, Agentic Plays use context and insight as their stimulus for Drafts

Using Plays

Only Plays with a status of "Ongoing" are available for Evergrowth users (either in Workflows or within Contact records for manual launches)

Generating Plays in Bulk

Step 1) Go to your Contacts repository

Step 2) Filter your list to only the Contacts where you need Plays

Step 3) Select all the Contacts for which you want to generate Plays

Step 4) Click Generate Plays

Step 5) In the pop-out view, select all the Plays you need drafted, then click Start

⏳ On average, Plays take 1-5 minutes each to be drafted
​

This will depend on how much of your Value Proposition, research & other context is being referenced in your Play instructions

Generating Plays for single specific Contact

Step 1) Open your Contact

Step 2) In the top right, click Generate plays

Step 3) In the pop-out view, select all the Plays you need drafted, then click Start

Generating Play for multiple Contacts within a specific Account

Step 1) Open an Account

Step 2) Go to the Contacts tab

Step 3) Select all the contacts for which you want to generate plays

If you don't have any Contacts for the Account yet, launch the Contact Finder:

Step 4) Click Generate Plays

Step 5) In the pop-out view, select all the Plays you need drafted, then click Start

NB. If a Contact's Expertise does not match a Persona which is enabled for your Play - Evergrowth will not generate the draft:

Creating Plays

Best Practice: Create a Play Using a Template

At Evergrowth, we've been working with AI and generating Plays for some time.

As such, we've built a collection of best practice Plays that you can add to your library in an instant!

These Plays are a combination of our own GTM team's battle-tested favorites, plus a few that we've see from other Evergrowth customers that impressed us!

Step 1) Go to Playbook ➡️ Plays

Step 2) Click Add New, then Use Template

Step 3) Click to select a template that fits your draft type (email / call / meeting plan) and sales approach (Research Signal-based, cold email)

Step 4) After selecting a template, you'll be able to amend its settings before saving to your library, such as

  • Instructions: You can change the instructions the Play Agent will use when creating your drafts

  • Persona Mapping/Eco-Systems and Verticals: By default, new Plays will be available for all activate personas & verticals. To avoid credits wasted on generating plays where they don't fit, you can disable

  • Conditional Rules: If your Play will directly leverage specific Account research, you can add rules that the Play will only generate where the research meets your criteria

Step 5) Click Create

For more in-depth guidance on using these templates, see 📖 Play templates

Create a Play using our Template-Drafting Agents

If you have a good idea in your head for a play (or maybe one in your playbook already) but aren't super confident at prompting AI. These Agents work with you to make your idea into practice

Part 1 - Giving Evergrowth your Inputs

Step 1) Go to Playbook ➡️ Plays

Step 2) Click Add New, then Email Template Agent or Cold Call Template Agent

Step 3) Enter a title for your new Play

Step 4) Select all the research/qualification agents you want to use for this Play

We recommend keeping this selection to a small number of agents (1-3 max) to keep the content focused

Step 5) Under Advanced Settings ➡️ Manual Instructions, you can enter how you want the Play to work, for example

  • The tone of voice that should be used

  • How elements from the research and Value Proposition should be used

  • The general length of the play

  • Other play templates which should be used as inspiration

Step 6) Click "Generate Play"

Our Template drafting Agents will now take your inputs and generate a thorough template for you!

Part 2 - Saving your new Template

Now your Play has been generated, you can make final updates to the settings & Instructions before saving

Step 1) In the new Edit Play window, you'll be able to amend the settings before saving to your library, such as:

  • Instructions: You can change the instructions the Play Agent will use when creating your drafts

  • Persona Mapping/Eco-Systems and Verticals: By default, new Plays will be available for all activate personas & verticals. To avoid credits wasted on generating plays where they don't fit, you can disable

  • Conditional Rules: If your Play will directly leverage specific Account research, you can add rules that the Play will only generate where the research meets your criteria

Step 2) When finished, click Save

Advanced: Creating a Play from Scratch

This is a truly advanced setup task! Play results will depend on the quality of your instructions
​(And we definitely recommend testing your Play's output and iterating until it consistent creates high quality content)

Step 1) Go to Playbook ➡️ Plays

Step 2) Click Add New then Start from Scratch

Step 3) Complete the below settings:

  • Play Name

  • Status

  • Persona mapping

  • Instructions - This is set of guidelines your Agent will following when generating Play drafts

  • Ecosystems & verticals

  • Conditional rules - These can be used to ensure the Play will only generate for Accounts where specific Research Agents have been successful (avoiding poor results and wasted credits)

Step 4) Click Create

More Advanced: Creating a Sequence Play

Use these step to create a Sequence with multiple steps

e.g. Cold emails with follow-ups

Step 1) Follow Steps 1 - 3 from the above section

Step 2) Before completing the setup, enable Use this play as Sequence play

This will allow you to add "Steps" to your Play which make up the sequence

Step 3) For each step, populate the Instructions

Step 4) Hit ➕ Add Step to add as many steps as needed for your sequence

Step 5) Once you've added all the Steps & Instructions, click Save

Preview, Test and Compare Plays

After creating a new Play, we strongly recommend that you preview and compare how it will perform for different Contacts or Accounts.

This will ensure the personalization works as intended.

Pro Tip: Collaborate with your team by sharing some preview outputs then gathering feedback which you can reverse-engineer into the Play Instructions

Step 1) Go to Playbook ➡️ Plays

Step 2) Next to a specific Play, click the ▶️ Preview button

Evergrowth will automatically filter Accounts & Contacts that fit the Research, Persona, and Vertical criteria for the play to launch successfully

Step 3) Select the Contact/s for whom you want to test the Play

Step 4) Click Generate

Step 5) Go to the Preview tab to see the Plays which are generated

Here, you can click to expand a row and see the resultant draft

You can also select multiple Plays then hit Compare - this will allow you to see how a Play generates across different Contacts & using different research insights.

Publishing a Play (making it available to your users)

Once you're satisfied that a Play is ready for your live GTM motions, simply edit its status from Draft to Ongoing.

Similarly, if you want to take a Play out of your GTM, you can set its status to Paused at time time.

Only plays with "Ongoing" status will appear in the selection list for generating plays and in the Workflow for available Play agents.

Drafts also remain hidden from the broader team until published.

Ongoing Plays Maintenance

Plays can be edited at any time.
If you receive feedback on Play performance or want to refine for any reason, edits you make to your Play will instantly take effect with any new drafts they're used to create.

Editing a Play's Status

To hide a play from your users (i.e. from "Generate Plays" lists and from Workflows), you simply need to edit its status - anything apart from Ongoing will not be available for use

Step 1) Go to Playbook ➡️ Plays

Step 2) While in the List tab, locate the play you wish to edit

Step 3) Click the edit icon

Step 4) Change the Status to fit your desired scenario:

  • Draft: Play is being worked on and is not ready yet

  • To Review: Play is drafted but awaiting review & testing

  • Ongoing: Play is approved and available for use

  • Paused: Play is temporarily unavailable

  • Archived: Play is no longer relevant

Deleting a Play

We recommend reserving this action only for Plays which have been created for testing or created in error

For Plays which were used in your live GTM that you wish to remove, we recommend switching the Status to Archived

This will allow you to return to the prompt later for audit or retrospective analysis

Step 1) Go to Playbook ➡️ Plays

Step 2) While in the List tab, locate the play you wish to delete

Step 3) Click the Delete button to remove the Play completely

Updating Play Settings

By default, when new Plays are created, Evergrowth assigns some default settings (such as enabling all Personas, Ecosystems & Verticals)

However, you may learn that some of your Plays are irrelevant or ineffective for certain industries/buyers, so can return to edit at any time.

Step 1) Go to Playbook ➡️ Plays

Step 2) While in the List tab, locate the play you wish to update

Step 3) Click the Edit icon

Step 4) Here you can make amendments to any play settings:

  • Persona Types

  • Expertise

  • Ecosystems / Verticals

  • Tags

  • Conditional Rules

  • Instructions

Step 5) Hit Save when you wish to store your changes

FAQ

What is a play in Evergrowth?

Plays in Evergrowth are your saved instructions for AI that can generate personalized sales content, such as cold emails, call scripts, or meeting prep notes.

How do I create a new Play?

Go to Playbooks >> Plays, click "Add New," and choose from Email Template Agent, Cold Call Template Agent, Start from Scratch, or Use Template. Follow the prompts to configure your play.

What is the difference between draft and ongoing status of the Play?

Draft Plays are not visible to the team for use. Ongoing Plays are available for selection in workflows and “Generate plays”.

Can I use conditional rules in Plays?

Yes, you can add conditional rules in advanced settings to only allow generating Plays only when specific research signals or criteria are met.

How do I preview a Play before using it?

Click the "Preview" button next to a Play. The system will show you how the Play will look for specific selected contacts, allowing you to test and compare different Plays.

Can I create multi-step outreach sequence Plays?

Yes, you can add multiple steps (emails, calls, follow-ups) within a single Play to build a complete outreach sequence. Just enable “Use this play as Sequence play” toggle.

How do I make a Play available?

Set the Play’s status to "Ongoing". Only ongoing Plays are available for generation or as workflow steps.

What do the different Play statuses mean?

  • Draft: Not ready for use, still being edited.

  • To Review: Awaiting approval.

  • Ongoing: Approved and available for use.

  • Paused: Temporarily unavailable.

  • Archived: No longer in use.

What happens when I archive or pause a Play?

Archived and Paused Plays are hidden and not available for use. Both can be reviewed and even reactivated by changing status to Ongoing.

How do I assign a Play to a specific persona or ecosystem?

In the Play settings, select the relevant persona type(s) and ecosystem(s) under the appropriate fields.

Can I push generated content with Plays to my sequencing tool or CRM?

Yes. Ask your admin about this.

Additional Notes & Tips

  • For best results, (especially where time and AI Expertise is a concern) it is recommended to start with existing Play Templates rather than building from scratch.

  • Only ongoing Plays are available for use in workflows and by the team.

  • Use the preview feature to test and compare Plays before rolling them out.

  • Change the Play status to ongoing only when you are satisfied with the content.

  • Draft and paused Plays are hidden from the team to avoid confusion.

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