diff --git a/.claude-plugin/marketplace.json b/.claude-plugin/marketplace.json index 04faaa6..cc16dbb 100644 --- a/.claude-plugin/marketplace.json +++ b/.claude-plugin/marketplace.json @@ -12,7 +12,7 @@ "plugins": [ { "name": "marketing-skills", - "description": "29 marketing skills for technical marketers and founders: CRO, copywriting, cold email, SEO, AI SEO, paid ads, ad creative, churn prevention, pricing strategy, referral programs, and more", + "description": "31 marketing skills for technical marketers and founders: CRO, copywriting, cold email, SEO, AI SEO, paid ads, ad creative, churn prevention, pricing strategy, referral programs, revenue operations, sales enablement, and more", "source": "./", "strict": false, "skills": [ @@ -41,6 +41,8 @@ "./skills/product-marketing-context", "./skills/programmatic-seo", "./skills/referral-program", + "./skills/revops", + "./skills/sales-enablement", "./skills/schema-markup", "./skills/seo-audit", "./skills/signup-flow-cro", diff --git a/README.md b/README.md index 11883e5..da3ce45 100644 --- a/README.md +++ b/README.md @@ -42,6 +42,8 @@ Skills are markdown files that give AI agents specialized knowledge and workflow | [product-marketing-context](skills/product-marketing-context/) | When the user wants to create or update their product marketing context document. Also use when the user mentions... | | [programmatic-seo](skills/programmatic-seo/) | When the user wants to create SEO-driven pages at scale using templates and data. Also use when the user mentions... | | [referral-program](skills/referral-program/) | When the user wants to create, optimize, or analyze a referral program, affiliate program, or word-of-mouth strategy.... | +| [revops](skills/revops/) | When the user wants help with revenue operations, lead lifecycle management, or marketing-to-sales handoff... | +| [sales-enablement](skills/sales-enablement/) | When the user wants to create sales collateral, pitch decks, one-pagers, objection handling docs, or demo scripts... | | [schema-markup](skills/schema-markup/) | When the user wants to add, fix, or optimize schema markup and structured data on their site. Also use when the user... | | [seo-audit](skills/seo-audit/) | When the user wants to audit, review, or diagnose SEO issues on their site. Also use when the user mentions "SEO... | | [signup-flow-cro](skills/signup-flow-cro/) | When the user wants to optimize signup, registration, account creation, or trial activation flows. Also use when the... | @@ -191,6 +193,10 @@ You can also invoke skills directly: - `launch-strategy` - Product launches and announcements - `pricing-strategy` - Pricing, packaging, and monetization +### Sales & RevOps +- `revops` - Lead lifecycle, scoring, routing, pipeline management +- `sales-enablement` - Sales decks, one-pagers, objection docs, demo scripts + ## Contributing Found a way to improve a skill? Have a new skill to suggest? PRs and issues welcome! diff --git a/VERSIONS.md b/VERSIONS.md index edd141c..303c1ae 100644 --- a/VERSIONS.md +++ b/VERSIONS.md @@ -29,6 +29,8 @@ Current versions of all skills. Agents can compare against local versions to che | product-marketing-context | 1.0.0 | 2026-01-27 | | programmatic-seo | 1.0.0 | 2026-01-27 | | referral-program | 1.0.0 | 2026-01-27 | +| revops | 1.0.0 | 2026-02-22 | +| sales-enablement | 1.0.0 | 2026-02-22 | | schema-markup | 1.0.0 | 2026-01-27 | | seo-audit | 1.0.0 | 2026-01-27 | | signup-flow-cro | 1.0.0 | 2026-01-27 | @@ -36,6 +38,10 @@ Current versions of all skills. Agents can compare against local versions to che ## Recent Changes +### 2026-02-22 +- Added `revops` skill for revenue operations, lead lifecycle, scoring, routing, pipeline management, and CRM automation +- Added `sales-enablement` skill for sales decks, one-pagers, objection handling, demo scripts, and sales playbooks + ### 2026-02-18 - Added `ai-seo` skill for AI search optimization (AEO, GEO, LLMO, AI Overviews) - Moved AEO/GEO content patterns from `seo-audit` references to `ai-seo` skill diff --git a/skills/analytics-tracking/SKILL.md b/skills/analytics-tracking/SKILL.md index 8a8af7c..2fd4ceb 100644 --- a/skills/analytics-tracking/SKILL.md +++ b/skills/analytics-tracking/SKILL.md @@ -306,3 +306,4 @@ For implementation, see the [tools registry](../../tools/REGISTRY.md). Key analy - **ab-test-setup**: For experiment tracking - **seo-audit**: For organic traffic analysis - **page-cro**: For conversion optimization (uses this data) +- **revops**: For pipeline metrics, CRM tracking, and revenue attribution diff --git a/skills/cold-email/SKILL.md b/skills/cold-email/SKILL.md index 7ba8a85..a0e57df 100644 --- a/skills/cold-email/SKILL.md +++ b/skills/cold-email/SKILL.md @@ -153,3 +153,4 @@ Use this data to inform your writing — not as a checklist to satisfy. - **email-sequence**: For lifecycle/nurture email sequences (not cold outreach) - **social-content**: For LinkedIn and social posts - **product-marketing-context**: For establishing foundational positioning +- **revops**: For lead scoring, routing, and pipeline management diff --git a/skills/competitor-alternatives/SKILL.md b/skills/competitor-alternatives/SKILL.md index 37caec7..3b5ba9f 100644 --- a/skills/competitor-alternatives/SKILL.md +++ b/skills/competitor-alternatives/SKILL.md @@ -253,3 +253,4 @@ Recommended pages to create with priority order based on search volume. - **copywriting**: For writing compelling comparison copy - **seo-audit**: For optimizing competitor pages - **schema-markup**: For FAQ and comparison schema +- **sales-enablement**: For internal sales collateral, decks, and objection docs diff --git a/skills/email-sequence/SKILL.md b/skills/email-sequence/SKILL.md index 16f1865..aefe01b 100644 --- a/skills/email-sequence/SKILL.md +++ b/skills/email-sequence/SKILL.md @@ -306,3 +306,4 @@ For implementation, see the [tools registry](../../tools/REGISTRY.md). Key email - **copywriting**: For landing pages emails link to - **ab-test-setup**: For testing email elements - **popup-cro**: For email capture popups +- **revops**: For lifecycle stages that trigger email sequences diff --git a/skills/launch-strategy/SKILL.md b/skills/launch-strategy/SKILL.md index 888bf19..ff0299f 100644 --- a/skills/launch-strategy/SKILL.md +++ b/skills/launch-strategy/SKILL.md @@ -350,3 +350,4 @@ Even small changelog updates remind customers your product is evolving. This bui - **page-cro**: For optimizing launch landing pages - **marketing-psychology**: For psychology behind waitlists and exclusivity - **programmatic-seo**: For comparison pages mentioned in post-launch +- **sales-enablement**: For launch sales collateral and enablement materials diff --git a/skills/pricing-strategy/SKILL.md b/skills/pricing-strategy/SKILL.md index a1e1eed..bb455a8 100644 --- a/skills/pricing-strategy/SKILL.md +++ b/skills/pricing-strategy/SKILL.md @@ -227,3 +227,5 @@ Identifies which features customers value most: - **copywriting**: For pricing page copy - **marketing-psychology**: For pricing psychology principles - **ab-test-setup**: For testing pricing changes +- **revops**: For deal desk processes and pipeline pricing +- **sales-enablement**: For proposal templates and pricing presentations diff --git a/skills/revops/SKILL.md b/skills/revops/SKILL.md new file mode 100644 index 0000000..ab581ad --- /dev/null +++ b/skills/revops/SKILL.md @@ -0,0 +1,343 @@ +--- +name: revops +description: "When the user wants help with revenue operations, lead lifecycle management, or marketing-to-sales handoff processes. Also use when the user mentions 'RevOps,' 'revenue operations,' 'lead scoring,' 'lead routing,' 'MQL,' 'SQL,' 'pipeline stages,' 'deal desk,' 'CRM automation,' 'marketing-to-sales handoff,' or 'data hygiene.' For cold outreach emails, see cold-email. For email drip campaigns, see email-sequence. For pricing decisions, see pricing-strategy." +metadata: + version: 1.0.0 +--- + +# RevOps + +You are an expert in revenue operations. Your goal is to help design and optimize the systems that connect marketing, sales, and customer success into a unified revenue engine. + +## Before Starting + +**Check for product marketing context first:** +If `.claude/product-marketing-context.md` exists, read it before asking questions. Use that context and only ask for information not already covered or specific to this task. + +Gather this context (ask if not provided): + +1. **GTM motion** — Product-led (PLG), sales-led, or hybrid? +2. **ACV range** — What's the average contract value? +3. **Sales cycle length** — Days from first touch to closed-won? +4. **Current stack** — CRM, marketing automation, scheduling, enrichment tools? +5. **Current state** — How are leads managed today? What's working and what's not? +6. **Goals** — Increase conversion? Reduce speed-to-lead? Fix handoff leaks? Build from scratch? + +Work with whatever the user gives you. If they have a clear problem area, start there. Don't block on missing inputs — use what you have and note what would strengthen the solution. + +--- + +## Core Principles + +### Single Source of Truth +One system of record for every lead and account. If data lives in multiple places, it will conflict. Pick a CRM as the canonical source and sync everything to it. + +### Define Before Automate +Get stage definitions, scoring criteria, and routing rules right on paper before building workflows. Automating a broken process just creates broken results faster. + +### Measure Every Handoff +Every handoff between teams is a potential leak. Marketing-to-sales, SDR-to-AE, AE-to-CS — each needs an SLA, a tracking mechanism, and someone accountable for follow-through. + +### Revenue Team Alignment +Marketing, sales, and customer success must agree on definitions. If marketing calls something an MQL but sales won't work it, the definition is wrong. Alignment meetings aren't optional. + +--- + +## Lead Lifecycle Framework + +### Stage Definitions + +| Stage | Entry Criteria | Exit Criteria | Owner | +|-------|---------------|---------------|-------| +| **Subscriber** | Opts in to content (blog, newsletter) | Provides company info or shows engagement | Marketing | +| **Lead** | Identified contact with basic info | Meets minimum fit criteria | Marketing | +| **MQL** | Passes fit + engagement threshold | Sales accepts or rejects within SLA | Marketing | +| **SQL** | Sales accepts and qualifies via conversation | Opportunity created or recycled | Sales (SDR/AE) | +| **Opportunity** | Budget, authority, need, timeline confirmed | Closed-won or closed-lost | Sales (AE) | +| **Customer** | Closed-won deal | Expands, renews, or churns | CS / Account Mgmt | +| **Evangelist** | High NPS, referral activity, case study | Ongoing program participation | CS / Marketing | + +### MQL Definition + +An MQL requires both **fit** and **engagement**: + +- **Fit score** — Does this person match your ICP? (company size, industry, role, tech stack) +- **Engagement score** — Have they shown buying intent? (pricing page, demo request, multiple visits) + +Neither alone is sufficient. A perfect-fit company that never engages isn't an MQL. A student downloading every ebook isn't an MQL. + +### MQL-to-SQL Handoff SLA + +Define response times and document them: +- MQL alert sent to assigned rep +- Rep contacts within **4 hours** (business hours) +- Rep qualifies or rejects within **48 hours** +- Rejected MQLs go to recycling nurture with reason code + +**For complete lifecycle stage templates and SLA examples**: See [references/lifecycle-definitions.md](references/lifecycle-definitions.md) + +--- + +## Lead Scoring + +### Scoring Dimensions + +**Explicit scoring (fit)** — Who they are: +- Company size, industry, revenue +- Job title, seniority, department +- Tech stack, geography + +**Implicit scoring (engagement)** — What they do: +- Page visits (especially pricing, demo, case studies) +- Content downloads, webinar attendance +- Email engagement (opens, clicks) +- Product usage (for PLG) + +**Negative scoring** — Disqualifying signals: +- Competitor email domains +- Student/personal email +- Unsubscribes, spam complaints +- Job title mismatches (intern, student) + +### Building a Scoring Model + +1. Define your ICP attributes and weight them +2. Identify high-intent behavioral signals from closed-won data +3. Set point values for each attribute and behavior +4. Set MQL threshold (typically 50-80 points on a 100-point scale) +5. Test against historical data — does the model correctly identify past wins? +6. Launch, measure, and recalibrate quarterly + +### Common Scoring Mistakes + +- Weighting content downloads too heavily (research ≠ buying intent) +- Not including negative scoring (lets bad leads through) +- Setting and forgetting (buyer behavior changes; recalibrate quarterly) +- Scoring all page visits equally (pricing page ≠ blog post) + +**For detailed scoring templates and example models**: See [references/scoring-models.md](references/scoring-models.md) + +--- + +## Lead Routing + +### Routing Methods + +| Method | How It Works | Best For | +|--------|-------------|----------| +| **Round-robin** | Distribute evenly across reps | Equal territories, similar deal sizes | +| **Territory-based** | Assign by geography, vertical, or segment | Regional teams, industry specialists | +| **Account-based** | Named accounts go to named reps | ABM motions, strategic accounts | +| **Skill-based** | Route by deal complexity, product line, or language | Diverse product lines, global teams | + +### Routing Rules Essentials + +- Route to the **most specific match** first, then fall back to general +- Always include a **fallback owner** — no lead should go unassigned +- Round-robin should account for **rep capacity and availability** (PTO, quota attainment) +- Log every routing decision for audit and optimization + +### Speed-to-Lead + +Response time is the single biggest factor in lead conversion: +- Contact within **5 minutes** = 21x more likely to qualify (Lead Connect) +- After **30 minutes**, conversion drops by 10x +- After **24 hours**, the lead is effectively cold + +Build routing rules that prioritize speed. Alert reps immediately. Escalate if SLA is missed. + +**For routing decision trees and platform-specific setup**: See [references/routing-rules.md](references/routing-rules.md) + +--- + +## Pipeline Stage Management + +### Pipeline Stages + +| Stage | Required Fields | Exit Criteria | +|-------|----------------|---------------| +| **Qualified** | Contact info, company, source, fit score | Discovery call scheduled | +| **Discovery** | Pain points, current solution, timeline | Needs confirmed, demo scheduled | +| **Demo/Evaluation** | Technical requirements, decision makers | Positive evaluation, proposal requested | +| **Proposal** | Pricing, terms, stakeholder map | Proposal delivered and reviewed | +| **Negotiation** | Redlines, approval chain, close date | Terms agreed, contract sent | +| **Closed Won** | Signed contract, payment terms | Handoff to CS complete | +| **Closed Lost** | Loss reason, competitor (if any) | Post-mortem logged | + +### Stage Hygiene + +- **Required fields per stage** — Don't let reps advance a deal without filling in required data +- **Stale deal alerts** — Flag deals that sit in a stage beyond the average time (e.g., 2x average days) +- **Stage skip detection** — Alert when deals jump stages (Qualified → Proposal skipping Discovery) +- **Close date discipline** — Push dates must include a reason; no silent pushes + +### Pipeline Metrics + +| Metric | What It Tells You | +|--------|-------------------| +| Stage conversion rates | Where deals die | +| Average time in stage | Where deals stall | +| Pipeline velocity | Revenue per day through the funnel | +| Coverage ratio | Pipeline value vs. quota (target 3-4x) | +| Win rate by source | Which channels produce real revenue | + +--- + +## CRM Automation Workflows + +### Essential Automations + +- **Lifecycle stage updates** — Auto-advance stages when criteria are met +- **Task creation on handoff** — Create follow-up task when MQL assigned to rep +- **SLA alerts** — Notify manager if rep misses response time SLA +- **Deal stage triggers** — Auto-send proposals, update forecasts, notify CS on close + +### Marketing-to-Sales Automations + +- **MQL alert** — Instant notification to assigned rep with lead context +- **Meeting booked** — Notify AE when prospect books via scheduling tool +- **Lead activity digest** — Daily summary of high-intent actions by active leads +- **Re-engagement trigger** — Alert sales when a dormant lead returns to site + +### Calendar Scheduling Integration + +- **Round-robin scheduling** — Distribute meetings evenly across team +- **Routing by criteria** — Send enterprise leads to senior AEs, SMB to junior reps +- **Pre-meeting enrichment** — Auto-populate CRM record before the call +- **No-show workflows** — Auto-follow-up if prospect misses meeting + +**For platform-specific workflow recipes**: See [references/automation-playbooks.md](references/automation-playbooks.md) + +--- + +## Deal Desk Processes + +### When You Need a Deal Desk + +- ACV above **$25K** (or your threshold for non-standard deals) +- Non-standard payment terms (net-90, quarterly billing) +- Multi-year contracts with custom pricing +- Volume discounts beyond published tiers +- Custom legal terms or SLAs + +### Approval Workflow Tiers + +| Deal Size | Approval Required | +|-----------|-------------------| +| Standard pricing | Auto-approved | +| 10-20% discount | Sales manager | +| 20-40% discount | VP Sales | +| 40%+ discount or custom terms | Deal desk review | +| Multi-year / enterprise | Finance + Legal | + +### Non-Standard Terms Handling + +Document every exception. Track which non-standard terms get requested most — if everyone asks for the same exception, it should become standard. Review quarterly. + +--- + +## Data Hygiene & Enrichment + +### Dedup Strategy + +- **Matching rules** — Email domain + company name + phone as primary match keys +- **Merge priority** — CRM record wins over marketing automation; most recent activity wins for fields +- **Scheduled dedup** — Run weekly automated dedup with manual review for edge cases + +### Required Fields Enforcement + +- Enforce required fields at each lifecycle stage +- Block stage advancement if fields are empty +- Use progressive profiling — don't require everything upfront + +### Enrichment Tools + +| Tool | Strength | +|------|----------| +| Clearbit | Real-time enrichment, good for tech companies | +| Apollo | Contact data + sequences, strong for prospecting | +| ZoomInfo | Enterprise-grade, largest B2B database | + +### Quarterly Audit Checklist + +- Review and merge duplicates +- Validate email deliverability on stale contacts +- Archive contacts with no activity in 12+ months +- Audit lifecycle stage distribution (look for bottlenecks) +- Verify enrichment data accuracy on a sample set + +--- + +## RevOps Metrics Dashboard + +### Key Metrics + +| Metric | Formula / Definition | Benchmark | +|--------|---------------------|-----------| +| Lead-to-MQL rate | MQLs / Total leads | 5-15% | +| MQL-to-SQL rate | SQLs / MQLs | 30-50% | +| SQL-to-Opportunity | Opportunities / SQLs | 50-70% | +| Pipeline velocity | (# deals x avg deal size x win rate) / avg sales cycle | Varies by ACV | +| CAC | Total sales + marketing spend / new customers | LTV:CAC > 3:1 | +| LTV:CAC ratio | Customer lifetime value / CAC | 3:1 to 5:1 healthy | +| Speed-to-lead | Time from form fill to first rep contact | < 5 minutes ideal | +| Win rate | Closed-won / total opportunities | 20-30% (varies) | + +### Dashboard Structure + +Build three views: +1. **Marketing view** — Lead volume, MQL rate, source attribution, cost per MQL +2. **Sales view** — Pipeline value, stage conversion, velocity, forecast accuracy +3. **Executive view** — CAC, LTV:CAC, revenue vs. target, pipeline coverage + +--- + +## Output Format + +When delivering RevOps recommendations, provide: + +1. **Lifecycle stage document** — Stage definitions with entry/exit criteria, owners, and SLAs +2. **Scoring specification** — Fit and engagement attributes with point values and MQL threshold +3. **Routing rules document** — Decision tree with assignment logic and fallbacks +4. **Pipeline configuration** — Stage definitions, required fields, and automation triggers +5. **Metrics dashboard spec** — Key metrics, data sources, and target benchmarks + +Format each as a standalone document the user can implement directly. Include platform-specific guidance when the CRM is known. + +--- + +## Task-Specific Questions + +1. What CRM platform are you using (or planning to use)? +2. How many leads per month do you generate? +3. What's your current MQL definition? +4. Where do leads get stuck in your funnel? +5. Do you have SLAs between marketing and sales today? + +--- + +## Tool Integrations + +For implementation, see the [tools registry](../../tools/REGISTRY.md). Key RevOps tools: + +| Tool | What It Does | Guide | +|------|-------------|-------| +| **HubSpot** | CRM, marketing automation, lead scoring, workflows | [hubspot.md](../../tools/integrations/hubspot.md) | +| **Salesforce** | Enterprise CRM, pipeline management, reporting | [salesforce.md](../../tools/integrations/salesforce.md) | +| **Calendly** | Meeting scheduling, round-robin routing | [calendly.md](../../tools/integrations/calendly.md) | +| **SavvyCal** | Scheduling with priority-based availability | [savvycal.md](../../tools/integrations/savvycal.md) | +| **Clearbit** | Real-time lead enrichment and scoring | [clearbit.md](../../tools/integrations/clearbit.md) | +| **Apollo** | Contact data, enrichment, and outbound sequences | [apollo.md](../../tools/integrations/apollo.md) | +| **ActiveCampaign** | Marketing automation for SMBs, lead scoring | [activecampaign.md](../../tools/integrations/activecampaign.md) | +| **Zapier** | Cross-tool automation and workflow glue | [zapier.md](../../tools/integrations/zapier.md) | + +--- + +## Related Skills + +- **cold-email**: For outbound prospecting emails +- **email-sequence**: For lifecycle and nurture email flows +- **pricing-strategy**: For pricing decisions and packaging +- **analytics-tracking**: For tracking pipeline metrics and attribution +- **launch-strategy**: For go-to-market launch planning +- **sales-enablement**: For sales collateral, decks, and objection handling diff --git a/skills/revops/references/automation-playbooks.md b/skills/revops/references/automation-playbooks.md new file mode 100644 index 0000000..e288874 --- /dev/null +++ b/skills/revops/references/automation-playbooks.md @@ -0,0 +1,290 @@ +# Automation Playbooks + +Platform-specific workflow recipes for HubSpot, Salesforce, scheduling tools, and cross-tool automation. + +## HubSpot Workflow Recipes + +### 1. MQL Alert and Assignment + +**Name:** MQL Notification and Task Creation +**Trigger:** Contact property "Lifecycle Stage" is changed to "Marketing Qualified Lead" +**Actions:** +1. Rotate contact owner among sales team (round-robin) +2. Send internal email notification to contact owner with lead context +3. Create task: "Follow up with [Contact Name]" — due in 4 hours +4. Send Slack notification to #sales-alerts channel +5. Enroll in "MQL Follow-Up" sequence (if using HubSpot Sequences) +**Outcome:** Every MQL gets assigned instantly with a clear SLA +**Notes:** Set enrollment criteria to exclude leads already owned by a rep + +--- + +### 2. MQL SLA Escalation + +**Name:** MQL SLA Breach Alert +**Trigger:** Contact property "Lifecycle Stage" equals "MQL" AND "Days since last contacted" is greater than 0.5 (12 hours) +**Actions:** +1. Send internal email to contact owner: "SLA warning: [Contact Name] has not been contacted" +2. If still no activity after 24 hours → send alert to sales manager +3. If still no activity after 48 hours → reassign contact owner via rotation +4. Create task for new owner: "Urgent: Contact [Contact Name] — reassigned due to SLA breach" +**Outcome:** No MQL goes unworked for more than 48 hours +**Notes:** Exclude contacts where last activity type is "Call" or "Meeting" (already engaged) + +--- + +### 3. Lead Scoring Update and MQL Promotion + +**Name:** Auto-MQL on Score Threshold +**Trigger:** Contact property "HubSpot Score" is greater than or equal to 65 +**Actions:** +1. Set lifecycle stage to "Marketing Qualified Lead" +2. Set "MQL Date" to current date +3. Suppress from marketing nurture workflows +4. Trigger MQL Alert workflow (recipe #1) +**Outcome:** Leads automatically promote to MQL when they hit the scoring threshold +**Notes:** Add suppression list for existing customers and competitors + +--- + +### 4. Meeting Booked Notification + +**Name:** Meeting Booked Alert to AE +**Trigger:** Meeting activity is logged for contact (via Calendly/HubSpot meetings) +**Actions:** +1. Send internal email to contact owner with meeting details +2. Update contact property "Last Meeting Booked" to current date +3. If lifecycle stage is "Lead" → update to "MQL" +4. Create task: "Prepare for meeting with [Contact Name]" — due 1 hour before meeting +5. Send Slack notification to #meetings channel +**Outcome:** AEs are prepared for every meeting with full context +**Notes:** Include recent page views and content downloads in notification email + +--- + +### 5. Closed-Won Handoff to CS + +**Name:** Customer Onboarding Trigger +**Trigger:** Deal stage is changed to "Closed Won" +**Actions:** +1. Update associated contact lifecycle stage to "Customer" +2. Set "Customer Since" date to current date +3. Assign contact owner to CS team member (based on segment/territory) +4. Create task for CS: "Schedule kickoff call with [Company Name]" — due in 2 business days +5. Enroll contact in "Customer Onboarding" email sequence +6. Send internal notification to CS manager +7. Remove from all sales sequences +**Outcome:** Seamless handoff from sales to customer success +**Notes:** Include deal notes, contract value, and key stakeholders in CS notification + +--- + +### 6. Stale Deal Alert + +**Name:** Pipeline Hygiene — Stale Deal Detection +**Trigger:** Deal property "Days in current stage" is greater than [2x average for that stage] +**Actions:** +1. Send internal email to deal owner: "Deal stale alert: [Deal Name] has been in [Stage] for [X] days" +2. Create task: "Update or close [Deal Name]" — due in 3 business days +3. If no update after 7 days → alert sales manager +4. Add to "Stale Deals" dashboard list +**Outcome:** Pipeline stays clean and forecast stays accurate +**Notes:** Customize thresholds per stage (Discovery: 14 days, Proposal: 10 days, Negotiation: 21 days) + +--- + +### 7. Recycled Lead Nurture Re-Entry + +**Name:** MQL Recycling to Nurture +**Trigger:** Contact property "Sales Rejection Reason" is known (any value) +**Actions:** +1. Update lifecycle stage to "Recycled" +2. Reset engagement score to baseline (keep fit score) +3. Enroll in "Recycled Lead Nurture" sequence (lower frequency) +4. Set "Recycle Date" to current date +5. Set re-enrollment trigger: if HubSpot Score exceeds threshold again, re-trigger MQL workflow +**Outcome:** Rejected leads get a second chance without clogging the pipeline +**Notes:** Track recycled-to-MQL conversion rate as a separate metric + +--- + +### 8. Lead Activity Digest + +**Name:** Daily Lead Activity Summary +**Trigger:** Scheduled — daily at 8:00 AM local time +**Actions:** +1. Filter contacts: lifecycle stage is "SQL" or "Opportunity" AND had website activity in last 24 hours +2. Send digest email to each contact owner with their leads' activity +3. Include: pages visited, content downloaded, emails opened/clicked +**Outcome:** Sales reps start each day knowing which leads are active +**Notes:** Only include leads with meaningful activity (exclude single homepage visits) + +--- + +## Salesforce Flow Equivalents + +### 1. MQL Alert and Assignment (Salesforce Flow) + +**Type:** Record-Triggered Flow +**Object:** Lead +**Trigger:** Lead field "Status" is changed to "MQL" +**Flow steps:** +1. Get Records: Query "Rep Assignment" custom object for next available rep +2. Update Records: Set Lead Owner to assigned rep +3. Create Records: Create Task — "Contact MQL: {Lead.Name}" with due date = NOW + 4 hours +4. Action: Send email alert to new lead owner +5. Update Records: Update "Rep Assignment" last-assigned timestamp +**Notes:** Use a custom "Rep Assignment" object to manage round-robin state + +### 2. SLA Escalation (Salesforce Flow) + +**Type:** Scheduled-Triggered Flow +**Schedule:** Every 4 hours during business hours +**Flow steps:** +1. Get Records: Leads where Status = "MQL" AND LastActivityDate < TODAY - 1 +2. Decision: Is lead older than 48 hours with no activity? + - YES → Reassign to next rep, create urgent task, alert manager + - NO → Send reminder email to current owner +**Notes:** Pair with Process Builder for real-time alerts on initial assignment + +### 3. Pipeline Stage Automation (Salesforce Flow) + +**Type:** Record-Triggered Flow +**Object:** Opportunity +**Trigger:** Stage field is updated +**Flow steps:** +1. Decision: Which stage was it changed to? +2. For each stage: + - **Discovery:** Create task "Complete discovery questionnaire" + - **Demo:** Create task "Prepare demo environment" + - **Proposal:** Create task "Send proposal" + alert deal desk if ACV > $25K + - **Closed Won:** Trigger CS handoff (create Case, assign CS owner, send welcome email) + - **Closed Lost:** Create task "Log loss reason" + add to win/loss analysis report + +### 4. Stale Deal Detection (Salesforce Flow) + +**Type:** Scheduled-Triggered Flow +**Schedule:** Daily at 7:00 AM +**Flow steps:** +1. Get Records: Open Opportunities where Days_In_Stage > Stage_SLA_Threshold +2. Loop through results: + - Create Task: "Update stale deal: {Opportunity.Name}" + - Send email to Opportunity Owner + - If Days_In_Stage > 2x threshold → send email to Owner's Manager +3. Update custom field "Stale Flag" = true for dashboard visibility + +--- + +## Calendly / SavvyCal Integration Patterns + +### Round-Robin Meeting Scheduling + +**Calendly setup:** +1. Create a team event type with all eligible reps +2. Distribution: "Optimize for equal distribution" +3. Availability: Each rep manages their own calendar +4. Buffer: 15 min before and after meetings +5. Minimum notice: 4 hours (avoid last-minute bookings) + +**CRM integration:** +1. Calendly webhook fires on booking +2. Match invitee email to CRM contact +3. If contact exists → assign meeting to contact owner (override round-robin if owned) +4. If new contact → create lead, assign via routing rules, log meeting +5. Set lifecycle stage to MQL (meeting = high intent) + +### SavvyCal Setup + +**Advantages over Calendly:** +- Priority-based scheduling (prefer certain time slots) +- Overlay calendars (show team availability in one view) +- Personalized booking links per rep + +**Integration pattern:** +1. Create team scheduling link with priority rules +2. Webhook on booking → Zapier/Make → CRM +3. Match or create contact, assign owner, create task +4. Send confirmation with meeting prep materials + +### Meeting Routing by Criteria + +``` +Booking form submitted +├─ Company size > 500? (form field) +│ ├─ YES → Route to enterprise AE calendar +│ └─ NO ↓ +├─ Existing customer? (CRM lookup) +│ ├─ YES → Route to account owner's calendar +│ └─ NO ↓ +└─ Round-robin across SDR team +``` + +### No-Show Workflow + +**Trigger:** Meeting time passes + no meeting notes logged within 30 minutes +**Actions:** +1. Wait 30 minutes after scheduled meeting time +2. Check: Was a call or meeting logged? + - YES → No action + - NO → Send "Sorry we missed you" email to prospect +3. Create task: "Reschedule with [Contact Name]" — due next business day +4. If second no-show → flag contact and alert manager + +--- + +## Zapier Cross-Tool Patterns + +### 1. New Lead → CRM + Slack + Task + +**Trigger:** New form submission (Typeform, HubSpot, Webflow) +**Actions:** +1. Create/update contact in CRM +2. Enrich with Clearbit (if available) +3. Post to Slack #new-leads with enriched data +4. Create task in project management tool (Asana, Linear) + +### 2. Meeting Booked → CRM + Prep Email + +**Trigger:** New Calendly/SavvyCal booking +**Actions:** +1. Find or create CRM contact +2. Update lifecycle stage to MQL +3. Send prep email to assigned rep (include CRM link, LinkedIn profile, recent activity) +4. Create pre-meeting task + +### 3. Deal Closed → Onboarding Stack + +**Trigger:** CRM deal stage changed to "Closed Won" +**Actions:** +1. Create customer record in CS tool (Vitally, Gainsight, ChurnZero) +2. Add to onboarding project template +3. Send welcome email via email tool +4. Create Slack channel: #customer-[company-name] +5. Notify CS team in Slack + +### 4. Lead Scoring → Cross-Tool Sync + +**Trigger:** CRM lead score crosses MQL threshold +**Actions:** +1. Update marketing automation platform status +2. Add to retargeting audience (Facebook, Google Ads) +3. Trigger SDR outreach sequence +4. Log event in analytics (Mixpanel, Amplitude) + +### 5. SLA Breach → Multi-Channel Alert + +**Trigger:** CRM task overdue (MQL follow-up task) +**Actions:** +1. Send Slack DM to rep +2. Send email to rep +3. If 2+ hours overdue → Slack DM to manager +4. If 4+ hours overdue → reassign in CRM (via webhook back to CRM) + +### 6. Weekly Pipeline Digest + +**Trigger:** Schedule — every Monday at 8:00 AM +**Actions:** +1. Query CRM for pipeline summary (total value, new deals, stale deals, expected closes) +2. Format as summary +3. Post to Slack #sales-team +4. Send email digest to sales leadership diff --git a/skills/revops/references/lifecycle-definitions.md b/skills/revops/references/lifecycle-definitions.md new file mode 100644 index 0000000..811f968 --- /dev/null +++ b/skills/revops/references/lifecycle-definitions.md @@ -0,0 +1,278 @@ +# Lifecycle Stage Definitions + +Complete templates for lead lifecycle stages, MQL criteria by business type, SLAs, and rejection/recycling workflows. + +## Stage Templates + +### Subscriber + +**Entry criteria:** +- Opted in to blog, newsletter, or content updates +- No company information required + +**Exit criteria:** +- Provides company information via form or enrichment +- Visits 3+ pages in a session +- Downloads gated content + +**Owner:** Marketing (automated) + +**Actions on entry:** +- Add to newsletter nurture +- Begin tracking engagement score + +--- + +### Lead + +**Entry criteria:** +- Identified contact with name + email + company +- May come from form fill, enrichment, or import + +**Exit criteria:** +- Reaches MQL threshold (fit + engagement) +- Manually qualified by marketing/SDR + +**Owner:** Marketing + +**Actions on entry:** +- Enrich contact data (company size, industry, role) +- Begin scoring +- Add to relevant nurture sequence + +--- + +### MQL (Marketing Qualified Lead) + +**Entry criteria:** +- Meets fit score threshold AND engagement score threshold +- OR triggers high-intent action (demo request, pricing page + form fill) + +**Exit criteria:** +- Sales accepts (becomes SQL) +- Sales rejects (recycled to nurture with reason code) +- No response within SLA (escalated to manager) + +**Owner:** Marketing → Sales (handoff) + +**Actions on entry:** +- Instant alert to assigned sales rep +- Create follow-up task with 4-hour SLA +- Pause marketing nurture sequences +- Log all recent activity for sales context + +--- + +### SQL (Sales Qualified Lead) + +**Entry criteria:** +- Sales rep has had qualifying conversation +- Confirmed: budget, authority, need, or timeline (at least 2 of 4) + +**Exit criteria:** +- Opportunity created with projected value +- Disqualified (recycled with reason code) + +**Owner:** Sales (SDR or AE) + +**Actions on entry:** +- Update lifecycle stage in CRM +- Notify AE if SDR-qualified +- Begin sales sequence if not already in conversation + +--- + +### Opportunity + +**Entry criteria:** +- Formal opportunity created in CRM +- Deal value, close date, and stage assigned + +**Exit criteria:** +- Closed-won or closed-lost + +**Owner:** Sales (AE) + +**Actions on entry:** +- Add to pipeline reporting +- Create deal tasks (proposal, demo, etc.) +- Notify CS if deal is likely to close + +--- + +### Customer + +**Entry criteria:** +- Closed-won deal +- Contract signed and payment terms set + +**Exit criteria:** +- Churns, expands, or renews + +**Owner:** Customer Success / Account Management + +**Actions on entry:** +- Trigger onboarding sequence +- Assign CS manager +- Schedule kickoff call +- Remove from all sales sequences + +--- + +### Evangelist + +**Entry criteria:** +- NPS score 9-10, or active referral behavior +- Agreed to case study, testimonial, or referral program + +**Exit criteria:** +- Ongoing program participation + +**Owner:** Customer Success + Marketing + +**Actions on entry:** +- Add to advocacy program +- Request case study or testimonial +- Invite to referral program +- Feature in marketing campaigns (with permission) + +--- + +## MQL Criteria Templates by Business Type + +### PLG (Product-Led Growth) + +**Fit score (40% weight):** + +| Attribute | Points | +|-----------|--------| +| Company size 10-500 | +15 | +| Company size 500-5000 | +20 | +| Target industry | +10 | +| Decision-maker role | +15 | +| Uses complementary tool | +10 | + +**Engagement score (60% weight) — weight product usage heavily:** + +| Signal | Points | +|--------|--------| +| Created free account | +15 | +| Completed onboarding | +20 | +| Used core feature 3+ times | +25 | +| Invited team member | +20 | +| Hit usage limit | +15 | +| Visited pricing page | +10 | + +**MQL threshold:** 65 points + +--- + +### Sales-Led (Enterprise) + +**Fit score (60% weight) — weight fit heavily:** + +| Attribute | Points | +|-----------|--------| +| Company size 500+ | +20 | +| Target industry | +15 | +| VP+ title | +20 | +| Budget authority confirmed | +15 | +| Uses competitor product | +10 | + +**Engagement score (40% weight):** + +| Signal | Points | +|--------|--------| +| Requested demo | +25 | +| Attended webinar | +10 | +| Downloaded whitepaper | +10 | +| Visited pricing page 2+ times | +15 | +| Engaged with sales email | +10 | + +**MQL threshold:** 70 points + +--- + +### Mid-Market (Balanced) + +**Fit score (50% weight):** + +| Attribute | Points | +|-----------|--------| +| Company size 50-1000 | +15 | +| Target industry | +10 | +| Manager+ title | +15 | +| Target geography | +10 | + +**Engagement score (50% weight):** + +| Signal | Points | +|--------|--------| +| Demo request | +25 | +| Free trial signup | +20 | +| Pricing page visit | +10 | +| Content download (2+) | +10 | +| Email click (3+) | +10 | +| Webinar attendance | +10 | + +**MQL threshold:** 60 points + +--- + +## SLA Templates + +### MQL-to-SQL SLA + +| Metric | Target | Escalation | +|--------|--------|------------| +| First contact attempt | Within 4 business hours | Alert to sales manager at 4 hours | +| Qualification decision | Within 48 hours | Auto-escalate at 48 hours | +| Meeting scheduled (if qualified) | Within 5 business days | Weekly pipeline review flag | + +### SQL-to-Opportunity SLA + +| Metric | Target | Escalation | +|--------|--------|------------| +| Discovery call completed | Within 3 business days of SQL | Alert to AE manager | +| Opportunity created | Within 5 business days of SQL | Pipeline review flag | + +### Opportunity-to-Close SLA + +| Metric | Target | Escalation | +|--------|--------|------------| +| Proposal delivered | Within 5 business days of demo | AE manager alert | +| Deal stale in stage | 2x average days for that stage | Pipeline review flag | +| Close date pushed 2+ times | Immediate | Forecast review required | + +--- + +## Lead Rejection and Recycling + +### Rejection Reason Codes + +| Code | Reason | Recycle Action | +|------|--------|----------------| +| **FIT-01** | Company too small | Nurture; re-score if company grows | +| **FIT-02** | Wrong industry | Archive; do not recycle | +| **FIT-03** | Wrong role / no authority | Nurture; monitor for org changes | +| **ENG-01** | No response after 3 attempts | Recycle to nurture in 90 days | +| **ENG-02** | Interested but bad timing | Recycle to nurture; re-engage in 60 days | +| **QUAL-01** | No budget | Recycle to nurture in 90 days | +| **QUAL-02** | Using competitor, locked in | Recycle; trigger before contract renewal | +| **QUAL-03** | Not a real project | Archive; do not recycle | + +### Recycling Workflow + +1. Sales rejects MQL with reason code +2. CRM updates lifecycle stage to "Recycled" +3. Lead enters recycling nurture sequence (different from original nurture) +4. Engagement score resets to baseline (keep fit score) +5. If lead re-engages and crosses MQL threshold, re-route to sales with "Recycled MQL" flag +6. Track recycled MQL conversion rate separately + +### Recycling Nurture Sequence + +- **Frequency:** Bi-weekly or monthly (lower frequency than initial nurture) +- **Content:** Industry insights, case studies, product updates +- **Duration:** 6 months, then archive if no engagement +- **Re-MQL trigger:** High-intent action (demo request, pricing page revisit) diff --git a/skills/revops/references/routing-rules.md b/skills/revops/references/routing-rules.md new file mode 100644 index 0000000..75bbf2d --- /dev/null +++ b/skills/revops/references/routing-rules.md @@ -0,0 +1,203 @@ +# Lead Routing Rules + +Decision trees, platform-specific configurations, territory routing, ABM routing, and speed-to-lead benchmarks. + +## Routing Decision Tree + +Use this template to map your routing logic: + +``` +New Lead Arrives +│ +├─ Is this a named/target account? +│ ├─ YES → Route to assigned account owner +│ └─ NO ↓ +│ +├─ Is ACV likely > $50K? (based on company size + industry) +│ ├─ YES → Route to enterprise AE team +│ └─ NO ↓ +│ +├─ Is this a PLG signup with team usage? +│ ├─ YES → Route to PLG sales specialist +│ └─ NO ↓ +│ +├─ Does lead match a territory? +│ ├─ YES → Route to territory owner +│ └─ NO ↓ +│ +└─ Default: Round-robin across available reps + └─ If no rep available: Assign to team queue with 1-hour SLA +``` + +Customize this tree for your business. The key principle: **route to the most specific match first, fall back to general.** + +--- + +## Round-Robin Configuration + +### Basic Round-Robin Rules + +1. Distribute leads evenly across eligible reps +2. Skip reps who are on PTO, at capacity, or have a full pipeline +3. Weight by quota attainment (reps below quota get slight priority) +4. Reset distribution count weekly or monthly +5. Log every assignment for auditing + +### HubSpot Round-Robin Setup + +**Using HubSpot's rotation tool:** +- Navigate to Automation → Workflows +- Trigger: Contact property "Lifecycle Stage" equals "MQL" +- Action: Rotate contact owner among selected users +- Options: Even distribution, skip unavailable owners +- Add delay + task creation after assignment + +**Custom rotation with workflows:** +1. Create a custom property "Rotation Counter" (number) +2. Workflow trigger: New MQL created +3. Branch by rotation counter value (0, 1, 2... for each rep) +4. Set contact owner to corresponding rep +5. Increment counter (reset at max) +6. Create follow-up task with SLA deadline + +### Salesforce Round-Robin Setup + +**Using Lead Assignment Rules:** +1. Setup → Feature Settings → Marketing → Lead Assignment Rules +2. Create rule entries in priority order (most specific first) +3. For round-robin: Use assignment rule + custom logic + +**Using Flow for advanced routing:** +1. Create a Record-Triggered Flow on Lead creation +2. Get Records: Query a custom "Rep Queue" object for next available rep +3. Decision element: Check rep availability, capacity, territory +4. Update Records: Assign lead owner +5. Create Task: Follow-up task with SLA +6. Update "Rep Queue" to track last assignment + +--- + +## Territory Routing + +### By Geography + +| Territory | Regions | Assigned Team | +|-----------|---------|---------------| +| West | CA, WA, OR, NV, AZ, UT, CO, HI | Team West | +| Central | TX, IL, MN, MO, OH, MI, WI, IN | Team Central | +| East | NY, MA, PA, NJ, CT, VA, FL, GA | Team East | +| International | All non-US | International team | + +### By Company Size + +| Segment | Company Size | Team | +|---------|-------------|------| +| SMB | 1-50 employees | Inside sales | +| Mid-market | 51-500 employees | Mid-market AEs | +| Enterprise | 501-5000 employees | Enterprise AEs | +| Strategic | 5000+ employees | Strategic account team | + +### By Industry + +| Vertical | Industries | Specialist | +|----------|-----------|------------| +| Tech | SaaS, IT services, hardware | Tech vertical rep | +| Financial | Banking, insurance, fintech | Financial vertical rep | +| Healthcare | Hospitals, pharma, healthtech | Healthcare vertical rep | +| General | All others | General pool (round-robin) | + +### Hybrid Territory Model + +Combine multiple dimensions for precision: + +``` +Lead arrives +├─ Company size > 1000? +│ ├─ YES → Enterprise team +│ │ └─ Sub-route by geography +│ └─ NO ↓ +├─ Industry = Healthcare or Financial? +│ ├─ YES → Vertical specialist +│ └─ NO ↓ +└─ Round-robin across general pool + └─ Weighted by geography preference +``` + +--- + +## Named Account / ABM Routing + +### Setup + +1. **Define target account list** (typically 50-500 accounts) +2. **Assign account owners** in CRM (1 rep per account) +3. **Match logic:** Any lead from a target account domain routes to account owner +4. **Matching rules:** + - Email domain match (primary) + - Company name fuzzy match (secondary, requires manual review) + - IP-to-company resolution (tertiary, for anonymous visitors) + +### ABM Routing Rules + +| Tier | Account Type | Routing | Response SLA | +|------|-------------|---------|--------------| +| Tier 1 | Top 20 strategic accounts | Named owner, instant alert | 1 hour | +| Tier 2 | Top 100 target accounts | Named owner, standard alert | 4 hours | +| Tier 3 | Target industry / size match | Territory or round-robin | Same business day | + +### Multi-Contact Handling + +When multiple contacts from the same account engage: +- Route all contacts to the **same account owner** +- Notify the owner of new contacts entering +- Track account-level engagement score (sum of all contacts) +- Trigger "buying committee" alert when 3+ contacts from one account engage + +--- + +## Speed-to-Lead Data + +### Response Time Impact on Conversion + +| Response Time | Relative Qualification Rate | Notes | +|---------------|---------------------------|-------| +| Under 5 minutes | **21x** more likely to qualify | Gold standard | +| 5-10 minutes | 10x more likely | Still strong | +| 10-30 minutes | 4x more likely | Acceptable for most | +| 30 min - 1 hour | 2x more likely | Below best practice | +| 1-24 hours | Baseline | Industry average | +| 24+ hours | 60% lower than baseline | Lead is effectively cold | + +Source: Lead Connect, InsideSales.com + +### Implementing Speed-to-Lead + +1. **Instant notification** — Push notification + email to rep on MQL creation +2. **Auto-task with timer** — Create task with 5-minute SLA countdown +3. **Escalation chain:** + - 5 min: Original rep alerted + - 15 min: Backup rep alerted + - 30 min: Manager alerted + - 1 hour: Lead reassigned to next available rep +4. **Measure and report** — Track actual response times weekly; recognize fast responders + +### Speed-to-Lead Automation + +**Trigger:** New MQL created +**Actions:** +1. Assign to rep via routing rules (instant) +2. Send push notification + email to rep +3. Create task: "Contact [Lead Name] — 5 min SLA" +4. Start SLA timer +5. If no activity logged in 15 min → alert backup rep +6. If no activity in 30 min → alert manager +7. If no activity in 60 min → reassign via round-robin + +### Measuring Speed-to-Lead + +Track these metrics weekly: +- **Average time to first contact** (from MQL creation to first call/email) +- **Median time to first contact** (less skewed by outliers) +- **% of leads contacted within SLA** (target: 90%+) +- **Contact rate by time of day** (identify coverage gaps) +- **Conversion rate by response time** (prove the ROI of speed) diff --git a/skills/revops/references/scoring-models.md b/skills/revops/references/scoring-models.md new file mode 100644 index 0000000..743d1de --- /dev/null +++ b/skills/revops/references/scoring-models.md @@ -0,0 +1,247 @@ +# Lead Scoring Models + +Detailed scoring templates, example models by business type, and calibration guidance. + +## Explicit Scoring Template (Fit) + +### Company Attributes + +| Attribute | Criteria | Points | +|-----------|----------|--------| +| **Company size** | 1-10 employees | +5 | +| | 11-50 employees | +10 | +| | 51-200 employees | +15 | +| | 201-1000 employees | +20 | +| | 1000+ employees | +15 (unless enterprise-focused, then +25) | +| **Industry** | Primary target industry | +20 | +| | Secondary target industry | +10 | +| | Non-target industry | 0 | +| **Revenue** | Under $1M | +5 | +| | $1M-$10M | +10 | +| | $10M-$100M | +15 | +| | $100M+ | +20 | +| **Geography** | Primary market | +10 | +| | Secondary market | +5 | +| | Non-target market | 0 | + +### Contact Attributes + +| Attribute | Criteria | Points | +|-----------|----------|--------| +| **Job title** | C-suite (CEO, CTO, CMO) | +25 | +| | VP level | +20 | +| | Director level | +15 | +| | Manager level | +10 | +| | Individual contributor | +5 | +| **Department** | Primary buying department | +15 | +| | Adjacent department | +5 | +| | Unrelated department | 0 | +| **Seniority** | Decision maker | +20 | +| | Influencer | +10 | +| | End user | +5 | + +### Technology Attributes + +| Attribute | Criteria | Points | +|-----------|----------|--------| +| **Tech stack** | Uses complementary tool | +15 | +| | Uses competitor | +10 (they understand the category) | +| | Uses tool you replace | +20 | +| **Tech maturity** | Modern stack (cloud, SaaS-forward) | +10 | +| | Legacy stack | +5 | + +--- + +## Implicit Scoring Template (Engagement) + +### High-Intent Signals + +| Signal | Points | Decay | +|--------|--------|-------| +| **Demo request** | +30 | None | +| **Pricing page visit** | +20 | -5 per week | +| **Free trial signup** | +25 | None | +| **Contact sales form** | +30 | None | +| **Case study page (2+)** | +15 | -5 per 2 weeks | +| **Comparison page visit** | +15 | -5 per week | +| **ROI calculator used** | +20 | -5 per 2 weeks | + +### Medium-Intent Signals + +| Signal | Points | Decay | +|--------|--------|-------| +| **Webinar registration** | +10 | -5 per month | +| **Webinar attendance** | +15 | -5 per month | +| **Whitepaper download** | +10 | -5 per month | +| **Blog visit (3+ in a week)** | +10 | -5 per 2 weeks | +| **Email click** | +5 per click | -2 per month | +| **Email open (3+)** | +5 | -2 per month | +| **Social media engagement** | +5 | -2 per month | + +### Low-Intent Signals + +| Signal | Points | Decay | +|--------|--------|-------| +| **Single blog visit** | +2 | -2 per month | +| **Newsletter open** | +2 | -1 per month | +| **Single email open** | +1 | -1 per month | +| **Visited homepage only** | +1 | -1 per week | + +### Product Usage Signals (PLG) + +| Signal | Points | Decay | +|--------|--------|-------| +| **Created account** | +15 | None | +| **Completed onboarding** | +20 | None | +| **Used core feature (3+ times)** | +25 | -5 per month inactive | +| **Invited team member** | +25 | None | +| **Hit usage limit** | +20 | -10 per month | +| **Exported data** | +10 | -5 per month | +| **Connected integration** | +15 | None | +| **Daily active for 5+ days** | +20 | -10 per 2 weeks inactive | + +--- + +## Negative Scoring Signals + +| Signal | Points | Notes | +|--------|--------|-------| +| **Competitor email domain** | -50 | Auto-flag for review | +| **Student email (.edu)** | -30 | May still be valid in some cases | +| **Personal email (gmail, yahoo)** | -10 | Less relevant for B2B; adjust for SMB | +| **Unsubscribe from emails** | -20 | Reduce engagement score | +| **Bounce (hard)** | -50 | Remove from scoring | +| **Spam complaint** | -100 | Remove from all sequences | +| **Job title: Student/Intern** | -25 | Low buying authority | +| **Job title: Consultant** | -10 | May be evaluating for client | +| **No website visit in 90 days** | -15 | Score decay | +| **Invalid phone number** | -10 | Data quality signal | +| **Careers page visitor only** | -30 | Likely a job seeker | + +--- + +## Example Scoring Models + +### Model 1: PLG SaaS (ACV $500-$5K) + +**Weight: 30% fit / 70% engagement (heavily favor product usage)** + +**Fit criteria:** +- Company size 10-500: +15 +- Target industry: +10 +- Manager+ role: +10 +- Uses complementary tool: +10 + +**Engagement criteria:** +- Created free account: +15 +- Completed onboarding: +20 +- Used core feature 3+ times: +25 +- Invited team member: +25 +- Hit usage limit: +20 +- Pricing page visit: +15 + +**Negative:** +- Personal email: -10 +- No login in 14 days: -15 +- Competitor domain: -50 + +**MQL threshold: 60 points** +**Recalibration: Monthly** (fast feedback loop with high volume) + +--- + +### Model 2: Enterprise Sales-Led (ACV $50K+) + +**Weight: 60% fit / 40% engagement (fit is critical at this ACV)** + +**Fit criteria:** +- Company size 500+: +20 +- Revenue $50M+: +15 +- Target industry: +15 +- VP+ title: +20 +- Decision maker confirmed: +15 +- Uses competitor: +10 + +**Engagement criteria:** +- Demo request: +30 +- Multiple stakeholders engaged: +20 +- Attended executive webinar: +15 +- Downloaded ROI guide: +10 +- Visited pricing page 2+: +15 + +**Negative:** +- Company too small (<100): -30 +- Individual contributor only: -15 +- Competitor domain: -50 + +**MQL threshold: 75 points** +**Recalibration: Quarterly** (longer sales cycles, smaller sample size) + +--- + +### Model 3: Mid-Market Hybrid (ACV $5K-$25K) + +**Weight: 50% fit / 50% engagement (balanced approach)** + +**Fit criteria:** +- Company size 50-1000: +15 +- Target industry: +10 +- Manager-VP title: +15 +- Target geography: +10 +- Uses complementary tool: +10 + +**Engagement criteria:** +- Demo request or trial signup: +25 +- Pricing page visit: +15 +- Case study download: +10 +- Webinar attendance: +10 +- Email engagement (3+ clicks): +10 +- Blog visits (5+ pages): +10 + +**Negative:** +- Personal email: -10 +- No engagement in 30 days: -10 +- Competitor domain: -50 +- Student/intern title: -25 + +**MQL threshold: 65 points** +**Recalibration: Quarterly** + +--- + +## Threshold Calibration + +### Setting the Initial Threshold + +1. **Pull closed-won data** from the last 6-12 months +2. **Retroactively score** each deal using your new model +3. **Find the natural breakpoint** — what score separated wins from losses? +4. **Set threshold** just below where 80% of closed-won deals would have scored +5. **Validate** against closed-lost — if many closed-lost score above threshold, tighten criteria + +### Calibration Cadence + +| Business Type | Recalibration Frequency | Why | +|---------------|------------------------|-----| +| PLG / High volume | Monthly | Fast feedback loop, lots of data | +| Mid-market | Quarterly | Moderate cycle length | +| Enterprise | Quarterly to semi-annually | Long cycles, small sample size | + +### Calibration Steps + +1. **Pull MQL-to-closed data** for the calibration period +2. **Compare scored MQLs vs. actual outcomes:** + - High score + closed-won = correctly scored + - High score + closed-lost = possible false positive (tighten) + - Low score + closed-won = possible false negative (loosen) +3. **Adjust weights** based on which attributes actually correlated with wins +4. **Adjust threshold** if MQL volume is too high (raise) or too low (lower) +5. **Document changes** and communicate to sales team + +### Warning Signs Your Model Needs Recalibration + +- MQL-to-SQL acceptance rate drops below 30% +- Sales consistently rejects MQLs as "not ready" +- High-scoring leads don't convert; low-scoring leads do +- MQL volume spikes without corresponding revenue +- New product/market changes since last calibration diff --git a/skills/sales-enablement/SKILL.md b/skills/sales-enablement/SKILL.md new file mode 100644 index 0000000..8042e19 --- /dev/null +++ b/skills/sales-enablement/SKILL.md @@ -0,0 +1,349 @@ +--- +name: sales-enablement +description: "When the user wants to create sales collateral, pitch decks, one-pagers, objection handling docs, or demo scripts. Also use when the user mentions 'sales deck,' 'pitch deck,' 'one-pager,' 'leave-behind,' 'objection handling,' 'ROI calculator,' 'demo script,' 'talk track,' 'sales playbook,' 'proposal template,' or 'buyer persona card.' For competitor battle cards and comparison pages, see competitor-alternatives. For marketing website copy, see copywriting. For cold outreach emails, see cold-email." +metadata: + version: 1.0.0 +--- + +# Sales Enablement + +You are an expert in B2B sales enablement. Your goal is to create sales collateral that reps actually use — decks, one-pagers, objection docs, demo scripts, and playbooks that help close deals. + +## Before Starting + +**Check for product marketing context first:** +If `.claude/product-marketing-context.md` exists, read it before asking questions. Use that context and only ask for information not already covered or specific to this task. + +Gather this context (ask if not provided): + +1. **Value Proposition & Differentiators** + - What do you sell and who is it for? + - What makes you different from the next best alternative? + - What outcomes can you prove? + +2. **Sales Motion** + - How do you sell? (self-serve, inside sales, field sales, hybrid) + - Average deal size and sales cycle length + - Key personas involved in the buying decision + +3. **Collateral Needs** + - What specific assets do you need? + - What stage of the funnel are they for? + - Who will use them? (AE, SDR, champion, prospect) + +4. **Current State** + - What materials exist today? + - What's working and what's not? + - What do reps ask for most? + +--- + +## Core Principles + +### Sales Uses What Sales Trusts +Involve reps in creation. Use their language, not marketing's. If reps rewrite your deck before sending it, you wrote the wrong deck. Test drafts with your top performers first. + +### Situation-Specific, Not Generic +Tailor to persona, deal stage, and use case. A deck for a CTO should look different from one for a VP of Sales. A one-pager for post-meeting follow-up serves a different purpose than one for a trade show. + +### Scannable Over Comprehensive +Reps need information in 3 seconds, not 30. Use bold headers, short bullets, and visual hierarchy. If a rep can't find the answer mid-call, the doc has failed. + +### Tie Back to Business Outcomes +Every claim connects to revenue, efficiency, or risk reduction. Features mean nothing without the "so what." Replace "AI-powered analytics" with "cut reporting time by 80%." + +--- + +## Sales Deck / Pitch Deck + +### 10-12 Slide Framework + +1. **Current World Problem** — The pain your buyer lives with today +2. **Cost of the Problem** — What inaction costs (time, money, risk) +3. **The Shift Happening** — Market or technology change creating urgency +4. **Your Approach** — How you solve it differently +5. **Product Walkthrough** — 3-4 key workflows, not a feature tour +6. **Proof Points** — Metrics, logos, analyst recognition +7. **Case Study** — One customer story told well +8. **Implementation / Timeline** — How they get from here to live +9. **ROI / Value** — Expected return and payback period +10. **Pricing Overview** — Transparent, tiered if applicable +11. **Next Steps / CTA** — Clear action with timeline + +### Deck Principles + +- **Story arc, not feature tour.** Every deck tells a story: the world has a problem, there's a better way, here's proof, here's how to get there. +- **One idea per slide.** If you need two points, use two slides. +- **Design for presenting, not reading.** Slides support the conversation — they don't replace it. Minimal text, strong visuals. + +### Customization by Buyer Type + +| Buyer | Emphasize | De-emphasize | +|-------|-----------|--------------| +| Technical buyer | Architecture, security, integrations, API | ROI calculations, business metrics | +| Economic buyer | ROI, payback period, total cost, risk | Technical details, implementation specifics | +| Champion | Internal selling points, quick wins, peer proof | Deep technical or financial detail | + +**For full slide-by-slide guidance**: See [references/deck-frameworks.md](references/deck-frameworks.md) + +--- + +## One-Pagers / Leave-Behinds + +### When to Use + +- **Post-meeting recap** — Reinforce what you discussed, keep momentum +- **Champion internal selling** — Arm your champion to sell for you +- **Trade show handout** — Quick intro that drives follow-up + +### Structure + +1. **Problem statement** — The pain in one sentence +2. **Your solution** — What you do and how +3. **3 differentiators** — Why you vs. alternatives +4. **Proof point** — One strong metric or customer quote +5. **CTA** — Clear next step with contact info + +### Design Principles + +- One page, literally. Front only, or front and back maximum. +- Scannable in 30 seconds. Bold headers, short bullets, whitespace. +- Include your logo, website, and a specific contact (not info@). +- Match your brand but keep it clean — this is a sales tool, not a brand piece. + +**For templates by use case**: See [references/one-pager-templates.md](references/one-pager-templates.md) + +--- + +## Objection Handling Docs + +### Objection Categories + +| Category | Examples | +|----------|----------| +| Price | "Too expensive," "No budget this quarter," "Competitor is cheaper" | +| Timing | "Not the right time," "Maybe next quarter," "Too busy to implement" | +| Competition | "We already use X," "What makes you different?" | +| Authority | "I need to check with my boss," "The committee decides" | +| Status quo | "What we have works fine," "Not broken, don't fix it" | +| Technical | "Does it integrate with X?," "Security concerns," "Can it scale?" | + +### Response Framework + +For each objection, document: + +1. **Objection statement** — Exactly how reps hear it +2. **Why they say it** — The real concern behind the words +3. **Response approach** — How to acknowledge and redirect +4. **Proof point** — Specific evidence that addresses the concern +5. **Follow-up question** — Keep the conversation moving forward + +### Two Formats + +- **Quick-reference table** for live calls — objection, one-line response, proof point. Fits on one screen. +- **Detailed doc** for prep and training — full context, talk tracks, role-play scenarios. + +**For the full objection library**: See [references/objection-library.md](references/objection-library.md) + +--- + +## ROI Calculators & Value Props + +### Calculator Design + +**Inputs** (current state metrics the prospect provides): +- Time spent on manual processes +- Current tool costs +- Error rates or inefficiency metrics +- Team size + +**Calculations** (your formula for value): +- Time saved per week/month/year +- Cost reduction (tools, headcount, errors) +- Revenue impact (faster deals, higher conversion) + +**Outputs** (what the prospect sees): +- Annual ROI percentage +- Payback period in months +- Total 3-year value + +### Value Prop by Persona + +| Persona | Cares About | Lead With | +|---------|-------------|-----------| +| CTO / VP Eng | Architecture, scale, security, team velocity | Technical superiority, integration depth | +| VP Sales | Pipeline, quota attainment, rep productivity | Revenue impact, time savings per rep | +| CFO | Total cost, payback period, risk | ROI, cost reduction, financial predictability | +| End user | Ease of use, daily workflow, learning curve | Time saved, frustration eliminated | + +### Implementation Options + +- **Spreadsheet** — Fastest to build, easy to customize per deal. Works for inside sales. +- **Web tool** — More polished, captures leads, scales better. Worth building if deal volume is high. +- **Slide-based** — ROI story embedded in the deck. Good for executive presentations. + +--- + +## Demo Scripts & Talk Tracks + +### Script Structure + +1. **Opening** (2 min) — Context setting, agenda, confirm goals for the call +2. **Discovery recap** (3 min) — Summarize what you learned, confirm priorities +3. **Solution walkthrough** (15-20 min) — 3-4 key workflows mapped to their pain +4. **Interaction points** — Questions to ask during the demo, not just at the end +5. **Close** (5 min) — Summarize value, propose next steps with timeline + +### Talk Track Types + +| Type | Duration | Focus | +|------|----------|-------| +| Discovery call | 30 min | Qualify, understand pain, map buying process | +| First demo | 30-45 min | Show 3-4 workflows tied to their pain | +| Technical deep-dive | 45-60 min | Architecture, security, integrations, API | +| Executive overview | 20-30 min | Business outcomes, ROI, strategic alignment | + +### Key Principles + +- **Never demo without discovery.** If you don't know their pain, you're guessing which features matter. +- **Customize to their use case.** Use their terminology, their data (if possible), their workflow. +- **Leave time for questions.** A demo where the prospect doesn't talk is a demo that doesn't close. + +**For full script templates**: See [references/demo-scripts.md](references/demo-scripts.md) + +--- + +## Case Study Briefs (Sales Format) + +### How Sales Case Studies Differ + +Marketing case studies tell a story. Sales case studies arm reps with fast-access proof. Keep them short, outcome-focused, and tagged for retrieval. + +### Structure + +1. **Customer profile** — Industry, company size, buyer role +2. **Challenge** — What they were struggling with (2-3 sentences) +3. **Solution** — What they implemented (1-2 sentences) +4. **Results** — 3 specific metrics (before/after) +5. **Pull quote** — One sentence from the customer +6. **Tags** — Industry, use case, company size, persona + +### Organization + +Organize case studies so reps can find the right one instantly: +- **By industry** — "Show me a case study for healthcare" +- **By use case** — "Show me someone who used us for X" +- **By company size** — "Show me an enterprise example" + +--- + +## Proposal Templates + +### Structure + +1. **Executive summary** — Their challenge, your solution, expected outcome (1 page max) +2. **Proposed solution** — What you'll deliver, mapped to their requirements +3. **Implementation plan** — Timeline, milestones, responsibilities +4. **Investment** — Pricing, payment terms, what's included +5. **Next steps** — How to move forward, decision timeline + +### Customization Guidance + +- Mirror their language from discovery calls +- Reference specific pain points they mentioned +- Include only relevant case studies (same industry or use case) +- Name the stakeholders you've spoken with + +### Common Mistakes + +- **Too long** — If it's over 10 pages, it won't get read. Aim for 5-7. +- **Too generic** — Templated proposals signal low effort. Customize the exec summary at minimum. +- **Burying the price** — Don't make them hunt for it. Be transparent and confident. + +--- + +## Sales Playbooks + +### What Goes in a Playbook + +- **Buyer profile** — Who you're selling to, their goals and pains +- **Qualification criteria** — BANT, MEDDIC, or your framework +- **Discovery questions** — Organized by topic, not a script +- **Objection handling** — Top 10 objections with responses +- **Competitive positioning** — How you win against each competitor +- **Demo flow** — Recommended sequence for each persona +- **Email templates** — Follow-up, proposal, check-in, breakup + +### When to Build + +- **New product launch** — Reps need a single source of truth +- **New market segment** — Different buyers need different approaches +- **New hire ramp** — Playbooks cut ramp time significantly + +### Keeping It Living + +Playbooks die when they're not updated. Review quarterly, get input from top reps, and remove anything outdated. Assign an owner — if nobody owns it, it rots. + +--- + +## Buyer Persona Cards + +### Card Structure + +| Field | Description | +|-------|-------------| +| Role / title | Common titles and reporting structure | +| Goals | What success looks like for them | +| Pains | What frustrates them daily | +| Top objections | The 3-5 objections you'll hear from this role | +| Evaluation criteria | How they judge solutions | +| Buying process | Their role in the decision, who they influence | +| Messaging angle | The one sentence that resonates most | + +### Persona Types + +- **Economic buyer** — Signs the check. Cares about ROI and risk. +- **Technical buyer** — Evaluates the product. Cares about capabilities and integration. +- **End user** — Uses it daily. Cares about ease and workflow fit. +- **Champion** — Advocates internally. Needs ammunition to sell for you. +- **Blocker** — Opposes the purchase. Understand their concern to neutralize it. + +--- + +## Output Format + +Deliver the right format for each asset type: + +| Asset | Deliverable | +|-------|-------------| +| Sales deck | Slide-by-slide outline with headline, body copy, and speaker notes | +| One-pager | Full copy with layout guidance (visual hierarchy, sections) | +| Objection doc | Table format: objection, response, proof point, follow-up | +| Demo script | Scene-by-scene with timing, talk track, and interaction points | +| ROI calculator | Input fields, formulas, output display with sample data | +| Playbook | Structured document with table of contents and sections | +| Persona card | One-page card format per persona | +| Proposal | Section-by-section copy with customization notes | + +--- + +## Task-Specific Questions + +If context is missing, ask: + +1. What collateral do you need? (deck, one-pager, objection doc, etc.) +2. Who will use it? (AE, SDR, champion, prospect) +3. What sales stage is it for? (prospecting, discovery, demo, negotiation, close) +4. Who is the target persona? (title, seniority, department) +5. What are the top 3 objections you hear most? + +--- + +## Related Skills + +- **competitor-alternatives**: For public-facing comparison and alternative pages +- **copywriting**: For marketing website copy +- **cold-email**: For outbound prospecting emails +- **revops**: For lead lifecycle, scoring, routing, and pipeline management +- **pricing-strategy**: For pricing decisions and packaging +- **product-marketing-context**: For foundational positioning and messaging diff --git a/skills/sales-enablement/references/deck-frameworks.md b/skills/sales-enablement/references/deck-frameworks.md new file mode 100644 index 0000000..218c0fe --- /dev/null +++ b/skills/sales-enablement/references/deck-frameworks.md @@ -0,0 +1,263 @@ +# Sales Deck Frameworks + +Detailed slide-by-slide guidance for building sales decks that tell a story and close deals. + +## The Storytelling Arc + +Every great deck follows a narrative structure: **Situation → Complication → Resolution.** + +- **Situation** (Slides 1-3): The world your buyer lives in. Establish shared understanding. +- **Complication** (Slides 2-3): Why the status quo is no longer sustainable. Create urgency. +- **Resolution** (Slides 4-11): Your approach, proof, and path forward. + +The goal is not to present features. The goal is to make the buyer feel understood, then show them a better way. + +--- + +## Slide-by-Slide Template + +### Slide 1: Current World Problem + +**What to include:** +- The challenge your buyer faces daily +- A stat or data point that quantifies the problem +- Visual: simple graphic or striking number + +**What to avoid:** +- Starting with your company or product +- Generic industry trends that don't connect to pain +- More than one core problem + +**Copy prompt:** "What is the one problem that, if you could describe it perfectly, would make your buyer say 'that's exactly my situation'?" + +--- + +### Slide 2: Cost of the Problem + +**What to include:** +- Financial impact (revenue lost, costs incurred) +- Time impact (hours wasted, delays) +- Risk impact (what happens if they do nothing) +- Specific numbers wherever possible + +**What to avoid:** +- Vague claims without data +- Fear-mongering without substance +- Too many metrics (pick 2-3 that hit hardest) + +**Copy prompt:** "If your buyer does nothing for the next 12 months, what does it cost them?" + +--- + +### Slide 3: The Shift Happening + +**What to include:** +- Market trend or technology change creating a new opportunity +- Why "the old way" no longer works +- Why now is the right time to act + +**What to avoid:** +- Hype-driven trends without substance +- Making it about your product yet +- Overly technical explanations + +**Copy prompt:** "What has changed in the market that makes the old approach unsustainable?" + +--- + +### Slide 4: Your Approach + +**What to include:** +- Your philosophy or unique point of view +- How your approach differs from conventional solutions +- The "aha" insight that led to your product + +**What to avoid:** +- Feature lists (too early) +- Jargon or acronyms +- Claiming to be "the only" or "the first" unless provably true + +**Copy prompt:** "What do you believe about solving this problem that most people get wrong?" + +--- + +### Slide 5: Product Walkthrough + +**What to include:** +- 3-4 key workflows that map to the pain from Slide 1 +- Screenshots or product visuals +- Brief description of what each workflow accomplishes + +**What to avoid:** +- Showing every feature +- Dense UI screenshots without callouts +- Talking about technology instead of outcomes + +**Copy prompt:** "Walk through 3 things the buyer would do in your product in their first week." + +--- + +### Slide 6: Proof Points + +**What to include:** +- Customer logos (aim for recognizable names in their industry) +- Key metrics: "X% improvement," "Y hours saved," "Z% increase" +- Analyst recognition, awards, or certifications if relevant + +**What to avoid:** +- Unsubstantiated claims +- Too many logos without context +- Vanity metrics that don't relate to the buyer's pain + +**Copy prompt:** "What are 3 numbers that prove your product works?" + +--- + +### Slide 7: Case Study + +**What to include:** +- One customer story told well: challenge, solution, results +- Specific metrics (before and after) +- Customer quote if available +- Choose a customer similar to the prospect + +**What to avoid:** +- Multiple case studies crammed into one slide +- Generic outcomes without specifics +- Customers from irrelevant industries + +**Copy prompt:** "Tell the story of one customer who went from struggling to succeeding with your product." + +--- + +### Slide 8: Implementation / Timeline + +**What to include:** +- Clear phases with timeline (e.g., Week 1: Setup, Week 2-3: Integration, Week 4: Live) +- What's required from their side vs. yours +- Support resources available + +**What to avoid:** +- Overcomplicating the process +- Hiding time requirements +- Skipping the "what do I need to do?" question + +**Copy prompt:** "How does a customer get from signing to live? What does each week look like?" + +--- + +### Slide 9: ROI / Value + +**What to include:** +- Expected return based on their inputs or industry benchmarks +- Payback period +- Total value over 1-3 years +- Comparison to cost of inaction + +**What to avoid:** +- Unrealistic projections +- ROI without showing your math +- Generic numbers not tied to their situation + +**Copy prompt:** "If they buy today, what does the next 12 months look like in dollars and hours?" + +--- + +### Slide 10: Pricing Overview + +**What to include:** +- Pricing tiers or structure +- What's included at each level +- Recommended plan for their situation + +**What to avoid:** +- Burying the price or being cagey +- Too many options (3 tiers max) +- Surprising them with hidden costs + +**Copy prompt:** "What does it cost, what do they get, and which plan is right for them?" + +--- + +### Slide 11: Next Steps / CTA + +**What to include:** +- Specific next action with timeline ("Start a pilot next week") +- What happens after they say yes +- Your contact information + +**What to avoid:** +- Vague CTAs ("Let's stay in touch") +- Multiple competing next steps +- Ending without energy + +**Copy prompt:** "What is the one thing you want them to do after this meeting?" + +--- + +## Persona Customization Guide + +### Technical Buyer Deck + +**Add:** +- Architecture diagram slide after Product Walkthrough +- Security and compliance details +- Integration ecosystem and API capabilities +- Technical implementation requirements + +**Remove or minimize:** +- ROI calculations (they care about capability, not cost) +- High-level market trends (they want specifics) + +**Adjust tone:** Precise, no fluff, respect their expertise. Avoid marketing superlatives. + +### Economic Buyer Deck + +**Add:** +- Detailed ROI slide with calculations shown +- Total cost of ownership comparison +- Risk mitigation and compliance +- Executive summary slide up front + +**Remove or minimize:** +- Technical details and architecture +- Feature-level walkthroughs +- Implementation specifics (they'll delegate) + +**Adjust tone:** Business-focused, outcome-driven. Speak in dollars and percentages. + +### Champion Deck + +**Add:** +- "Internal selling" slide — key points for them to present to their team +- Quick-win slide — what success looks like in 30 days +- Peer proof — companies like theirs who succeeded +- Objection pre-handling — common pushback they'll face internally + +**Remove or minimize:** +- Deep technical or financial detail +- Anything that requires context they can't relay + +**Adjust tone:** Empowering, equipping. Make them look smart to their boss. + +--- + +## Anti-Patterns + +### The Feature Dump +Every slide is a feature with a screenshot. No story, no "so what," no connection to the buyer's world. Reps click through it; prospects tune out. + +### The Wall of Text +Slides with 200+ words. Nobody reads them during a presentation. If the slide requires reading, it belongs in a leave-behind. + +### The Missing Story Arc +Slides exist in isolation — no narrative flow from problem to solution to proof. The deck feels like a brochure, not a conversation. + +### The Generic Screenshot +Product screenshots without callouts, annotations, or context. The prospect can't tell what they're looking at or why it matters. + +### The Premature Demo +Jumping to product features before establishing the problem. The buyer has no frame of reference for why your features matter. + +### The Kitchen Sink +Trying to address every persona, every use case, every feature in one deck. The result is a 40-slide monster that nobody wants to sit through. diff --git a/skills/sales-enablement/references/demo-scripts.md b/skills/sales-enablement/references/demo-scripts.md new file mode 100644 index 0000000..e9dd069 --- /dev/null +++ b/skills/sales-enablement/references/demo-scripts.md @@ -0,0 +1,355 @@ +# Demo Script Templates + +Scene-by-scene templates for different call types, with timing, talk tracks, and interaction guidance. + +## Discovery Call Script + +**Duration:** 30 minutes +**Goal:** Qualify the opportunity, understand pain, map the buying process. + +### Scene 1: Opening (3 min) + +**Talk track:** +> "Thanks for taking the time, [Name]. I've done some research on [Company] but I'd love to hear from you directly. My goal for today is to understand what you're working on and see if there's a fit — and if there's not, I'll tell you that too. Sound good?" + +**What to establish:** +- Set the agenda and time expectation +- Position yourself as a peer, not a pitch person +- Get permission to ask questions + +--- + +### Scene 2: Situation Questions (7 min) + +**Questions to ask:** +- "Can you walk me through how your team handles [relevant process] today?" +- "What tools are you currently using for this?" +- "How many people are involved in this workflow?" +- "How long has this been in place?" + +**What you're listening for:** +- Current process and tools +- Team size and structure +- How established (and how entrenched) the current approach is + +--- + +### Scene 3: Pain Identification (10 min) + +**Questions to ask:** +- "What's the biggest challenge with that process today?" +- "When that breaks down, what happens?" +- "How much time does your team spend on [specific task] per week?" +- "What have you tried to fix this?" +- "If you could wave a magic wand, what would change?" + +**What you're listening for:** +- Specific, quantifiable pain points +- Emotional frustration (not just logical problems) +- Failed attempts to solve this (shows urgency) +- The "magic wand" answer reveals their ideal state + +**Interaction tip:** Take notes visibly. Repeat back what you hear: "So if I understand correctly, the biggest issue is [X], which costs you about [Y] per month. Is that right?" + +--- + +### Scene 4: Impact & Priority (5 min) + +**Questions to ask:** +- "Where does solving this sit on your priority list this quarter?" +- "What happens if you don't solve this in the next 6 months?" +- "Who else is affected by this problem?" +- "Is there budget allocated for solving this?" + +**What you're listening for:** +- Priority level (nice-to-have vs. must-solve) +- Urgency and consequences of inaction +- Organizational breadth of the problem +- Budget signals + +--- + +### Scene 5: Buying Process (3 min) + +**Questions to ask:** +- "If you decided this was the right solution, what does the evaluation process look like?" +- "Who else would be involved in the decision?" +- "Have you evaluated solutions for this before?" +- "What's your timeline for making a decision?" + +**What you're listening for:** +- Decision-making process and stakeholders +- Past evaluation experience (and why they didn't buy) +- Timeline for decision + +--- + +### Scene 6: Close (2 min) + +**Talk track:** +> "Based on what you've shared, I think there's a strong fit — specifically around [pain point 1] and [pain point 2]. What I'd suggest as a next step is a 30-minute demo where I can show you exactly how we'd address those. I'll customize it to your workflow. Does [specific date/time] work?" + +**What to do:** +- Summarize the 2-3 key pain points +- Propose a specific next step with a date +- Send a calendar invite before you hang up + +--- + +## First Demo Script + +**Duration:** 30-45 minutes +**Goal:** Show how your product solves their specific pain. Advance to evaluation/pilot. + +### Scene 1: Opening & Recap (5 min) + +**Talk track:** +> "Last time we spoke, you mentioned [pain point 1], [pain point 2], and [goal]. I've put together a demo focused on those three areas. If I've missed anything, flag it and we'll adjust. Sound good?" + +**What to do:** +- Recap discovery findings to show you listened +- Confirm priorities haven't changed +- Set expectation for what they'll see + +--- + +### Scene 2: Workflow 1 — Primary Pain Point (10 min) + +**Structure:** +1. Restate the pain: "You mentioned [specific problem]..." +2. Show the solution: Walk through the workflow step by step +3. Highlight the outcome: "This means [specific benefit]..." + +**Interaction point (at the 5-min mark):** +> "How does this compare to how you're handling it today?" + +**What to avoid:** +- Showing every feature of this section +- Getting lost in settings or configuration +- Talking for more than 3 minutes without asking a question + +--- + +### Scene 3: Workflow 2 — Secondary Pain Point (8 min) + +**Structure:** +Same as Workflow 1 — restate pain, show solution, highlight outcome. + +**Interaction point:** +> "Is this the kind of visibility your team has been asking for?" + +--- + +### Scene 4: Workflow 3 — Differentiator (7 min) + +**Structure:** +Show something they can't do today and can't get from competitors. + +**Talk track:** +> "This is where we're really different from [competitor/status quo]. [Explain the unique capability]. For example, [Customer] uses this to [specific outcome]." + +**Interaction point:** +> "How would your team use this?" + +--- + +### Scene 5: Proof Point (3 min) + +**Talk track:** +> "Let me share a quick example. [Customer similar to them] was in a similar situation — [brief challenge]. After implementing, they saw [specific metrics]. Their [role] said [quote]." + +**What to do:** +- Choose a case study that matches their industry, size, or use case +- Keep it brief — this is reinforcement, not a presentation + +--- + +### Scene 6: Close (5 min) + +**Talk track:** +> "Based on what we've covered, here's what I'd recommend as next steps: [specific next step]. This typically takes [timeline]. Who else on your team should be involved? I can set up a [follow-up meeting type] for [date]." + +**What to do:** +- Propose a specific next step (not "let me know") +- Identify additional stakeholders to involve +- Set a follow-up date before ending the call +- Send recap email within 2 hours + +--- + +## Technical Deep-Dive Script + +**Duration:** 45-60 minutes +**Goal:** Satisfy technical evaluation criteria. Address architecture, security, and integration concerns. + +### Scene 1: Opening (3 min) + +**Talk track:** +> "I know your goal today is to understand the technical details — architecture, security, integrations, and how this fits your stack. I'll walk through each area and leave plenty of time for questions. What's your top priority for this session?" + +**Attendees:** Typically includes their technical evaluator (engineer, architect, IT lead) plus your SE or solutions engineer. + +--- + +### Scene 2: Architecture Overview (10 min) + +**Cover:** +- High-level architecture diagram +- Infrastructure and hosting (cloud provider, regions) +- Data flow and storage +- Scalability approach +- Uptime SLA and reliability track record + +**Interaction point:** +> "How does this compare to your current infrastructure requirements?" + +--- + +### Scene 3: Security & Compliance (10 min) + +**Cover:** +- Certifications (SOC 2, ISO 27001, HIPAA, etc.) +- Data encryption (at rest, in transit) +- Access controls and authentication (SSO, RBAC) +- Audit logging +- Data residency and privacy (GDPR, CCPA) +- Penetration testing cadence + +**Interaction point:** +> "What are your must-have security requirements? I want to make sure we address them specifically." + +--- + +### Scene 4: Integrations & API (15 min) + +**Cover:** +- Native integrations relevant to their stack +- API capabilities (REST, GraphQL, webhooks) +- Authentication methods +- Rate limits and data sync frequency +- Live demo of relevant integration + +**Interaction point:** +> "Walk me through your current stack — I want to map out exactly how we'd fit in." + +--- + +### Scene 5: Implementation & Migration (5 min) + +**Cover:** +- Implementation timeline and phases +- Data migration process +- Configuration requirements +- Training and onboarding +- Ongoing support model + +**Interaction point:** +> "What does your team's capacity look like for implementation? That helps me scope the right timeline." + +--- + +### Scene 6: Q&A and Close (10 min) + +**Talk track:** +> "What questions do I need to answer for you to feel confident about the technical fit?" + +**What to do:** +- Answer directly — if you don't know, say so and follow up +- Document all questions for follow-up +- Propose next step (security review, proof of concept, pilot) +- Send technical documentation summary within 24 hours + +--- + +## Executive Overview Script + +**Duration:** 20-30 minutes +**Goal:** Get executive buy-in on the business case. Advance to budget approval or decision. + +### Scene 1: Opening (2 min) + +**Talk track:** +> "Thanks for your time, [Name]. [Champion] has been evaluating [your product] and the results look strong. I'll keep this focused on the business impact and what a partnership looks like. I know your time is valuable so I'll aim to leave 10 minutes for questions." + +**What to do:** +- Be concise — executives punish rambling +- Reference the champion and work done so far +- Set a clear agenda + +--- + +### Scene 2: The Problem & Cost (5 min) + +**Talk track:** +> "Based on what [Champion] shared, your team is spending [X hours/$ amount] on [problem]. That's [annual cost]. It's also creating [secondary impact: risk, delays, churn]. This isn't unique to you — it's an industry-wide challenge, and the companies solving it are seeing [outcome]." + +**What to do:** +- Use their numbers, not generic benchmarks +- Connect to metrics they care about (revenue, cost, risk) +- Keep it to 2-3 key points + +--- + +### Scene 3: The Solution & Differentiation (5 min) + +**Talk track:** +> "Here's what we do differently. [One-sentence explanation]. For your team specifically, this means [specific benefit 1] and [specific benefit 2]. [Champion]'s team has already seen [early result or reaction from evaluation]." + +**What to do:** +- High-level, not feature-level +- Tie to their strategic priorities +- Reference the champion's evaluation + +--- + +### Scene 4: ROI & Business Case (5 min) + +**Talk track:** +> "Here's the business case. Based on your team's numbers: [walk through ROI calculation]. Expected payback period is [X months]. Over 3 years, the total value is [$ amount]. [Customer similar to them] saw [specific result] within [timeframe]." + +**What to do:** +- Show the math, not just the conclusion +- Use conservative estimates (executives discount inflated numbers) +- One strong case study, not three weak ones + +--- + +### Scene 5: Q&A and Decision (5-10 min) + +**Talk track:** +> "What questions do you have? And — assuming the business case holds up, what does the decision process look like from here?" + +**What to do:** +- Listen more than talk +- Answer concisely +- Get a clear next step and timeline +- Thank the champion in front of the executive + +--- + +## Interaction Point Guidance + +### When to Ask Questions During Demos + +- **After showing each workflow** — "How does this compare to your current process?" +- **When you see a reaction** — "I noticed you reacted to that — what are you thinking?" +- **Before moving to the next section** — "Any questions on this before we move on?" +- **When showing a differentiator** — "How would your team use this?" +- **At the midpoint** — "Are we covering the right things, or should we adjust?" + +### Questions NOT to Ask During Demos + +- "Does that make sense?" (patronizing) +- "Are you still with me?" (implies they're lost) +- "Isn't that cool?" (salesy) +- Rhetorical questions that don't invite real dialogue + +### How to Handle "Can You Show Me X?" + +When a prospect asks to see something during the demo: + +1. **If it's quick** — show it now, then return to your flow +2. **If it's a tangent** — "Great question. Let me note that and show you after the main flow so we stay on track." +3. **If it's not possible** — "We don't do that today. Here's how customers handle it: [alternative]." + +Never say "I'll get back to you" without writing it down and following up within 24 hours. diff --git a/skills/sales-enablement/references/objection-library.md b/skills/sales-enablement/references/objection-library.md new file mode 100644 index 0000000..22bcbc6 --- /dev/null +++ b/skills/sales-enablement/references/objection-library.md @@ -0,0 +1,270 @@ +# Objection Library + +Common B2B SaaS objections with response frameworks. Organized by category for quick reference. + +## Quick-Reference Table + +For live calls. Find the objection, scan the response, reference the proof. + +| Objection | Response (1-line) | Proof Point | +|-----------|--------------------|-------------| +| "Too expensive" | "Compared to what? Let's look at what the problem costs you today." | ROI case study showing payback in X months | +| "No budget" | "When budget opens up, what would need to be true for this to be a priority?" | Customer who started with a pilot to prove value | +| "Competitor is cheaper" | "They are — here's what you give up at that price point." | Feature comparison + customer who switched | +| "Not the right time" | "What changes next quarter that makes it better timing?" | Cost-of-delay calculation | +| "Maybe next quarter" | "Happy to reconnect. What would a pilot look like before then?" | Customer who started small and expanded | +| "We use X already" | "How's that working for [specific pain area]?" | Customer who switched from X | +| "What makes you different?" | "For teams like yours, the biggest difference is [specific differentiator]." | Side-by-side comparison for their use case | +| "Need to check with my boss" | "Absolutely. What would help you make the case? I can send materials." | Champion one-pager, ROI calculator | +| "The committee decides" | "Who's on the committee and what does each person care about?" | Multi-persona case study | +| "What we have works fine" | "It does work — the question is whether it's costing you more than it should." | Benchmark data showing efficiency gaps | +| "Not broken, don't fix it" | "Agreed — this isn't about fixing, it's about the opportunity cost of the current approach." | Customer who didn't know what they were missing | +| "Does it integrate with X?" | "Yes / Let me check and get you specifics by end of day." | Integration documentation, customer using same stack | +| "Security concerns" | "Completely fair. Here's our security overview — happy to loop in our team." | SOC 2 report, security whitepaper | +| "Can it scale?" | "We serve companies from [small] to [large]. Here's an example at your scale." | Case study at similar scale | +| "We tried something like this before" | "What went wrong? Understanding that helps me show how we're different." | Customer with same failed experience who succeeded with you | + +--- + +## Detailed Objection Responses + +### Price Objections + +#### "It's too expensive" + +**Why they say it:** May be genuine budget constraint, sticker shock, or negotiation tactic. Often means they don't yet see enough value to justify the cost. + +**Response approach:** +1. Don't defend the price immediately. Ask "Compared to what?" +2. Reframe from cost to investment — what does the problem cost them today? +3. Walk through the ROI calculation together +4. If budget is real, explore smaller starting points + +**Talk track:** +> "I hear that. Let me ask — what's the cost of the problem we discussed? You mentioned your team spends [X hours] on [task] every week. At your team's loaded cost, that's roughly [$ amount] per year. Our solution runs [$ price] — so the question is whether eliminating that problem is worth the investment." + +**Proof point:** ROI calculator or case study showing payback period. + +**Follow-up question:** "If the ROI was clear, is this something you'd prioritize this quarter?" + +--- + +#### "We don't have budget for this" + +**Why they say it:** Budget may genuinely be allocated. Or they haven't identified budget because priority isn't established. + +**Response approach:** +1. Validate — budget constraints are real +2. Understand timing — when does budget cycle reset? +3. Explore alternatives — pilot, smaller scope, different budget line +4. Help them build the business case to create budget + +**Talk track:** +> "Totally understand. Two questions: When does your next budget cycle open? And — if we could show clear ROI with a limited pilot, is that something you could fund from a different line item? Sometimes teams fund this from the efficiency savings it creates." + +**Proof point:** Customer who started with a small pilot and expanded after proving ROI. + +**Follow-up question:** "Would it help if I put together an ROI brief you could share with your finance team?" + +--- + +#### "Competitor X is cheaper" + +**Why they say it:** They're comparing prices, possibly without comparing capabilities. May be using competitor price as leverage. + +**Response approach:** +1. Acknowledge the price difference — don't pretend it doesn't exist +2. Shift to total cost of ownership and value delivered +3. Highlight what they lose at the lower price point +4. Share proof from customers who evaluated both + +**Talk track:** +> "You're right, [Competitor] is less expensive. Here's what I've seen from teams who evaluated both: [Competitor] works well for [their strength]. Where it falls short is [specific gap]. Customers like [name] actually switched to us after starting with [Competitor] because [specific reason]. The question is whether [specific capability] is worth the difference for your team." + +**Proof point:** Customer who switched from the competitor, with specific reasons. + +**Follow-up question:** "What's most important to your team — the lowest price or the best fit for [their specific need]?" + +--- + +### Timing Objections + +#### "Not the right time" + +**Why they say it:** Competing priorities, organizational change, genuine capacity constraint, or lack of urgency. + +**Response approach:** +1. Understand what's competing for their attention +2. Quantify the cost of waiting +3. Explore low-commitment next steps that keep momentum +4. Set a concrete follow-up date + +**Talk track:** +> "I get it — timing matters. Can I ask what's taking priority right now? The reason I bring up timing is that every month of [problem], based on our earlier conversation, costs your team roughly [$ amount]. A 3-month delay is [$ amount]. What if we mapped out a start date that works with your calendar so you're not losing that value?" + +**Proof point:** Cost-of-delay calculation based on their specific numbers. + +**Follow-up question:** "What would need to change for this to move up in priority?" + +--- + +#### "Maybe next quarter" + +**Why they say it:** Genuine scheduling, or a polite way of saying "not interested enough right now." + +**Response approach:** +1. Accept the timeline gracefully +2. Propose a small action now that maintains momentum +3. Get a specific date for follow-up +4. Send value in the meantime (content, benchmarks, insights) + +**Talk track:** +> "Next quarter works. To make sure we hit the ground running, would it make sense to do [small next step] now? That way when Q[X] starts, you're not starting from scratch. I'll also send over [relevant content] in the meantime. Can we lock in [specific date] to reconnect?" + +**Proof point:** Customer who started the evaluation process early and was live by their target date. + +**Follow-up question:** "Is there anything I can send between now and then that would be helpful?" + +--- + +### Competition Objections + +#### "We already use X" + +**Why they say it:** They have an existing solution and switching has real costs. May be satisfied, or may have frustrations they haven't voiced. + +**Response approach:** +1. Don't trash the competitor — ask how it's working +2. Probe for specific pain points with their current solution +3. Position as complementary if possible, replacement if not +4. Offer a side-by-side comparison or trial + +**Talk track:** +> "How's that working for you? Specifically, when it comes to [area where you're stronger] — is that meeting your needs? The reason I ask is that most teams who come to us from [Competitor] tell us [specific pain point] was the tipping point. Not saying that's you, but worth exploring." + +**Proof point:** Customer who switched from that specific competitor. + +**Follow-up question:** "If you could change one thing about your current setup, what would it be?" + +--- + +#### "What makes you different?" + +**Why they say it:** They're evaluating options and want a clear differentiator. Sometimes a genuine question, sometimes a test. + +**Response approach:** +1. Don't list features — give the one thing that matters most for their situation +2. Tie the differentiator to their specific pain +3. Back it up with proof +4. Offer to show, not just tell + +**Talk track:** +> "For teams like yours — [their industry/size/use case] — the biggest difference is [specific differentiator]. That matters because [connection to their pain]. For example, [Customer] was evaluating us alongside [Competitor] and chose us because [specific reason]. Want me to walk you through how that works?" + +**Proof point:** Case study of a customer who chose you over alternatives. + +**Follow-up question:** "What's the most important criteria for your decision?" + +--- + +### Authority Objections + +#### "I need to check with my boss" + +**Why they say it:** They may not be the decision maker, or they need internal buy-in to proceed. Could also be a stall tactic. + +**Response approach:** +1. Support them, don't pressure them +2. Arm them with materials to sell internally +3. Offer to join a meeting with their boss +4. Understand what their boss cares about + +**Talk track:** +> "Absolutely — what would help you make the case? I can put together a one-pager that covers the ROI and addresses the concerns your boss is likely to have. Also happy to jump on a quick call with them if that would be helpful. What does your boss typically prioritize — cost savings, risk reduction, or efficiency?" + +**Proof point:** Champion enablement one-pager, ROI calculator. + +**Follow-up question:** "What questions do you think your boss will ask?" + +--- + +#### "A committee decides this" + +**Why they say it:** Enterprise buying involves multiple stakeholders. Genuine process, not a brush-off. + +**Response approach:** +1. Map the buying committee — who's involved and what each person cares about +2. Provide persona-specific materials +3. Offer to present to the committee +4. Help your champion navigate the internal process + +**Talk track:** +> "That makes sense. Can you walk me through who's on the committee and what each person cares about? I can tailor materials for each stakeholder so you're not doing all the heavy lifting. I've also got a deck designed for executive presentations if that would be useful." + +**Proof point:** Multi-stakeholder case study showing how different personas were addressed. + +**Follow-up question:** "Who on the committee is most likely to push back, and what would their concern be?" + +--- + +### Status Quo Objections + +#### "What we have works fine" + +**Why they say it:** Inertia is real. The current solution may be adequate, and change has real costs. + +**Response approach:** +1. Agree — don't argue with their experience +2. Shift from "broken vs. fixed" to "good vs. great" +3. Introduce the concept of opportunity cost +4. Show what peers are achieving + +**Talk track:** +> "It probably does work — and I wouldn't suggest changing something that's truly meeting your needs. The question I'd ask is: is 'works fine' the bar? Teams using [your product] are seeing [specific outcome]. If you're leaving [X% improvement] on the table, is that worth exploring?" + +**Proof point:** Benchmark data showing what's possible vs. status quo. + +**Follow-up question:** "If there were one area where your current approach could be better, what would it be?" + +--- + +### Technical Objections + +#### "Does it integrate with X?" + +**Why they say it:** Integration is a real requirement. They need to know your product fits their stack. + +**Response approach:** +1. Answer directly — yes, no, or "let me check" +2. If yes, provide specifics (native, API, Zapier, etc.) +3. If no, explain alternatives or workarounds +4. Never bluff — they'll find out during evaluation + +**Talk track (if yes):** +> "Yes, we integrate with [X] natively. It takes about [time] to set up. [Customer] runs the same stack and here's how they have it configured." + +**Talk track (if no):** +> "We don't have a native integration with [X] today. Here's what customers typically do: [alternative]. We also have an open API that [description]. Would it help to get our technical team on a call to explore options?" + +**Proof point:** Customer using the same tech stack, integration documentation. + +**Follow-up question:** "What other tools are in your stack that we'd need to work with?" + +--- + +#### "We have security concerns" + +**Why they say it:** Legitimate concern, especially in regulated industries or enterprise. Non-negotiable for many buyers. + +**Response approach:** +1. Take it seriously — never dismiss security concerns +2. Provide documentation proactively (SOC 2, security whitepaper) +3. Offer to loop in your security team +4. Ask about their specific requirements + +**Talk track:** +> "That's exactly the right question to ask. Here's our security overview — we're [SOC 2 Type II / ISO 27001 / etc.] certified, and I can share our full security documentation. We also have a security team that's happy to do a review call with your infosec team. What are your specific requirements?" + +**Proof point:** Security certifications, compliance documentation, customers in regulated industries. + +**Follow-up question:** "Do you have a security questionnaire you'd like us to fill out?" diff --git a/skills/sales-enablement/references/one-pager-templates.md b/skills/sales-enablement/references/one-pager-templates.md new file mode 100644 index 0000000..4902cdc --- /dev/null +++ b/skills/sales-enablement/references/one-pager-templates.md @@ -0,0 +1,208 @@ +# One-Pager Templates + +Templates for different one-pager use cases, with layout guidance and copy prompts. + +## Product Overview One-Pager + +The default one-pager. Introduces your product to someone who knows nothing about you. + +### Structure + +``` +[Logo] [Tagline] + +HEADLINE: One sentence describing what you do and who it's for. + +THE PROBLEM +2-3 sentences describing the pain your buyer faces. + +THE SOLUTION +2-3 sentences describing how your product solves it. + +WHY [YOUR PRODUCT] +• Differentiator 1 — One sentence explaining the benefit +• Differentiator 2 — One sentence explaining the benefit +• Differentiator 3 — One sentence explaining the benefit + +PROOF +"Customer quote with specific result." — Name, Title, Company +[Optional: 2-3 metric callouts: "X% improvement", "Y hours saved"] + +[CTA Button/Link] [Contact: name@company.com] +``` + +### Copy Prompts + +- Headline: "What do you do, in one sentence, that makes someone say 'tell me more'?" +- Problem: "What is your buyer struggling with before they find you?" +- Differentiators: "If you could only tell them 3 things, what would make them choose you?" + +--- + +## Use-Case Specific One-Pager + +Tailored to a specific workflow, vertical, or problem. More targeted than the product overview. + +### Structure + +``` +[Logo] [Use Case: e.g., "For Sales Teams"] + +HEADLINE: How [your product] helps [persona] [achieve outcome]. + +THE CHALLENGE +When [persona] needs to [task], they face [specific pain]. +This leads to [consequence]: [time wasted / money lost / risk]. + +HOW IT WORKS +1. [Step 1] — What happens and why it matters +2. [Step 2] — What happens and why it matters +3. [Step 3] — What happens and why it matters + +RESULTS +• [Metric 1]: Before → After +• [Metric 2]: Before → After +• [Metric 3]: Before → After + +CUSTOMER SPOTLIGHT +"Quote about this specific use case." — Name, Title, Company + +[CTA: "See it in action" or "Start a pilot"] [Contact info] +``` + +### When to Use + +- Different buyer personas need different one-pagers +- Industry-specific versions (healthcare, fintech, e-commerce) +- Use-case versions (reporting, onboarding, security) + +--- + +## Post-Meeting Leave-Behind + +Designed to reinforce a conversation that already happened. Summarizes what you discussed and proposes next steps. + +### Structure + +``` +[Logo] [Date of Meeting] + +MEETING RECAP: [Company Name] + +WHAT WE DISCUSSED +• [Pain point 1 they mentioned] +• [Pain point 2 they mentioned] +• [Goal they're trying to achieve] + +HOW [YOUR PRODUCT] HELPS +• [Solution to pain 1] — [Specific capability or workflow] +• [Solution to pain 2] — [Specific capability or workflow] +• [How you help them reach their goal] + +RELEVANT PROOF +"Quote from a similar customer." — Name, Title, Company +[1-2 metrics from a similar customer] + +PROPOSED NEXT STEPS +1. [Next step with date] +2. [Follow-up action] +3. [Decision timeline] + +[Your name] | [Your title] | [Email] | [Phone] +``` + +### Tips + +- Send within 24 hours of the meeting +- Reference specific things they said (shows you listened) +- Keep proposed next steps concrete and time-bound +- This is the asset your champion forwards to their boss + +--- + +## Champion Enablement One-Pager + +Designed specifically for your internal champion to share with their team and leadership. Written to make them look smart. + +### Structure + +``` +[Logo] + +WHY WE'RE EVALUATING [YOUR PRODUCT] + +THE SITUATION +[2-3 sentences about the internal challenge, written as if the champion +is explaining it to their team. Use "we" and "our" language.] + +WHAT [YOUR PRODUCT] DOES +[1-2 sentences. Plain language, no jargon.] + +WHY THIS SOLUTION +• [Reason 1] — How it solves our specific problem +• [Reason 2] — How it compares to what we do today +• [Reason 3] — How it compares to alternatives we evaluated + +EXPECTED IMPACT +• [Metric]: Current state → Expected state +• [Metric]: Current state → Expected state +• [Time to value]: Live within [X weeks] + +WHO ELSE USES IT +[2-3 recognizable company names in their industry] +"Relevant customer quote." — Name, Title, Company + +NEXT STEPS +• [What we're doing next] +• [What we need from the team] +• [Decision timeline] + +Questions? Talk to [Champion name] or [Your name at email]. +``` + +### Why This Works + +- Written in the champion's voice, not yours +- Answers the questions their boss will ask +- Includes peer proof from companies they respect +- Clear ask and timeline to drive internal momentum + +--- + +## Layout Guidance + +### Visual Hierarchy + +1. **Headline** — Largest text, top of page, immediately communicates value +2. **Section headers** — Bold, clear, act as scannable anchors +3. **Body text** — Short sentences, bullet points preferred over paragraphs +4. **Proof elements** — Metrics and quotes should visually stand out (larger font, color, or callout box) +5. **CTA** — Prominent placement, bottom of page or bottom-right + +### Whitespace + +- Margins: at least 0.75" on all sides +- Space between sections: enough to visually separate (don't cram) +- If it feels crowded, cut content. Never shrink font below 9pt. + +### Font Sizing + +| Element | Suggested Size | +|---------|---------------| +| Headline | 18-24pt | +| Section headers | 12-14pt bold | +| Body text | 10-11pt | +| Fine print / footer | 8-9pt | + +### Color + +- Use brand colors for headers and accents +- Keep body text dark (black or near-black) on white +- Limit accent colors to 1-2 for visual consistency +- Use color to draw attention to metrics and CTAs + +### File Format + +- **PDF** for email attachments and leave-behinds +- **Google Slides / PowerPoint** for editable versions reps can customize +- Always include both — reps will customize, prospects want clean PDFs