# Sales Workflow

Systematic sales process from lead qualification to deal closure.

## Language & Quality Standards

**CRITICAL**: Respond in the same language the user is using. If Vietnamese, respond in Vietnamese. If Spanish, respond in Spanish.

**Standards**: Token efficiency, sacrifice grammar for concision, list unresolved questions at end.

---

**Activate:** `marketing-fundamentals`, `email-marketing` skills

## Pipeline Stages

```
Lead → MQL → SQL → Opportunity → Proposal → Negotiation → Closed Won / Closed Lost
```

| Stage | Definition | Exit Criteria |
|-------|------------|---------------|
| Lead | Raw contact | Has email + company |
| MQL | Marketing Qualified | Score ≥50, engaged with content |
| SQL | Sales Qualified | BANT/MEDDIC confirmed, ready for sales |
| Opportunity | Active deal | Budget discussed, timeline set |
| Proposal | Proposal sent | Decision maker engaged |
| Negotiation | Terms discussed | Final objections addressed |
| Closed Won | Deal complete | Contract signed |
| Closed Lost | Deal lost | Loss reason logged, re-engage date set |

## Lead Qualification Frameworks

### BANT Framework (Traditional)

| Criteria | Questions | Score |
|----------|-----------|-------|
| **Budget** | Can they afford it? | 0-25 |
| **Authority** | Are they decision maker? | 0-25 |
| **Need** | Do they have the problem we solve? | 0-25 |
| **Timeline** | When do they need solution? | 0-25 |

### MEDDIC Framework (Enterprise B2B)

| Criteria | Definition | Score |
|----------|------------|-------|
| **Metrics** | Quantifiable goals they want to achieve | 0-17 |
| **Economic Buyer** | Person with budget authority | 0-17 |
| **Decision Criteria** | What they'll evaluate solutions on | 0-17 |
| **Decision Process** | How they make purchasing decisions | 0-17 |
| **Identify Pain** | Their core business problems | 0-16 |
| **Champion** | Internal advocate for your solution | 0-16 |

### Unified Lead Temperature (Aligned with CRM)

| Score | Temperature | Action | SLA |
|-------|-------------|--------|-----|
| 70-100 | 🔥 Hot | Immediate sales outreach | <5 minutes |
| 50-69 | 🌡️ Warm | Sales alert, priority follow-up | <1 hour |
| 30-49 | ❄️ Cool | Accelerated nurture | <24 hours |
| 0-29 | 🧊 Cold | Marketing nurture only | Standard |

**Speed-to-Lead Research:** Responding within 5 minutes increases conversion 21x vs 30-minute response.

### Intent Signals

**High Intent (Ready to buy):**
- Pricing page visits (3+ times)
- Demo request
- Free trial signup
- Competitor comparison searches
- "How to buy" or "pricing" keywords

**Medium Intent (Evaluating):**
- Case study downloads
- Webinar attendance
- Multiple blog visits
- Email engagement (opens + clicks)
- Social media engagement

**Low Intent (Awareness):**
- Single blog visit
- Newsletter signup
- Social media follow
- Content download (top-funnel)

## Outreach Sequences

### Cold Outreach Sequence (7 touches over 21 days)

**Day 1 - Initial Email:**
```
Subject: [Pain point] at [Company]?

Hi [Name],

I noticed [Company] is [observation about their business].

Many [industry] companies struggle with [pain point], which leads to [consequence].

We helped [similar company] achieve [specific result] in [timeframe].

Worth a quick chat to see if we can help [Company] too?

[Signature]
```

**Day 3 - Follow-up Email:**
```
Subject: Re: [Pain point] at [Company]?

Hi [Name],

Quick follow-up on my note about [pain point].

Here's a 2-min case study showing how [similar company] solved this: [link]

Would Tuesday or Thursday work for a 15-min call?

[Signature]
```

**Day 5 - LinkedIn Connection:**
- Connect with personalized note referencing email

**Day 8 - Value Email:**
```
Subject: [Relevant resource] for [Company]

Hi [Name],

Thought you might find this useful: [resource link]

It covers [specific topic relevant to their pain].

No pitch - just sharing something that might help.

[Signature]
```

**Day 12 - Social Engagement:**
- Like/comment on their recent post
- Share their content with commentary

**Day 16 - Breakup Email:**
```
Subject: Should I close your file?

Hi [Name],

I've reached out a few times but haven't heard back.

I'll assume the timing isn't right and close your file.

If things change, just reply to this email - I'm here to help.

[Signature]
```

**Day 21 - Final Value:**
- Send relevant industry report or insight
- No ask, pure value

### Warm Lead Sequence (5 touches over 14 days)

| Day | Action | Content |
|-----|--------|---------|
| 1 | Email | Personalized email referencing their engagement |
| 3 | LinkedIn | Connection request + message |
| 5 | Email | Case study relevant to their industry |
| 8 | Email | Calendar link for discovery call |
| 14 | Email | Breakup email with special offer |

### Hot Lead Response (Same day - <5 minutes)

**Immediate (Within 5 minutes):**
1. Personal email acknowledging request
2. Calendar link for immediate booking
3. Phone call if number available

**Within 1 hour:**
1. LinkedIn connection
2. Relevant case study
3. Meeting confirmation

## Sales Enablement Assets

### Pitch Deck Structure

1. **Problem** (1-2 slides): Industry pain points with data
2. **Solution** (2-3 slides): How you solve it
3. **Proof** (2-3 slides): Case studies, testimonials, results
4. **Product** (3-4 slides): Features and benefits
5. **Pricing** (1 slide): Options and packages
6. **Next Steps** (1 slide): Clear CTA

### Objection Handling Scripts

**"Too expensive"**
```
"I understand budget is important. Let me ask - what would it cost
you to NOT solve [pain point]? Our clients typically see [ROI metric]
within [timeframe]. Would it help to see the ROI calculation?"
```

**"Need to think about it"**
```
"Absolutely, this is a big decision. What specific concerns do you
want to think through? I want to make sure you have all the info
you need to make the best decision for [Company]."
```

**"Using competitor"**
```
"[Competitor] is solid. What made you choose them? I ask because
some of our best clients switched from [competitor] because of
[specific differentiator]. Would you be open to seeing how we compare?"
```

**"Not the right time"**
```
"I appreciate you being upfront. When would be a better time to
revisit this? I'll set a reminder and reach out then. In the meantime,
would it be helpful if I sent you [relevant resource]?"
```

### Competitive Battlecard Template

```markdown
## [Competitor Name]

### Quick Comparison
| Aspect | Us | Them |
|--------|-----|------|
| Pricing | $ | $ |
| Key Feature | ✓/✗ | ✓/✗ |

### Their Strengths (& Our Counter)
- [Strength 1] → Counter: [How we address]
- [Strength 2] → Counter: [How we address]

### Their Weaknesses (Our Advantage)
- [Weakness 1] → Our advantage: [Proof point]
- [Weakness 2] → Our advantage: [Proof point]

### Trap Questions
1. "How does [competitor] handle [their weakness]?"
2. "Can you show me [feature they lack]?"

### Win/Loss Patterns
- **We win when:** [Scenario]
- **We lose when:** [Scenario]

### Customer Quote
"[Quote from customer who switched]" - [Name], [Company]
```

## Handoff Protocols

### Marketing → Sales (MQL → SQL)

**Trigger:** Lead score ≥50 + qualifying action

**Handoff Package:**
- Contact info + company details
- Engagement history (pages, content, emails)
- Lead score breakdown
- Recommended talking points
- Relevant case studies

**SLA:**
- Hot leads (70+): <5 minutes
- Warm leads (50-69): <1 hour
- Standard: <24 hours

### Sales → Customer Success (Closed Won)

**Trigger:** Contract signed

**Handoff Package:**
- Deal summary + pricing
- Key stakeholders + communication preferences
- Implementation requirements
- Success metrics agreed
- Any promises made during sales

**SLA:** Success contacts within 48 hours

### Lost Deal Analysis

**Required Fields:**
- Primary loss reason (competitor, price, timing, no decision, other)
- Competitor won (if applicable)
- What could we have done differently
- Re-engage date (3/6/12 months)
- Learnings for team

## Sales Metrics & KPIs

### Activity Metrics (Daily/Weekly)
| Metric | Target | Frequency |
|--------|--------|-----------|
| Calls made | 50+/day | Daily |
| Emails sent | 30+/day | Daily |
| Meetings booked | 10+/week | Weekly |
| Proposals sent | 5+/week | Weekly |

### Pipeline Metrics
| Metric | Target | Notes |
|--------|--------|-------|
| Pipeline value | 3x quota | Coverage ratio |
| Stage conversion | Track by stage | Identify bottlenecks |
| Average deal size | Track trend | Upsell opportunities |
| Sales cycle length | Reduce over time | Efficiency |

### Outcome Metrics
| Metric | Calculation | Target |
|--------|-------------|--------|
| Win rate | Closed Won / Total Opps | >25% |
| Revenue closed | Total closed revenue | Quota |
| CAC | Sales cost / New customers | Reduce |
| LTV:CAC ratio | Lifetime value / CAC | >3:1 |

## Agent Delegation

| Task | Agent | Trigger |
|------|-------|---------|
| Lead research | `researcher` | New lead assigned |
| Lead scoring | `lead-qualifier` | New lead or engagement |
| Prospect company analysis | `researcher` | Pre-call prep |
| Lead generation | `attraction-specialist` | Pipeline building |
| Pitch customization | `sales-enabler` | Meeting scheduled |
| Objection scripts | `sales-enabler` | Post-call request |
| Case study matching | `sales-enabler` | Industry/use case match |
| Proposal generation | `copywriter` | Deal at proposal stage |
| Follow-up sequences | `email-wizard` | Post-meeting |
| Lost deal analysis | `researcher` | Deal marked lost |
| Competitive intel | `researcher` | Competitor mentioned |
