Sales Revenue

Pipeline coverage: 3-4x quota (SMB), 4-5x (Enterprise)

LTV:CAC ratio: Target >3:1

MEDDIC: Metrics, Economic Buyer, Decision Criteria, Decision Process, Identify Pain, Champion

Cold email: Under 100 words, problem-forward, clear single CTA

Quick Reference

Part 1: Sales Outreach

The GTM Pipeline

Lead Scraping → Lead Scoring → Domain Warming → Sequences → Reply Detection
     ↓              ↓              ↓               ↓             ↓
 dealer-scraper  sales-agent   cold-reach     cold-reach    sales-agent

Lead Tiering

Lead Scoring (0-100)

scoring_factors = {
    'icp_fit': 0-30,        # Match to ideal customer profile
    'intent_signals': 0-25, # Buying signals detected
    'engagement': 0-20,     # Email opens, clicks, replies
    'timing': 0-15,         # Budget cycle, seasonality
    'budget_signals': 0-10  # Company size, funding
}
# Thresholds: Hot: 70+ | Warm: 40-69 | Nurture: <40

6-Agent Architecture

Cold Email Principles

1. Short and specific - Under 100 words
2. Problem-forward - Lead with their pain
3. Clear CTA - One ask (usually 10-min call)
4. Personalization - Company name, specific detail

Email Sequence Structure

Part 2: Revenue Operations

Core Metrics

Pipeline Metrics

pipeline_coverage:
  formula: "Pipeline Value / Quota"
  healthy: "3-4x for SMB, 4-5x for Enterprise"
  warning: "Below 3x"

pipeline_velocity:
  formula: "(# Opps x Win Rate x Avg Deal) / Cycle Days"
  use: "Predict monthly revenue"

weighted_pipeline:
  formula: "Sum of (Deal Value x Stage Probability)"

Conversion Funnel

Unit Economics

Pipeline Stages

Forecasting Methods

Part 3: Demo & Discovery

Call Structure

SPIN Questioning

MEDDIC Qualification

Demo Best Practices

1. RECAP (2 min)
   "Based on our discovery, you mentioned [pain 1], [pain 2]..."

2. AGENDA (1 min)
   "I'll show how we address each. Stop me anytime."

3. SHOW VALUE (15-20 min)
   Pain -> Feature -> Benefit -> Proof (repeat for each pain)

4. SUMMARIZE (2 min)
   "So you'd be able to [benefit 1], [benefit 2]..."

5. NEXT STEPS (5 min)
   "What questions? What's our next step?"

Demo Rules

1. Show, don't tell - Open the product, demonstrate
2. Connect to pain - Every feature tied to their problem
3. Pause for reactions - "How does that compare to current?"

Objection Handling (LAER)

L - Listen (fully, don't interrupt)
A - Acknowledge (validate the concern)
E - Explore (understand the root)
R - Respond (address specifically)

Call Prep Checklist

### Research (10 min)
- [ ] Company website - recent news
- [ ] LinkedIn - prospect background
- [ ] Tech stack - BuiltWith, job postings
- [ ] Competitors they might use

### Preparation (5 min)
- [ ] Hypothesis: Why might they need us?
- [ ] 3 discovery questions ready
- [ ] Demo environment ready
- [ ] Clear next step in mind

### Mindset
- [ ] Curiosity, not pitch mode
- [ ] Understand their world first

Weekly Pipeline Review Template

### Coverage Check
- Current pipeline: $___
- Quota this month: $___
- Coverage ratio: ___x (target: 3-4x)

### Stage Movement
| Stage | Start | End | Net |
|-------|-------|-----|-----|
| Discovery | | | |
| Demo | | | |
| Proposal | | | |

### Deals at Risk
| Deal | Amount | Days in Stage | Risk |
|------|--------|---------------|------|

### Action Items
- [ ] Stalled deals to address
- [ ] Proposals to follow up
- [ ] Deals to close this week

Integration Notes

• Email Tools: Instantly.ai, Apollo.io, custom SMTP
• CRM: Salesforce, HubSpot, Airtable
• Enrichment: Clearbit, ZoomInfo, LinkedIn, Hunter.io
• Related Projects: cold-reach, sales-agent, dealer-scraper-mvp

Reference Files

• reference/outreach.md - Email templates, domain warming, agent architecture
• reference/revenue-ops.md - Metrics, dashboards, forecasting
• reference/discovery.md - MEDDIC scorecard, demo scripts, objection library