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 (video capture, streaming, hybrid/remote), clear single CTA

Tim's 2026 Quota (full ramp since June): 24 deals/mo, $714K pipeline/mo; H2 revenue targets rise monthly ($475K Jul → $600K Dec) — read the current month's row from the comp plan table in CLAUDE.md. Stretch = 126%+ (1.5x accelerator). 50+ daily dials, 8-12% connect rate, <60 min speed to lead

Quick Reference

Part 1: Sales Outreach

The GTM Pipeline (Epiphan Video)

Apollo Discovery → Lead Scoring → ICP Filtering → Apollo Sequences → Clay Enrichment → CRM Routing
      ↓              ↓              ↓               ↓                 ↓               ↓
   Apollo MCP    sales-agent    Epiphan ICP   Apollo MCP         Clay MCP      Epiphan CRM MCP

Lead Tiering (Epiphan Video)

ATL/BTL Gate (Pre-Sequence)

Before adding ANY contact to an Apollo sequence, classify by title:

• ATL (auto-approve for sequence): Chief, VP, Director, Dean, Provost, Superintendent, Court Administrator, City Manager, Senior Pastor, Executive Pastor
• GRAY (require Tim's review): Manager (AV/Facilities/IT) — only if confirmed reports to Director+ with budget >$25K
• BTL (deprioritize): Technician, Specialist, Coordinator, Support, Administrator (Systems/Network/Database), Engineer (AV/Network/Systems), Operator, Instructor/Professor/Faculty, Designer (Learning/Instructional/Graphic), Assistant, Clerk (non-Court Admin), Volunteer, Intern, Student, Resident, Help Desk
• NEVER sequence (hard block): Warehouse Manager, Network Manager, Systems Administrator, AV Technician, Graphic Design Instructor, Program Administrator, Web Designer, Classroom Support, Lab Coordinator, Maintenance, Building Engineer, Multimedia Services Manager, Video Production Specialist, Streaming Crew

See CLAUDE.md § ATL/BTL Classification v1.0 for full vertical-specific patterns.

Lead Scoring (0-100) — Epiphan Video

scoring_factors = {
    'icp_fit': 0-30,              # Higher Ed (90), Courts/Legal (85), Government (80), Corp AV (80), Healthcare (75), Houses of Worship (70), K-12 (65)
    'intent_signals': 0-25,       # Pearl inquiry, CMS integration (Kaltura, Panopto, YuJa), streaming protocol (RTMP/S, SRT, HLS, NDI)
    'engagement': 0-20,           # Email opens, clicks, replies, website visits to Pearl product pages
    'timing': 0-15,               # Budget cycle (edu = spring/summer, govt = fiscal year), event season (conferences)
    'budget_signals': 0-10        # Company size, multi-campus/location, existing AV investment
}
# Thresholds: Hot: 70+ | Warm: 40-69 | Nurture: <40

6-Agent Architecture (Epiphan MCP Tools)

Cold Email Principles (Epiphan Video)

1. Short and specific - Under 100 words
2. Problem-forward - Lead with their pain (hybrid lecture capture, board meeting recording, multi-location streaming, NDI/RTMP integration, CMS workflow)
3. Clear CTA - One ask (usually 10-min Pearl product demo or technical fit call)
4. Personalization - Company name + vertical signal (e.g., "I noticed you're in Higher Ed using Panopto...")

Apollo Email Sequence Structure (Epiphan Video)

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)

Sales-revenue integrates with the strategy skill cluster for first-principles selling:

Discovery Calls:

• Use JTBD Forces of Progress to identify what's pushing the prospect to switch
• Use Challenger's Teach-Tailor-Take Control to structure the conversation around a commercial insight
• Use NSTTD calibrated questions ("What does success look like?") instead of closed questions

Cold Outreach:

• Lead with a Challenger reframe (not product features)
• Open with an NSTTD accusation audit ("You probably get dozens of vendor emails...")
• Frame the CTA as a no-oriented question ("Would it be out of the question to...?")
• Under 100 words, technically precise

Objection Handling:

• Use NSTTD labeling to name the objection: "It seems like timing is a concern..."
• Apply Challenger's assertive redirect to steer back to value
• Use calibrated questions to make them solve YOUR problem: "How am I supposed to do that?"

Price Negotiations:

• Use the Ackerman model (65% → 85% → 95% → 100% with precise final number)
• Anchor with Challenger rational drowning (quantify the problem before discussing price)

See: challenger-sale-skill, never-split-the-difference-skill, jobs-to-be-done-skill

Call Prep Checklist (Epiphan Video)

### Research (10 min)
- [ ] Company website - video/streaming mentions, CMS (Kaltura/Panopto/YuJa/Echo360)
- [ ] LinkedIn - prospect AV/IT/Broadcast background
- [ ] Tech stack - BuiltWith (CDN, video), job postings (streaming engineer?)
- [ ] Competitor presence - Extron, Blackmagic, Crestron, vMix, Teradek

### Preparation (5 min)
- [ ] Hypothesis: Hybrid lectures? Multi-location streaming? CMS integration pain?
- [ ] 3 discovery questions ready (Pearl capability fit, current workflow, CMS integration)
- [ ] Pearl demo environment ready (focus on their vertical: K-12 classroom? University lecture hall? Government broadcast?)
- [ ] Clear next step in mind (trial, technical assessment, peer reference call)

### Mindset
- [ ] Curiosity about their video workflow, not pitch mode
- [ ] Understand their AV/IT ecosystem first (NDI? RTMP? SRT comfort level?)

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 (Epiphan Video)

• Email Sequences: Apollo.io (MCP connected) — use for GOLD/SILVER tier outreach
• CRM: HubSpot (Epiphan CRM MCP connected) — sync deals, track device_count and engagement_overview
• Enrichment: Apollo MCP (contact discovery), Clay MCP (company intel + competitor tech stack)
• Discovery Tools: Gmail MCP (reply detection), Google Calendar MCP (schedule follow-ups)
• Channel Partners: AVI-SPL, Diversified, CTI, CCS Presentation Systems, Ford AV (cross-check is_channel=true to exclude)
• ATL/BTL Classification: See CLAUDE.md § ATL/BTL Classification v1.0 — approved title patterns for decision-maker identification across all 7 ICP verticals (2026-03-17)
• Related Skills: lead-qualification-skill, demo-script-skill, objection-handling-skill
• Products: Pearl-2, Pearl Mini, Pearl Nano, Pearl Nexus, EC20 PTZ, Epiphan Connect
• Verticals: Higher Ed (90), Courts/Legal (85), Government (80), Corporate AV (80), Healthcare (75), Houses of Worship (70), K-12 (65)
• CMS Integrations: Kaltura, Panopto, YuJa, Echo360, Opencast
• Streaming Protocols: RTMP/S, SRT, HLS, NDI, RTSP

Golden Rules — EXCLUDE These Leads

DO NOT OUTREACH if ANY of these conditions are true:

• lifecyclestage = 'customer' — Already a customer, route to AE/CSM
• first_conversion_source contains 'Pearl', 'setup', 'Connect', 'signup' — Already converting/onboarding
• company.device_count >= 1 — Has active devices, route to AE/CSM
• engagement_overview contains product usage data — Already engaged, notify AE
• is_channel = true — Channel partner, route to channel manager
• hubspot_owner_id IN ('82625923', '423155215', '190030668') — AEs: Lex Evans, Ron Epstein, Phillip Sandler → 90-day stale exception: if no activity >90d, surface as STALE AE LEAD for Tim (ATL/BTL + deal value). Ron=all, Lex/Phil=NA only. <90d=respect ownership.

Action: Before adding to Apollo sequence, query Epiphan CRM MCP to validate lead state.

Reference Files

• reference/outreach.md - Email templates, Apollo sequences, Pearl messaging by vertical
• reference/revenue-ops.md - Metrics, dashboards, forecasting, pipeline health
• reference/discovery.md - MEDDIC scorecard, Pearl demo scripts, objection library (video capture specific)

Emit Outcome Sidecar

As the final step, write to ~/.claude/skill-analytics/last-outcome-sales-revenue.json:

{"ts":"[UTC ISO8601]","skill":"sales-revenue","version":"1.0.0","variant":"default",
 "status":"[success|partial|error]","runtime_ms":[estimated ms from start],
 "metrics":{"emails_generated":[n],"calls_scripted":[n],"leads_qualified":[n],"pipeline_value":[n]},
 "error":null,"session_id":"[YYYY-MM-DD]"}

Use status "partial" if some stages failed but results were produced. Use "error" only if no output was generated.