sales-revenue

name	sales-revenue
description	B2B sales - cold outreach, lead scoring, pipeline metrics, MEDDIC/BANT qualification, discovery calls, demos, objection handling. Use when: cold email, lead scoring, pipeline, forecast, discovery call, demo, MEDDIC, BANT, CAC, LTV, win rate, sales metrics, outreach sequence.

Sales & Revenue Skill

Comprehensive B2B sales skill: outreach, revenue operations, and demo execution.

Quick Reference

Domain	Key Components	Reference File
Outreach	Cold email, sequences, domain warming, lead scoring	reference/outreach.md
Revenue Ops	Pipeline metrics, forecasting, dashboards, attribution	reference/revenue-ops.md
Discovery	MEDDIC, SPIN, demo flow, objection handling	reference/discovery.md

---

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

Tier	Criteria	Priority	Action
GOLD	Multi-trade, $5-50M, website, reviews	Immediate	Personalized sequence
SILVER	Single trade, has reviews or website	Week 1	Standard sequence
BRONZE	Basic listing only	Nurture	Drip campaign

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

Agent	Role	Output
RESEARCHER	Company intel, tech stack	Enriched company data
QUALIFIER	ICP fit scoring	0-100 score + tier
ENRICHER	Contact discovery	Verified emails, org chart
WRITER	Personalized sequences	Multi-step email campaign
ANALYZER	Reply intent	Route to next action
ROUTER	Orchestration	Next-best-action

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

Step	Timing	Purpose
1	Day 0	Initial outreach - problem statement
2	Day 3	Follow-up - different angle
3	Day 7	Value add - insight or resource
4	Day 10	Break-up - last chance

---

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

Stage	Formula	Benchmark
Lead to MQL	MQLs / Total Leads	15-30%
MQL to SQL	SQLs / MQLs	30-50%
SQL to Opp	Opportunities / SQLs	50-70%
Opp to Win	Closed Won / Opportunities	20-30%
Overall	Closed Won / Total Leads	1-5%

Unit Economics

Metric	Formula	Healthy
CAC	(Sales + Marketing) / New Customers	Depends on ACV
LTV	(ARPU x Gross Margin) / Churn Rate	-
LTV:CAC	LTV / CAC	>3:1
Payback	CAC / (ARPU x Gross Margin)	<12 months

Pipeline Stages

Stage	Probability	Entry Criteria
Lead	5%	Contact captured
MQL	10%	Meets ICP
SQL	20%	BANT confirmed
Discovery	30%	Meeting scheduled
Demo	50%	Demo completed
Proposal	70%	Proposal sent
Negotiation	85%	Terms discussed
Closed Won	100%	Contract signed

Forecasting Methods

Method	Formula	Best For
Pipeline-based	Sum(Deal x Stage Probability)	Simple, data-driven
Historical	Historical conversion x Pipeline	Past performance
Commit-based	Rep commits + Manager adjustment	Incorporates judgment

---

Part 3: Demo & Discovery

Call Structure

Stage	Goal	Duration
Opening	Build rapport, set agenda	2-3 min
Discovery	Uncover pain, qualify	15-20 min
Demo	Show relevant value	15-20 min
Close	Agree next steps	5 min

SPIN Questioning

Type	Purpose	Example
Situation	Understand context	"Walk me through your current process..."
Problem	Surface pain	"What challenges do you face with...?"
Implication	Deepen pain	"What happens when that goes wrong?"
Need-Payoff	Envision solution	"If you could fix that, what would change?"

MEDDIC Qualification

Letter	Element	Key Question
M	Metrics	What's the measurable impact?
E	Economic Buyer	Who controls budget?
D	Decision Criteria	How will they decide?
D	Decision Process	What are steps to buy?
I	Identify Pain	What's compelling reason to act?
C	Champion	Who's selling internally?

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)

Objection	Response Framework
"Too expensive"	Acknowledge -> "Compared to what?" -> Show ROI
"Not ready"	Acknowledge -> "What would need to change?" -> Pilot option
"Looking at [competitor]"	Acknowledge -> "What draws you?" -> Differentiate
"Need boss approval"	Acknowledge -> "What will they ask?" -> Offer to join

---

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