| 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,
'intent_signals': 0-25,
'engagement': 0-20,
'timing': 0-15,
'budget_signals': 0-10
}
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
- Short and specific - Under 100 words
- Problem-forward - Lead with their pain
- Clear CTA - One ask (usually 10-min call)
- 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
- Show, don't tell - Open the product, demonstrate
- Connect to pain - Every feature tied to their problem
- 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 architecturereference/revenue-ops.md - Metrics, dashboards, forecastingreference/discovery.md - MEDDIC scorecard, demo scripts, objection library
