sales-revenue

name	sales-revenue
description	Epiphan Video B2B sales - video capture/streaming lead qualification, pipeline metrics, MEDDIC discovery, and demo execution for Pearl devices, EC20 PTZ, and Epiphan Connect. Use for lead scoring, cold outreach to Higher Ed/Government/Corporate AV, and pipeline reviews.

Comprehensive B2B sales skill for Epiphan Video BDRs covering cold outreach to video/streaming verticals (Higher Ed, Government, Corporate AV, Courts/Legal, Healthcare, K-12, Houses of Worship), lead scoring for Pearl-2/Mini/Nano/Nexus/EC20/Connect, revenue operations (pipeline metrics, forecasting, LTV:CAC), and sales execution (MEDDIC qualification, SPIN discovery, demo delivery for video capture/streaming workflows, objection handling for video capture/streaming/NDI/SRT).

<quick_start> Lead scoring: Hot: 70+ | Warm: 40-69 | Nurture: <40

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_start>

<success_criteria> Sales process is successful when:

• Leads scored and tiered (Gold/Silver/Bronze) before outreach
• Pipeline coverage at 3-4x quota minimum
• LTV:CAC ratio >3:1
• MEDDIC criteria documented for each qualified opportunity
• Demo follows RECAP → AGENDA → SHOW VALUE → SUMMARIZE → NEXT STEPS
• Objections handled with LAER (Listen, Acknowledge, Explore, Respond) </success_criteria>

<core_content> 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 (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)

Tier	Criteria	Priority	Action	Exclude
GOLD	Demo request, pricing inquiry, Pearl family inquiry, general contact us	Immediate	Personalized Apollo sequence	lifecyclestage='customer', device_count≥1, is_channel=true, AE-owned (Lex, Phil, Ron, Anthony)
SILVER	Content download (whitepapers), free guide download, Facebook Lead Ads from video/streaming content	Week 1	Standard Apollo sequence	First conversion contains 'setup', 'Pearl', 'Connect', 'signup'; product usage in engagement_overview
BRONZE	Webinar/lecture symposium attendance, newsletter signup	Nurture	Drip campaign + nurture flow

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)

Agent	Role	MCP Tool	Output
RESEARCHER	Company intel, tech stack (Extron SMP EOL?, Blackmagic, Crestron, vMix, Teradek presence)	Clay MCP	Enriched company data + competitor intel
QUALIFIER	ICP fit scoring (vertical + device readiness)	Epiphan CRM MCP + ask_agent	0-100 score + tier
ENRICHER	Contact discovery — ATL-first: VP/Director/Dean/CIO/CTO/Provost (ATL), then Manager (GRAY — flag for review). Exclude NEVER-ATL titles per CLAUDE.md § ATL/BTL v1.0	Apollo MCP	Verified emails, org chart, buying signals, ATL/BTL tier
WRITER	Personalized Apollo sequences (Pearl pain points, CMS integrations)	Apollo MCP	Multi-step email campaign
ANALYZER	Reply intent (demo request vs nurture vs disqualify)	Gmail MCP + Epiphan CRM MCP	Route to next action
ROUTER	Orchestration (add to sequence, update HubSpot, schedule follow-up)	Calendar MCP + Epiphan CRM MCP	Next-best-action

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)

Step	Timing	Purpose	Example
1	Day 0	Initial outreach - video capture pain point	"Hybrid lectures + lecture capture best practice"
2	Day 3	Follow-up - different angle (CMS integration or protocol)	"How are you integrating Kaltura/Panopto?"
3	Day 7	Value add - case study or Pearl comparison	"Why Higher Ed departments prefer Pearl Mini over [competitor]"
4	Day 10	Break-up - last chance + link to free trial/webinar	"One last thing: 15-min free Pearl fit assessment"

---

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)

<methodology_integration>

Methodology Integration

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 </methodology_integration>

Objection	Response Framework (Epiphan)
"Too expensive"	Acknowledge -> "Compared to Extron SMP or Blackmagic?" -> Show Total Cost of Ownership (Pearl-2 vs legacy + integration)
"We use [Blackmagic/Crestron/vMix]"	Acknowledge -> "What pain points?" -> Differentiate (Pearl = portable, NDI + SRT, Kaltura native integration)
"Not ready / testing phase"	Acknowledge -> "When's your pilot window?" -> Offer 30-day trial of Pearl Mini + Epiphan Connect
"Need IT approval"	Acknowledge -> "What will IT ask?" -> Prepare tech brief on NDI/RTMP/SRT support, security
"Looking at free option"	Acknowledge -> "OBS works, but what about reliability + support?" -> Show Pearl value (pro support, firmware updates, CMS integration)

---

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. </core_content>