Description

Sales
Recurring revenue is the result of recurring
impact -the sames repeatable and scalable
process over and over again

Implementation steps:

1. Analyze GTM model

2. Analyze customer journey for a specific GTM
3. Identify main sales stages
4. Agree on correct stages that much with Customer Journey 
Stage definition:
GTM
5. Agree on triggers that would indicate a move of a customer to the next stage(e.g. creation of opportunity)
6. Introduce data quality suggestions: How CRM should be used to ensure correct conversion rates and metrics
7. Introduce segmentation parameters: Customer types, Sales channels, Lead sources, and Sales motion. The logic behind segmentation: Different costs, different conversion rates, and sales cycles, different win rates 
8. Build a revenue model that calculates core pipeline metrics for all segments
Prospect/Subscriber: A person who expresses
interest by visiting a website or other piece of content
Benefits:

MQL: Marketing Qualified Lead, a person who express

Identify Marketing channel ROI

Improve preciseness of sales forecasts

interest and fits the target profile

Justifying marketing and hiring costs

Identify and resolve funnel blockage points

SQL: Sales Qualified Lead, a person who experiences
A/B testing of different revenue development models 
pain and wants to take action

PQL: Product Qualified Lead, a person who

experienced value from the product based on the
usage metrics and who matches Ideal Customer profile Products are desined for users

Users quickly capture value or aha moment before are charged

SAL/Opportunity: Sales Accepted Lead, verified by Product data is constantly analyzed to optimize your go to
market marketing and sales strategy + Improve the product
the sales team as benefiting from the impact
Core metrics Commit/Customer: Mutual commitment to deploy a
(A/B test product features)

Low CAC

More conversions

solution that will achieve impact at a set time

Self-serve experience No frictions in buying journey,

Live: The client has been onboarded on time, and Human touchpoints: Put CS before Sales
within budget, and the solution can deliver impact The product that require upfront investment-> Invest in
CS and documention
MRR: Solution delivers impact again and again, and a Personalize marketing messages

Time metrics: Delta in the time it takes to convert one volume metric into another stage

recurring revenue stream is secured

LTV: Revenue generated over the lifetime of the

List of metrics: account; net of churn, including growth; an upsell,

1. Time to Value crossell, or renewal occurred. 
2. Sales cycle Product Led Growth/ Low touch/ Sales assist
3. Time to live
TBA
4. Contract length

Marketing automation platform CRM Subscription management tools

Necessary conditions:
conv % conv % conv % conv % conv % conv % conv %
Visitor Sign up PQL Live LTV(
SQL/Opportunity Customer Promoter
Volume should be tracked at each stage of the pipeline customer renewal)
Clear definitions that don’t change (or rarely)
Conversion metrics: Measure the volume of the output of a process divided by the volume of Prospect can’t move backward
the input. They indicate the rate at which you are converting at each step Prospect cannot skip a stage

All stages should have a timestamp

CMS metrics to track:

SEO
Onboarding (if needed)

Paid ads
Conversion rates
Marketing automation
Bounce rates

NPS
Social media Sessions Automated service tickets or tasks
Metrics to track:
to a customer success manager

Response time- How fast

PQL was contacted by the
Sales rep?
Volume metrics: Quantity of items generated at any given step in the sales process
Acceptance rate- How many
PQL have become
SQL/Customers?
Customer is in 2nd+ term and has
no specific contract end date
Customer Renewal, Upsells, or
Crossells

Cohort analysis

Why to use PQL:

It’s also much more effective for the sales team to focus on deals with a higher
chance of conversion—deals where there are already advocates inside the
account

Defining PQL:

Free users who’ve hit a given PQL criteria

In-product hand raisers (i.e., users who have requested sales assistance)
Users who’ve reached a limit in their free plans
Self-service users who’ve purchased without any sales involvement

PQL criteria:

Alignment with ICP ( firmographics, title, etc.)

Product usage and behavior data that signals buying intent or value received

Inside Sales

TBA

conv % conv % conv % conv % conv % conv % conv %

Visitor Prospect MQL Live LTV(
SQL/Opportunity Customer Promoter
customer renewal)

Response
time

CMS

Optimization of
conversion rates

TBA
2 stage: SDR/AE Sales

conv %

conv % conv % conv % conv % conv % conv % conv % conv %

Visitor Prospect MQL SAL Opportunity Live LTV(
SQL Customer Promoter
customer renewal)

Response
time

Acceptance
rate

CMS

Optimization of
conversion rates

MQL-> SQL should be defined together by SDR

and AE

Acceptance rate

TBA

Field sales

conv % conv % conv % conv % - Increasing your ACV

Live LTV( - Improving your conversion rates

SQL/Opportunity SAL/Opportunity Customer Promoter

customer renewal) - Decreasing velocity

Named accounts

TBA

conv conv conv

SAL/Opportunity % Live % LTV( %
Customer Promoter
customer renewal)

Partner led growth/sales

TBA