Sales Process Design

Purpose

This recipe produces a complete, documented B2B sales process with named pipeline stages, qualification criteria, discovery call frameworks, demo structure, proposal templates, and closing playbooks — configured in your CRM and ready for your first (or next) sales hire to execute from day one. The output is a repeatable system that converts leads to customers through a predictable sequence of verifiable steps. [src1]

Prerequisites

• ICP definition — documented ideal customer profile with firmographics, pain points, and buying triggers
• Product/service with defined pricing — at minimum, know your price point and packaging tiers
• CRM account — free account at HubSpot, Pipedrive, or Close
• Meeting scheduler — Calendly free tier or Cal.com
• 5+ closed deals or 10+ prospect conversations — needed to design stages based on real buyer behavior

Constraints

• Pipeline stages must mirror your actual buyer journey — copying a generic template without adaptation produces a process nobody follows. [src2]
• Qualification framework must match deal complexity: BANT for <$25K ACV, SPICED for $25-75K, MEDDIC for >$75K. [src3]
• Every stage requires explicit exit criteria — deals cannot advance without meeting documented conditions. [src4]
• Discovery calls should target 25-45 minutes; demos 30-45 minutes.
• Do not build more than 5-7 pipeline stages for early-stage companies. [src1]

Tool Selection Decision

Which path?
├── Founder-led sales, <$25K ACV, 1-2 people
│   └── PATH A: Lightweight — HubSpot Free + Calendly Free + BANT
├── First sales hire, $5K-$50K ACV, 2-5 people
│   └── PATH B: Growth — HubSpot Starter/Pipedrive + Calendly + SPICED
├── Sales team, $25K-$100K ACV, 5+ reps
│   └── PATH C: Structured — Salesforce/HubSpot Pro + Gong + MEDDIC
└── Enterprise sales, >$100K ACV, complex buying committees
    └── PATH D: Enterprise — Salesforce + Gong + Clari + MEDDPICC

Execution Flow

Step 1: Map Your Buyer Journey

Duration: 1-2 hours · Tool: Whiteboard or document

Review your last 5-10 closed deals and identify the actual steps buyers took from first contact to signed contract. [src2]

Buyer Journey Mapping Exercise:
For each closed deal, answer:
1. How did the prospect first engage?
2. What happened in the first conversation?
3. How many meetings before a proposal?
4. Who else got involved in the decision?
5. What triggered the final buying decision?
6. How long from first contact to signed contract?
7. What nearly killed the deal?

Identify 4-6 key inflection points — these become your pipeline stages.

Verify: You have 4-6 distinct phases documented with key activities and decisions. · If failed: Use the standard B2B template in Step 2 and refine after your first 5-10 deals.

Step 2: Define Pipeline Stages and Exit Criteria

Duration: 1-2 hours · Tool: Document or spreadsheet

Map buyer journey phases to named pipeline stages with explicit exit criteria. [src4]

Standard B2B Startup Pipeline:
Stage 1: LEAD IDENTIFIED (10%) — Contact verified, matches ICP
Stage 2: QUALIFIED (25%) — Meets BANT/SPICED/MEDDIC thresholds
Stage 3: DISCOVERY COMPLETE (40%) — Pain quantified, decision-maker identified
Stage 4: DEMO / SOLUTION (60%) — Solution fits, no blocking objections
Stage 5: PROPOSAL SENT (75%) — Proposal reviewed, timeline confirmed
Stage 6: NEGOTIATION (85%) — Terms agreed, contract sent for signature
Stage 7: CLOSED WON/LOST (100%/0%) — Contract signed or loss reason documented

Verify: Each stage has a clear name, 2-3 exit criteria, an owner, and probability. · If failed: If more than 7 stages, combine similar activities. If fewer than 5, you are skipping critical steps.

Step 3: Select and Configure Qualification Framework

Duration: 1 hour · Tool: Document

Choose a qualification framework based on deal complexity. [src3] [src5]

BANT (ACV < $25K): Budget, Authority, Need, Timing
  All 4 = qualified. Missing 2+ = nurture.

SPICED (ACV $25K-$75K): Situation, Pain, Impact, Critical Event, Decision
  Strong impact + critical event = high priority.

MEDDIC (ACV > $75K): Metrics, Economic Buyer, Decision Criteria,
  Decision Process, Identify Pain, Champion
  Must identify champion + economic buyer. No champion = deal at risk.

Verify: Framework selected, scoring criteria defined, 5-8 qualification questions written. · If failed: Start with BANT and upgrade to SPICED when you see multi-stakeholder deals.

Step 4: Build Discovery Call and Demo Frameworks

Duration: 1-2 hours · Tool: Document

Structure discovery around your qualification framework and demos around stated pain. [src1]

Discovery Call (30 min):
0:00-2:00   Opener & agenda setting
2:00-15:00  Discovery questions (framework-based)
15:00-20:00 Bridge & summary confirmation
20:00-25:00 Position with relevant customer stories
25:00-30:00 Confirm next step with calendar invite

Demo (45 min):
0:00-5:00   Recap discovery findings
5:00-30:00  3 tailored sections (8 min each, tied to pain)
30:00-40:00 Q&A and objection handling
40:00-45:00 Propose specific next step

Verify: Discovery call script with qualification questions embedded and demo structure with 3 tailored sections. · If failed: Need more prospect conversations to understand which features address which pains.

Step 5: Design Proposal and Closing Process

Duration: 1 hour · Tool: Document + proposal tool

Create proposal template and define closing checklist. [src4]

Proposal Template:
1. Executive Summary (restate challenge in their words)
2. Recommended Solution (deliverables + timeline)
3. Investment (pricing + payment terms)
4. Social Proof (2-3 logos + testimonial)
5. Next Steps (review date, contract date, kick-off date)

Closing Checklist:
□ All decision-makers have seen demo/proposal
□ Budget confirmed and approved
□ Procurement/legal requirements identified
□ Implementation timeline agreed
□ Discount approved by sales management
□ Contract sent via e-signature tool
□ Follow-up scheduled within 48 hours

Verify: Proposal template with 5 sections and closing checklist with 6+ items. · If failed: Use industry statistics for social proof until you have your first 2-3 case studies.

Step 6: Configure CRM Pipeline and Test

Duration: 1-2 hours · Tool: CRM platform

Translate your process into CRM with stages, required fields, and automation. [src1]

CRM Configuration:
1. Create pipeline stages with probability percentages
2. Add required deal properties: name, amount, close date, owner,
   loss reason, qualification score, next step
3. Set automation: task on stage change, CS notification on close,
   inactivity alerts after 14 days
4. Test: create a deal and move through all stages

Verify: Test deal moves through all stages with required fields blocking progression and automations firing. · If failed: If CRM lacks required fields per stage, use a naming convention or manual checklist.

Output Schema

{
  "output_type": "sales_process_documentation",
  "format": "document + CRM configuration",
  "columns": [
    {"name": "pipeline_stages", "type": "array", "description": "Named stages with exit criteria and probability", "required": true},
    {"name": "qualification_framework", "type": "string", "description": "Selected framework with scoring criteria", "required": true},
    {"name": "discovery_call_script", "type": "string", "description": "Timed call structure with qualification questions", "required": true},
    {"name": "demo_framework", "type": "string", "description": "3-section demo structure tied to pain points", "required": true},
    {"name": "proposal_template", "type": "string", "description": "5-section proposal with closing checklist", "required": true},
    {"name": "crm_pipeline", "type": "string", "description": "Configured CRM with stages, properties, automation", "required": true}
  ],
  "expected_row_count": "1 complete sales process package",
  "sort_order": "N/A",
  "deduplication_key": "company_name"
}

Quality Benchmarks

If below minimum: Start with a 5-stage pipeline and BANT. Add complexity only after 30+ days of consistent use.

Error Handling

Cost Breakdown

Anti-Patterns

Wrong: Copying a template without adapting to your buyer journey

Generic templates applied to mismatched deal sizes create unnecessary complexity, reps shortcut stages, and pipeline reporting becomes meaningless. [src2]

Correct: Start from closed deals and work backward

Map 5-10 real deals to identify actual inflection points. Pipeline stages should reflect how buyers actually buy.

Wrong: Using MEDDIC for a $3K/month SMB product

MEDDIC was designed for $100K+ enterprise deals. Applying it to SMB deals over-qualifies prospects and adds weeks to a cycle that should take days. [src3]

Correct: Match qualification depth to deal value

Use BANT for quick-cycle transactional deals. Reserve MEDDIC for deals where losing a late-stage opportunity justifies the upfront investment.

Wrong: Advancing deals without verifiable next steps

Moving deals based on vague interest is the single largest source of pipeline inaccuracy. [src4]

Correct: Require a calendar-confirmed next step before stage advancement

No next step = deal stays in current stage. This single rule eliminates 60-70% of stale pipeline.

When This Matters

Use this recipe when a startup needs to design its first repeatable sales process or replace an ad hoc founder-led approach with a documented, teachable system. Requires an ICP definition and prospect conversations as input. Produces a complete sales playbook that can onboard a new sales hire in their first week.