Sales & Go-To-Market Team Workflow Document
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Executive Summary
This comprehensive workflow document outlines the end-to-end processes for both the Sales and Go-
To-Market (GTM) teams. It serves as the definitive reference for all team members to ensure alignment,
efficiency, and consistency across all customer-facing operations. By following these processes, we will
maximize revenue generation, maintain excellent customer relationships, and drive sustainable growth.
Table of Contents
1. Sales Team Workflow
Understanding & Creating the Offer
Defining ICP
Lead Generation & Prospecting
Qualification & Discovery
Proposal & Negotiation
Closing & Handoff
2. Go-To-Market Team Workflow
Market Research & Strategy
Campaign Planning & Execution
Performance Tracking & Optimization
3. Collaboration Between Teams
4. Tools & Resources
5. Onboarding & Continuous Improvement
6. Ownership Matrix
1. Sales Team Workflow
A. Understanding & Creating the Offer
The foundation of our sales process is a compelling, value-driven offer that resonates with our target
customers. Every sales professional must master the following components:
Key Aspects of an Effective Offer:
1. Clear Value Proposition - Articulate how our solution solves specific customer problems
2. Differentiation - Highlight unique advantages versus competitors
3. ROI Justification - Demonstrate tangible return on investment
4. Tiered Options - Present multiple package options to accommodate different needs
5. Urgency Elements - Create compelling reasons to act now
6. Risk Reduction - Address objections with guarantees and social proof
7. Implementation Path - Show clear steps to achieving value
Sample Offer #1: Enterprise SaaS Solution
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PREMIUM ENTERPRISE PACKAGE: $4,500/month
✓ Unlimited users across all departments
✓ Full API access and custom integrations
✓ 24/7 priority support with 2-hour response SLA
✓ Quarterly business reviews with dedicated CSM
✓ Exclusive access to beta features
✓ 99.99% uptime guarantee
✓ ROI: Projected 35% efficiency improvement within 90 days
LIMITED TIME: Implementation fee waived ($15,000 value)
for contracts signed by EOQ
Sample Offer #2: Marketing Services Retainer
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GROWTH ACCELERATOR PACKAGE: $12,500/month (6-month minimum)
✓ Complete strategy development and execution
✓ Weekly full-funnel performance reports
✓ 2 premium content assets per month
✓ Full marketing automation setup and management
✓ A/B testing across all channels
✓ Monthly optimization workshops
✓ Guaranteed 20% increase in qualified leads within 90 days
EXCLUSIVE BONUS: Complimentary brand audit ($7,500 value)
for contracts signed by end of month
B. Defining ICP (Ideal Customer Profile)
Creating a precise ICP ensures our team focuses on prospects with the highest probability of conversion
and long-term success.
ICP Development Process:
1. Analyze top 20% of current customers by revenue and satisfaction
2. Identify common attributes (industry, size, tech stack, etc.)
3. Map customer pain points to our solution capabilities
4. Create detailed organizational and buyer personas
5. Validate ICP with Customer Success team feedback
6. Refine quarterly based on win/loss analysis
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ICP Documentation Requirements:
Company profile (revenue, employee count, industry)
Technology environment
Business challenges
Decision-making structure
Budget parameters
Success indicators
C. Lead Generation & Prospecting
Our multi-channel approach ensures a consistent pipeline of qualified opportunities.
Inbound Lead Sources:
Website form submissions
Chat inquiries
Content downloads
Webinar registrations
Free trial signups
Partner referrals
Outbound Prospecting Process:
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1. List Development:
Pull target accounts from CRM matching ICP criteria
Enrich with additional data from ZoomInfo/LinkedIn
Prioritize accounts based on intent signals and engagement scores
2. Initial Outreach Sequence:
Day 1: Personalized email highlighting relevant case study
Day 3: LinkedIn connection request with value-add message
Day 5: Follow-up email with industry-specific insights
Day 8: Phone call attempt #1 with voicemail
Day 10: Final email with relevant content asset
Day 15: Phone call attempt #2 with voicemail
3. Lead Scoring & Routing:
Demographic score (0-50): Match to ICP criteria
Behavioral score (0-50): Engagement with content/outreach
Total score >80: Immediate SDR follow-up
Total score 60-79: Nurture sequence with weekly check-ins
Total score <60: Marketing nurture campaign
Tools Used:
LinkedIn Sales Navigator (prospecting)
HubSpot (CRM and engagement tracking)
Outreach.io (email sequencing)
ZoomInfo (contact data)
Gong (call recording and analysis)
D. Qualification & Discovery
Thorough qualification ensures we invest time in opportunities with genuine potential.
BANT Framework Implementation:
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1. Budget:
Current spend on similar solutions
Budget allocation process and fiscal year
ROI expectations and measurement criteria
Authority to allocate unbudgeted funds if needed
2. Authority:
Primary decision-maker identification
Influencer mapping
Approval process and timeline
Potential blockers and their concerns
3. Need:
Current challenges and business impact
Attempted solutions and results
Critical business objectives affected
Cost of inaction (quantified when possible)
4. Timeline:
Driving events or deadlines
Implementation constraints
Procurement process duration
Competitive evaluation status
Discovery Call Process:
1. Prepare account research (15 min)
2. Establish rapport and set agenda (5 min)
3. Validate ICP fit with preliminary questions (10 min)
4. Deep-dive into challenges using SPIN methodology (20 min)
5. Brief solution overview aligned to challenges (10 min)
6. Determine next steps and secure follow-up commitment (5 min)
7. CRM update with key insights and next actions (10 min)
Demo Scheduling Protocol:
1. Qualify using BANT before scheduling full demo
2. Use Calendly with custom questions to gather attendee info
3. Send confirmation with agenda and pre-meeting questionnaire
4. Calendar invite must include all relevant stakeholders
5. 24-hour reminder with pre-reading materials
6. Post-demo feedback survey automated to trigger at end of call
E. Proposal & Negotiation
Our proposals are tailored to each prospect's specific needs while maintaining consistency in structure
and quality.
Proposal Template:
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[COMPANY LOGO]
CUSTOM SOLUTION PROPOSAL
Prepared for: [Client Name]
Prepared by: [Sales Rep Name]
Date: [Current Date]
Valid Until: [Expiration Date - 30 days]
EXECUTIVE SUMMARY
[1-paragraph overview of client's needs and our solution]
CURRENT SITUATION
[Detailed breakdown of challenges discovered]
PROPOSED SOLUTION
[Specific offerings with direct mapping to challenges]
IMPLEMENTATION PLAN
[Timeline with key milestones and responsibilities]
INVESTMENT & ROI
[Pricing tables with clear value justification]
GUARANTEE & TERMS
[Risk mitigation elements and contract highlights]
NEXT STEPS
[Specific action items with owners and dates]
Negotiation Guidelines:
1. Always negotiate from value, not price
2. Pre-plan concession strategy with deal tiers
3. Utilize time-based incentives rather than pure discounts
4. Document all negotiation points in CRM
5. Involve legal early for custom terms
6. Maintain minimum 70% margin threshold
7. Escalation path: Team Lead → Sales Director → VP Sales
F. Closing & Handoff
A structured closing process ensures consistency and smooth transition to implementation.
Closing Checklist:
Final proposal signed by all parties
Payment terms and schedule confirmed
Implementation timeline and resources secured
Customer success manager assigned
Kickoff meeting scheduled within 5 business days
All stakeholders added to communication platform
Win/loss analysis completed in CRM
Handoff to Customer Success Process:
1. Sales rep schedules transition meeting
2. CSM receives complete deal documentation
3. Joint kickoff call with client (Sales + CSM)
4. 30-day joint responsibility period
5. Weekly internal sync during transition
6. Formal handoff completion acknowledgment
7. Sales maintains quarterly check-in cadence
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2. Go-To-Market (GTM) Team Workflow
A. Market Research & Strategy
Continuous research ensures our messaging and targeting remain relevant and effective.
ICP Refinement Process:
1. Monthly win/loss analysis with Sales team
2. Quarterly customer interview program
3. Competitive intelligence monitoring
4. Industry trend analysis and reporting
5. Customer advisory board feedback integration
6. Annual ICP validation and adjustment
Competitive Analysis Framework:
1. Monitor competitor offerings monthly
2. Mystery shop competitor sales process quarterly
3. Track feature parity in comparison matrix
4. Analyze competitor messaging and positioning
5. Update battle cards with new insights
6. Conduct pricing analysis semi-annually
7. Share competitive intelligence in bi-weekly sales enablement
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B. Campaign Planning & Execution
Our campaigns follow a structured planning process to ensure consistency and measurable results.
Annual GTM Calendar Structure:
Q1 Focus: Awareness & Thought Leadership
Industry trends report
Webinar series launch
Trade show presence
Q2 Focus: Lead Generation & Nurturing
Case study campaign
Partner co-marketing initiatives
Product update announcements
Q3 Focus: Conversion & Pipeline Acceleration
ROI calculator promotion
Competitive displacement campaign
Limited-time offers
Q4 Focus: Retention & Expansion
Customer appreciation events
Annual benchmark report
Early renewal incentives
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Campaign Development Workflow:
1. Define campaign objective and success metrics
2. Identify target audience segments
3. Develop core messaging and creative brief
4. Create content assets and landing pages
5. Set up tracking and attribution
6. Execute channel-specific tactics
7. Monitor performance and optimize
8. Post-campaign analysis and learnings
Channel Strategy:
Channel Primary Use Metrics Ownership
Email Nurturing Open/click rates, MQLs Marketing Ops
Webinars Education Registration/attendance, Sales meetings Content Team
Paid Social Awareness Impressions, CTR, CPL Digital Marketing
Search Intent capture Conversion rate, CPA Digital Marketing
Events Relationship Meetings booked, Pipeline Field Marketing
Content Authority Downloads, Time on page Content Team
C. Performance Tracking & Optimization
Data-driven decision making is essential to continuously improve our GTM effectiveness.
Key Performance Indicators:
1. Awareness Metrics:
Website traffic growth
Social media engagement
Share of voice vs. competitors
PR mentions and sentiment
2. Lead Generation Metrics:
MQLs by channel
Cost per lead
Lead quality score
Conversion rate by funnel stage
3. Sales Impact Metrics:
Campaign-influenced pipeline
Sales cycle length
Win rate
Average deal size
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Reporting & Review Cadence:
Daily: Campaign performance dashboard review
Weekly: Channel performance optimization meeting
Monthly: Full-funnel analysis with Sales leadership
Quarterly: Strategic review and planning session
Optimization Protocol:
1. Set performance benchmarks before launch
2. A/B test all critical campaign elements
3. Implement 70/20/10 budget allocation (proven/experimental/innovative)
4. Document learnings in central knowledge base
5. Apply conversion rate optimization techniques
6. Conduct post-mortems on underperforming initiatives
3. Collaboration Between Teams
Alignment between Sales and GTM teams is critical for consistent messaging and efficient pipeline
development.
Structured Communication:
Meeting Frequency Attendees Purpose
Pipeline Review Weekly Sales + GTM Leaders Forecast validation
Campaign Planning Monthly GTM Team + Sales Leaders Upcoming initiatives
Win/Loss Analysis Bi-weekly Sales + Product Marketing Feedback loop
Sales Enablement Weekly Sales + Product Marketing New content/training
All-Hands Monthly All Team Members Company alignment
Lead Quality Feedback Loop:
1. Sales provides weekly feedback on lead quality
2. GTM team adjusts targeting based on feedback
3. Shared scoring system for lead evaluation
4. Joint ownership of conversion metrics
5. Automated feedback capture in CRM
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Content Development Collaboration:
1. Sales identifies content gaps from customer conversations
2. GTM prioritizes content creation based on sales input
3. Sales reviews content for field relevance
4. GTM trains sales on new content utilization
5. Joint tracking of content effectiveness
4. Tools & Resources
Our tech stack enables efficient execution and measurement of all processes.
Core Systems:
System Primary Users Key Functions Admin
HubSpot All Teams CRM, Marketing Automation RevOps
Gong Sales Call Recording, Intelligence Sales Ops
Outreach SDR Team Sequencing, Engagement Sales Ops
Seismic All Teams Content Management Marketing Ops
Looker Leadership Reporting, Analytics Business Intelligence
ZoomInfo SDR Team Contact Data, Intent Sales Ops
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Integration Architecture:
1. HubSpot as system of record
2. Bi-directional syncs between all platforms
3. Single sign-on implementation
4. Unified customer view across tools
5. Automated workflow triggers between systems
6. Centralized reporting dashboard
Resource Library:
Sales playbooks by industry
Objection handling guides
Competitive battle cards
Email templates and sequences
Case studies and testimonials
ROI calculators and tools
Product training materials
5. Onboarding & Continuous Improvement
Ensuring new team members quickly reach productivity while continuously improving our processes.
Sales Onboarding Program:
1. Week 1: Company and product orientation
2. Week 2: Sales methodology and process training
3. Week 3: Tool certification and role-specific training
4. Week 4: Shadowing and observed calls
5. Weeks 5-8: Ramp period with graduated quotas
6. Week 12: Full certification and review
GTM Onboarding Program:
1. Week 1: Brand, positioning, and persona training
2. Week 2: Channel strategy and campaign structures
3. Week 3: Tool certification and reporting
4. Week 4: Shadow campaign execution
5. Weeks 5-8: Supervised campaign management
6. Week 12: Full certification and review
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Continuous Improvement Framework:
1. Quarterly process audit and optimization
2. Monthly team retrospectives
3. Ongoing skills development program
4. Performance coaching and 1:1s
5. Best practice documentation and sharing
6. Innovation time allocation (10%)
Ownership Matrix
Process Primary Owner Secondary Owner Escalation Path
ICP Definition GTM Strategy Sales Leadership CMO
Lead Generation GTM Demand Gen SDR Team Lead VP Sales
Qualification SDR Team AE Team Sales Director
Discovery & Demo Account Executives Sales Engineers Sales Director
Proposal & Negotiation Account Executives Sales Leadership VP Sales
Closing Account Executives Legal VP Sales
Customer Handoff Account Executives Customer Success CS Director
Campaign Planning GTM Leadership Marketing Ops CMO
Campaign Execution Channel Managers Marketing Ops GTM Director
Analytics & Reporting Business Intelligence RevOps COO
This workflow document will be reviewed and updated quarterly to ensure continued alignment with
business objectives and market conditions.
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