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
markdown
### 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
markdown
### 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
majiayu000/claude-skill-registry