FOUNDER’S GUIDE TO B2B SALES You should have written rules for how to fill in each of these four key fields. Otherwise, you will aggregate data with a wildly inconsistent set of assumptions – and that problem will only get worse as you scale. For example • Value should be entered only after it has been discussed with the customer • Close date should be the date the customer says they want to purchase by • Stages should have defined exit criteria (e.g. solution fit confirmed) • Forecast categories should generally map to probabilities (e.g. commit 90%, forecast 70%, upside 30%, and unlikely 0%) Throughout this process, keep definitions simple – complexity creates confusion and ambiguity. If there are five Stage-3 exit criteria and you have met four of them, what stage is the opportunity? (We’ve seen systems where you can actually win the deal before meeting a ll Stage-3 exit criteria!) EXAMPLE STAGES AND DEFINITIONS STAGE NAME DEFINITION S1 Sales qualified lead (SQL) Based on BANT qualification, an SDR believes this is a valid sales opportunity. S2 Sales accepted lead (SAL) Based on a discovery call, a seller also believes this is a valid sales opportunity. S3 Deep dive completed A deep dive call has been completed, we understand the problem the customer is trying to solve, and we believe we can solve it. S4 Solution fit confirmed The customer has confirmed that they also believe we can solve the problem. We are not the only or preferred solution, but we are a valid one. S5 Vendor of choice The customer has told us that we are their preferred solution. S6 Closed / won We have won the deal and the paperwork is complete. S7 Lost The customer has informed us they are selecting another vendor. S8 Derailed (no decision) The opportunity, after passing S2, did not result in purchasing any vendor’s solution. S9 Rejected Based on a discovery call, a seller does not concur that this is a valid sales opportunity. SPRING 2023 .22