Sales Process From MQL (Marketing Qualified Lead: some Post-Sales: Implementation interest detected but no clear signs of concrete Customer Success demand yet) to SQL (Sales Qualified Lead) Management; Proof of Concept Lead Identification Qualifying / Business Negotiation Evaluation Closing Renewal Cold Calls Justification Incoming Leads Description Inbound/ Follow up on Proved executive In-depth, Become Move from Re-sign customer outbound prospects - qua- overview of how product demo vendor of verbal agree- for another year lead prospecting lify as prospects product meets etc. choice ment to issued with a need business needs purchase order for all stake- holders Conversion rates n/a 10-25% 30% 50% 75% 90% 90% Roles involved Sales Dev. Sales Dev. Sales Sales Sales Sales Customer Representative Representative Executive Executive Executive/ Executive/ Success Team/ Pre-Sales Sales Manager/ Sales Manager/ Sales Executive Engineer VP of Sales/ VP of Sales/ Legal Legal Tasks Find and initial Understand Takes over Product Demonstrate Detailed Demonstrate qualification of leads customer SQL as demonstration compelling fit contractual/ value delivered challenges relevant, Product for customer legal negotiation Send initial concrete evaluation trial needs Upsell and cross- information opportunity sell if possible Demonstrate ROI, build business case “Don’t use the preset sales probabilities in your CRM system— it creates a false sense of security. Measure what is happening on a monthly basis and then apply those real-world metrics to your pipeline.” — Stefan Groschupf, Automation Hero 30