Section 1: The Founder Sales Reality Check

• The 3 stages of founder-led sales:

  1. Hustle Stage (0-50K): Pure founder energy, no process

  2. Breaking Point (50K-200K): Founder becomes bottleneck

  3. System Stage (200K+): Repeatable process enables scaling

• Warning signs you need a system:

  • You're the only one who can close deals

  • New hires struggle to replicate your success

  • Sales forecasting is pure guesswork

  • You lose deals due to inconsistent follow-up

Section 2: The 4-Pillar Sales System Framework

Pillar 1: Customer Journey Mapping

• Why it matters: Stop selling how you want to sell; start selling how customers want to buy

• Quick exercise: Map your last 5 deals - what were the actual steps?

• Template: Awareness → Interest → Evaluation → Decision → Purchase

• Action item: Document the real customer journey, not your ideal one

Pillar 2: Sales Stage Definition

• The problem: Vague stages like "qualified" or "interested" don't help

• The solution: Specific, measurable criteria for each stage

• Framework:

  • Lead: Contact info + basic fit criteria

  • Qualified: Budget + Authority + Need + Timeline confirmed

  • Opportunity: Proposal sent + decision process defined

  • Negotiation: Terms being discussed + timeline agreed

  • Closed: Contract signed or definitively lost

Pillar 3: Activity Standardization

• Core activities for each stage:

  • Lead Stage: Research + initial outreach

  • Qualified Stage: Discovery call + needs assessment

  • Opportunity Stage: Demo/presentation + stakeholder mapping

  • Negotiation Stage: Proposal refinement + objection handling

• The key: Define exactly what must happen to move to next stage

Pillar 4: Simple CRM Implementation

• Don't over-engineer: Start with basic contact management

• Essential fields only:

  • Company size/revenue

  • Decision timeline

  • Budget range

  • Key stakeholders

  • Next action required

• Weekly discipline: Update every interaction within 24 hours

Section 3: Implementation Roadmap (4-Week Sprint)

Week 1: Document Your Current Reality

• Day 1-2: Analyze last 20 deals - what actually happened?

• Day 3-4: Interview your best customers - how did they really buy?

• Day 5-7: Create customer journey map based on real data

Week 2: Define Your Sales Stages

• Day 1-3: Write specific criteria for each stage movement

• Day 4-5: Create stage-specific activity checklists

• Day 6-7: Test with current opportunities in pipeline

Week 3: CRM Setup & Data Migration

• Day 1-2: Choose and configure CRM (HubSpot Free, Pipedrive, etc.)

• Day 3-5: Input current opportunities using new stage definitions

• Day 6-7: Train anyone else who will use the system

Week 4: Process Testing & Refinement

• Daily: Use the new process for all sales activities

• End of week: Review what worked/didn't work

• Refine: Adjust stages and activities based on real usage

Section 4: Common Pitfalls & How to Avoid Them

Pitfall 1: Over-Complicating the System

• Problem: Creating 12 stages with 50 required fields

• Solution: Start with 5 stages max, 10 fields max

• Rule: If you won't actually use it, don't build it

Pitfall 2: Not Getting Team Buy-In

• Problem: Imposing process without explanation

• Solution: Involve team in creating the process

• Key: Show how it makes their job easier, not harder

Pitfall 3: Set-It-and-Forget-It Mentality

• Problem: Building process once and never improving

• Solution: Monthly process review meetings

• Focus: What's working? What's slowing us down?

Section 5: Measuring Success

Key Metrics to Track (Weekly)

• Pipeline velocity: Average time between stages

• Conversion rates: % moving from each stage to next

• Activity metrics: Calls, emails, demos per week

• Forecast accuracy: Predicted vs. actual closes

Monthly Review Questions

1. Which stage has the lowest conversion rate?

2. Where do deals get stuck the longest?

3. What activities correlate with higher close rates?

4. How accurate were our forecasts?

Section 6: When to Hire Your First Sales Rep

Green Light Indicators:

• 3+ months of consistent process usage

• Predictable conversion rates between stages

• Written playbooks for each sales activity

• Clear onboarding checklist ready

Red Light Warnings:

• You're still figuring out the process yourself

• Win rates vary wildly month to month

• No documentation of what actually works

• Hoping a rep will "figure it out"

Conclusion & Next Steps

"A repeatable sales process isn't about removing the human element - it's about amplifying your best sales instincts and making them teachable. Start with these four pillars, implement gradually, and refine based on real results. Your future sales team (and your sanity) will thank you."