sales-revenue

What this skill does

<objective>
Comprehensive B2B sales skill for Epiphan Video BDRs covering cold outreach to video/streaming verticals (Higher Ed, Government, Corporate AV, Courts/Legal, Healthcare, K-12, Houses of Worship), lead scoring for Pearl-2/Mini/Nano/Nexus/EC20/Connect, revenue operations (pipeline metrics, forecasting, LTV:CAC), and sales execution (MEDDIC qualification, SPIN discovery, demo delivery for video capture/streaming workflows, objection handling for video capture/streaming/NDI/SRT).
</objective>

<quick_start>
**Lead scoring:** Hot: 70+ | Warm: 40-69 | Nurture: <40

**Pipeline coverage:** 3-4x quota (SMB), 4-5x (Enterprise)

**LTV:CAC ratio:** Target >3:1

**MEDDIC:** Metrics, Economic Buyer, Decision Criteria, Decision Process, Identify Pain, Champion

**Cold email:** Under 100 words, problem-forward (video capture, streaming, hybrid/remote), clear single CTA

**Tim's March 2026 Targets (Ramp 50%):** 12+ deals (stretch: 16+), $357K pipeline (stretch: $450K+), $125K revenue (stretch: $157K+), 50+ daily dials, 8-12% connect rate, <60 min speed to lead
</quick_start>

<success_criteria>
Sales process is successful when:
- Leads scored and tiered (Gold/Silver/Bronze) before outreach
- Pipeline coverage at 3-4x quota minimum
- LTV:CAC ratio >3:1
- MEDDIC criteria documented for each qualified opportunity
- Demo follows RECAP → AGENDA → SHOW VALUE → SUMMARIZE → NEXT STEPS
- Objections handled with LAER (Listen, Acknowledge, Explore, Respond)
</success_criteria>

<core_content>
Comprehensive B2B sales skill: outreach, revenue operations, and demo execution.

## Quick Reference

| Domain | Key Components | Reference File |
|--------|---------------|----------------|
| **Outreach** | Cold email, sequences, domain warming, lead scoring | `reference/outreach.md` |
| **Revenue Ops** | Pipeline metrics, forecasting, dashboards, attribution | `reference/revenue-ops.md` |
| **Discovery** | MEDDIC, SPIN, demo flow, objection handling | `reference/discovery.md` |

---

## Part 1: Sales Outreach

### The GTM Pipeline (Epiphan Video)

```
Apollo Discovery → Lead Scoring → ICP Filtering → Apollo Sequences → Clay Enrichment → CRM Routing
      ↓              ↓              ↓               ↓                 ↓               ↓
   Apollo MCP    sales-agent    Epiphan ICP   Apollo MCP         Clay MCP      Epiphan CRM MCP
```

### Lead Tiering (Epiphan Video)

| Tier | Criteria | Priority | Action | Exclude |
|------|----------|----------|--------|---------|
| GOLD | Demo request, pricing inquiry, Pearl family inquiry, general contact us | Immediate | Personalized Apollo sequence | lifecyclestage='customer', device_count≥1, is_channel=true, AE-owned (Lex, Phil, Ron, Anthony) |
| SILVER | Content download (whitepapers), free guide download, Facebook Lead Ads from video/streaming content | Week 1 | Standard Apollo sequence | First conversion contains 'setup', 'Pearl', 'Connect', 'signup'; product usage in engagement_overview |
| BRONZE | Webinar/lecture symposium attendance, newsletter signup | Nurture | Drip campaign + nurture flow | |

### ATL/BTL Gate (Pre-Sequence)
Before adding ANY contact to an Apollo sequence, classify by title:
- **ATL (auto-approve for sequence):** Chief, VP, Director, Dean, Provost, Superintendent, Court Administrator, City Manager, Senior Pastor, Executive Pastor
- **GRAY (require Tim's review):** Manager (AV/Facilities/IT) — only if confirmed reports to Director+ with budget >$25K
- **BTL (deprioritize):** Technician, Specialist, Coordinator, Support, Administrator (Systems/Network/Database), Engineer (AV/Network/Systems), Operator, Instructor/Professor/Faculty, Designer (Learning/Instructional/Graphic), Assistant, Clerk (non-Court Admin), Volunteer, Intern, Student, Resident, Help Desk
- **NEVER sequence (hard block):** Warehouse Manager, Network Manager, Systems Administrator, AV Technician, Graphic Design Instructor, Program Administrator, Web Designer, Classroom Support, Lab Coordinator, Maintenance, Building Engineer, Multimedia Services Manager, Video Production Specialist, Streaming Crew

See CLAUDE.md § ATL/BTL Classification v1.0 for full vertical-specific patterns.

### Lead Scoring (0-100) — Epiphan Video

```python
scoring_factors = {
    'icp_fit': 0-30,              # Higher Ed (90), Courts/Legal (85), Government (80), Corp AV (80), Healthcare (75), Houses of Worship (70), K-12 (65)
    'intent_signals': 0-25,       # Pearl inquiry, CMS integration (Kaltura, Panopto, YuJa), streaming protocol (RTMP/S, SRT, HLS, NDI)
    'engagement': 0-20,           # Email opens, clicks, replies, website visits to Pearl product pages
    'timing': 0-15,               # Budget cycle (edu = spring/summer, govt = fiscal year), event season (conferences)
    'budget_signals': 0-10        # Company size, multi-campus/location, existing AV investment
}
# Thresholds: Hot: 70+ | Warm: 40-69 | Nurture: <40
```

### 6-Agent Architecture (Epiphan MCP Tools)

| Agent | Role | MCP Tool | Output |
|-------|------|----------|--------|
| RESEARCHER | Company intel, tech stack (Extron SMP EOL?, Blackmagic, Crestron, vMix, Teradek presence) | Clay MCP | Enriched company data + competitor intel |
| QUALIFIER | ICP fit scoring (vertical + device readiness) | Epiphan CRM MCP + ask_agent | 0-100 score + tier |
| ENRICHER | Contact discovery — ATL-first: VP/Director/Dean/CIO/CTO/Provost (ATL), then Manager (GRAY — flag for review). Exclude NEVER-ATL titles per CLAUDE.md § ATL/BTL v1.0 | Apollo MCP | Verified emails, org chart, buying signals, ATL/BTL tier |
| WRITER | Personalized Apollo sequences (Pearl pain points, CMS integrations) | Apollo MCP | Multi-step email campaign |
| ANALYZER | Reply intent (demo request vs nurture vs disqualify) | Gmail MCP + Epiphan CRM MCP | Route to next action |
| ROUTER | Orchestration (add to sequence, update HubSpot, schedule follow-up) | Calendar MCP + Epiphan CRM MCP | Next-best-action |

### Cold Email Principles (Epiphan Video)

1. **Short and specific** - Under 100 words
2. **Problem-forward** - Lead with their pain (hybrid lecture capture, board meeting recording, multi-location streaming, NDI/RTMP integration, CMS workflow)
3. **Clear CTA** - One ask (usually 10-min Pearl product demo or technical fit call)
4. **Personalization** - Company name + vertical signal (e.g., "I noticed you're in Higher Ed using Panopto...")

### Apollo Email Sequence Structure (Epiphan Video)

| Step | Timing | Purpose | Example |
|------|--------|---------|---------|
| 1 | Day 0 | Initial outreach - video capture pain point | "Hybrid lectures + lecture capture best practice" |
| 2 | Day 3 | Follow-up - different angle (CMS integration or protocol) | "How are you integrating Kaltura/Panopto?" |
| 3 | Day 7 | Value add - case study or Pearl comparison | "Why Higher Ed departments prefer Pearl Mini over [competitor]" |
| 4 | Day 10 | Break-up - last chance + link to free trial/webinar | "One last thing: 15-min free Pearl fit assessment" |

---

## Part 2: Revenue Operations

### Core Metrics

#### Pipeline Metrics

```yaml
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