Constructing orchestrated sales processes that take prospects from "why care?" to "why us"

Signs your company might need to improve

  • When your team has neither a system that collects every action taken or a sales playbook to guide efforts and next steps.
  • When the sales process is not orchestrated to involve Customer Success, Marketing or Product.
  • When Marketing and Sales don't share any common metrics or KPIs
  • When the sales team do not have a toolbox that makes them feel comfortable to respond to any question or objection from prospects.
  • When the follow-up is “have you considered my proposal?” and Sales lack content to give them quality touching points.
  • When Sales have little or unclear metrics for activity, results, efficiency or quality.

What we really outline from The SaaS institue is the capacity to implant technology needed to follow-up precisely the outbound and sales activities.

Juan Zamora

Founder & CEO at Signaturit

Our approach

Constructing systematic sales models that allow Account Executives to accompany prospects through the decision-making process.

Sales shouldn’t be based on the individual talent of sales staff, but be based on a systematic approach outlined in the sales playbook. This guide aids and directs the team to improve decision making and provide relevant touching points for each opportunity. A robust sales playbook offers clear answers to all prospect questions, from “why care?”  and «why change» to “why now” and “why us”.

For this process, it’s essential not to sell from the first touching point, but rather accompany the prospect in their process of learning and decision making. The goal is to reduce any uncertainty or fear of making a mistake. The sales playbook will help staff create a vision of a new future where the pain points will no longer be an issue for the prospect.

To orchestrate means to strategise, to involve Marketing, Customer Success and Product in the appropriate touching points, supporting sales staff in a way they feel they have the backing of the entire company.

Our main metrics

The only way to have the best performance is by tracking the right metrics

The KPIs we measure

Number of won OPPs – Deals

An opportunity closed by the Account Executive team


The income generated by closing deals.

Sales cycles

The time taken to convert an opportunity to a deal

Funnel liquidity

How easily opps progress down the funnel to deal

Our Methodology

Defining the sales strategy

Funneling, target scenarios, capacity analysis & organization. After understanding the company strategy, (target market, Ideal Customer Profile, pain points and value proposition, solution/product and pricing model) and the outbound & marketing strategy,  we will be able to define the macro process of the opp -funnel phases- and funnel scenario simulations. And from this, we will be able to calculate the target conversion metrics. We might have several funnel scenarios for different market segments.

From that point, we will define the sales structure (inside sales/field sales), the sales profile and their cost, the compensation plan and incentives and finally, the team size.

Learn More about the Strategy process

Defining the data model & sales processes

In this stage, we define the sales process in micro detail.  We analyze buyer roles, define intervention personas and set out the stages and touching points for each of these:

  • Objective
  • Content (collateral, pitch, demo walkthrough etc.)
  • Attendees required for both prospect side and the company side (Product, Customer Success, Professional Services an others)

Once the stages of an opportunity are defined, they will be modeled by the type, status, rating and above all, fields of information to capture at each touching point with the prospect. Among other elements, we will be collecting: attitude, buying signals, reasons why the opportunity is not moving forward or other objections detected.


Implementing the tech stack

Implementation of Salesforce (or the CRM of the company). Every prospect action and information must be logged so metrics and segments can be calculated instantly. In order to achieve the highest efficiency, we will also include other automation tools.

Sales playbooks & coaching

The sales process is grounded in the sales playbook, which distinguishes the touching points and the information that should be collected at each stage. This playbook directs and advises on the next steps in the buyer journey. Through coaching sessions and workshops, we can work with staff to improve pitching, demo production, template writing and more.

Ongoing collaboration

Improvements, growth and change all take time and learning is a continuous process. With this in mind, it is our objective to provide our clients with ongoing support to help guarantee that their systems improve and evolve. We offer regular monthly strategy meetings, with KPI analysis and coaching session for both entire teams or one to ones with managers. We believe that adapting to new systems can only happen with quality, long-term collaboration.

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