SkyMirror Customer Acquisition & Retention Playbook

Executive Summary

This playbook establishes SkyMirror's customer acquisition, retention, and growth strategies. It provides frameworks, processes, and metrics for building repeatable, scalable customer acquisition channels across all products: CheckMet (AI attendance), Traquiva (AI learning platform), Software Solutions, and SkyMirror Academy.

Part 1: Customer Acquisition Strategy

1.1 Ideal Customer Profile (ICP)

Primary ICP: Enterprise HR/Operations Leaders

Attribute	Criteria
Company Size	200-5,000 employees
Industry	Manufacturing, Healthcare, Education, Financial Services
Geography	Europe (primary), MENA (secondary)
Technology Maturity	Moderate to high digital adoption
Pain Points	Manual attendance, time fraud, compliance, remote workforce
Budget Authority	€50K+ annual software budget
Decision Makers	HR Director, COO, CFO, IT Director
Buying Triggers	Compliance audit, workforce expansion, digital transformation

Secondary ICP: Mid-Market Companies

Attribute	Criteria
Company Size	50-200 employees
Industry	Professional Services, Retail, Hospitality
Geography	Hungary, DACH region
Pain Points	Time tracking accuracy, payroll integration
Budget Authority	€10-50K annual software budget

1.2 Buyer Personas

Persona 1: HR Director "Helena"

Demographics:

Age: 40-50
Title: HR Director / VP of People
Reports to: CEO or COO
Team size: 3-10 HR staff

Goals:

Reduce administrative burden on HR team
Ensure compliance with labor regulations
Improve employee experience
Demonstrate HR's strategic value

Challenges:

Manual time tracking is error-prone
Buddy punching and time fraud
Difficulty managing remote/hybrid workforce
Integration with existing HRIS

Buying Behavior:

Researches solutions online before engaging sales
Values peer recommendations and case studies
Needs to build business case for CFO
Prefers pilot before full commitment

Messaging:

"Eliminate 95% of attendance administration while ensuring 100% compliance"

Persona 2: Operations Director "Oliver"

Demographics:

Age: 35-45
Title: COO / Operations Director
Reports to: CEO
Manages: Multiple departments/locations

Goals:

Improve operational efficiency
Reduce labor costs
Real-time visibility into workforce
Scalable systems for growth

Challenges:

Inconsistent attendance across locations
Lack of real-time data for decisions
High cost of manual processes
Difficulty scaling operations

Buying Behavior:

Data-driven decision maker
Wants to see ROI calculations
Values speed of implementation
Needs executive-level reporting

Messaging:

"Real-time workforce visibility across all locations with 40% reduction in administrative costs"

1.3 Customer Journey Map

AWARENESS          CONSIDERATION         DECISION           ONBOARDING         EXPANSION
    │                    │                   │                   │                  │
    ▼                    ▼                   ▼                   ▼                  ▼
┌─────────┐        ┌──────────┐        ┌──────────┐        ┌──────────┐      ┌──────────┐
│ Problem │        │ Research │        │ Evaluate │        │ Implement│      │ Expand   │
│ Aware   │───────▶│ Solutions│───────▶│ Options  │───────▶│ & Adopt  │─────▶│ & Refer  │
└─────────┘        └──────────┘        └──────────┘        └──────────┘      └──────────┘
    │                    │                   │                   │                  │
    ▼                    ▼                   ▼                   ▼                  ▼
Content:           Content:            Content:            Content:           Content:
- Blog posts       - Comparison        - Case studies      - Onboarding       - Upsell
- Social media       guides            - ROI calculator      guides             campaigns
- Industry         - Webinars          - Free trial        - Training         - Referral
  reports          - Product demos     - Proposal            videos             program
                                                           - Check-ins        - QBRs

Part 2: Acquisition Channels

2.1 Channel Performance Tracking

Channel	CAC Target	Conversion Rate	Volume	Priority
Outbound Sales	€8,000	5%	Medium	HIGH
Inbound Marketing	€5,000	8%	Low-Medium	HIGH
Partner Referrals	€3,000	15%	Low	MEDIUM
Events/Conferences	€10,000	3%	Low	MEDIUM
Customer Referrals	€1,500	25%	Low	HIGH

2.2 Outbound Sales Process

Prospecting Cadence

Day	Activity	Channel	Template
1	Initial outreach	Email	Cold Email #1
3	Follow-up	LinkedIn	Connection request
5	Value-add	Email	Cold Email #2 (case study)
8	Phone call	Phone	Cold call script
12	Break-up email	Email	Cold Email #3
15	LinkedIn engagement	LinkedIn	Comment/share
20	Final attempt	Email	Cold Email #4

Cold Email Templates

Email #1: Problem-Focused

Subject: [Company] - attendance tracking question

Hi [First Name],

I noticed [Company] has grown to [X] employees across [Y] locations. 

At that scale, most HR leaders tell us they're spending 10+ hours/week on attendance administration and dealing with issues like:
- Manual time tracking errors
- Buddy punching and time fraud
- Compliance documentation gaps

We helped [Similar Company] reduce attendance admin by 85% while improving accuracy to 99.9%.

Would you be open to a 15-minute call to see if we could help [Company]?

Best,
[Your Name]

Email #2: Case Study

Subject: How [Similar Company] saved €50K/year on attendance

Hi [First Name],

Following up on my previous note.

I wanted to share how [Similar Company], a [industry] company similar to [Company], used CheckMet to:
- Eliminate 95% of manual attendance tracking
- Reduce payroll errors by 40%
- Save €50K annually in administrative costs

Here's the full case study: [Link]

Worth a quick conversation?

Best,
[Your Name]

2.3 Inbound Marketing Funnel

TOFU (Awareness)           MOFU (Consideration)        BOFU (Decision)
      │                           │                          │
      ▼                           ▼                          ▼
┌─────────────┐            ┌─────────────┐            ┌─────────────┐
│ Blog Posts  │            │ Webinars    │            │ Free Trial  │
│ Social Media│───────────▶│ Whitepapers │───────────▶│ Demo        │
│ SEO Content │            │ Case Studies│            │ Proposal    │
└─────────────┘            └─────────────┘            └─────────────┘
      │                           │                          │
   Metric:                     Metric:                    Metric:
   Traffic                     MQLs                       SQLs
   Target: 10K/mo              Target: 100/mo             Target: 20/mo

Content Calendar

Week	TOFU Content	MOFU Content	BOFU Content
1	Blog: "5 Signs Your Attendance System is Costing You Money"	Webinar: "Modern Workforce Management"	Case Study: Manufacturing
2	Social: Industry stats infographic	Whitepaper: "ROI of AI Attendance"	Demo: Live product walkthrough
3	Blog: "GDPR Compliance for Biometric Data"	Email nurture: 3-part series	Free trial promotion
4	Social: Customer testimonial	Comparison guide: CheckMet vs. alternatives	Proposal template

2.4 Partner Channel

Partner Types

Type	Description	Commission	Target Partners
Referral	Introduces leads	10% first year	Consultants, advisors
Reseller	Sells and supports	20% ongoing	HR tech vendors
Implementation	Deploys solution	15% implementation	System integrators
Technology	Integrates product	Revenue share	HRIS, payroll vendors

Partner Recruitment Process

Identify potential partners in target markets
Qualify based on customer overlap and capability
Pitch partnership value proposition
Onboard with training and enablement
Activate with joint marketing and sales
Manage with regular reviews and support

Part 3: Sales Process

3.1 Sales Stages

Stage	Definition	Exit Criteria	Probability
Lead	Initial contact made	Responded to outreach	5%
Qualified	Fit confirmed (BANT)	Budget, authority, need, timeline confirmed	15%
Discovery	Deep dive completed	Pain points and requirements documented	25%
Demo	Product demonstrated	Stakeholders saw value	40%
Proposal	Proposal delivered	Proposal reviewed by decision makers	60%
Negotiation	Terms discussed	Agreement on terms	80%
Closed Won	Contract signed	Signed contract received	100%
Closed Lost	Deal lost	Reason documented	0%

3.2 BANT Qualification Framework

Criteria	Questions	Qualified If
Budget	What's your budget for this initiative? Have you allocated funds?	€10K+ annual budget available
Authority	Who makes the final decision? Who else is involved?	Decision maker engaged
Need	What problems are you trying to solve? What happens if you don't solve them?	Clear pain point identified
Timeline	When do you need a solution in place? What's driving that timeline?	Decision within 6 months

3.3 Discovery Call Framework

Duration: 45-60 minutes

Agenda:

Introduction (5 min) - Build rapport, set agenda
Current State (15 min) - Understand current processes
Pain Points (15 min) - Identify challenges and impact
Future State (10 min) - Define success criteria
Next Steps (5 min) - Agree on demo/proposal

Key Discovery Questions:

Current State:

How do you currently track employee attendance?
How many employees/locations do you manage?
What systems do you use for HR/payroll?

Pain Points:

What are the biggest challenges with your current approach?
How much time does your team spend on attendance admin?
What's the cost of errors or fraud?

Impact:

What happens when attendance data is inaccurate?
How does this affect payroll, compliance, or operations?
What would solving this problem mean for your team?

Decision Process:

Who else needs to be involved in this decision?
What's your timeline for making a change?
What would a successful implementation look like?

3.4 Demo Best Practices

Before the Demo:

Demo Structure (45 min):

Recap (5 min) - Confirm pain points and goals
Overview (5 min) - High-level product positioning
Core Demo (25 min) - Show relevant features
Q&A (5 min) - Address questions
Next Steps (5 min) - Agree on proposal/trial

Demo Tips:

Focus on their use case, not all features
Tell stories, not specifications
Show, don't tell
Address objections proactively
End with clear next steps

3.5 Proposal Template

# CheckMet Proposal for [Company Name]

## Executive Summary
[1-2 paragraphs summarizing their challenges and our solution]

## Understanding Your Needs
Based on our conversations, [Company] is looking to:
- [Need 1]
- [Need 2]
- [Need 3]

## Proposed Solution
CheckMet [Edition] will provide:
- [Capability 1]
- [Capability 2]
- [Capability 3]

## Investment

| Component | Description | Price |
|-----------|-------------|-------|
| CheckMet [Edition] | [X] users, annual subscription | €XX,XXX |
| Implementation | Setup, configuration, training | €X,XXX |
| Support | [Level] support included | Included |
| **Total Year 1** | | **€XX,XXX** |

## ROI Analysis
Based on your current costs:
- Current annual cost of attendance admin: €XX,XXX
- Projected savings with CheckMet: €XX,XXX
- **Net savings Year 1:** €XX,XXX
- **Payback period:** X months

## Implementation Timeline
| Phase | Duration | Activities |
|-------|----------|------------|
| Setup | Week 1-2 | Configuration, integration |
| Pilot | Week 3-4 | Test with subset of users |
| Rollout | Week 5-6 | Full deployment |
| Optimization | Ongoing | Training, support |

## Why CheckMet
- 99.9% recognition accuracy
- GDPR compliant
- Integrates with [their HRIS]
- [Relevant case study]

## Next Steps
1. Review proposal
2. Schedule follow-up call
3. Begin pilot

## Terms
- Payment: Annual, invoiced upon signing
- Contract term: 12 months
- Cancellation: 30 days notice after initial term

Valid until: [Date + 30 days]

Part 4: Customer Acquisition Metrics

4.1 Funnel Metrics

Metric	Definition	Target	Current
Website Visitors	Unique visitors/month	10,000	TBD
Leads	Contact form submissions	200	TBD
MQLs	Marketing qualified leads	100	TBD
SQLs	Sales qualified leads	40	TBD
Opportunities	Active deals in pipeline	20	TBD
Closed Won	New customers/month	4	TBD

4.2 Conversion Rates

Stage	Target Rate	Calculation
Visitor → Lead	2%	Leads / Visitors
Lead → MQL	50%	MQLs / Leads
MQL → SQL	40%	SQLs / MQLs
SQL → Opportunity	50%	Opportunities / SQLs
Opportunity → Closed	20%	Closed Won / Opportunities
Overall	0.04%	Closed Won / Visitors

4.3 Unit Economics

Metric	Definition	Target	Calculation
CAC	Customer Acquisition Cost	€8,000	S&M Spend / New Customers
LTV	Lifetime Value	€24,000	ARPU × Gross Margin × Lifespan
LTV:CAC	Ratio	3:1	LTV / CAC
Payback	Months to recover CAC	12 months	CAC / (ARPU × Gross Margin)
ARPU	Avg Revenue Per User	€800/mo	MRR / Customers

4.4 Weekly Sales Dashboard

## Weekly Sales Report - Week of [Date]

### Pipeline Summary
| Stage | # Deals | Value | WoW Change |
|-------|---------|-------|------------|
| Qualified | X | €XXK | +X |
| Discovery | X | €XXK | +X |
| Demo | X | €XXK | +X |
| Proposal | X | €XXK | +X |
| Negotiation | X | €XXK | +X |
| **Total Pipeline** | **X** | **€XXK** | **+X%** |

### Activity Metrics
| Metric | This Week | Target | Status |
|--------|-----------|--------|--------|
| Outbound emails | XXX | 200 | 🟢/🟡/🔴 |
| Calls made | XX | 50 | 🟢/🟡/🔴 |
| Demos completed | X | 5 | 🟢/🟡/🔴 |
| Proposals sent | X | 3 | 🟢/🟡/🔴 |

### Closed This Week
| Company | Value | ACV | Sales Cycle |
|---------|-------|-----|-------------|
| [Company] | €XXK | €XXK | XX days |

### Lost This Week
| Company | Value | Reason |
|---------|-------|--------|
| [Company] | €XXK | [Reason] |

### Key Insights
1. 
2. 
3. 

### Focus for Next Week
1. 
2. 
3. 

Part 5: Customer Retention

5.1 Customer Success Framework

Customer Health Score

Factor	Weight	Scoring
Product Usage	30%	Daily active users / Total users
Feature Adoption	20%	Key features used / Total features
Support Tickets	15%	Inverse of ticket volume
NPS Score	15%	Latest NPS response
Engagement	10%	Meeting attendance, email opens
Payment	10%	On-time payment history

Health Score Thresholds:

🟢 Healthy (80-100): Low churn risk
🟡 At Risk (50-79): Needs attention
🔴 Critical (0-49): Immediate intervention

5.2 Customer Lifecycle Touchpoints

Timeframe	Touchpoint	Owner	Goal
Day 1	Welcome email	CS	Set expectations
Week 1	Kickoff call	CS	Align on success criteria
Week 2	Training session	CS	Enable users
Week 4	Check-in call	CS	Address issues
Month 2	Usage review	CS	Ensure adoption
Month 3	QBR	CS + AE	Review value, plan expansion
Month 6	Executive check-in	CS	Strengthen relationship
Month 9	Renewal discussion	AE	Secure renewal
Month 11	Renewal proposal	AE	Close renewal

5.3 Onboarding Playbook

Week 1: Setup

Day	Activity	Owner	Deliverable
1	Welcome email + access	CS	Account created
2	Kickoff call	CS	Success plan documented
3	Technical setup	CS + IT	System configured
4	Integration setup	CS + IT	HRIS connected
5	Admin training	CS	Admins certified

Week 2: Pilot

Day	Activity	Owner	Deliverable
1	Pilot group enrolled	Customer	10-20 users active
3	User training	CS	Users trained
5	Pilot review	CS	Feedback collected

Week 3-4: Rollout

Day	Activity	Owner	Deliverable
1	Full rollout plan	CS	Plan approved
3	Phased rollout	Customer	50% users active
5	Full deployment	Customer	100% users active
7	Go-live review	CS	Success confirmed

5.4 Quarterly Business Review (QBR) Template

# Quarterly Business Review
## [Customer Name] - Q[X] 2025

### Meeting Details
- **Date:** [Date]
- **Attendees:** [Names and titles]
- **Prepared by:** [CSM Name]

---

### Executive Summary
[2-3 sentences summarizing the quarter and key outcomes]

---

### Success Metrics

| Metric | Target | Actual | Status |
|--------|--------|--------|--------|
| Active Users | X | X | 🟢/🟡/🔴 |
| Recognition Accuracy | 99% | X% | 🟢/🟡/🔴 |
| Admin Time Saved | X hrs/wk | X hrs/wk | 🟢/🟡/🔴 |
| Support Tickets | Under X | X | 🟢/🟡/🔴 |

---

### Value Delivered

**Time Savings:**
- Hours saved on attendance admin: X hours/month
- Equivalent cost savings: €X,XXX/month

**Accuracy Improvements:**
- Reduction in payroll errors: X%
- Reduction in time fraud: X%

**Compliance:**
- Audit-ready documentation: ✅
- GDPR compliance maintained: ✅

---

### Product Usage

**Adoption Metrics:**
- Daily active users: X (X% of total)
- Features used: X of X available
- Mobile app adoption: X%

**Top Used Features:**
1. [Feature 1] - X% adoption
2. [Feature 2] - X% adoption
3. [Feature 3] - X% adoption

---

### Support Summary

| Category | Q[X-1] | Q[X] | Trend |
|----------|--------|------|-------|
| Tickets opened | X | X | ↑/↓ |
| Avg resolution time | X hrs | X hrs | ↑/↓ |
| CSAT score | X | X | ↑/↓ |

---

### Roadmap Preview

**Coming in Q[X+1]:**
- [Feature 1] - [Benefit]
- [Feature 2] - [Benefit]
- [Feature 3] - [Benefit]

---

### Expansion Opportunities

| Opportunity | Description | Value | Timeline |
|-------------|-------------|-------|----------|
| Additional locations | Expand to X new sites | €X,XXX | Q[X] |
| Additional users | Add X users | €X,XXX | Q[X] |
| Premium features | Upgrade to Enterprise | €X,XXX | Q[X] |

---

### Action Items

| Action | Owner | Due Date |
|--------|-------|----------|
| [Action 1] | [Name] | [Date] |
| [Action 2] | [Name] | [Date] |
| [Action 3] | [Name] | [Date] |

---

### Next QBR: [Date]

5.5 Churn Prevention Playbook

Early Warning Signals

Signal	Threshold	Action
Usage drop	Over 20% decline	Reach out within 48 hours
Support spike	Over 3x normal tickets	Escalate to CS manager
NPS decline	Score drops >20 points	Executive outreach
Payment issues	Late payment	Finance + CS coordination
Champion leaves	Key contact departs	Identify new champion

Intervention Playbook

Level 1: Proactive Outreach

Trigger: Health score drops to Yellow
Action: CSM reaches out within 48 hours
Goal: Identify and address issues

Level 2: Executive Engagement

Trigger: Health score drops to Red
Action: CS Manager + Account Executive engage
Goal: Create recovery plan

Level 3: Save Campaign

Trigger: Customer indicates intent to churn
Action: Executive sponsor + special offer
Goal: Retain customer with modified terms

Part 6: Growth & Expansion

6.1 Expansion Revenue Playbook

Expansion Triggers

Trigger	Opportunity	Approach
New location opened	Location expansion	Proactive outreach
Headcount growth	User expansion	Usage-based upsell
Feature requests	Premium upgrade	Feature demo
High NPS score	Referral	Referral program
Contract renewal	Multi-year deal	Discount for commitment

Expansion Conversation Framework

Review success - Confirm value delivered
Identify gaps - Uncover unmet needs
Present solution - Show relevant expansion
Quantify value - Calculate additional ROI
Propose terms - Offer expansion package

6.2 Referral Program

Program Structure:

Referrer reward: €1,000 credit or cash
Referee benefit: 10% first-year discount
Qualification: Referred customer signs annual contract

Referral Request Template:

Subject: Quick favor?

Hi [Name],

I hope CheckMet is continuing to deliver value for [Company]!

I wanted to reach out because we're growing and looking for more companies like yours who could benefit from modern attendance management.

Do you know any HR or Operations leaders who might be dealing with:
- Manual attendance tracking headaches
- Time fraud or buddy punching issues
- Compliance documentation challenges

If you'd be willing to make an introduction, we'd be happy to offer you a €1,000 credit on your account, and they'd receive 10% off their first year.

Just reply with their name and email, and I'll take it from there.

Thanks for being a great customer!

Best,
[Your Name]

Part 7: Tools & Systems

7.1 Sales Tech Stack

Category	Tool	Purpose	Priority
CRM	HubSpot	Pipeline management	Critical
Sales Engagement	Apollo.io	Outbound automation	High
Video Conferencing	Zoom	Demos and meetings	Critical
Proposal	PandaDoc	Proposal creation	Medium
E-signature	DocuSign	Contract signing	High
Calendar	Calendly	Meeting scheduling	Medium
Intelligence	LinkedIn Sales Nav	Prospecting	High

7.2 CRM Setup

Required Fields:

Company name, size, industry
Contact name, title, email, phone
Lead source
Deal stage, value, close date
Next action, owner

Required Automations:

Lead assignment rules
Stage change notifications
Stale deal alerts
Activity logging

Document Version: 1.0 Last Updated: December 2024 Owner: VP of Sales / CMO Review Cycle: Quarterly

Executive Summary​

Part 1: Customer Acquisition Strategy​

1.1 Ideal Customer Profile (ICP)​

Primary ICP: Enterprise HR/Operations Leaders​

Secondary ICP: Mid-Market Companies​

1.2 Buyer Personas​

Persona 1: HR Director "Helena"​

Persona 2: Operations Director "Oliver"​

1.3 Customer Journey Map​

Part 2: Acquisition Channels​

2.1 Channel Performance Tracking​

2.2 Outbound Sales Process​

Prospecting Cadence​

Cold Email Templates​

2.3 Inbound Marketing Funnel​

Content Calendar​

2.4 Partner Channel​

Partner Types​

Partner Recruitment Process​

Part 3: Sales Process​

3.1 Sales Stages​

3.2 BANT Qualification Framework​

3.3 Discovery Call Framework​

3.4 Demo Best Practices​

3.5 Proposal Template​

Part 4: Customer Acquisition Metrics​

4.1 Funnel Metrics​

4.2 Conversion Rates​

4.3 Unit Economics​

4.4 Weekly Sales Dashboard​

Part 5: Customer Retention​

5.1 Customer Success Framework​

Customer Health Score​

5.2 Customer Lifecycle Touchpoints​

5.3 Onboarding Playbook​

Week 1: Setup​

Week 2: Pilot​

Week 3-4: Rollout​

5.4 Quarterly Business Review (QBR) Template​

5.5 Churn Prevention Playbook​

Early Warning Signals​

Intervention Playbook​

Part 6: Growth & Expansion​

6.1 Expansion Revenue Playbook​

Expansion Triggers​

Expansion Conversation Framework​

6.2 Referral Program​

Part 7: Tools & Systems​

7.1 Sales Tech Stack​

7.2 CRM Setup​