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Sales & Marketing Playbook

Overview​

This playbook defines the sales and marketing processes, strategies, and best practices for SkyMirror's go-to-market activities across all product lines.

Team Lead: CMO (Jerone Lebadie)
Scope: All sales and marketing activities
Last Updated: December 2024

Tooling Reference

For detailed tool configurations and integrations, see the Workflow & Tooling Guide.

Sales & Marketing Tool Stack​

ToolPurposeWhen to Use
TrelloSales pipeline, content calendarLead tracking, content planning
JiraComplex sales projectsEnterprise deals
SlackTeam communicationDaily coordination
NotionSales playbooks, templatesDocumentation, proposals
LinkedIn Sales NavigatorProspectingOutbound sales

Trello Sales Pipeline​

┌───────────┬───────────┬───────────┬───────────┬───────────┬───────────┐
│   Leads   │ Qualified │ Proposal  │ Negotiation│    Won    │   Lost    │
├───────────┼───────────┼───────────┼───────────┼───────────┼───────────┤
│ New       │ Discovery │ Sent      │ Contract   │ Closed    │ Did not   │
│ inquiries │ completed │ proposals │ review     │ deals     │ proceed   │
└───────────┴───────────┴───────────┴───────────┴───────────┴───────────┘

Required Card Fields (Custom Fields):

  • Deal Name, Company, Amount
  • Product (CheckMet/Traquiva/Solutions/Academy)
  • Close Date, Lead Source

Trello Marketing Board​

┌─────────────┬─────────────┬─────────────┬─────────────┬─────────────┐
│  Backlog    │  This Week  │  Creating   │   Review    │  Published  │
├─────────────┼─────────────┼─────────────┼─────────────┼─────────────┤
│ Blog ideas  │ CheckMet    │ Traquiva    │ Academy     │ CheckMet    │
│             │ case study  │ launch post │ testimonial │ launch      │
│ Social      │             │             │             │ (Nov 2024)  │
│ campaigns   │ LinkedIn    │ Product     │             │             │
│             │ series      │ demo video  │             │             │
└─────────────┴─────────────┴─────────────┴─────────────┴─────────────┘

Slack Channels for Sales & Marketing​

ChannelPurpose
#team-salesSales team coordination
#team-marketingMarketing discussions
#trello-dealsSales pipeline notifications
#winsCelebrate closed deals
#product-feedbackCustomer feedback

Daily Sales Workflow​

08:30 - Review pipeline (Trello Sales Board)
09:00 - Team sync (Slack)
09:30 - Outreach: calls, emails
12:00 - Lunch
13:00 - Client meetings
15:00 - Proposal work (Notion templates)
16:00 - Update Trello cards, log activities
17:00 - Plan tomorrow's outreach

Weekly Sales Rituals​

DayActivityTool
MondayPipeline reviewTrello
WednesdaySales trainingNotion
ThursdayForecast updateTrello
FridayWin/loss analysisNotion

Daily Marketing Workflow​

09:00 - Check analytics, social mentions
09:30 - Content creation
11:00 - Campaign management
12:00 - Lunch
13:00 - Design reviews, approvals
15:00 - Social media scheduling
16:00 - Update Trello, plan ahead

Weekly Marketing Rituals​

DayActivityTool
MondayWeek planningTrello
TuesdayContent reviewNotion
WednesdayCampaign analysisNotion
FridayContent publishingTrello

Team Structure​

Sales & Marketing Organization​

CMO (Jerone Lebadie)
├── Marketing
│   ├── Content Marketing Manager
│   ├── Digital Marketing Specialist
│   ├── Brand & Design Lead
│   └── Marketing Coordinator
├── Sales
│   ├── Sales Manager
│   ├── Account Executives (2)
│   ├── Sales Development Reps (2)
│   └── Sales Operations
└── Partnerships
    └── Partner Manager

Role Definitions​

RoleResponsibilitiesKPIs
SDRLead qualification, outreachMQLs generated, meetings booked
Account ExecutiveDeal closing, relationshipRevenue, win rate
Marketing ManagerCampaigns, contentTraffic, leads, brand awareness
Partner ManagerPartner recruitment, enablementPartner revenue, activations

Sales Process​

Sales Methodology: MEDDIC​

ElementDescriptionQuestions
MetricsQuantifiable business impactWhat ROI do you expect?
Economic BuyerPerson with budget authorityWho signs the contract?
Decision CriteriaHow they evaluate solutionsWhat's most important to you?
Decision ProcessSteps to purchaseWhat's your buying process?
Identify PainBusiness problems to solveWhat challenges are you facing?
ChampionInternal advocateWho will champion this internally?

Sales Stages​

StageActivitiesExit CriteriaProbability
1. LeadInitial contact, researchQualified interest10%
2. DiscoveryNeeds assessment, demoPain identified, budget confirmed25%
3. EvaluationTechnical validation, POCSolution validated50%
4. ProposalPricing, termsProposal delivered65%
5. NegotiationContract reviewTerms agreed80%
6. Closed WonSignatureContract signed100%
Closed LostDeal lost-0%

Stage Requirements​

Stage 1: Lead​

  • Contact information verified
  • Company research completed
  • Initial outreach sent
  • Response received

Stage 2: Discovery​

  • Discovery call completed
  • MEDDIC qualification started
  • Pain points documented
  • Budget range confirmed
  • Demo scheduled/completed

Stage 3: Evaluation​

  • Technical requirements gathered
  • POC/trial initiated (if applicable)
  • Key stakeholders identified
  • Competition identified
  • Decision timeline confirmed

Stage 4: Proposal​

  • Proposal document sent
  • Pricing reviewed with prospect
  • ROI/business case presented
  • Legal/procurement engaged

Stage 5: Negotiation​

  • Contract redlines addressed
  • Final pricing agreed
  • Implementation plan discussed
  • Signature expected date confirmed

Lead Qualification​

BANT Framework​

CriteriaQualifying QuestionsThreshold
BudgetWhat's your budget for this initiative?Over €30K (Software), Over €5K (CheckMet)
AuthorityWho makes the final decision?Decision maker identified
NeedWhat problem are you trying to solve?Clear business need
TimelineWhen do you need a solution?Under 6 months

Lead Scoring Model​

AttributePointsCriteria
Company Size
- Enterprise (500+)30High value potential
- Mid-market (100-499)25Good fit
- SMB (20-99)15Standard fit
- Small (under 20)5Lower priority
Engagement
- Demo request25High intent
- Pricing page visit15Evaluating
- Content download10Researching
- Website visit5Awareness
Fit
- Target industry20Ideal customer
- Target geography10Serviceable
- Technology fit15Compatible

MQL Threshold: 50 points
SQL Threshold: 75 points

Outreach Cadences​

Inbound Lead Cadence​

DayChannelAction
0EmailPersonalized response to inquiry
0PhoneCall within 5 minutes if possible
1EmailFollow-up with value proposition
2LinkedInConnection request + message
3PhoneSecond call attempt
5EmailCase study or relevant content
7PhoneThird call attempt
10EmailFinal follow-up

Outbound Prospecting Cadence​

DayChannelAction
1EmailPersonalized intro email
3LinkedInView profile, engage with content
5PhoneFirst call attempt
7EmailValue-add content
10LinkedInConnection request + message
12PhoneSecond call attempt
15EmailCase study relevant to their industry
18PhoneThird call attempt
21EmailBreak-up email

Email Templates​

Initial Outreach (CheckMet)​

Subject: [Company Name] - Reducing attendance management costs by 40%

Hi [First Name],

I noticed [Company Name] has [X employees/multiple locations]. Companies like yours often struggle with:
- Manual attendance tracking errors
- Time theft and buddy punching
- Complex payroll reconciliation

We helped [Similar Company] reduce attendance-related costs by 40% while improving accuracy to 99.7%.

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

Best,
[Your Name]

Follow-up After Demo​

Subject: Next steps for [Company Name] + CheckMet

Hi [First Name],

Thank you for your time today. As discussed, here's a summary:

**Your Challenges:**
- [Challenge 1]
- [Challenge 2]

**How CheckMet Helps:**
- [Solution 1]
- [Solution 2]

**Next Steps:**
1. [Action item 1]
2. [Action item 2]

I've attached [proposal/case study/pricing] for your review.

Can we schedule a follow-up call for [date] to discuss any questions?

Best,
[Your Name]

Discovery Framework​

Discovery Call Structure (45 min)​

PhaseTimeFocus
Opening5 minRapport, agenda setting
Current State10 minHow they work today
Pain Points10 minChallenges, impact
Future State10 minGoals, success criteria
Solution Overview5 minHigh-level fit
Next Steps5 minAction items, timeline

Key Discovery Questions​

Situation​

  • How do you currently handle [process]?
  • What tools/systems do you use today?
  • How many people are involved?

Problem​

  • What's the biggest challenge with your current approach?
  • How much time/money does this cost you?
  • What happens if you don't solve this?

Implication​

  • How does this impact your team/business?
  • What opportunities are you missing?
  • What's the cost of inaction?

Need-Payoff​

  • If you could solve this, what would change?
  • What would success look like?
  • How would you measure ROI?

Demo Best Practices​

Demo Structure (30-45 min)​

PhaseTimeContent
Recap3 minConfirm understanding of needs
Agenda2 minSet expectations
Demo20-25 minShow relevant features
Discussion10 minQ&A, objections
Next Steps5 minClear action items

Demo Principles​

  1. Tell, Show, Tell: Explain what you'll show, demonstrate, summarize value
  2. Feature → Benefit → Proof: What it does, why it matters, evidence
  3. Personalize: Use their company name, industry examples
  4. Engage: Ask questions throughout
  5. Handle Objections: Address concerns directly

Common Objections & Responses​

ObjectionResponse
"Too expensive""Let's look at the ROI. What's the cost of [current problem]?"
"We're happy with current solution""What would need to change for you to consider alternatives?"
"Need to think about it""What specific concerns do you need to address?"
"Bad timing""When would be a better time? Can we schedule a follow-up?"
"Need to involve others""Who else should be part of this decision? Can we include them?"

Proposal & Pricing​

Proposal Structure​

  1. Executive Summary (1 page)

    • Understanding of their needs
    • Proposed solution overview
    • Expected outcomes

  2. Solution Details (2-3 pages)

    • Features and capabilities
    • Implementation approach
    • Timeline

  3. Investment (1 page)

    • Pricing breakdown
    • Payment terms
    • ROI analysis

  4. Why SkyMirror (1 page)

    • Company overview
    • Relevant case studies
    • Team credentials

  5. Terms & Conditions (1-2 pages)

    • Contract terms
    • SLA commitments
    • Support details

Pricing Guidelines​

CheckMet​

TierUsersPrice/User/MonthDiscount Authority
Starter1-50€2.00None
Professional51-200€1.5010% (AE)
Enterprise201-1000€1.2015% (Manager)
Enterprise Plus1000+€1.0020% (CMO)

Software Solutions​

Project SizeDiscount Authority
Under €50KNone
€50K-€100K5% (AE)
€100K-€200K10% (Manager)
Over €200K15% (CEO)

Negotiation Guidelines​

Do:

  • Focus on value, not price
  • Offer alternatives (scope, timeline)
  • Get something in return for concessions
  • Document all agreements

Don't:

  • Discount without approval
  • Make promises you can't keep
  • Negotiate against yourself
  • Rush to close

Marketing Strategy​

Channel Mix​

ChannelBudget %PurposeKPIs
Content Marketing25%Awareness, SEOTraffic, leads
Paid Search20%Lead generationCPC, conversions
Social Media15%Brand, engagementFollowers, engagement
Events15%RelationshipsLeads, pipeline
Email Marketing10%NurturingOpen rate, CTR
PR10%CredibilityCoverage, mentions
Other5%TestingVarious

Content Strategy​

Content Pillars​

PillarTopicsFormats
Thought LeadershipIndustry trends, future of workBlog, whitepapers
Product EducationHow-to, best practicesTutorials, videos
Customer SuccessCase studies, testimonialsStories, videos
Company CultureTeam, values, behind-the-scenesSocial, blog

Content Calendar​

WeekBlogSocialEmailAsset
1Industry insight5 postsNewsletter-
2How-to guide5 postsNurtureChecklist
3Case study5 postsProduct updateVideo
4Thought leadership5 postsNewsletterWhitepaper

Campaign Framework​

Campaign Brief Template​

# Campaign: [Name]

## Objective
What are we trying to achieve?

## Target Audience
Who are we targeting?

## Key Messages
What do we want them to know/feel/do?

## Channels
Where will we reach them?

## Timeline
When does this run?

## Budget
How much are we spending?

## Success Metrics
How will we measure success?

## Assets Needed
What do we need to create?

Partner Program​

Partner Tiers​

TierRequirementsBenefits
RegisteredSigned agreementPortal access, training
Silver2 deals/year, certification15% commission, co-marketing
Gold5 deals/year, 2 certifications20% commission, leads, events
Platinum10 deals/year, dedicated team25% commission, MDF, executive access

Partner Types​

TypeFocusCommission
ReferralLead generation10% first year
ResellerSales and support20-25%
ImplementationDelivery servicesProject-based
TechnologyIntegrationRevenue share

Partner Enablement​

ResourcePurposeAccess
Partner PortalDeal registration, resourcesAll partners
Sales TrainingProduct knowledgeCertification required
Technical TrainingImplementation skillsSilver+
Marketing KitCo-branded materialsSilver+
Demo EnvironmentCustomer demosAll partners

Metrics & Reporting​

Sales Metrics​

MetricDefinitionTarget
MQLsMarketing qualified leads100/month
SQLsSales qualified leads40/month
OpportunitiesActive deals20/month
Win RateClosed won / total closed30%
Average Deal SizeRevenue / deals€50K
Sales CycleDays from SQL to close45 days
Pipeline CoveragePipeline / quota3x

Marketing Metrics​

MetricDefinitionTarget
Website TrafficMonthly visitors10K
Conversion RateLeads / visitors3%
Cost per LeadSpend / leads€50
Content EngagementDownloads, views500/month
Social FollowersTotal followers5K
Email Open RateOpens / sent25%

Reporting Cadence​

ReportFrequencyAudienceContent
Pipeline ReviewWeeklySales teamDeals, forecast
Marketing DashboardWeeklyMarketing teamCampaigns, leads
Revenue ReportMonthlyLeadershipRevenue, metrics
QBRQuarterlyAll stakeholdersStrategy, results

Tools & Systems​

Sales Stack​

ToolPurposeOwner
TrelloPipeline managementSales Ops
LinkedIn Sales NavigatorProspectingSDRs
CalendlyMeeting schedulingAll
DocuSignContract signingAEs
SlackTeam communicationAll

Marketing Stack​

ToolPurposeOwner
TrelloContent calendar, campaignsMarketing Manager
Google AnalyticsWebsite analyticsDigital Marketing
SEMrushSEO, competitiveContent Manager
Canva/FigmaDesignBrand Lead
NotionContent documentationContent Manager

Training & Development​

Onboarding (First 30 Days)​

WeekFocusActivities
1Company & ProductCulture, product training
2Process & ToolsTrello, methodology
3ShadowingObserve calls, demos
4PracticeRole plays, first calls

Ongoing Training​

TrainingFrequencyContent
Product UpdatesMonthlyNew features, positioning
Skills TrainingQuarterlyNegotiation, discovery
Industry KnowledgeQuarterlyMarket trends, competition
CertificationAnnualMethodology refresh

Trello Sales Best Practices​

Lead Management​

  1. Log all activities in card comments within 24 hours
  2. Move cards immediately when stage changes
  3. Add notes after every client interaction
  4. Set due date for next action
  5. Use labels for products (CheckMet, Traquiva, Solutions, Academy)

Deal Hygiene​

CheckFrequencyOwner
Update close datesWeeklyAE
Archive stale leadsWeeklySDR
Verify amountsBefore forecastAE
Review lost dealsMonthlySales Manager

Trello Labels for Sales​

LabelColorMeaning
CheckMetBlueCheckMet product
TraquivaGreenTraquiva product
SolutionsPurpleSoftware Solutions
AcademyOrangeAcademy programs
HotRedHigh priority deal
EnterpriseYellowLarge deal

Integrations​

  • Trello → Slack: Deal won notifications to #wins
  • Trello → Slack: Pipeline updates to #trello-deals
  • Trello → Notion: Update client database on close

Document Version: 1.1
Last Updated: December 2024
Owner: CMO (Jerone Lebadie)
Review Cycle: Quarterly

Last updated on