sales-revenue-skill skill

---
name: "sales-revenue"
description: "Epiphan Video B2B sales - video capture/streaming lead qualification, pipeline metrics, MEDDIC discovery, and demo execution for Pearl devices, EC20 PTZ, and Epiphan Connect. Use for lead scoring, cold outreach to Higher Ed/Government/Corporate AV, and pipeline reviews."
---

<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 | Probability | Entry Criteria |
|-------|-------------|----------------|
| Lead | 5% | Contact captured |
| MQL | 10% | Meets ICP |
| SQL | 20% | BANT confirmed |
| Discovery | 30% | Meeting scheduled |
| Demo | 50% | Demo completed |
| Proposal | 70% | Proposal sent |
| Negotiation | 85% | Terms discussed |
| Closed Won | 100% | Contract signed |

### Forecasting Methods

| Method | Formula | Best For |
|--------|---------|----------|
| Pipeline-based | Sum(Deal x Stage Probability) | Simple, data-driven |
| Historical | Historical conversion x Pipeline | Past performance |
| Commit-based | Rep commits + Manager adjustment | Incorporates judgment |

---

## Part 3: Demo & Discovery

### Call Structure

| Stage | Goal | Duration |
|-------|------|----------|
| Opening | Build rapport, set agenda | 2-3 min |
| Discovery | Uncover pain, qualify | 15-20 min |
| Demo | Show relevant value | 15-20 min |
| Close | Agree next steps | 5 min |

### SPIN Questioning

| Type | Purpose | Example |
|------|---------|---------|
| **S**ituation | Understand context | "Walk me through your current process..." |
| **P**roblem | Surface pain | "What challenges do you face with...?" |
| **I**mplication | Deepen pain | "What happens when that goes wrong?" |
| **N**eed-Payoff | Envision solution | "If you could fix that, what would change?" |

### MEDDIC Qualification

| Letter | Element | Key Question |
|--------|---------|--------------|
| **M** | Metrics | What's the measurable impact? |
| **E** | Economic Buyer | Who controls budget? |
| **D** | Decision Criteria | How will they decide? |
| **D** | Decision Process | What are steps to buy? |
| **I** | Identify Pain | What's compelling reason to act? |
| **C** | Champion | Who's selling internally? |

### Demo Best Practices

```
1. RECAP (2 min)
   "Based on our discovery, you mentioned [pain 1], [pain 2]..."

2. AGENDA (1 min)
   "I'll show how we address each. Stop me anytime."

3. SHOW VALUE (15-20 min)
   Pain -> Feature -> Benefit -> Proof (repeat for each pain)

4. SUMMARIZE (2 min)
   "So you'd be able to [benefit 1], [benefit 2]..."

5. NEXT STEPS (5 min)
   "What questions? What's our next step?"
```

### Demo Rules

1. **Show, don't tell** - Open the product, demonstrate
2. **Connect to pain** - Every feature tied to their problem
3. **Pause for reactions** - "How does that compare to current?"

### Objection Handling (LAER)

```
L - Listen (fully, don't interrupt)
A - Acknowledge (validate the concern)
E - Explore (understand the root)
R - Respond (address specifically)
```

<methodology_integration>
## Methodology Integration

Sales-revenue integrates with the strategy skill cluster for first-principles selling:

**Discovery Calls:**
- Use **JTBD Forces of Progress** to identify what's pushing the prospect to switch
- Use **Challenger's Teach-Tailor-Take Control** to structure the conversation around a commercial insight
- Use **NSTTD calibrated questions** ("What does success look like?") instead of closed questions

**Cold Outreach:**
- Lead with a **Challenger reframe** (not product features)
- Open with an **NSTTD accusation audit** ("You probably get dozens of vendor emails...")
- Frame the CTA as a **no-oriented question** ("Would it be out of the question to...?")
- Under 100 words, technically precise

**Objection Handling:**
- Use **NSTTD labeling** to name the objection: "It seems like timing is a concern..."
- Apply **Challenger's assertive redirect** to steer back to value
- Use **calibrated questions** to make them solve YOUR problem: "How am I supposed to do that?"

**Price Negotiations:**
- Use the **Ackerman model** (65% → 85% → 95% → 100% with precise final number)
- Anchor with **Challenger rational drowning** (quantify the problem before discussing price)

See: `challenger-sale-skill`, `never-split-the-difference-skill`, `jobs-to-be-done-skill`
</methodology_integration>

| Objection | Response Framework (Epiphan) |
|-----------|-------------------|
| "Too expensive" | Acknowledge -> "Compared to Extron SMP or Blackmagic?" -> Show Total Cost of Ownership (Pearl-2 vs legacy + integration) |
| "We use [Blackmagic/Crestron/vMix]" | Acknowledge -> "What pain points?" -> Differentiate (Pearl = portable, NDI + SRT, Kaltura native integration) |
| "Not ready / testing phase" | Acknowledge -> "When's your pilot window?" -> Offer 30-day trial of Pearl Mini + Epiphan Connect |
| "Need IT approval" | Acknowledge -> "What will IT ask?" -> Prepare tech brief on NDI/RTMP/SRT support, security |
| "Looking at free option" | Acknowledge -> "OBS works, but what about reliability + support?" -> Show Pearl value (pro support, firmware updates, CMS integration) |

---

## Call Prep Checklist (Epiphan Video)

```markdown
### Research (10 min)
- [ ] Company website - video/streaming mentions, CMS (Kaltura/Panopto/YuJa/Echo360)
- [ ] LinkedIn - prospect AV/IT/Broadcast background
- [ ] Tech stack - BuiltWith (CDN, video), job postings (streaming engineer?)
- [ ] Competitor presence - Extron, Blackmagic, Crestron, vMix, Teradek

### Preparation (5 min)
- [ ] Hypothesis: Hybrid lectures? Multi-location streaming? CMS integration pain?
- [ ] 3 discovery questions ready (Pearl capability fit, current workflow, CMS integration)
- [ ] Pearl demo environment ready (focus on their vertical: K-12 classroom? University lecture hall? Government broadcast?)
- [ ] Clear next step in mind (trial, technical assessment, peer reference call)

### Mindset
- [ ] Curiosity about their video workflow, not pitch mode
- [ ] Understand their AV/IT ecosystem first (NDI? RTMP? SRT comfort level?)
```

---

## Weekly Pipeline Review Template

```markdown
### Coverage Check
- Current pipeline: $___
- Quota this month: $___
- Coverage ratio: ___x (target: 3-4x)

### Stage Movement
| Stage | Start | End | Net |
|-------|-------|-----|-----|
| Discovery | | | |
| Demo | | | |
| Proposal | | | |

### Deals at Risk
| Deal | Amount | Days in Stage | Risk |
|------|--------|---------------|------|

### Action Items
- [ ] Stalled deals to address
- [ ] Proposals to follow up
- [ ] Deals to close this week
```

---

## Integration Notes (Epiphan Video)

- **Email Sequences:** Apollo.io (MCP connected) — use for GOLD/SILVER tier outreach
- **CRM:** HubSpot (Epiphan CRM MCP connected) — sync deals, track device_count and engagement_overview
- **Enrichment:** Apollo MCP (contact discovery), Clay MCP (company intel + competitor tech stack)
- **Discovery Tools:** Gmail MCP (reply detection), Google Calendar MCP (schedule follow-ups)
- **Channel Partners:** AVI-SPL, Diversified, CTI, CCS Presentation Systems, Ford AV (cross-check is_channel=true to exclude)
- **ATL/BTL Classification:** See CLAUDE.md § ATL/BTL Classification v1.0 — approved title patterns for decision-maker identification across all 7 ICP verticals (2026-03-17)
- **Related Skills:** lead-qualification-skill, demo-script-skill, objection-handling-skill
- **Products:** Pearl-2, Pearl Mini, Pearl Nano, Pearl Nexus, EC20 PTZ, Epiphan Connect
- **Verticals:** Higher Ed (90), Courts/Legal (85), Government (80), Corporate AV (80), Healthcare (75), Houses of Worship (70), K-12 (65)
- **CMS Integrations:** Kaltura, Panopto, YuJa, Echo360, Opencast
- **Streaming Protocols:** RTMP/S, SRT, HLS, NDI, RTSP

## Golden Rules — EXCLUDE These Leads

**DO NOT OUTREACH if ANY of these conditions are true:**
- `lifecyclestage = 'customer'` — Already a customer, route to AE/CSM
- `first_conversion_source` contains 'Pearl', 'setup', 'Connect', 'signup' — Already converting/onboarding
- `company.device_count >= 1` — Has active devices, route to AE/CSM
- `engagement_overview` contains product usage data — Already engaged, notify AE
- `is_channel = true` — Channel partner, route to channel manager
- `hubspot_owner_id IN ('82625923', '423155215', '190030668')` — Owned by AE Lex Evans, Ron Epstein, Phillip Sandler (respect ownership)

**Action:** Before adding to Apollo sequence, query Epiphan CRM MCP to validate lead state.

---

## Reference Files

- `reference/outreach.md` - Email templates, Apollo sequences, Pearl messaging by vertical
- `reference/revenue-ops.md` - Metrics, dashboards, forecasting, pipeline health
- `reference/discovery.md` - MEDDIC scorecard, Pearl demo scripts, objection library (video capture specific)
</core_content>