The document outlines a sales process for B2B SaaS utilizing the Challenger Sale methodology and Sandler training, detailing six key stages from lead nurturing to implementation and account management. Each stage includes specific steps, roles, exit criteria, and actions required to effectively transition through the sales pipeline. It emphasizes the importance of understanding client needs, preparing tailored solutions, and maintaining communication throughout the process to ensure successful outcomes.

1. Example sales process for new business for B2B SaaS using the Challenger Sale methodology and ideas from Sandler Training Last updated: July 25, 2016 by Brian Groth
Stage SDR Stage Sales Stage 1 Sales Stage 2 Sales Stage 3 Sales Stage 4 Sales Stage 5 Sales Stage 6 Implement Stage Manage Stage
Pipeline Upside Expected Committed Won/Lost
Description Nurture target leads
until they meet the
criteria for an SDR to
contact them
SDR prospects per the
AE+SDR Territory & Account
Plan
The AE prepares for and has an
initial meeting to qualify or
disqualify pain, budget, and
decision
The AE is now working on a
Sales Qualified Opportunity
(SQO) and defines the solution
Propose a solution that inspires
the prospect to drive change
with ideas that matter
Prospect is committed to make
a purchase
Customer has
purchased, AE
transitions deal to
Implementation team
The solution is
implemented for the
customer
The solution is
supported while looking
for and creating up-sell
opportunities and
renewals
Owner Marketing SDR AE AE AE AE AE Services CSS & Support
Exit
Criteria
A Lead is tagged/scored
as "ready to prospect",
otherwise they
continue to be
nurtured
(1) A Lead is converted to an
Account (2) with a Stage 1
Opportunity created, and (3) a
Meeting is scheduled with the
AE and the right contact role
from the account
(1) AE determines that
significant pain exists that we
can solve, with sufficient
knowledge of budget and
decision making process to
proceed, (2) Meeting scheduled
for next steps
(1) Prospect agrees with the
next steps AND there are no
issues that block moving
forward (client, process, etc.),
(2) Meeting scheduled for next
steps
(1) Prospect agrees to move
forward to an SOW and is
prepared to review the
Contract, (2) Meeting
scheduled for next steps
Final paperwork is signed by
the prospect
Client is introduced to
the implementation
team
Prep-Work Research & Build the
Opener: (1) Sandler
Relationship Builder, (2)
LinkedIn Levers Tool, (3)
Prepare 30-Second
Commercial per Opportunity
with Challenger-style Insights &
Commercial Coaching
Research & Prepare the
Unique Value Prop: Sandler
Positioning Tool (Opty Details,
Cast of Characters, our Value
Prop in client terms,
Competition) and Pre-Call
Planner to design the specific
up-front contracts and focused
questions
Create the Pitch: Based on
what you've learned, create a
unique value-driven message
and solution, verified with the
prospect and internal team
members as appropriate.
Presentation outline: (1) Start
with the end in mind and tell
your prospect why they should
care with 3-5 logical arguments,
(2) Set a context with a short
story, with emotion, that re-
enforces the arguments, (3)
Enhance it with images that go
with the story, (4) Leave your
audience with a clear call to
action
Know the People & Build
the Content: (1) Build the
agenda, (2) finalize the proposal
(may include ROI, Business
Case, References, Costs), and
(3) rehearse the pitch with the
sales team involved and roles
for the day. This includes using
the Challenger Blocker &
Mobilizer Identification Tools
for the prospects in the room
Finalize the Paperwork:
Create a mutually beneficial
agreement with special focus
on avoiding the pitfalls that can
lead to one-sided contract
terms. Remember to have the
team review final documents
before sending to the prospect,
ensuring that all requirements
have been addressed.
Summarize the
details and people
involved at the client
and on our side and
prepare for the handoff
to services
Use Sandler KARE &
Growth Account
Builder to manage the
right accounts
Prospect
Meeting
Call prospect with the Sandler
formula of: Opening, Up-Front
Contract, 30-Second
Commercial (Intro, Pain
Statement, Benefit Statement),
Hook Question, Close, & Post-
Sell
Meet with the prospect(s)
starting with an Up-Front
Contract to uncover pain,
budget and decision process
plus the competitors involved;
ending with next steps
Present the pitch with a
unique value-driven message
and gather any client issues,
selling team issues, or
financing/contract/decision
issues impacting next steps in
the Mutual Action Plan
Present the proposal/pitch: (1)
Start with an up-front contract,
(2) reaffirm your commitment
and interest in serving the
client during the pitch, (3) seek
clarity on next steps
Send documents to the
prospect, but also reach out to
all involved in the decision
making process letting them
know that their needs have
been addressed and docs have
been delivered
Introduce the
implementation team to
the prospect and
ensure a smooth
transition
Identify potential new
opportunities to work
and win
Post-Work Document people, process,
budget, pains and other details
learned during the call
Sandler Call Debrief Tool to
document details learned and
next steps; the start of a
Mutual Action Plan (MAP)
with Challenger Buying Process
Verifiers
Sandler Pursuit Navigator Tool
to decide Go/No-Go
Follow-up and reference
specific action-items, dates &
next steps in the MAP, such as
creation of SOW and Contract
Continue helping the process
along with each decision maker
to get the paperwork signed
Be available to your
customer as-needed
Measures,
Insights &
Actions
Measure: # Leads
Insights: Commonalities
Action: Content
Measure: # Opportunities & Avg
Age in stage 1
Insights: Commonalities
Actions: Lead Type Criteria
Measure: # Opportunities (SAO)
& Avg Age in stage 2
Insights: Commonalities
Actions: Research & Prep Skills
Measure: # Opportunities & Avg
Age in stage 3
Insights: Commonalities
Actions: Pitch Skills
Measure: # Opportunities & Avg
Age in stage 4
Insights: Commonalities
Actions: Proposal Skills
Measure: # Opportunities & Avg
Age in stage 5
Insights: Commonalities
Actions: Negotiation Skills
Measure: # Opportunities
& Avg Age per Deal
Insights: Commonalities
Actions: Win/Loss
Analysis
Sandler Enterprise Selling https://www.amazon.com/dp/B01CGWTGOA/
The Challenger Sale https://www.amazon.com/dp/B0052REP7K/
Brian Groth https://www.linkedin.com/in/bgroth
RegularlyimproveSkills&BehaviorswithTraining&Coaching
Sources, ideas and guidance are from:
Pipeline
Challenger Sale, reminds usthat with each interaction, we need to teach, consult/evangelize and take control of the opportunity while tailoring the message, qualifying details of the solution and negotiating mutual expectations for a win-win outcome.
PLANNING &
PROSPECTING
OPPORTUNITY
QUALIFICATION
OPPORTUNITY
STRATEGY
PROPOSAL PITCH SOLUTION AGREEMENT CLOSED WON IMPLEMENT ACCOUNT
MANAGEMENT
LEAD
DEVELOPMENT