<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

Lead Scoring (0-100) — Epiphan Video

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 (IT/AV Director/Manager, Procurement) Apollo MCP Verified emails, org chart, buying signals

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)

• Short and specific - Under 100 words

• Problem-forward - Lead with their pain (hybrid lecture capture, board meeting recording, multi-location streaming, NDI/RTMP integration, CMS workflow)

• Clear CTA - One ask (usually 10-min Pearl product demo or technical fit call)

• 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

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

Situation Understand context "Walk me through your current process..."

Problem Surface pain "What challenges do you face with...?"

Implication Deepen pain "What happens when that goes wrong?"

Need-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

• Show, don't tell - Open the product, demonstrate

• Connect to pain - Every feature tied to their problem

• 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)

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)

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

Coverage Check

• Current pipeline: $___
• Quota this month: $___
• Coverage ratio: ___x (target: 3-4x)

Stage Movement

Deals at 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)

• 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') — Owned by AE Lex, Phil, Ron, Anthony (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>