Process 01 · Clients
Client
Acquisition
Convert the right clients into active partners by identifying their specific growth blocker,
framing the impact NPU can create, and guiding them through a structured, consultative process —
from first signal to first day of delivery.
Fewer leads, better fit, higher conversion.
1Find the Pain
2Frame the Impact
3Build the Plan
4Close with Confidence
Process Overview — 7 Stages
Find the Pain
Frame the Impact
Build the Plan
Close with Confidence
Stage 0
Awareness & Demand Generation
Lost → Informed
→ Lead in Salesforce
›
Stage 1
Identify & Qualify
Overwhelmed → Secure
→ Qualified MQL
›
Stage 2
Connect & Understand
Stupid → Understood
→ Pain confirmed
›
Stage 3
Frame & Align
Lost → Safe
→ Scope + MAP + SQL
›
Stage 4
Design the Solution
→ Secure
→ Proposal ready
›
Stage 5
Present & Win
Secure → Confident
→ Signed agreement
›
Stage 6
Activate & Hand Over
Safe + Excited
→ Active Client
Section 1 — Find the Pain
Stages 0–1 · Lead → MQL · Mostly automatedStage 0
Awareness & Demand Generation
Client feeling: Lost → Informed
Purpose
Create relevance and trust before sales begins. The client encounters NPU before we ever reach out.
Channels & Sources
- Trade shows & events — CES Las Vegas, IFA Berlin
- Thought leadership — LinkedIn, Voices of Impact
- Organic content — website, blog
- Client events — CEO Table
- SEO (Google) Planned
- GEO — Generative Engine Optimisation Planned
- NPU Podcast Aspirational
Gate
Interest confirmed + ICP fit → lead documented in Salesforce
Output: Lead in Salesforce
Stage 1
Identify & Qualify
Client feeling: Overwhelmed → Secure
Purpose
Find the right companies and the right people — at the right moment. Min. 3 touchpoints, min. 3 contacts per lead.
Actions
- Source leads via Apollo ICP saved searches Auto
- Enrich contacts (email, phone, company data) Auto
- Score leads — 6-dimension, 100pt ICP model AI
- Draft & send outreach sequence per swimlane AI
- LinkedIn connection requests — AI-drafted, human-sent Semi
- Route replies — classify intent, draft responses AI
- Weekly pipeline snapshot report Auto
Gate
Core pain identified · regional + market fit confirmed → MQL → Stage 2
Timing unclear / no fit → Nurture Track (revisit date in Salesforce)
Output: Qualified MQL
KPI: ≥300 leads/quarter
Section 2 — Frame the Impact
Stages 2–3 · MQL → SQL · First human interactionStage 2
Connect & Understand
Client feeling: Stupid → Understood
First human interaction. Everything before Stage 2 is automated or AI-assisted.
Purpose
Make the client feel heard. Confirm the pain. Establish trust. This is not a pitch — it's a mirror. Stage 2 can be one call or two depending on client readiness.
Actions
- Generate pre-call briefing from Salesforce data AI
- Intro call — Dragon Hunter framework: open with "Why was this the right time for us to have this meeting?" Human
- Record via Fireflies → auto-push transcript + AI summary to Salesforce Auto
- Send follow-up email: pain framing + NPU mirror (AI-drafted, NB edits) AI
- Complete Salesforce profile: stakeholders, role map, ICP score update
- Book next step — second call or advance to Stage 3
Gate
ICP fit confirmed · pain prioritised · score ≥60 · next step booked → Stage 3
Timing unclear · internal priorities → Nurture (revisit date agreed)
No pain / no urgency / no access to decision-makers → Nurture Track
Output: Pain confirmed
KPI: MQL rate ≥25%
Stage 3
Frame & Align
Client feeling: Lost → Safe
Purpose
Go deep on the problem. Frame the impact. Align on scope, hero focus, and budget corridor. SQL confirmed when client is clear and committed.
Actions
- Discovery / problem deep-dive (30 min call or async)
- Auto-generate BU briefing from Salesforce opportunity data AI (build)
- Brief relevant BU lead(s) via Slack dedicated deal channel
- Send Hero Deck aligned to primary pain point
- Create Mutual Action Plan (MAP) — next steps, decision window, signature path
- Align on budget corridor — present two options (A: Pilot / B: Scale)
- Optional: propose paid GTM Workshop for large/uncertain scope
Gate
Impact agreed · hero focus set · scope chosen · decision process clear · budget corridor aligned → SQL → Stage 4
Missing stakeholders / data → Hold (client provides input by agreed date)
Problem not solvable by NPU · no willingness to change → Nurture Track
Output: Scope + MAP + SQL
KPI: SQL rate ≥8% of MQLs
RFP Fast Track
Inbound RFP or tender invitation? Skip Stages 0–2.
Enter as MQL (RFP) directly into Stage 3 (abbreviated: confirm scope, align on brief, assign BU lead), then follow Stage 4 → 5.
An RFP invitation is confirmed purchase intent. The question is not "are they qualified?" — it is "can we win?"
Section 3 — Build the Plan
Stage 4 · SQL (internal) · <7 days from Stage 3Stage 4
Design the Solution
Client feeling: → Secure — client is waiting; speed and quality both matter
Purpose
Build the right offering — tailored to the client's pain, credible, commercially viable. Internal stage. Target: proposal ready in <7 days.
Actions
- HoBD: Gather briefing docs — questionnaires, call notes, discovery data, client decks
- HoBD: Generate pitch deck outline from Stage 3 briefing AI (build)
- HoBD: Build Pitch Deck or RFP Deck
- BU Lead: Prepare pricing in Pricing Template (G-Sheet)
- BU Lead: Confirm delivery feasibility + storyline
- NB + BU: Align on commercials, proposal structure, Agreement/SOW
- HoBD: Schedule Proposal Call — define NPU participants and roles
Pitch Strategy — Missing Link Framework
- Reason to Care — Sell the itch before the scratch. Name their dragon. Why does this matter to them, right now?
- Reason to Believe — Case studies, KPI proof, relevant NPU experience
- What they need to know — Two clear options (A/B). Keep it focused.
- What they need to do — One clear, simple next step
Gate
Blueprint approved · dependencies clear · budget corridor acknowledged · MAP updated → Stage 5
Client inputs incomplete · rescheduled → Hold
Client can't commit resources · scope impossible within constraints → Nurture Track
Output: Tailored proposal ready
KPI: <7 days to proposal
Section 4 — Close with Confidence
Stages 5–6 · SQL → Closed Won → Active ClientStage 5
Present & Win
Client feeling: Secure → Confident
Purpose
Close with clarity and confidence. Create a shopping mindset — the client asks questions, builds confidence, moves toward yes. Always present in a call.
Actions
- Execute Proposal Call — 50% guided presentation / 50% open Q&A
- Align on commercials and Agreement/SOW structure
- Confirm signature path in MAP: who signs, procurement/legal steps, target date
- Draft and send Agreement via DocuSign
- Follow up actively on signature until closed
Gate
Option selected · commercials aligned · signature path confirmed → Closed Won → Stage 6
Procurement/legal delay → Hold with decision date
Budget mismatch · vendor freeze · competitor locked → Nurture Track
Output: Signed Agreement
KPI: SQL→Close >30%
Stage 6
Activate & Hand Over
Client feeling: Safe + Excited
Purpose
Seamless, confident transition from New Biz to delivery. The client feels the professionalism from day one. Process 02 (Client Retention) begins here.
Actions
- HoBD: Brief BU Lead — contract, correspondence, onboarding checklist, comms guidelines
- HoBD: Share Insights Discovery profiles for key client stakeholders
- HoBD: Share signed Finance Sheet + Agreement with Finance → trigger invoicing
- HoBD: Schedule joint onboarding call or face-to-face kickoff
- BU Lead: Create Revenue Opportunities in Salesforce (update forecast)
- BU Lead: Confirm 30/60/90-day milestones with client
- BU Lead: Set up Slack channel (NB + BU + Client)
Handover Checklist
BU Lead fully briefed — has contract, correspondence, onboarding checklist, comms guidelines
Insights Discovery profiles shared with BU Lead
Salesforce ownership transferred to Brand Lead
Finance notified — invoicing can start
Slack channel created (NB + BU + Client)
30/60/90 milestones confirmed with client
Kick-off meeting scheduled (in-person preferred)
Salesforce updated — client status: Active
Output: Active Client
→ Process 02 begins
KPI: 30/60/90 milestones
↩
Nurture Track — exits at any stage are not discarded
Leads that exit the active funnel enter the Nurture Track. Not discarded. Not lost. Parked with a revisit date and a reason.
- Timing unclear / internal priorities (Stages 2–3)
- Missing stakeholders or data (Stage 3)
- Procurement / legal delay (Stage 5)
- No urgency, not ready yet (any stage)
Actions:
- Set revisit date in Salesforce
- Tag with hold reason + last known pain
- Add to low-frequency Apollo nurture sequence (or manual LinkedIn touch)
- HoBD reviews nurture list monthly — re-qualify and re-enter at Stage 1 when timing is right
Automation Map
Everything up to the first video call is automated or AI-assisted. Human effort concentrates from Stage 2 onward.
Find the Pain
Stage 0 — Awareness
Scheduled / brand-driven
LinkedIn · Website · Events
Stage 1 — Sourcing & Outreach
Automated
Apollo (import → enrich → score → sequence) · LinkedIn Sales Navigator
Stage 1 — Email Drafting
AI-assisted
Claude Code (ICP scoring + outreach copy)
Frame the Impact
Stage 2 — Pre-call Briefing
AI-assisted
Claude generates briefing from Salesforce data
Stage 2 — Call Recording
Automated
Fireflies → Salesforce native integration (transcript + AI summary auto-pushed)
Stage 2 — Follow-up Email
AI-assisted
Claude drafts from call notes · NB reviews + sends
Stage 3 — BU Briefing
AI-assisted (build item)
Claude generates from Salesforce opportunity data
Build the Plan
Stage 3 — Hero Deck
Semi-manual
NB selects from per-swimlane template library
Stage 4 — Pitch Deck Outline
AI-assisted (build item)
Claude generates outline from Stage 3 briefing
Close with Confidence
Stage 5 — Agreement
Semi-manual
SOW Template + DocuSign
Stage 6 — Finance Notification
Manual → automate later
Onboarding checklist + Finance sheet
Pipeline Model — 2026 Targets
Revenue target: close €1M–€2.5M new ACV in 2026. Maintain weighted pipeline at 2.5–3× target at all times. When a client is signed, immediately refill the pipeline — never coast after a close.
Conservative
€1.0M
≥€2.5M weighted pipeline
Base
€1.75M
≥€4.0M weighted pipeline
Upside
€2.5M
≥€6.0M weighted pipeline
| Stage | SF Label | Probability |
|---|---|---|
| Stage 2 | Presentation | 15% |
| Stage 3 | Proposal | 25% |
| Stage 4 | Negotiation NB | 50% |
| Stage 5 | Negotiation (adv.) | 75% |
| Stage 6 | Active | 100% |
| Swimlane | ACV Range | Midpoint | Note |
|---|---|---|---|
| Field | €500k–€1M | €750k | Highest ACV |
| Growth | €250k–€500k | €375k | Active automation priority |
| Consumer | €250k–€500k | €375k | Project-based |
| Training | €100k–€250k | €175k | Scalable delivery |
| Data Science (Advisory) | €150k–€250k | €200k | Repositioning upward |
Roles & Responsibilities
| Role | Owns |
|---|---|
| HoBD | Stages 0–5 end-to-end · pipeline ownership · Stage 6 handover trigger |
| BU Lead | Stage 4 (pricing + storyline) · Stage 6 (delivery, forecast, milestones) |
| Finance | Stage 6 (invoicing trigger, financial onboarding) |
| Working Student | Stage 1 support (Apollo, LinkedIn, sequence management) |
| Claude / Automation | Stages 1–4: scoring, drafting, briefings, deck outline |
Tools & Systems
| Tool | Usage |
|---|---|
| Apollo.io | Lead sourcing, enrichment, email sequences, reply routing |
| Salesforce | CRM — pipeline, stage management, ICP scoring, weighted pipeline |
| LinkedIn Sales Nav | Contact research, active sourcing, connection requests |
| Fireflies | Call recording + AI summaries → native Salesforce integration |
| Claude Code | ICP scoring, outreach copy, briefings, deck outline |
| Google Calendar | Call booking — appointment scheduling page (Workspace) |
| Google Sheets | Pricing template (per BU) |
| DocuSign | Agreement e-signature |
| Insights Discovery | Stakeholder personality profiles for Stage 6 handover |
Assets & Frameworks
| Asset | Stage | Status |
|---|---|---|
| ICP Definition (ICP.md) | 1 | Done |
| ICP Config & Scoring (icp-config.md) | 1 | Done |
| Apollo Sequences — Growth swimlane | 1 | Live |
| Apollo Sequences — Field, Training, Data Science, Consumer | 1 | To build |
| Storyline per service | 0 | To create |
| KPI Proof per service | 0 | To create |
| NPU Consultative Selling Framework | 2 | To document |
| Pain-Logic Template (FUP email) | 2 | To create |
| Pre-call AI Briefing (Claude automation) | 2 | Build item |
| Fireflies → Salesforce native integration | 2 | To configure |
| BU Questionnaire — Retail / Consumer / Data | 3 | To create |
| BU Briefing Auto-Generator (Claude) | 3 | Build item |
| Hero Deck per swimlane/service | 3 | To create |
| MAP Template | 3–5 | To create |
| Pitch Deck Template | 4 | To create |
| RFP Deck Template | 4 | To create |
| Pricing Template (G-Sheet, per BU) | 4 | To create |
| Agreement & SOW Template | 5 | To create |
| Activation Plan (30/60/90-day template) | 5 | To create |
| Client Onboarding Sheet (Finance) | 5–6 | To create |
| Onboarding Checklist (BU handover) | 6 | To create |
Meeting Cadence
| Frequency | Meeting | Owner | Purpose |
|---|---|---|---|
| Weekly | Pipeline Review | HoBD | Stage movements, blockers, next actions |
| Weekly | Deal Desk | NB + BU | Align on active SQLs and solution design |
| Monthly | Nurture Review | HoBD | Re-qualify held leads, trigger re-entries |
| Monthly | Sales Performance Review | Leadership | KPIs, conversion rates, pipeline health |
| Quarterly | Funnel Audit | Leadership | ICP refinement, channel performance, swimlane health |