Sales Process (Lead to Close)
End-to-end sales methodology covering lead generation, qualification, discovery, proposal, negotiation, and handoff to delivery. Aligned with HubSpot CRM stages.
Sales Methodology Overview
ASI AI Solutions uses a consultative, value-based selling approach. We leverage AI-powered lead scoring and MEDDPICC qualification to focus on high-probability enterprise opportunities. Our typical sales cycle is 45-90 days for Gold/Silver deals and 90-180 days for Platinum/enterprise engagements.
Stage 1Lead Gen
Stage 2Qualification
Stage 3Discovery
Stage 4Solution Design
Stage 5Proposal
Stage 6Negotiation
Stage 7Close
Stage 1: Lead Generation
HubSpot Stage: New Lead | Probability: 5%
Inbound
- Website enquiries and demo requests
- Content marketing (whitepapers, webinars, case studies)
- SEO/SEM campaigns targeting Australian enterprise IT keywords
- Social media (LinkedIn thought leadership)
- Event registrations (Gartner, SXSW Sydney, Cebit)
Outbound
- Targeted account lists (ICP-matched Australian enterprises)
- SDR cold outreach (email sequences + LinkedIn)
- Account-based marketing (ABM) campaigns
- Executive roundtable events
- Industry conference networking
Partner Referral
- Microsoft partner referrals (Gold partner)
- AWS and Google Cloud partner leads
- Vendor co-sell motions (CrowdStrike, Datadog)
- Accounting firm and business advisor referrals
- Existing client referrals (referral bonus programme)
AI Lead Scoring
Our AI lead scoring model (integrated into HubSpot) evaluates every lead on a 0-100 scale based on:
| Factor | Weight | Data Source |
|---|---|---|
| Company size and revenue | 20% | ABN Lookup, D&B data, LinkedIn |
| Industry fit (target verticals) | 15% | ANZSIC codes, company profile |
| Technology stack indicators | 15% | BuiltWith, web scraping, form data |
| Engagement score (website, email, content) | 20% | HubSpot tracking |
| Decision-maker seniority | 15% | LinkedIn, form data |
| Geographic match (Australia) | 5% | IP geolocation, form data |
| Timing signals (contract renewals, expansion) | 10% | Intent data providers, news monitoring |
Leads scoring ≥ 70 are automatically routed to sales. Leads scoring 40-69 enter nurture campaigns. Below 40 are deprioritised.
Stage 2: Qualification
HubSpot Stage: Qualified | Probability: 15%
MEDDPICC Framework
For enterprise opportunities (> $100K ARR), we use MEDDPICC to ensure rigorous qualification:
| Element | Question to Answer | HubSpot Field |
|---|---|---|
| Metrics | What quantifiable outcomes does the client need? (e.g., reduce incidents by 40%, save $200K/yr) | MEDDPICC: Metrics |
| Economic Buyer | Who has budget authority? Have we engaged them? | MEDDPICC: Economic Buyer |
| Decision Criteria | What criteria will they use to evaluate options? | MEDDPICC: Decision Criteria |
| Decision Process | What is their procurement/approval process and timeline? | MEDDPICC: Decision Process |
| Paper Process | What legal/procurement steps are needed? (RFP, legal review, board approval) | MEDDPICC: Paper Process |
| Identify Pain | What is their #1 pain point? Is it compelling enough to drive action? | MEDDPICC: Pain |
| Champion | Do we have an internal advocate? Can they sell internally on our behalf? | MEDDPICC: Champion |
| Competition | Who else are they evaluating? What is our differentiator? | MEDDPICC: Competition |
For deals under $100K ARR, use the simplified BANT framework: Budget confirmed, Authority identified, Need established, Timeline defined. Log in HubSpot "Qualification Notes" field.
Template: Qualification Checklist
📄 Opportunity Qualification Checklist
Opportunity Name
[Client Name — Brief description]
Estimated ARR
[$AUD]
Budget Confirmed?
[Yes / No / Unknown] — Details: [...]
Decision Maker Identified?
[Name, title] — Engaged: [Yes/No]
Compelling Event / Pain
[What is driving the client to act now?]
Timeline
[When do they need to decide / go live?]
Competition
[Who else is the client evaluating?]
Champion Identified?
[Name, role] — Influence Level: [High/Med/Low]
Qualification Score (MEDDPICC)
[X/8 elements confirmed]
Proceed to Discovery?
[Yes / No — justification]
Stage 3: Discovery
HubSpot Stage: Discovery | Probability: 30%
- Needs analysis: Structured discovery workshops with client IT leadership and business stakeholders
- Technical assessment: High-level review of current infrastructure, security posture, cloud readiness
- Pain documentation: Document current challenges with quantified business impact
- Stakeholder mapping: Identify all decision-makers, influencers, and potential blockers
- Success criteria: Agree with client on what "good" looks like post-engagement
- Pre-sales engineer: Involve Solutions Architect for deals > $200K ARR to validate technical approach
Stage 4: Solution Design
HubSpot Stage: Solution Design | Probability: 50%
- Proposal development: Tailored proposal document aligned to discovery findings
- Pricing: Build pricing model using standard rate card + volume discounts. Deals > 20% discount require VP Sales approval.
- SOW drafting: Statement of Work with detailed scope, deliverables, timeline, and acceptance criteria
- Internal review: Deal desk review for deals > $500K ARR (Finance, Legal, VP Sales)
- Service tier recommendation: Recommend appropriate Platinum/Gold/Silver tier based on client needs
Template: Proposal Outline
📄 Proposal Template Outline
1. Executive Summary
[Client challenges, proposed solution, expected outcomes — 1 page]
2. Understanding Your Needs
[Reflect discovery findings, demonstrate understanding of client's business]
3. Proposed Solution
[Service description, architecture overview, technology stack, AI capabilities]
4. Service Levels & SLAs
[Recommended tier, response/resolution targets, availability guarantees]
5. Implementation Approach
[Methodology, timeline, key milestones, onboarding process]
6. Team & Credentials
[Key personnel, certifications (ISO 27001, SOC2), case studies]
7. Investment
[Pricing table, payment terms, contract options]
8. Why ASI AI Solutions
[Differentiators, AI-native approach, Australian-owned, references]
Template: SOW Outline
📄 Statement of Work (SOW) Outline
1. Parties
[ASI AI Solutions Pty Ltd ABN XX XXX XXX XXX and Client details]
2. Background & Objectives
[Context and what the engagement aims to achieve]
3. Scope of Services
[Detailed in-scope services, explicitly stated out-of-scope items]
4. Deliverables
[Numbered list of deliverables with acceptance criteria]
5. Timeline & Milestones
[Key dates, milestone schedule, dependencies on client]
6. Responsibilities
[ASI responsibilities and client responsibilities]
7. Pricing & Payment
[Fee schedule, payment milestones, expense policy]
8. Assumptions & Constraints
[Key assumptions underpinning the SOW]
9. Change Control
[Process for scope changes and pricing adjustments]
10. Acceptance
[Signatures and dates]
Stage 5: Proposal & Presentation
HubSpot Stage: Proposal Sent | Probability: 60%
- Presentation: In-person or virtual presentation to client decision-makers. Use the ASI pitch deck template.
- Demo: Live demonstration of ASI AI Sentinel dashboard and monitoring capabilities
- Reference clients: Offer reference calls with existing clients in similar industries
- Follow-up: Send proposal within 24 hours of presentation. Follow up within 48 hours for initial feedback.
Stage 6: Negotiation
HubSpot Stage: Negotiation | Probability: 75%
- Terms negotiation: Work with client procurement on contract terms, SLAs, and pricing
- Pricing authority: AE can approve up to 10% discount. 10-20% requires VP Sales. > 20% requires CEO.
- Legal review: Engage ASI legal for any MSA redlines. Target 5 business day turnaround.
- Security questionnaire: Complete client vendor security assessments (standard responses maintained in Confluence)
- Objection handling: Document and address all client objections in HubSpot notes
Stage 7: Close & Handoff
HubSpot Stage: Closed Won | Probability: 100%
- Contract signed (MSA + SOW) via DocuSign
- Welcome email sent from Account Manager to client stakeholders
- Deal logged as Closed Won in HubSpot with accurate revenue figures
- Internal "Deal Won" announcement in #sales Teams channel
- Handoff to Service Delivery: complete the Client Onboarding sales handoff checklist
- Kickoff meeting scheduled within 5 business days of contract signing
- Commission processed per commission structure (see below)
HubSpot CRM Usage Guidelines
Mandatory: All sales team members must update HubSpot within 24 hours of any client interaction. Pipeline accuracy is reviewed weekly by the VP of Sales. Hygiene score below 80% triggers a coaching conversation.
- Log every meeting, call, and email in HubSpot (use the Outlook/Teams integration for automatic logging)
- Update deal stage and close date whenever there is a material change
- Complete all mandatory MEDDPICC fields for deals > $100K ARR
- Update "Next Step" field with a specific action and date after every interaction
- Attach proposal documents and SOWs to the deal record
- Use deal tags: "New Logo", "Expansion", "Renewal", "Partner-Sourced"
- Forecast category must be accurate: Pipeline, Best Case, Commit, Closed
Sales KPIs & Targets
| KPI | Target (AE) | Target (SDR) | Measurement |
|---|---|---|---|
| Annual Quota | $1.5M ARR | N/A | Closed Won ARR |
| Pipeline Generation | 3.5x quota in pipeline | $500K/month qualified pipeline | HubSpot pipeline report |
| Win Rate | ≥ 30% | N/A | Won / (Won + Lost) |
| Average Deal Size | ≥ $120K ARR | N/A | Average Closed Won ARR |
| Sales Cycle Length | ≤ 90 days (avg) | N/A | Days from Qualified to Closed |
| Meetings Booked | N/A | ≥ 15/month | Qualified meetings accepted by AE |
| Outbound Activities | N/A | ≥ 80 activities/day | Calls + emails + LinkedIn touches |
Commission Structure Overview
Full commission plan details are in your individual commission letter. The below is a summary of the standard structure. Contact David Park or People & Culture for your specific plan.
| Role | OTE Split | Commission Basis | Accelerator |
|---|---|---|---|
| Account Executive | 50/50 (base/variable) | % of ARR on Closed Won deals | 1.5x rate above 100% quota; 2x above 120% |
| SDR | 70/30 (base/variable) | Per qualified meeting + per deal closed from their pipeline | 1.25x above 100% target |
| Account Manager | 70/30 (base/variable) | % of expansion/upsell ARR + renewal bonus | 1.5x above 100% target |
| Solutions Architect (Pre-Sales) | 80/20 (base/variable) | Tied to AE quota attainment for supported deals | 1.25x above team target |
Commission Payment
- Commissions calculated monthly, paid in the following month's payroll
- New business: 50% on contract signature, 50% on first invoice payment
- Expansion: Paid in full on first invoice payment
- Clawback: If client churns within 6 months, commission is clawed back pro-rata
- Disputes: Raise with VP Sales within 30 days of commission statement