Sales Offense and Defense¶
Updated: 2026-06-05
Sales owns both direct selling and marketing in v1. The company is too small to split these functions yet.
Operating Rule¶
Sales is responsible for moving deals forward and building the trust assets that make future deals easier.
- Offense means outbound, qualification, follow-up, proposal movement, and closing.
- Defense means positioning, proof, objections, website/deck assets, case studies, and relationship maintenance.
Offense¶
| Activity | Output |
|---|---|
| Lead research | Prospect note, business context, likely pain point |
| Outreach | Personalized message with one clear ask |
| Follow-up | Short reminder tied to the prospect's problem or timing |
| Qualification | Budget, authority, problem, timeline, fit |
| Proposal movement | Next step, owner, deadline, objection or blocker |
| Close or disqualify | Won handoff, lost reason, or revival date |
Defense¶
| Asset | Purpose |
|---|---|
| Website | Explain what the company does and who it helps. |
| Intro deck | Give warm leads a clear, credible overview. |
| Case-study template | Turn every delivery into reusable proof. |
| FAQ and objection bank | Reduce repeated sales friction. |
| Service packages | Make scope and pricing easier to discuss. |
| Follow-up library | Keep relationships warm without inventing every message from scratch. |
Sales Agent Expectations¶
sales: may create or update:
- Pipeline records
- Outreach drafts
- Follow-up drafts
- Lead research notes
- Objection responses
- Website or intro-deck copy drafts
- Case-study drafts
- Service-package notes
Agents never send external messages. A human reviews and sends.
Minimum Sales Fields¶
Every active lead should have:
- Company and contact
- Stage
- Service interest
- Problem or trigger
- Last touch
- Next action
- Owner
- Notes or objection