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1. Purpose

The purpose of this SOP is to standardize the qualification of opportunities using the MEDDPICC framework (Metrics, Economic Buyer, Decision Criteria, Decision Process, Paper Process, Identify Pain, Champion, Competition).

By following this process, sales teams ensure consistency in opportunity scoring, avoid resource waste on poor-fit deals, and improve forecast accuracy.

2. Scope

This SOP applies to:

• All opportunities created in CRM post-discovery call.
• Sales Representatives, Account Managers, and Sales Managers.
• IT Services & SaaS engagements across SMB, mid-market, and enterprise prospects.

3. Definitions

• MEDDPICC: A structured qualification methodology for complex B2B deals.
• Opportunity Record: CRM entry tracking a potential deal.
• Champion: Internal prospect-side advocate who drives the opportunity forward.
• Economic Buyer: Prospect stakeholder with budget approval authority.
• Paper Process: Internal prospect process for contracting, legal, and compliance.

4. Step-by-Step Process

B. Qualification Execution (MEDDPICC Breakdown)

1. Metrics (M)
   • Capture measurable impact (e.g., % cost reduction, productivity gain, revenue increase).
   • Log in CRM opportunity → Metrics field.
   • Example: “Reduce infra cost by 25% = $100K/year savings.”
2. Economic Buyer (E)
   • Identify who owns final budget approval.
   • Record name, designation, LinkedIn link, and communication plan in CRM.
   • If unknown → opportunity stays in “Exploration” until identified.
3. Decision Criteria (D1)
   • Ask prospect: “What will you evaluate vendors on?”
   • Capture criteria (e.g., scalability, security, support, price).
   • Record in CRM → Decision Criteria field.
4. Decision Process (D2)
   • Document steps prospect follows to approve a project (e.g., technical validation → CFO sign-off → procurement).
   • Add stakeholders and expected timelines in CRM.
5. Paper Process (P)
   • Ask about contracting process: NDAs, MSAs, compliance checks.
   • Record in CRM → Legal/Procurement Notes field.
   • If Pre-Sales/Legal is needed, tag them.
6. Identify Pain (I)
   • Refine pain points uncovered in discovery.
   • Frame in business terms: “Lack of integration causing $X loss.”
   • Log in CRM → Primary Pain field.
7. Champion (C1)
   • Identify prospect insider who is invested in your success.
   • Document their role, influence level, and engagement plan.
   • Example: “CTO wants project success, will push internally.”
8. Competition (C2)
   • Confirm if prospect is evaluating other vendors.
   • Record known competitors, differentiation notes, and risk level.
   • Update in CRM → Competition Analysis field.

C. Updating & Governance

• MEDDPICC must be revisited at every deal review (see Pipeline Review SOP).
• Gaps must be highlighted in CRM → “MEDDPICC Incomplete” flag triggers manager review.

5. Roles & Responsibilities

• Sales Representative: Completes MEDDPICC fields for every opportunity.
• Sales Manager: Reviews completeness and accuracy during pipeline reviews.
• Pre-Sales Consultant: Provides input on technical decision criteria and paper process if required.

6. Governance, Violations & Consequences

• CRM cannot advance a deal beyond Qualification stage unless MEDDPICC fields are filled.
• Missing MEDDPICC data during forecast submission → deal excluded from forecast.
• Repeat offenders → subject to performance review as per Sales Performance Management Policy.

7. Review & Ownership

• Document Owner: Head of Sales.
• Review Cycle: Bi-annually to adapt to changing client buying behavior.
• Version Control: Maintained in CRM knowledge base; updated formats pushed by Sales Ops.

1. Purpose

The purpose of this SOP is to ensure every discovery call follows a structured, consistent, and client-centric approach. By standardizing execution, sales representatives can uncover true client needs, qualify opportunities, and build trust while capturing accurate data for CRM and downstream teams (Pre-Sales, Delivery).

2. Scope

This SOP applies to:

• All inbound and outbound opportunities progressing to a first structured sales conversation (post-lead qualification).
• Sales Representatives, Account Managers, and Pre-Sales staff (when invited to technical discovery).
• IT Services & SaaS sales cycles across SMB, mid-market, and enterprise clients.

3. Definitions

• Discovery Call: A structured first conversation with a prospect to validate fit, uncover pain points, and align expectations.
• Prospect: A lead that has passed initial qualification (see Sales Qualification & Handoff Policy).
• CRM: Official sales system of record (HubSpot, Zoho, Salesforce, etc.).
• Pre-Sales: Technical/solution consultants engaged after discovery for scoping.

4. Step-by-Step Process

A. Pre-Call Preparation

1. Review Lead Data:
   • Check CRM for ICP score, persona mapping, and lead source.
   • Review past interactions, notes, and LinkedIn/company profile.
   • Cross-reference with Lead Research & ICP Targeting SOP.
2. Set Agenda:
   • Draft a simple call agenda (Introduction → Prospect Context → Pain Exploration → Solution Alignment → Next Steps).
   • Share agenda with the prospect via calendar invite/email.
3. Internal Alignment:
   • If Pre-Sales joins, align on roles (Sales → business framing, Pre-Sales → solution depth).

B. Call Execution

1. Introduction (2–3 mins)
   • Build rapport, restate agenda, confirm time availability.
   • Set collaborative tone: “This is a two-way conversation to see if there’s mutual fit.”
2. Prospect Context (5–10 mins)
   • Ask open-ended questions about business model, current processes, tools, and challenges.
   • Capture verbatim key statements in CRM notes.
3. Pain Exploration (10–15 mins)
   • Use SPIN questions: Situation, Problem, Implication, Need-Payoff.
   • Dig into both explicit pain (e.g., inefficiency, cost) and implicit drivers (e.g., reputation, team stress).
4. Solution Alignment (5–10 mins)
   • Provide high-level overview of relevant services/products.
   • Avoid feature-dump; focus on aligning pain points to outcomes.
   • Flag where a tailored demo or Pre-Sales scoping is needed.
5. Next Steps (5 mins)
   • Agree on follow-up action (e.g., demo, workshop, proposal).
   • Confirm timeline, stakeholders, and preferred communication channel.
   • Document next step in CRM immediately.

C. Post-Call Follow-Up

1. Update CRM Opportunity:
   • Create/update opportunity record (cross-reference CRM Opportunity Creation SOP).
   • Attach call notes, agenda, and meeting recording/transcript (if available).
2. Send Recap Email (within 24 hours):
   • Thank the prospect.
   • Summarize challenges discussed, outcomes aligned, and agreed next steps.
   • Share any requested material (case studies, links).
3. Internal Debrief:
   • Share summary with Pre-Sales/Delivery if handoff is likely.
   • Log insights in pipeline for future review.

5. Roles & Responsibilities

• Sales Representative / Account Manager: Owns discovery call, CRM updates, recap email.
• Pre-Sales Consultant: Provides technical clarity if invited; ensures accurate scoping readiness.
• Sales Manager: Reviews random discovery calls monthly for quality assurance.

6. Governance, Violations & Consequences

• All discovery calls must be logged in CRM with notes and next steps.
• Failure to update CRM within 24 hours → warning at first instance; repeated violations → performance review as per Sales Performance Management Policy.
• Non-adherence to agenda sharing or follow-up email → considered breach of process discipline.

7. Review & Ownership

• Document Owner: Head of Sales.
• Review Cycle: Quarterly, aligned with pipeline review cadence.
• Version Control: Updated in CRM Knowledge Base; changes communicated via Sales Ops Slack/email channel.

1. Purpose

The purpose of this policy is to define the standards and rules for qualifying sales opportunities and handing them off between roles (SDRs → AEs → Delivery/Customer Success). A structured qualification and handoff process ensures:

1. Only ICP-fit and sales-ready opportunities are pursued.
2. No context is lost when leads transition between roles.
3. Pipeline stages remain consistent and trustworthy.
4. Both Sales and Delivery teams operate with aligned expectations.

2. Scope

This policy applies to all members of the sales function and directly impacts downstream teams.

• Roles Covered: SDRs, AEs/BDMs, Sales Managers, Sales Operations, Delivery Leads, Customer Success.
• Activities Covered: Qualification, opportunity creation, handoff notes, ownership transfer.
• Systems Covered: CRM, lead scoring trackers, opportunity templates.

3. Definitions

1. Qualification – The process of confirming that a lead meets ICP and has budget, authority, need, and timeline (via MEDDPICC framework).
2. Sales-Ready Lead (SQL) – A qualified lead that meets agreed ICP and readiness criteria, ready for AE follow-up.
3. Handoff – The structured transfer of ownership of a lead or opportunity from SDR → AE or AE → Delivery/Customer Success.
4. Handoff Notes – Required contextual documentation (ICP score, discovery notes, objections, decision-makers).
5. Disqualification – When a lead fails to meet ICP criteria or is not sales-ready after review.

4. Policy Statements

1. Qualification Criteria
   • All opportunities must be qualified against ICP filters and MEDDPICC before being created in CRM.
   • Leads failing qualification must be disqualified with reason code (e.g., No Budget, Not ICP).
2. SQL Standards (SDR → AE Handoff)
   • Minimum data required: ICP Score, Contact Role, Budget/Need confirmation, Discovery Notes.
   • SDR must complete Opportunity Summary Template before AE acceptance.
   • AE has 48 hrs to review and accept or reject with reason.
3. Opportunity Handoff (AE → Delivery/CS)
   • Closed-Won opportunities must be handed off with:
     • Final Proposal / Contract.
     • Stakeholder Map.
     • Scope of Work agreed.
     • Risks or objections flagged.
   • Handoff documented in CRM + Kickoff Deck.
4. Ownership Rules
   • SDRs own leads until they become SQLs.
   • AEs own opportunities from creation to close.
   • Delivery/CS owns client relationship post-closure.
   • Ownership transfers must be logged in CRM.
5. Handoff Quality
   • Handoffs missing required notes may be rejected by receiving role.
   • Sales Managers oversee handoff quality and resolve disputes.

5. Roles & Responsibilities

• SDRs: Qualify leads, complete Opportunity Summary, handoff to AE.
• AEs: Validate SQLs, progress qualified opportunities, handoff to Delivery/CS post-close.
• Sales Managers: Monitor qualification accuracy, review handoffs, resolve conflicts.
• Sales Operations: Maintain qualification frameworks, update CRM workflows.
• Delivery/CS: Validate AE handoff completeness, ensure onboarding readiness.

6. Governance, Violations & Consequences

• Governance Oversight: Head of Sales.
• Monitoring: Weekly pipeline reviews, random audits of handoff notes.
• Examples of Violations:
  • SDRs passing unqualified leads as SQLs.
  • AEs skipping MEDDPICC before opportunity creation.
  • Missing handoff notes or documents at transition.
• Consequences:
  • Minor: Retraining and warning.
  • Moderate: Loss of opportunity ownership.
  • Severe: Escalation to Sales Leadership and HR action.

7. Review & Ownership

• Policy Owner: Sales Operations.
• Review Cycle: Semi-annual or when qualification frameworks (ICP/MEDDPICC) change.
• Approval Authority: Head of Sales.
• Training & Awareness: Qualification and handoff policy must be included in SDR/AE onboarding and quarterly refresher sessions.
• Version Control: All updates logged in Policy Register with version, date, and approver.

1. Purpose

The purpose of this SOP is to establish a standardized process for scheduling discovery and demo meetings with prospects. Proper scheduling ensures:

1. Professionalism and efficiency in booking meetings.
2. Seamless handoff from SDRs to AEs.
3. Elimination of double-booking, missed invites, or unclear agendas.
4. Improved prospect experience and higher attendance rates.

2. Scope

This SOP applies to all SDRs and AEs responsible for booking prospect-facing meetings.

• Roles Covered: SDRs, AEs, Sales Operations.
• Activities Covered: Proposing times, sending invites, confirming attendance, rescheduling, and CRM logging.
• Systems Covered: CRM, scheduling tools (Calendly, HubSpot Scheduler, Outlook/Google Calendar).

3. Definitions

1. Discovery Meeting – Initial call with a prospect to understand needs.
2. Demo Meeting – Product/service walkthrough tailored to prospect.
3. Scheduling Link – Automated link (e.g., Calendly) synced with AE’s availability.
4. Reschedule Policy – Agreed rule for postponing meetings within a set timeframe.

4. Step-by-Step Process

1. Offer Availability

• SDR provides 2–3 time slots in prospect’s time zone.
• Use approved scheduling link (e.g., calendly.com/memorres/30min).

2. Confirm Meeting

• Once prospect confirms, SDR sends a calendar invite with:
  • Title: “[Company] × Memorres – Discovery Call”
  • Agenda: 2–3 bullet points (tailored).
  • Meeting link (Zoom/Teams).
  • Attendee details (SDR, AE, prospect).

3. Reminders

• Automated reminder emails 24 hrs and 1 hr before meeting.
• SDR may send a short confirmation email (e.g., “Looking forward to speaking tomorrow”).

4. Rescheduling

• If prospect requests reschedule:
  • Offer next available slots within 7 days.
  • Update invite + CRM immediately.
• If prospect cancels with no reschedule, mark in CRM as Cancelled – No Reschedule.

5. Attendance & Handoff

• SDR ensures AE has discovery notes before meeting.
• AE takes ownership of agenda and meeting execution.

6. CRM Logging

• SDR logs “Meeting Scheduled” under lead/opportunity.
• AE logs “Meeting Completed” with notes post-meeting.

5. Roles & Responsibilities

• SDRs: Coordinate scheduling, send invites, confirm reminders, log meeting status.
• AEs: Own meeting agenda, conduct session, update outcomes.
• Sales Operations: Maintain scheduling tool integrations, ensure CRM sync.

6. Governance, Violations & Consequences

• Governance Oversight: Head of Sales.
• Monitoring: Weekly review of scheduled vs. completed meetings.
• Examples of Violations:
  • Sending invites without agenda.
  • Not updating CRM with scheduled/completed status.
  • Double-booking prospects due to poor coordination.
• Consequences:
  • Minor: Coaching.
  • Moderate: Warning, removal of scheduling privileges.
  • Severe: Escalation to Sales Leadership, reassignment of accounts.

Section 7: Review & Ownership

• SOP Owner: Sales Operations.
• Review Cycle: Semi-annual, or if scheduling tools change.
• Approval Authority: Head of Sales.
• Training & Awareness: Scheduling process covered in SDR onboarding and AE enablement sessions.
• Version Control: Updates logged in SOP Register with version, date, and approver.

1. Purpose

The purpose of this SOP is to define a structured process for creating, executing, and closing outreach campaigns within the CRM. Proper campaign execution ensures:

1. All outreach activity is tracked centrally.
2. Sales and Marketing gain accurate visibility into performance.
3. Leads are correctly assigned, updated, and reported.
4. Campaign ROI can be measured reliably.

2. Scope

This SOP applies to all outreach campaigns executed through the CRM or integrated tools.

• Roles Covered: SDRs, AEs, Sales Operations, Sales Managers.
• Activities Covered: Campaign creation, lead assignment, execution, tracking, and closure.
• Systems Covered: CRM, email outreach platforms, LinkedIn integrations, call tools.

4. Step-by-Step Process

1. Campaign Creation (Sales Ops)

• Define campaign name, type, start/end dates, and owner.
• Upload/assign target lead list (ICP-approved only).
• Tag campaign with purpose (e.g., Cold Email Q1, Webinar Follow-up).

2. Lead Assignment

• Assign leads to SDRs in CRM.
• Ensure ownership field is updated before campaign launch.
• SDRs confirm lead acceptance in CRM.

3. Execution

• SDRs run outreach (email, LinkedIn, calls) using CRM or integrated tools.
• All activities must log automatically into CRM; manual logging required if automation fails.
• Messaging must use approved templates/playbooks (Tasks 22–26).

4. Tracking & Monitoring

• Sales Ops sets up dashboards for open rate, reply rate, meeting-booked rate.
• SDRs update lead statuses (Interested, Nurture, Disqualified) as replies come in.
• AEs mark conversions into Opportunities when qualified.

5. Campaign Closure

• At campaign end, Sales Ops compiles a performance report:
  • Meetings booked.
  • Opportunities created.
  • Conversion rate (lead → opp).
  • Revenue influenced.
• Unresponsive leads → recycled into nurture pool.

5. Roles & Responsibilities

• SDRs: Execute assigned activities, personalize outreach, and update CRM.
• AEs: Convert qualified leads into Opportunities, log discovery notes.
• Sales Operations: Own campaign setup, integrations, dashboards, and reporting.
• Sales Managers: Review performance metrics, coach SDRs, and approve strategy changes.

6. Governance, Violations & Consequences

• Governance Oversight: Head of Sales & Sales Operations.
• Monitoring: Campaign dashboards reviewed weekly; ROI tracked quarterly.
• Examples of Violations:
  • Launching campaigns without approval.
  • Skipping CRM logging.
  • Using non-ICP leads in campaigns.
• Consequences:
  • Minor: Retraining.
  • Moderate: Written warning, suspension of campaign privileges.
  • Severe: Escalation to Sales Leadership/HR, loss of pipeline ownership.

7. Review & Ownership

• SOP Owner: Sales Operations.
• Review Cycle: Quarterly, or when CRM tools change.
• Approval Authority: Head of Sales.
• Training & Awareness: SDRs and AEs trained on campaign execution during onboarding + quarterly refreshers.
• Version Control: All updates logged in SOP Register with version, date, and approver.

1. Purpose

The purpose of this SOP is to define a structured process for handling replies to cold and nurture emails. Consistent handling ensures:

1. Fast response times that improve conversion.
2. Accurate lead status updates in CRM.
3. Proper categorization of positive, referral, objection, and negative replies.
4. Prevention of re-contacting disqualified or unsubscribed leads.

2. Scope

This SOP applies to all SDRs managing replies from outreach campaigns, with oversight from AEs, Sales Ops, and Managers.

• Roles Covered: SDRs, AEs, Sales Managers, Sales Operations.
• Activities Covered: Reply categorization, follow-up, scheduling meetings, updating CRM.
• Systems Covered: CRM, outreach tools (Apollo, Instantly, HubSpot), email inboxes.

3. Definitions

1. Positive Reply – Prospect expresses interest or requests more info.
2. Referral Reply – Prospect directs SDR to another contact.
3. Objection Reply – Prospect raises concern (budget, timing, vendor).
4. Negative Reply – Prospect declines, unsubscribes, or asks not to be contacted.
5. Neutral Reply – Prospect acknowledges email but shows no intent.

4. Step-by-Step Process

1. Monitor Inbox & CRM Daily

• SDRs must check outreach inboxes 2–3 times daily.
• All replies must be categorized within 24 hours.

2. Positive Replies

• Respond within 24 hours.
• Share 2–3 meeting time slots or Calendly link.
• Update CRM → Status: Interested / Meeting Scheduled.
• Handoff to AE once meeting confirmed.

3. Referral Replies

• Thank contact for referral.
• Verify new contact details via LinkedIn/CRM.
• Update CRM → Add new contact, tag original as Referral Source.
• Begin new sequence with referred contact.

4. Objection Replies

• Use approved Objection Handling Sheet (Task 25).
• Respond with relevant case study or short reply addressing concern.
• If objection resolved → proceed to meeting booking.
• If unresolved → tag as Objection – Pending Review for AE/Manager escalation.

5. Negative Replies

• Acknowledge politely, do not argue.
• Update CRM → Status: Disqualified or Unsubscribed.
• Add reason code (e.g., No Budget, Already Using Competitor).
• Ensure lead is suppressed from future campaigns.

6. Neutral Replies

• Respond with light follow-up (“Would it be helpful to schedule a short intro call?”).
• If no response after 2 attempts → recycle lead to nurture.

7. Logging & Documentation

• Every reply categorized in CRM within 24 hours.
• Notes field updated with reply context.
• Lead status updated for pipeline visibility.

6. Governance, Violations & Consequences

• Governance Oversight: Head of Sales & Sales Operations.
• Monitoring: Weekly audit of email replies vs CRM updates.
• Examples of Violations:
  • Ignoring replies or delayed responses.
  • Failing to update CRM status after replies.
  • Re-contacting unsubscribed/disqualified leads.
• Consequences:
  • Minor: Retraining.
  • Moderate: Written warning, removal of inbox privileges.
  • Severe: Escalation to Sales Leadership, HR involvement.

7. Review & Ownership

• SOP Owner: Sales Operations.
• Review Cycle: Semi-annual or after significant changes in outreach tools.
• Approval Authority: Sales Leadership.
• Training & Awareness: SDR onboarding includes reply handling training; refreshers quarterly.
• Version Control: All updates logged in SOP Register with version, date, and approver.

1. Purpose

The purpose of this SOP is to establish a structured cadence for engaging prospects across email, LinkedIn, and phone. Multichannel outreach increases response rates and ensures that SDRs don’t rely on a single touchpoint. Without a structured cadence:

1. Prospects may feel spammed with repeated outreach on one channel.
2. SDRs may inconsistently manage follow-ups.
3. CRM records may lack alignment between outreach activities and lead stage.
4. Conversion rates from first touch to meeting may decline.

This SOP ensures prospecting is consistent, balanced, and efficient across all channels.

2. Scope

This SOP applies to all outbound prospecting campaigns executed by SDRs.

• Roles Covered: SDRs, AEs, Sales Managers, Sales Operations.
• Activities Covered: Sequencing outreach, logging touches, managing replies, and cadence tracking.
• Systems Covered: CRM, email outreach tools (Apollo, Instantly), LinkedIn Sales Navigator, VoIP calling tools.

3. Definitions

1. Cadence – A structured sequence of outreach steps combining multiple channels.
2. Touchpoint – An individual outreach action (email, LinkedIn message, phone call).
3. Sequence Completion – Full execution of all steps without a positive/negative response.
4. Break-Out Rule – If a prospect responds, cadence stops immediately.

4. Step-by-Step Process

1. Initial Setup

• Import only ICP-approved leads.
• SDRs select pre-approved sequence (see Cold Email Sequences Template – Task 22).
• All cadences logged under “Campaigns” in CRM.

2. Standard 14-Day Multichannel Cadence

• Day 1 → Cold Email #1 (value-driven introduction).
• Day 3 → LinkedIn connection request.
• Day 5 → Cold Email #2 (pain point + case study).
• Day 7 → LinkedIn follow-up message.
• Day 10 → Phone call attempt with voicemail (if available).
• Day 12 → Cold Email #3 (direct CTA for call/demo).
• Day 14 → Final touch (LinkedIn or email with breakup-style message).

3. Personalization

• Minimum 1 personalization line per prospect across at least two channels.
• Reference prospect’s company news, LinkedIn activity, or industry updates.

4. CRM Logging

• Every touchpoint automatically logged (via integrations) or manually updated.
• Prospect status updated after sequence: Connected, Meeting Booked, No Response, Disqualified.

5. Break-Out Rule

• Cadence ends immediately if:
  • Prospect responds positively (handoff to AE).
  • Prospect declines or unsubscribes.

6. Nurture Routing

• Non-responsive leads after full cadence → moved to nurture list for long-term Marketing campaigns.

5. Roles & Responsibilities

• SDRs: Execute cadence steps, personalize touches, and maintain CRM hygiene.
• AEs: Take over once a positive response is received.
• Sales Managers: Monitor cadence adherence and coach SDRs on personalization.
• Sales Operations: Configure cadence templates in CRM/tools; generate performance reports.

6. Governance, Violations & Consequences

• Governance Oversight: Head of Sales and Sales Operations.
• Monitoring: Weekly cadence performance dashboards (open rate, reply rate, meeting-booked rate).
• Examples of Violations:
  • Skipping steps in cadence.
  • Over-contacting prospects outside cadence.
  • Using unapproved messaging templates.
• Consequences:
  • Minor: Coaching and retraining.
  • Moderate: Formal warning and removal from campaign.
  • Severe: Escalation to Sales Leadership with possible HR involvement.

7. Review & Ownership

• SOP Owner: Sales Operations.
• Review Cycle: Quarterly, or sooner if outreach strategy changes.
• Approval Authority: Sales Leadership.
• Training & Awareness: SDR onboarding includes cadence training; refreshers every 6 months.

1. Purpose

The purpose of this SOP is to define a structured approach to LinkedIn outreach that builds trust, creates engagement, and drives meetings. Without consistent standards:

1. Connection requests may be ignored or flagged as spam.
2. Messaging may appear generic, lowering response rates.
3. Overuse of automation may harm reputation and lead to account restrictions.
4. CRM may not capture outreach activity accurately.

This SOP ensures LinkedIn is used effectively as a strategic prospecting channel within the multichannel outreach framework.

2. Scope

This SOP applies to all SDRs and AEs who use LinkedIn for prospecting and engagement.

• Roles Covered: SDRs, AEs, Sales Managers, Sales Operations.
• Activities Covered: Profile optimization, connection requests, messaging, content engagement, and CRM logging.
• Systems Covered: LinkedIn Sales Navigator, CRM, approved LinkedIn messaging templates (Task 23).

3. Definitions

1. Connection Request – Invitation to connect with a prospect.
2. Follow-Up Message – Message sent after connection acceptance.
3. Engagement – Liking, commenting, or sharing a prospect’s post.
4. InMail – Paid LinkedIn message sent without requiring a connection.
5. SSI (Social Selling Index) – LinkedIn score measuring outreach effectiveness.

4. Step-by-Step Process

1. Profile Optimization

• Ensure professional profile photo, headline aligned with value proposition, and about section focused on solving client problems.
• No unprofessional content or unrelated personal posts on the profile.

2. Prospect Identification

• Use LinkedIn Sales Navigator filters (industry, title, geography, company size).
• Confirm ICP alignment before outreach.
• Export into CRM via integration—avoid manual copy-paste scraping.

3. Connection Requests

• Limit to 20–30 requests per day.
• Add a short, personalized note (e.g., “Saw your recent post on SaaS scaling—would love to connect”).
• Do not include sales pitch in connection request.

4. Messaging Sequence (Post-Connection)

• Day 1: Thank them for connecting (no pitch).
• Day 3: Engage with their content (like/comment).
• Day 5: First message with light value (article, case study, industry insight).
• Day 8+: Direct value proposition or meeting CTA.
• Max 3–4 messages total; stop if no response.

5. InMail Usage

• Use sparingly for high-value prospects who do not accept requests.
• Message must provide insight or case study, not generic pitch.

6. Compliance & Professionalism

• No spamming, automated mass-messaging, or irrelevant groups.
• Maintain alignment with company communication policy (see EPIC 1, Task 5).

7. CRM Logging

• Log connection request date, message sent, and reply outcome in CRM.
• Tag lead status as “Connected,” “Engaged,” or “No Response.”

5. Roles & Responsibilities

• SDRs: Send requests, execute message sequences, log in CRM.
• AEs: Take over conversations once prospect engages positively.
• Sales Managers: Monitor LinkedIn outreach effectiveness; coach SDRs.
• Sales Operations: Maintain templates, track LinkedIn activity reports.

6. Governance, Violations & Consequences

• Governance Oversight: Head of Sales and Sales Operations.
• Monitoring: LinkedIn dashboards, CRM logging compliance, SSI score tracking.
• Examples of Violations:
  • Sending generic connection requests at scale.
  • Using unapproved bots/automation tools.
  • Failing to log conversations in CRM.
• Consequences:
  • Minor: Retraining.
  • Moderate: Temporary suspension of LinkedIn activity.
  • Severe: Escalation to Sales Leadership, account restrictions, or HR action.

7. Review & Ownership

• SOP Owner: Sales Operations.
• Review Cycle: Annual, or sooner if LinkedIn policies/limits change.
• Approval Authority: Head of Sales.
• Training & Awareness: LinkedIn outreach best practices to be included in SDR onboarding.
• Version Control: All updates logged in SOP Register with version, date, and approver.

1. Purpose

The purpose of this SOP is to define a standardized process for executing cold email outreach campaigns. Proper execution ensures high deliverability, compliance with regulations, and improved response/conversion rates. Without structure, cold email risks include:

1. Poor deliverability due to unverified data or excessive volume.
2. Non-compliance with GDPR, CAN-SPAM, and other regional laws.
3. Inconsistent messaging and poor personalization across SDRs.
4. Low conversions due to lack of systematic follow-ups.

2. Scope

This SOP applies to all sales staff executing outbound campaigns.

• Roles Covered: SDRs, AEs, Sales Managers, Sales Operations.
• Activities Covered: Campaign preparation, email writing, sending, follow-up, logging, and tracking.
• Systems Covered: CRM, outreach tools (Apollo, Instantly, HubSpot, etc.), and warmup tools.

3. Definitions

1. Cold Email – An unsolicited email sent to a prospect with no prior engagement.
2. Cadence – A sequence of planned emails sent over a defined period (e.g., 5-touch sequence in 15 days).
3. Personalization Line – A sentence tailored to the prospect based on research.
4. Deliverability Rate – % of emails that land in inboxes (not spam).
5. Open Rate / Reply Rate – Metrics measuring campaign performance.

4. Step-by-Step Process

1. Campaign Preparation

• Pull leads from ICP-approved lists only.
• Verify emails with Apollo or Clearbit before importing into CRM.
• Ensure inboxes are fully warmed up (per Outreach Setup SOP).

2. Sequence Design

• Use approved templates (see Task 22: Cold Email Sequences).
• Structure 4–6 emails over 14–21 days.
• Include a mix of value-driven content (case studies, problem insights) and CTA-driven messages.

3. Personalization

• Each email must include at least one unique personalized line (from LinkedIn, website, or news).
• Avoid generic phrases (“I came across your profile”)—focus on relevance.

4. Sending Rules

• Daily limit per inbox: 40–50 cold emails max.
• Send during business hours of target timezone.
• Use natural variations in subject lines and body text to avoid spam filters.

5. Follow-Up

• Follow sequence strictly—do not send ad hoc follow-ups outside cadence.
• Stop cadence immediately if:
  • Prospect replies (positive/negative).
  • Prospect unsubscribes or requests no further contact.

6. Compliance

• Always include opt-out/unsubscribe option.
• Do not send to personal/non-business emails unless explicit consent given.
• Ensure compliance with GDPR, CAN-SPAM, and regional email laws.

7. Logging & Tracking

• All outreach must be logged in CRM.
• Track open rates, reply rates, bounce rates, and meeting-booked conversions.
• SDRs to update lead status after each reply.

5. Roles & Responsibilities

• SDRs: Execute campaigns, personalize emails, and log responses.
• AEs: Take over qualified responses and book meetings.
• Sales Managers: Review campaign performance and coach SDRs.
• Sales Operations: Maintain templates, configure tools, ensure compliance.

6. Governance, Violations & Consequences

• Governance Oversight: Head of Sales and Sales Ops.
• Monitoring: Weekly deliverability reports, reply rate dashboards.
• Examples of Violations:
  • Sending unverified emails → High bounce rates.
  • Skipping personalization → Generic outreach.
  • Ignoring unsubscribe requests.
• Consequences:
  • Minor: Retraining.
  • Moderate: Written warning and removal from campaign access.
  • Severe: Escalation to Sales Leadership, possible HR involvement.

7. Review & Ownership

• SOP Owner: Sales Operations.
• Review Cycle: Semi-annual or when tools/regulations change.
• Approval Authority: Sales Leadership.
• Training: SDRs trained on cold outreach during onboarding + quarterly refreshers.
• Version Control: Updates logged in SOP Register with version, date, and approver.

1. Purpose

The purpose of this SOP is to define a standardized process for setting up new outreach infrastructure (domains, inboxes, tools) and warming them up before outbound campaigns begin. A structured warmup ensures:

1. High email deliverability and sender reputation.
2. Reduced spam risk and blacklisting.
3. Consistency in campaign readiness across SDRs.
4. Protection of the company’s primary brand domain.

2. Scope

This SOP applies to all teams responsible for outbound outreach setup.

• Roles Covered: SDRs, Sales Operations, Sales Managers.
• Activities Covered: Domain registration, DNS setup, inbox creation, warmup, monitoring, and campaign approval.
• Systems Covered: Email service providers (e.g., Google Workspace), warmup tools (Instantly, Mailflow), CRM integrations.

3. Definitions

1. Outreach Domain – A secondary domain registered for outbound campaigns (e.g., getmemorres.com instead of memorres.com).
2. Warmup – The process of gradually increasing email sending volume through automated, positive interactions to build trust with ISPs.
3. Deliverability – The ability of emails to successfully reach inboxes rather than spam folders.
4. SPF/DKIM/DMARC – Email authentication protocols that verify sender legitimacy.
5. Inbox Reputation – A score used by ISPs to evaluate whether emails from a domain/inbox are trustworthy.

4. Step-by-Step Process

1. Domain Setup

• Register 1–2 outreach-specific domains (avoid using the main brand domain).
• Configure DNS with SPF, DKIM, and DMARC records.
• Test setup with tools like MXToolbox to confirm authentication.

2. Inbox Creation

• Create 2–3 inboxes per outreach domain (e.g., jane@getmemorres.com).
• Assign inboxes to SDRs.
• Use professional signatures with brand logo and disclaimers.

3. Warmup Phase

• Connect inboxes to warm-up tools (e.g., Instantly).
• Start sending 10–15 automated warmup emails per day.
• Gradually scale volume to 40–50/day over 3–4 weeks.
• Ensure warmup emails receive auto-replies, positive signals, and inbox activity.

4. Initial Test Campaigns

• After 2 weeks of warm-up, run internal test campaigns (to colleagues/seed lists).
• Measure open rate (>90%) and bounce rate (<3%).
• Continue warmup until thresholds are met.

5. Campaign Readiness Check

• Sales Ops verifies:
  • Domain authentication
  • Warmup results
  • Inbox signatures & templates
• Only after approval, campaigns may begin.

5. Roles & Responsibilities

• SDRs: Manage inbox setup, monitor warmup progress, and log setup in CRM.
• Sales Operations: Configure DNS, manage warmup tools, and validate deliverability.
• Sales Managers: Approve campaign readiness before launch.

6. Governance, Violations & Consequences

• Governance: Overseen by Sales Ops in coordination with the Head of Sales.
• Monitoring: Weekly deliverability reports and inbox reputation checks.
• Violations:
  • Launching campaigns before warmup completion.
  • Using the primary company domain for cold outreach.
  • Skipping SPF/DKIM/DMARC setup.
• Consequences:
  • First violation: Retraining and campaign suspension.
  • Repeat violation: Removal of outreach privileges.

7. Review & Ownership

• SOP Owner: Sales Operations.
• Review Cycle: Semi-annual or when outreach tools/domains change.
• Approval Authority: Head of Sales.
• Training: SDRs must receive outreach setup training during onboarding.
• Version Control: All updates logged in SOP Register with version, date, and approver.