PaperTube's existing sales process is optimized for warm, inbound leads — form fills from prospects who found PaperTube organically — and achieves roughly 30–35% conversion to opportunity. That process is intentionally lightweight: a lead enters via round robin, a rep sends a working drip, and a discovery call is the goal.
The cold email and LinkedIn ad campaigns generate a fundamentally different type of lead: earlier-stage, lower-intent, and requiring more nurturing before a rep should invest time. This article documents the structured workflow designed to bridge that gap — from initial marketing contact through to sales handoff.
Parag (PaperTube) will personally manage this process initially to validate and refine it before scaling to the sales team.
The current flow assumes the prospect has already raised their hand. Applied to cold/marketing leads, it would result in:
"Right now, what we have is a little bit loose. And I think we suffer from that. So for these where we certainly think they're going to be higher quality leads in general, we're obviously spending more to get them — I would like to see how we lay out a thoughtful process and execute on it."
— Parag Agrawal
Cold and marketing leads are loaded into Salesforce under Asymmetric's ownership (Karly's name) and enrolled in the Account Engagement (Pardot) email sequences. They are not immediately assigned to a sales rep or entered into the round robin.
The sender persona for outbound emails is "Kate" (kate@papertube.co), a neutral name chosen to avoid conflicts with existing rep names. Replies auto-forward to Parag.
A lead is flagged as Needs Review in Salesforce when any of the following occur:
| Trigger | Signal Strength |
|---|---|
| Form fill (landing page or main website) | 🔴 Hot — treat like current inbound process |
| > 5 emails opened in the sequence | 🟡 Warm — showing sustained interest |
| ≥ 2 visits to a landing page | 🟡 Warm — active research behavior |
A Salesforce notification fires when a lead hits any trigger. A dedicated lead list view surfaces all "Needs Review" leads for Parag to review.
Note on form fills: A form fill from a cold lead is functionally equivalent to the warm inbound leads PaperTube already handles well. These should be prioritized and can likely follow the existing discovery-call process with minimal modification.
When a lead enters "Needs Review," Parag (initially) evaluates:
Asymmetric will document the specific qualification criteria and scoring as the process is refined.
The handoff point and handoff process are still being developed. Key design principles agreed upon:
Asymmetric is responsible for drafting the full workflow document, including qualification steps and the formal handoff procedure.
papertube.co) will be used for cold sends to protect the primary domain's sender reputation — DNS setup pending Mark's involvement in the next callkate@papertube.co and configure auto-forward