Sales Process Mapping & Optimization

Overview

An ongoing effort to document and optimize the client's sales process in Salesforce, with the goal of ensuring marketing activities in ^[1] support — rather than disrupt — the sales team's workflow. The primary tool for this effort is a Miro board designed to capture "if this, then this" conditional logic across the full sales flow.

This work was prompted by a marketing OKR to optimize the Salesforce sales process. Lincoln subsequently invited the sales team to participate in a joint call to surface how they currently use the system.

Current State

BANT Lead Qualification (Partially Implemented)

A prior engagement produced BANT (Budget, Authority, Need, Timeline) lead qualification flows that were partially implemented in Salesforce. However, Lincoln revised his conceptual definitions of leads vs. projects after that work was completed, rendering portions of the implementation outdated or inapplicable.

"He went back to the drawing board a little bit because he changed his thought process essentially on how he was viewing leads versus projects." — Karly, 2025-12-12

The existing flows should be reviewed against Lincoln's current definitions before further build-out.

Miro Board

A Miro board was created to map the sales process visually. It has not yet been walked through with Lincoln or the sales team. The intended format is a conditional flow diagram ("if this, then this") covering each stage of the sales cycle.

Status: Ready to use; first structured walkthrough planned for the 2025-12-12 Salesforce call with the sales team present.

Goals

1. Understand current sales team behavior — How are reps actually using Salesforce today?
2. Align marketing touchpoints — Ensure Account Engagement nurture sequences enroll leads at the right moments without conflicting with active sales outreach.
3. Finalize lead/project definitions — Reconcile Lincoln's updated conceptual model with the existing Salesforce configuration.
4. Enable ABM strategy — Once the sales team provides a target account list, a formal Account-Based Marketing strategy can be layered on top of the mapped process. See ^[2].

Key Definitions to Clarify

Process

Recommended Mapping Approach

1. Walk the sales team through the Miro board on a live call.
2. Document each stage: trigger → action → outcome.
3. Identify where marketing emails should (and should not) fire.
4. Bring findings back to Lincoln to finalize and approve the updated flow.
5. Implement approved changes in Salesforce and Account Engagement.

Integration with Account Engagement

Once the sales process is mapped, nurture sequence enrollment rules should be validated against it. The current plan enrolls leads automatically based on ad landing page form fills and service interest (Traditional vs. Digital Fabrication). This logic should be confirmed as compatible with however the sales team is managing those same leads in Salesforce.

See ^[2] for sequence build status.

Blockers & Risks

• Stale BANT flows — Partially implemented work may conflict with Lincoln's revised definitions. Needs audit before the next implementation sprint.
• Momentum risk — Multiple calls have been scheduled and missed. The 2025-12-12 call with the sales team is an opportunity to re-establish cadence.
• ABM dependency — The ABM strategy cannot be designed until the sales team provides a target account list.

Related

• ^[2]
• ^[3]