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Commercial Process

A sales team performs
on a process, not on luck.

Without a defined process, each salesperson sells their own way and nothing is repeatable. A commercial process is the documented set of rules for how the company sells.

70%iAaron Ross & Marylou Tyler · 2011Predictable Revenue: Turn Your Business Into a Sales Machine - Defines the modern SDR/AE specialization model that added $100M in recurring revenue at Salesforce.com. Establishes "Cold Calling 2.0" - short personalized outbound emails asking for referrals - as the foundation of repeatable B2B outbound. The default sales architecture across modern B2B SaaS.amazon.com →
of reps' time goes to non-selling tasks
15%iClari · 2024The State of Revenue Leak - Forecast inaccuracy and deal slippage cost B2B companies an estimated ~14.9% of annual revenue - Clari internal aggregate across their customer base, not an independently published study. The directional finding (predictive deal-health models outperform rep-submitted forecasts; gap widens as the quarter progresses) is corroborated by Gartner sales forecasting data.clari.com →
of annual revenue lost to broken commercial processes
60-75%iGartner · 2023Sales Forecasting Best Practices - Industry-average sales forecast accuracy sits at 60-75%. Top-performing sales organizations achieve >90% by combining rep-submitted forecasts with predictive analytics and pipeline-state signals.gartner.com →
typical accuracy of a sales forecast
21xiHarvard Business Review · 2011The Short Life of Online Sales Leads - Companies that contact prospects within 5 minutes of inquiry are 21x more likely to qualify the lead than those waiting 30 minutes. The canonical academic citation for speed-to-lead.hbr.org →
more likely to qualify: contact in 5 min vs 30 min

Definition

Commercial process. The documented set of rules for how the company sells: stages, qualification criteria, lead handoff, and follow-up. It turns selling from a personal skill into a repeatable system.

The terms

The vocabulary, defined.

Sales stages
The fixed steps every deal moves through, from first contact to close. Each stage has an entry criterion: what must be true for a deal to advance.
Roles (SDR / AE)
SDR prospects and qualifies; AE (closer) runs the negotiation and closes. Splitting prospecting from closing raises output, even in a small team.
Sales cycle
The average time from first contact to close. Knowing it lets you forecast and spot deals stuck longer than they should be.
Sales playbook
The manual for how the company sells: scripts, objection answers, qualification criteria, follow-up rules. It's what lets a new hire sell like the best rep.

Four components

01Stages

Define the steps every deal follows. No reps improvising their own path.

02Roles

Separate prospecting from closing. Each is a distinct skill.

03Criteria

Define what qualifies a lead and when it passes from marketing to sales.

04Playbook

Document it so it survives a hire leaving and a new one arriving.

Diagnosis

You don't have a commercial process if:

  • ·Each salesperson sells their own way.
  • ·There are no defined stages a deal must follow.
  • ·Onboarding a new salesperson takes months.
  • ·Nobody knows the average sales cycle.
  • ·Marketing and sales hand off leads with no shared criteria.
  • ·The know-how lives in people's heads, not on paper.

How it's built

The process spans three phases. Each makes the next more effective.

01Engage

Attract the right companies and detect who is already looking.

02Enrich

Know who they are, qualify, and route to the right salesperson.

03Expand

Close the deal and grow the account after the sale.

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GTM Engineering • Porto, Portugal