1
Lead Comes In
System / CRM
A prospect fills out a form on the website. The lead is automatically captured in HubSpot, the team is notified, and the lead is categorized by source and intent.
Possible Outcomes
- Lead routed to MDR for qualification
- Auto-disqualified (spam, competitor, etc.)
- Flagged as high-priority for immediate outreach
Why It Matters
Speed-to-lead is everything. The faster we capture, categorize, and route, the higher the connect rate and conversion.
2
Initial Qualification
MDR
The MDR reaches out via call or email, has an initial conversation to understand the prospect's needs, budget, and timeline, then qualifies or disqualifies the lead.
Possible Outcomes
- Qualified — passed to AE for strategy call
- Disqualified — not a fit, logged in CRM
- Nurture — not ready now, added to drip sequence
Why It Matters
Proper qualification protects AE time and ensures only real opportunities move forward, keeping the pipeline healthy.
3
Strategy / Discovery Call
AE
The AE runs a deep discovery call to understand the prospect's goals, current marketing efforts, competitive landscape, and pain points. Evaluates fit and scopes the engagement.
Possible Outcomes
- Strong fit — schedule audit / proposal presentation
- Needs more info — follow-up call or materials sent
- Not a fit — closed lost, feedback logged
Why It Matters
Discovery is where we earn trust and differentiate. A thorough discovery call sets the stage for a compelling, tailored proposal.
4
Proposal
AE
The AE presents audit findings and delivers a tailored proposal. Addresses objections, negotiates terms, and works toward a signed agreement.
Possible Outcomes
- Closed Won — signed, handed off to AM
- Closed Lost — declined, reason documented
- Stalled — follow-up cadence initiated
Why It Matters
The proposal is the culmination of every prior step. A clear, confident presentation backed by real data closes deals.
Simplified Flow