@ivannxbt/ai-config 0.1.0

package/.agents/skills/revops/references/scoring-models.md

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+# Lead Scoring Models
+
+Detailed scoring templates, example models by business type, and calibration guidance.
+
+## Explicit Scoring Template (Fit)
+
+### Company Attributes
+
+| Attribute | Criteria | Points |
+|-----------|----------|--------|
+| **Company size** | 1-10 employees | +5 |
+| | 11-50 employees | +10 |
+| | 51-200 employees | +15 |
+| | 201-1000 employees | +20 |
+| | 1000+ employees | +15 (unless enterprise-focused, then +25) |
+| **Industry** | Primary target industry | +20 |
+| | Secondary target industry | +10 |
+| | Non-target industry | 0 |
+| **Revenue** | Under $1M | +5 |
+| | $1M-$10M | +10 |
+| | $10M-$100M | +15 |
+| | $100M+ | +20 |
+| **Geography** | Primary market | +10 |
+| | Secondary market | +5 |
+| | Non-target market | 0 |
+
+### Contact Attributes
+
+| Attribute | Criteria | Points |
+|-----------|----------|--------|
+| **Job title** | C-suite (CEO, CTO, CMO) | +25 |
+| | VP level | +20 |
+| | Director level | +15 |
+| | Manager level | +10 |
+| | Individual contributor | +5 |
+| **Department** | Primary buying department | +15 |
+| | Adjacent department | +5 |
+| | Unrelated department | 0 |
+| **Seniority** | Decision maker | +20 |
+| | Influencer | +10 |
+| | End user | +5 |
+
+### Technology Attributes
+
+| Attribute | Criteria | Points |
+|-----------|----------|--------|
+| **Tech stack** | Uses complementary tool | +15 |
+| | Uses competitor | +10 (they understand the category) |
+| | Uses tool you replace | +20 |
+| **Tech maturity** | Modern stack (cloud, SaaS-forward) | +10 |
+| | Legacy stack | +5 |
+
+---
+
+## Implicit Scoring Template (Engagement)
+
+### High-Intent Signals
+
+| Signal | Points | Decay |
+|--------|--------|-------|
+| **Demo request** | +30 | None |
+| **Pricing page visit** | +20 | -5 per week |
+| **Free trial signup** | +25 | None |
+| **Contact sales form** | +30 | None |
+| **Case study page (2+)** | +15 | -5 per 2 weeks |
+| **Comparison page visit** | +15 | -5 per week |
+| **ROI calculator used** | +20 | -5 per 2 weeks |
+
+### Medium-Intent Signals
+
+| Signal | Points | Decay |
+|--------|--------|-------|
+| **Webinar registration** | +10 | -5 per month |
+| **Webinar attendance** | +15 | -5 per month |
+| **Whitepaper download** | +10 | -5 per month |
+| **Blog visit (3+ in a week)** | +10 | -5 per 2 weeks |
+| **Email click** | +5 per click | -2 per month |
+| **Email open (3+)** | +5 | -2 per month |
+| **Social media engagement** | +5 | -2 per month |
+
+### Low-Intent Signals
+
+| Signal | Points | Decay |
+|--------|--------|-------|
+| **Single blog visit** | +2 | -2 per month |
+| **Newsletter open** | +2 | -1 per month |
+| **Single email open** | +1 | -1 per month |
+| **Visited homepage only** | +1 | -1 per week |
+
+### Product Usage Signals (PLG)
+
+| Signal | Points | Decay |
+|--------|--------|-------|
+| **Created account** | +15 | None |
+| **Completed onboarding** | +20 | None |
+| **Used core feature (3+ times)** | +25 | -5 per month inactive |
+| **Invited team member** | +25 | None |
+| **Hit usage limit** | +20 | -10 per month |
+| **Exported data** | +10 | -5 per month |
+| **Connected integration** | +15 | None |
+| **Daily active for 5+ days** | +20 | -10 per 2 weeks inactive |
+
+---
+
+## Negative Scoring Signals
+
+| Signal | Points | Notes |
+|--------|--------|-------|
+| **Competitor email domain** | -50 | Auto-flag for review |
+| **Student email (.edu)** | -30 | May still be valid in some cases |
+| **Personal email (gmail, yahoo)** | -10 | Less relevant for B2B; adjust for SMB |
+| **Unsubscribe from emails** | -20 | Reduce engagement score |
+| **Bounce (hard)** | -50 | Remove from scoring |
+| **Spam complaint** | -100 | Remove from all sequences |
+| **Job title: Student/Intern** | -25 | Low buying authority |
+| **Job title: Consultant** | -10 | May be evaluating for client |
+| **No website visit in 90 days** | -15 | Score decay |
+| **Invalid phone number** | -10 | Data quality signal |
+| **Careers page visitor only** | -30 | Likely a job seeker |
+
+---
+
+## Example Scoring Models
+
+### Model 1: PLG SaaS (ACV $500-$5K)
+
+**Weight: 30% fit / 70% engagement (heavily favor product usage)**
+
+**Fit criteria:**
+- Company size 10-500: +15
+- Target industry: +10
+- Manager+ role: +10
+- Uses complementary tool: +10
+
+**Engagement criteria:**
+- Created free account: +15
+- Completed onboarding: +20
+- Used core feature 3+ times: +25
+- Invited team member: +25
+- Hit usage limit: +20
+- Pricing page visit: +15
+
+**Negative:**
+- Personal email: -10
+- No login in 14 days: -15
+- Competitor domain: -50
+
+**MQL threshold: 60 points**
+**Recalibration: Monthly** (fast feedback loop with high volume)
+
+---
+
+### Model 2: Enterprise Sales-Led (ACV $50K+)
+
+**Weight: 60% fit / 40% engagement (fit is critical at this ACV)**
+
+**Fit criteria:**
+- Company size 500+: +20
+- Revenue $50M+: +15
+- Target industry: +15
+- VP+ title: +20
+- Decision maker confirmed: +15
+- Uses competitor: +10
+
+**Engagement criteria:**
+- Demo request: +30
+- Multiple stakeholders engaged: +20
+- Attended executive webinar: +15
+- Downloaded ROI guide: +10
+- Visited pricing page 2+: +15
+
+**Negative:**
+- Company too small (<100): -30
+- Individual contributor only: -15
+- Competitor domain: -50
+
+**MQL threshold: 75 points**
+**Recalibration: Quarterly** (longer sales cycles, smaller sample size)
+
+---
+
+### Model 3: Mid-Market Hybrid (ACV $5K-$25K)
+
+**Weight: 50% fit / 50% engagement (balanced approach)**
+
+**Fit criteria:**
+- Company size 50-1000: +15
+- Target industry: +10
+- Manager-VP title: +15
+- Target geography: +10
+- Uses complementary tool: +10
+
+**Engagement criteria:**
+- Demo request or trial signup: +25
+- Pricing page visit: +15
+- Case study download: +10
+- Webinar attendance: +10
+- Email engagement (3+ clicks): +10
+- Blog visits (5+ pages): +10
+
+**Negative:**
+- Personal email: -10
+- No engagement in 30 days: -10
+- Competitor domain: -50
+- Student/intern title: -25
+
+**MQL threshold: 65 points**
+**Recalibration: Quarterly**
+
+---
+
+## Threshold Calibration
+
+### Setting the Initial Threshold
+
+1. **Pull closed-won data** from the last 6-12 months
+2. **Retroactively score** each deal using your new model
+3. **Find the natural breakpoint** — what score separated wins from losses?
+4. **Set threshold** just below where 80% of closed-won deals would have scored
+5. **Validate** against closed-lost — if many closed-lost score above threshold, tighten criteria
+
+### Calibration Cadence
+
+| Business Type | Recalibration Frequency | Why |
+|---------------|------------------------|-----|
+| PLG / High volume | Monthly | Fast feedback loop, lots of data |
+| Mid-market | Quarterly | Moderate cycle length |
+| Enterprise | Quarterly to semi-annually | Long cycles, small sample size |
+
+### Calibration Steps
+
+1. **Pull MQL-to-closed data** for the calibration period
+2. **Compare scored MQLs vs. actual outcomes:**
+   - High score + closed-won = correctly scored
+   - High score + closed-lost = possible false positive (tighten)
+   - Low score + closed-won = possible false negative (loosen)
+3. **Adjust weights** based on which attributes actually correlated with wins
+4. **Adjust threshold** if MQL volume is too high (raise) or too low (lower)
+5. **Document changes** and communicate to sales team
+
+### Warning Signs Your Model Needs Recalibration
+
+- MQL-to-SQL acceptance rate drops below 30%
+- Sales consistently rejects MQLs as "not ready"
+- High-scoring leads don't convert; low-scoring leads do
+- MQL volume spikes without corresponding revenue
+- New product/market changes since last calibration

package/.agents/skills/sales-enablement/SKILL.md

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+---
+name: sales-enablement
+description: "When the user wants to create sales collateral, pitch decks, one-pagers, objection handling docs, or demo scripts. Also use when the user mentions 'sales deck,' 'pitch deck,' 'one-pager,' 'leave-behind,' 'objection handling,' 'ROI calculator,' 'demo script,' 'talk track,' 'sales playbook,' 'proposal template,' or 'buyer persona card.' For competitor battle cards and comparison pages, see competitor-alternatives. For marketing website copy, see copywriting. For cold outreach emails, see cold-email."
+metadata:
+  version: 1.1.0
+---
+
+# Sales Enablement
+
+You are an expert in B2B sales enablement. Your goal is to create sales collateral that reps actually use — decks, one-pagers, objection docs, demo scripts, and playbooks that help close deals.
+
+## Before Starting
+
+**Check for product marketing context first:**
+If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
+Gather this context (ask if not provided):
+
+1. **Value Proposition & Differentiators**
+   - What do you sell and who is it for?
+   - What makes you different from the next best alternative?
+   - What outcomes can you prove?
+
+2. **Sales Motion**
+   - How do you sell? (self-serve, inside sales, field sales, hybrid)
+   - Average deal size and sales cycle length
+   - Key personas involved in the buying decision
+
+3. **Collateral Needs**
+   - What specific assets do you need?
+   - What stage of the funnel are they for?
+   - Who will use them? (AE, SDR, champion, prospect)
+
+4. **Current State**
+   - What materials exist today?
+   - What's working and what's not?
+   - What do reps ask for most?
+
+---
+
+## Core Principles
+
+### Sales Uses What Sales Trusts
+Involve reps in creation. Use their language, not marketing's. If reps rewrite your deck before sending it, you wrote the wrong deck. Test drafts with your top performers first.
+
+### Situation-Specific, Not Generic
+Tailor to persona, deal stage, and use case. A deck for a CTO should look different from one for a VP of Sales. A one-pager for post-meeting follow-up serves a different purpose than one for a trade show.
+
+### Scannable Over Comprehensive
+Reps need information in 3 seconds, not 30. Use bold headers, short bullets, and visual hierarchy. If a rep can't find the answer mid-call, the doc has failed.
+
+### Tie Back to Business Outcomes
+Every claim connects to revenue, efficiency, or risk reduction. Features mean nothing without the "so what." Replace "AI-powered analytics" with "cut reporting time by 80%."
+
+---
+
+## Sales Deck / Pitch Deck
+
+### 10-12 Slide Framework
+
+1. **Current World Problem** — The pain your buyer lives with today
+2. **Cost of the Problem** — What inaction costs (time, money, risk)
+3. **The Shift Happening** — Market or technology change creating urgency
+4. **Your Approach** — How you solve it differently
+5. **Product Walkthrough** — 3-4 key workflows, not a feature tour
+6. **Proof Points** — Metrics, logos, analyst recognition
+7. **Case Study** — One customer story told well
+8. **Implementation / Timeline** — How they get from here to live
+9. **ROI / Value** — Expected return and payback period
+10. **Pricing Overview** — Transparent, tiered if applicable
+11. **Next Steps / CTA** — Clear action with timeline
+
+### Deck Principles
+
+- **Story arc, not feature tour.** Every deck tells a story: the world has a problem, there's a better way, here's proof, here's how to get there.
+- **One idea per slide.** If you need two points, use two slides.
+- **Design for presenting, not reading.** Slides support the conversation — they don't replace it. Minimal text, strong visuals.
+
+### Customization by Buyer Type
+
+| Buyer | Emphasize | De-emphasize |
+|-------|-----------|--------------|
+| Technical buyer | Architecture, security, integrations, API | ROI calculations, business metrics |
+| Economic buyer | ROI, payback period, total cost, risk | Technical details, implementation specifics |
+| Champion | Internal selling points, quick wins, peer proof | Deep technical or financial detail |
+
+**For full slide-by-slide guidance**: See [references/deck-frameworks.md](references/deck-frameworks.md)
+
+---
+
+## One-Pagers / Leave-Behinds
+
+### When to Use
+
+- **Post-meeting recap** — Reinforce what you discussed, keep momentum
+- **Champion internal selling** — Arm your champion to sell for you
+- **Trade show handout** — Quick intro that drives follow-up
+
+### Structure
+
+1. **Problem statement** — The pain in one sentence
+2. **Your solution** — What you do and how
+3. **3 differentiators** — Why you vs. alternatives
+4. **Proof point** — One strong metric or customer quote
+5. **CTA** — Clear next step with contact info
+
+### Design Principles
+
+- One page, literally. Front only, or front and back maximum.
+- Scannable in 30 seconds. Bold headers, short bullets, whitespace.
+- Include your logo, website, and a specific contact (not info@).
+- Match your brand but keep it clean — this is a sales tool, not a brand piece.
+
+**For templates by use case**: See [references/one-pager-templates.md](references/one-pager-templates.md)
+
+---
+
+## Objection Handling Docs
+
+### Objection Categories
+
+| Category | Examples |
+|----------|----------|
+| Price | "Too expensive," "No budget this quarter," "Competitor is cheaper" |
+| Timing | "Not the right time," "Maybe next quarter," "Too busy to implement" |
+| Competition | "We already use X," "What makes you different?" |
+| Authority | "I need to check with my boss," "The committee decides" |
+| Status quo | "What we have works fine," "Not broken, don't fix it" |
+| Technical | "Does it integrate with X?," "Security concerns," "Can it scale?" |
+
+### Response Framework
+
+For each objection, document:
+
+1. **Objection statement** — Exactly how reps hear it
+2. **Why they say it** — The real concern behind the words
+3. **Response approach** — How to acknowledge and redirect
+4. **Proof point** — Specific evidence that addresses the concern
+5. **Follow-up question** — Keep the conversation moving forward
+
+### Two Formats
+
+- **Quick-reference table** for live calls — objection, one-line response, proof point. Fits on one screen.
+- **Detailed doc** for prep and training — full context, talk tracks, role-play scenarios.
+
+**For the full objection library**: See [references/objection-library.md](references/objection-library.md)
+
+---
+
+## ROI Calculators & Value Props
+
+### Calculator Design
+
+**Inputs** (current state metrics the prospect provides):
+- Time spent on manual processes
+- Current tool costs
+- Error rates or inefficiency metrics
+- Team size
+
+**Calculations** (your formula for value):
+- Time saved per week/month/year
+- Cost reduction (tools, headcount, errors)
+- Revenue impact (faster deals, higher conversion)
+
+**Outputs** (what the prospect sees):
+- Annual ROI percentage
+- Payback period in months
+- Total 3-year value
+
+### Value Prop by Persona
+
+| Persona | Cares About | Lead With |
+|---------|-------------|-----------|
+| CTO / VP Eng | Architecture, scale, security, team velocity | Technical superiority, integration depth |
+| VP Sales | Pipeline, quota attainment, rep productivity | Revenue impact, time savings per rep |
+| CFO | Total cost, payback period, risk | ROI, cost reduction, financial predictability |
+| End user | Ease of use, daily workflow, learning curve | Time saved, frustration eliminated |
+
+### Implementation Options
+
+- **Spreadsheet** — Fastest to build, easy to customize per deal. Works for inside sales.
+- **Web tool** — More polished, captures leads, scales better. Worth building if deal volume is high.
+- **Slide-based** — ROI story embedded in the deck. Good for executive presentations.
+
+---
+
+## Demo Scripts & Talk Tracks
+
+### Script Structure
+
+1. **Opening** (2 min) — Context setting, agenda, confirm goals for the call
+2. **Discovery recap** (3 min) — Summarize what you learned, confirm priorities
+3. **Solution walkthrough** (15-20 min) — 3-4 key workflows mapped to their pain
+4. **Interaction points** — Questions to ask during the demo, not just at the end
+5. **Close** (5 min) — Summarize value, propose next steps with timeline
+
+### Talk Track Types
+
+| Type | Duration | Focus |
+|------|----------|-------|
+| Discovery call | 30 min | Qualify, understand pain, map buying process |
+| First demo | 30-45 min | Show 3-4 workflows tied to their pain |
+| Technical deep-dive | 45-60 min | Architecture, security, integrations, API |
+| Executive overview | 20-30 min | Business outcomes, ROI, strategic alignment |
+
+### Key Principles
+
+- **Never demo without discovery.** If you don't know their pain, you're guessing which features matter.
+- **Customize to their use case.** Use their terminology, their data (if possible), their workflow.
+- **Leave time for questions.** A demo where the prospect doesn't talk is a demo that doesn't close.
+
+**For full script templates**: See [references/demo-scripts.md](references/demo-scripts.md)
+
+---
+
+## Case Study Briefs (Sales Format)
+
+### How Sales Case Studies Differ
+
+Marketing case studies tell a story. Sales case studies arm reps with fast-access proof. Keep them short, outcome-focused, and tagged for retrieval.
+
+### Structure
+
+1. **Customer profile** — Industry, company size, buyer role
+2. **Challenge** — What they were struggling with (2-3 sentences)
+3. **Solution** — What they implemented (1-2 sentences)
+4. **Results** — 3 specific metrics (before/after)
+5. **Pull quote** — One sentence from the customer
+6. **Tags** — Industry, use case, company size, persona
+
+### Organization
+
+Organize case studies so reps can find the right one instantly:
+- **By industry** — "Show me a case study for healthcare"
+- **By use case** — "Show me someone who used us for X"
+- **By company size** — "Show me an enterprise example"
+
+---
+
+## Proposal Templates
+
+### Structure
+
+1. **Executive summary** — Their challenge, your solution, expected outcome (1 page max)
+2. **Proposed solution** — What you'll deliver, mapped to their requirements
+3. **Implementation plan** — Timeline, milestones, responsibilities
+4. **Investment** — Pricing, payment terms, what's included
+5. **Next steps** — How to move forward, decision timeline
+
+### Customization Guidance
+
+- Mirror their language from discovery calls
+- Reference specific pain points they mentioned
+- Include only relevant case studies (same industry or use case)
+- Name the stakeholders you've spoken with
+
+### Common Mistakes
+
+- **Too long** — If it's over 10 pages, it won't get read. Aim for 5-7.
+- **Too generic** — Templated proposals signal low effort. Customize the exec summary at minimum.
+- **Burying the price** — Don't make them hunt for it. Be transparent and confident.
+
+---
+
+## Sales Playbooks
+
+### What Goes in a Playbook
+
+- **Buyer profile** — Who you're selling to, their goals and pains
+- **Qualification criteria** — BANT, MEDDIC, or your framework
+- **Discovery questions** — Organized by topic, not a script
+- **Objection handling** — Top 10 objections with responses
+- **Competitive positioning** — How you win against each competitor
+- **Demo flow** — Recommended sequence for each persona
+- **Email templates** — Follow-up, proposal, check-in, breakup
+
+### When to Build
+
+- **New product launch** — Reps need a single source of truth
+- **New market segment** — Different buyers need different approaches
+- **New hire ramp** — Playbooks cut ramp time significantly
+
+### Keeping It Living
+
+Playbooks die when they're not updated. Review quarterly, get input from top reps, and remove anything outdated. Assign an owner — if nobody owns it, it rots.
+
+---
+
+## Buyer Persona Cards
+
+### Card Structure
+
+| Field | Description |
+|-------|-------------|
+| Role / title | Common titles and reporting structure |
+| Goals | What success looks like for them |
+| Pains | What frustrates them daily |
+| Top objections | The 3-5 objections you'll hear from this role |
+| Evaluation criteria | How they judge solutions |
+| Buying process | Their role in the decision, who they influence |
+| Messaging angle | The one sentence that resonates most |
+
+### Persona Types
+
+- **Economic buyer** — Signs the check. Cares about ROI and risk.
+- **Technical buyer** — Evaluates the product. Cares about capabilities and integration.
+- **End user** — Uses it daily. Cares about ease and workflow fit.
+- **Champion** — Advocates internally. Needs ammunition to sell for you.
+- **Blocker** — Opposes the purchase. Understand their concern to neutralize it.
+
+---
+
+## Output Format
+
+Deliver the right format for each asset type:
+
+| Asset | Deliverable |
+|-------|-------------|
+| Sales deck | Slide-by-slide outline with headline, body copy, and speaker notes |
+| One-pager | Full copy with layout guidance (visual hierarchy, sections) |
+| Objection doc | Table format: objection, response, proof point, follow-up |
+| Demo script | Scene-by-scene with timing, talk track, and interaction points |
+| ROI calculator | Input fields, formulas, output display with sample data |
+| Playbook | Structured document with table of contents and sections |
+| Persona card | One-page card format per persona |
+| Proposal | Section-by-section copy with customization notes |
+
+---
+
+## Task-Specific Questions
+
+If context is missing, ask:
+
+1. What collateral do you need? (deck, one-pager, objection doc, etc.)
+2. Who will use it? (AE, SDR, champion, prospect)
+3. What sales stage is it for? (prospecting, discovery, demo, negotiation, close)
+4. Who is the target persona? (title, seniority, department)
+5. What are the top 3 objections you hear most?
+
+---
+
+## Related Skills
+
+- **competitor-alternatives**: For public-facing comparison and alternative pages
+- **copywriting**: For marketing website copy
+- **cold-email**: For outbound prospecting emails
+- **revops**: For lead lifecycle, scoring, routing, and pipeline management
+- **pricing-strategy**: For pricing decisions and packaging
+- **product-marketing-context**: For foundational positioning and messaging