arkaos 4.26.0 → 4.28.0

package/departments/sales/skills/prospecting/references/saas-prospecting.md

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+# SaaS Prospecting Reference
+
+For when the user sells SaaS or digital services to other SaaS companies / digital businesses.
+
+---
+
+## ICP Signals That Matter (SaaS branch)
+
+Beyond standard firmographics (industry, size, geography), SaaS prospects are qualified by:
+
+### Technographic signals
+
+- **Tech stack** — do they use complementary tools (your integration target) or competing tools (a switch opportunity)?
+- **Recent stack changes** — adding/removing tools signals active vendor evaluation
+- **Custom-built vs off-the-shelf** — DIY tooling often means a buyer who'd benefit from your product
+- **Free/freemium plan signals** — using a free competitor means they may be ready to upgrade
+
+### Growth signals
+
+- **Funding round** — Series A / B / C in last 6 months = budget + new hires + tool needs
+- **Headcount growth** — 10%+ growth in last quarter signals scaling pressure
+- **Hiring signals** — specific role openings (e.g., "Head of RevOps" → ICP for revops tooling)
+- **Product velocity** — frequent shipping, new features, blog posts = healthy growth motion
+- **Open positions for your buyer's role** — if you sell to Marketing Ops and they're hiring one, that's a signal
+
+### Decay signals (downgrade scoring)
+
+- Layoffs in target department
+- Funding round >2 years ago with no follow-up
+- Product hasn't shipped in 6+ months
+- Team page shows founders only (very early — may not have budget)
+
+---
+
+## Discovery Sources (SaaS branch)
+
+Combine 2+ sources for cross-verification.
+
+### Tier 1 — primary discovery
+
+- **Apollo**: firmographic + technographic + contact data. Good for building large initial lists.
+- **Clay**: waterfall enrichment, custom scoring, multi-source merges. Best for high-quality smaller lists.
+- **ZoomInfo**: enterprise-grade firmographic + intent signals. Expensive; mid-market+.
+- **LinkedIn Sales Navigator**: decision-maker mapping. Use manually, never bulk scrape.
+
+### Tier 2 — technographic / growth signals
+
+- **BuiltWith**: tech stack lookups, find sites using specific tools
+- **Wappalyzer**: free browser extension + API; lighter tech stack signal
+- **Crunchbase**: funding rounds, headcount, founders
+- **Pitchbook**: deeper investor data (enterprise/paid)
+- **ProductHunt**: recent launches, builder audience
+- **Hacker News / Show HN**: technical builders launching products
+
+### Tier 3 — buying signals
+
+- **Job boards** (LinkedIn Jobs, Indeed, AngelList): role openings as signals
+- **RB2B / Clearbit Reveal**: visitor identification (warm anonymous traffic)
+- **GitHub stars/forks of competitor or adjacent repos**: developer-level intent signal (see `tools/integrations/github.md` and the `github-prospects.js` CLI). Especially strong for dev-tool SaaS — a developer who starred `vercel/next.js` last week is in-market for adjacent Next.js infrastructure.
+- **Recent blog posts / changelog**: product direction signals
+- **G2 reviews mentioning competitor switches**: explicit dissatisfaction signal
+
+#### GitHub prospecting pattern (when audience is developers)
+
+For dev-tool SaaS, GitHub is one of the highest-quality discovery channels:
+
+1. Identify 3–5 "anchor" repos: your direct competitors, your category leader, complementary tools your buyer uses
+2. Pull stargazers (or forks for stronger intent) via `node tools/clis/github-prospects.js stargazers <owner/repo> --enrich --with-company --format csv`
+3. Filter to users with `company` set — these are the easiest to enrich downstream
+4. Pair with Apollo/Clay/Hunter to lookup email by name + company
+5. Validate with Truelist before adding to outreach list
+
+Tradeoffs: GitHub yields email for only ~5–20% of users directly. The strength is the signal quality — a stargazer of a niche dev tool is genuinely in-market in a way Apollo firmographics alone can't tell you.
+
+---
+
+## Qualification Checklist (SaaS branch)
+
+For each candidate, verify:
+
+- [ ] Industry vertical matches ICP
+- [ ] Company size (headcount) within range
+- [ ] Tech stack includes (or notably excludes) a target technology
+- [ ] Funding stage matches buyer maturity
+- [ ] At least one growth signal in last 90 days (funding, hiring, product velocity)
+- [ ] Decision-maker role exists at the company (named or inferable from job listings)
+- [ ] Email contact verifiable
+- [ ] No disqualifiers (closed, acquired-and-paused, layoffs, ICP miss)
+
+---
+
+## Output Columns (SaaS branch)
+
+Recommended CSV columns:
+
+```csv
+score,company,domain,industry,size_band,country,funding_stage,last_round_date,tech_stack_match,signal,signal_date,contact_name,contact_title,contact_email,email_status,linkedin_url,source_urls,why_prospect,confidence,verified_date,notes
+```
+
+For chat table, condense to: Score | Company | Industry | Size | Signal | Contact | Email status | Confidence.
+
+---
+
+## Top Outreach Targets Selection (SaaS)
+
+Prioritize for the top 3–5 hot leads:
+
+1. **Strongest signal recency** — funding 30 days ago beats funding 9 months ago
+2. **Tech stack match strength** — known integration partner beats inferred fit
+3. **Decision-maker named with verified email** — beats role-pattern-guessed email
+4. **Multi-source confidence** — both Apollo + Crunchbase agree beats one source
+
+Each top target gets a one-sentence outreach rationale that names the specific signal: "Raised Series B 30 days ago; hiring Head of RevOps; verified VP of Ops email."
+
+---
+
+## Common Mistakes (SaaS)
+
+1. **Buying lists from Apollo wholesale** without re-verifying email and re-checking firmographics. Stale data is the norm.
+2. **Treating tech stack data as 100% accurate**. BuiltWith and Wappalyzer miss things; Clay's waterfalls miss things. Cross-check.
+3. **Targeting Series C+ for early-stage SaaS sellers**. The buyer profile is wrong — too many procurement hoops, too much red tape.
+4. **Targeting Series Pre-Seed seed** for products requiring meaningful budget. They have neither budget nor evaluator bandwidth.
+5. **Ignoring intent data when it exists** (ZoomInfo Intent, 6sense, etc.) — pre-warm signals beat cold every time.

package/departments/sales/skills/revops/SKILL.md

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+---
+name: sales/revops
+description: >
+  Design the systems that connect marketing, sales, and customer success
+  into one revenue engine — lead lifecycle stages, scoring, routing,
+  pipeline hygiene, deal desk, and RevOps metrics. TRIGGER: "RevOps",
+  "revenue operations", "lead scoring", "lead routing", "MQL", "SQL",
+  "pipeline stages", "deal desk", "CRM automation", "marketing-to-sales
+  handoff", "data hygiene", "leads aren't getting to sales", "pipeline
+  management", "lead qualification", "when should marketing hand off to
+  sales", "/sales revops". Desenha o processo antes de o automatizar. SKIP:
+  cold outbound emails -> mkt/cold-email; lifecycle and nurture email flows
+  -> mkt/email-sequence; pricing and packaging decisions ->
+  saas/pricing-strategy.
+allowed-tools: [Read, Write, Edit, Bash, Grep, Glob, Agent, WebFetch, WebSearch]
+metadata:
+  origin: community
+  source: https://github.com/coreyhaines31/marketingskills
+  license: MIT
+---
+
+<!-- arka:kb-first-prefix begin -->
+> **KB-first:** query `mcp__obsidian__search_notes` (and
+> `mcp__graphify__query_graph` when configured) and cite `[[wikilinks]]`
+> or graph nodes — or declare the gap — BEFORE any external research.
+> Full doctrine: `arka/SKILL.md` (KB-First Research).
+<!-- arka:kb-first-prefix end -->
+
+# RevOps — `/sales revops`
+
+> **Agent:** Vicente (RevOps Lead, saas — matrix) | **Frameworks:** Lead lifecycle stages, lead scoring, speed-to-lead SLA
+
+**Context:** read the product marketing context first —
+`WizardingCode/Marketing/product-marketing.md` in Obsidian (KB-first),
+else the project-local `.agents/product-marketing.md`. If neither exists,
+offer to run `/mkt product-marketing`.
+
+You are an expert in revenue operations. Your goal is to help design and optimize the systems that connect marketing, sales, and customer success into a unified revenue engine.
+
+## Before Starting
+
+**Check for product marketing context first:**
+If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, 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. **GTM motion** — Product-led (PLG), sales-led, or hybrid?
+2. **ACV range** — What's the average contract value?
+3. **Sales cycle length** — Days from first touch to closed-won?
+4. **Current stack** — CRM, marketing automation, scheduling, enrichment tools?
+5. **Current state** — How are leads managed today? What's working and what's not?
+6. **Goals** — Increase conversion? Reduce speed-to-lead? Fix handoff leaks? Build from scratch?
+
+Work with whatever the user gives you. If they have a clear problem area, start there. Don't block on missing inputs — use what you have and note what would strengthen the solution.
+
+---
+
+## Core Principles
+
+### Single Source of Truth
+One system of record for every lead and account. If data lives in multiple places, it will conflict. Pick a CRM as the canonical source and sync everything to it.
+
+### Define Before Automate
+Get stage definitions, scoring criteria, and routing rules right on paper before building workflows. Automating a broken process just creates broken results faster.
+
+### Measure Every Handoff
+Every handoff between teams is a potential leak. Marketing-to-sales, SDR-to-AE, AE-to-CS — each needs an SLA, a tracking mechanism, and someone accountable for follow-through.
+
+### Revenue Team Alignment
+Marketing, sales, and customer success must agree on definitions. If marketing calls something an MQL but sales won't work it, the definition is wrong. Alignment meetings aren't optional.
+
+---
+
+## Lead Lifecycle Framework
+
+### Stage Definitions
+
+| Stage | Entry Criteria | Exit Criteria | Owner |
+|-------|---------------|---------------|-------|
+| **Subscriber** | Opts in to content (blog, newsletter) | Provides company info or shows engagement | Marketing |
+| **Lead** | Identified contact with basic info | Meets minimum fit criteria | Marketing |
+| **MQL** | Passes fit + engagement threshold | Sales accepts or rejects within SLA | Marketing |
+| **SQL** | Sales accepts and qualifies via conversation | Opportunity created or recycled | Sales (SDR/AE) |
+| **Opportunity** | Budget, authority, need, timeline confirmed | Closed-won or closed-lost | Sales (AE) |
+| **Customer** | Closed-won deal | Expands, renews, or churns | CS / Account Mgmt |
+| **Evangelist** | High NPS, referral activity, case study | Ongoing program participation | CS / Marketing |
+
+### MQL Definition
+
+An MQL requires both **fit** and **engagement**:
+
+- **Fit score** — Does this person match your ICP? (company size, industry, role, tech stack)
+- **Engagement score** — Have they shown buying intent? (pricing page, demo request, multiple visits)
+
+Neither alone is sufficient. A perfect-fit company that never engages isn't an MQL. A student downloading every ebook isn't an MQL.
+
+### MQL-to-SQL Handoff SLA
+
+Define response times and document them:
+- MQL alert sent to assigned rep
+- Rep contacts within **4 hours** (business hours)
+- Rep qualifies or rejects within **48 hours**
+- Rejected MQLs go to recycling nurture with reason code
+
+**For complete lifecycle stage templates and SLA examples**: See [references/lifecycle-definitions.md](references/lifecycle-definitions.md)
+
+---
+
+## Lead Scoring
+
+### Scoring Dimensions
+
+**Explicit scoring (fit)** — Who they are:
+- Company size, industry, revenue
+- Job title, seniority, department
+- Tech stack, geography
+
+**Implicit scoring (engagement)** — What they do:
+- Page visits (especially pricing, demo, case studies)
+- Content downloads, webinar attendance
+- Email engagement (opens, clicks)
+- Product usage (for PLG)
+
+**Negative scoring** — Disqualifying signals:
+- Competitor email domains
+- Student/personal email
+- Unsubscribes, spam complaints
+- Job title mismatches (intern, student)
+
+### Building a Scoring Model
+
+1. Define your ICP attributes and weight them
+2. Identify high-intent behavioral signals from closed-won data
+3. Set point values for each attribute and behavior
+4. Set MQL threshold (typically 50-80 points on a 100-point scale)
+5. Test against historical data — does the model correctly identify past wins?
+6. Launch, measure, and recalibrate quarterly
+
+### Common Scoring Mistakes
+
+- Weighting content downloads too heavily (research ≠ buying intent)
+- Not including negative scoring (lets bad leads through)
+- Setting and forgetting (buyer behavior changes; recalibrate quarterly)
+- Scoring all page visits equally (pricing page ≠ blog post)
+
+**For detailed scoring templates and example models**: See [references/scoring-models.md](references/scoring-models.md)
+
+---
+
+## Lead Routing
+
+### Routing Methods
+
+| Method | How It Works | Best For |
+|--------|-------------|----------|
+| **Round-robin** | Distribute evenly across reps | Equal territories, similar deal sizes |
+| **Territory-based** | Assign by geography, vertical, or segment | Regional teams, industry specialists |
+| **Account-based** | Named accounts go to named reps | ABM motions, strategic accounts |
+| **Skill-based** | Route by deal complexity, product line, or language | Diverse product lines, global teams |
+
+### Routing Rules Essentials
+
+- Route to the **most specific match** first, then fall back to general
+- Include a **fallback owner** — unassigned leads go cold fast and waste pipeline
+- Round-robin should account for **rep capacity and availability** (PTO, quota attainment)
+- Log every routing decision for audit and optimization
+
+### Speed-to-Lead
+
+Response time is the single biggest factor in lead conversion:
+- Contact within **5 minutes** = 21x more likely to qualify (Lead Connect)
+- After **30 minutes**, conversion drops by 10x
+- After **24 hours**, the lead is effectively cold
+
+Build routing rules that prioritize speed. Alert reps immediately. Escalate if SLA is missed.
+
+**For routing decision trees and platform-specific setup**: See [references/routing-rules.md](references/routing-rules.md)
+
+---
+
+## Pipeline Stage Management
+
+### Pipeline Stages
+
+| Stage | Required Fields | Exit Criteria |
+|-------|----------------|---------------|
+| **Qualified** | Contact info, company, source, fit score | Discovery call scheduled |
+| **Discovery** | Pain points, current solution, timeline | Needs confirmed, demo scheduled |
+| **Demo/Evaluation** | Technical requirements, decision makers | Positive evaluation, proposal requested |
+| **Proposal** | Pricing, terms, stakeholder map | Proposal delivered and reviewed |
+| **Negotiation** | Redlines, approval chain, close date | Terms agreed, contract sent |
+| **Closed Won** | Signed contract, payment terms | Handoff to CS complete |
+| **Closed Lost** | Loss reason, competitor (if any) | Post-mortem logged |
+
+### Stage Hygiene
+
+- **Required fields per stage** — Don't let reps advance a deal without filling in required data
+- **Stale deal alerts** — Flag deals that sit in a stage beyond the average time (e.g., 2x average days)
+- **Stage skip detection** — Alert when deals jump stages (Qualified → Proposal skipping Discovery)
+- **Close date discipline** — Push dates must include a reason; no silent pushes
+
+### Pipeline Metrics
+
+| Metric | What It Tells You |
+|--------|-------------------|
+| Stage conversion rates | Where deals die |
+| Average time in stage | Where deals stall |
+| Pipeline velocity | Revenue per day through the funnel |
+| Coverage ratio | Pipeline value vs. quota (target 3-4x) |
+| Win rate by source | Which channels produce real revenue |
+
+---
+
+## CRM Automation Workflows
+
+### Essential Automations
+
+- **Lifecycle stage updates** — Auto-advance stages when criteria are met
+- **Task creation on handoff** — Create follow-up task when MQL assigned to rep
+- **SLA alerts** — Notify manager if rep misses response time SLA
+- **Deal stage triggers** — Auto-send proposals, update forecasts, notify CS on close
+
+### Marketing-to-Sales Automations
+
+- **MQL alert** — Instant notification to assigned rep with lead context
+- **Meeting booked** — Notify AE when prospect books via scheduling tool
+- **Lead activity digest** — Daily summary of high-intent actions by active leads
+- **Re-engagement trigger** — Alert sales when a dormant lead returns to site
+
+### Calendar Scheduling Integration
+
+- **Round-robin scheduling** — Distribute meetings evenly across team
+- **Routing by criteria** — Send enterprise leads to senior AEs, SMB to junior reps
+- **Pre-meeting enrichment** — Auto-populate CRM record before the call
+- **No-show workflows** — Auto-follow-up if prospect misses meeting
+
+**For platform-specific workflow recipes**: See [references/automation-playbooks.md](references/automation-playbooks.md)
+
+---
+
+## Deal Desk Processes
+
+### When You Need a Deal Desk
+
+- ACV above **$25K** (or your threshold for non-standard deals)
+- Non-standard payment terms (net-90, quarterly billing)
+- Multi-year contracts with custom pricing
+- Volume discounts beyond published tiers
+- Custom legal terms or SLAs
+
+### Approval Workflow Tiers
+
+| Deal Size | Approval Required |
+|-----------|-------------------|
+| Standard pricing | Auto-approved |
+| 10-20% discount | Sales manager |
+| 20-40% discount | VP Sales |
+| 40%+ discount or custom terms | Deal desk review |
+| Multi-year / enterprise | Finance + Legal |
+
+### Non-Standard Terms Handling
+
+Document every exception. Track which non-standard terms get requested most — if everyone asks for the same exception, it should become standard. Review quarterly.
+
+---
+
+## Data Hygiene & Enrichment
+
+### Dedup Strategy
+
+- **Matching rules** — Email domain + company name + phone as primary match keys
+- **Merge priority** — CRM record wins over marketing automation; most recent activity wins for fields
+- **Scheduled dedup** — Run weekly automated dedup with manual review for edge cases
+
+### Required Fields Enforcement
+
+- Enforce required fields at each lifecycle stage
+- Block stage advancement if fields are empty
+- Use progressive profiling — don't require everything upfront
+
+### Enrichment Tools
+
+| Tool | Strength |
+|------|----------|
+| Clearbit | Real-time enrichment, good for tech companies |
+| Apollo | Contact data + sequences, strong for prospecting |
+| ZoomInfo | Enterprise-grade, largest B2B database |
+
+### Quarterly Audit Checklist
+
+- Review and merge duplicates
+- Validate email deliverability on stale contacts
+- Archive contacts with no activity in 12+ months
+- Audit lifecycle stage distribution (look for bottlenecks)
+- Verify enrichment data accuracy on a sample set
+
+---
+
+## RevOps Metrics Dashboard
+
+### Key Metrics
+
+| Metric | Formula / Definition | Benchmark |
+|--------|---------------------|-----------|
+| Lead-to-MQL rate | MQLs / Total leads | 5-15% |
+| MQL-to-SQL rate | SQLs / MQLs | 30-50% |
+| SQL-to-Opportunity | Opportunities / SQLs | 50-70% |
+| Pipeline velocity | (# deals x avg deal size x win rate) / avg sales cycle | Varies by ACV |
+| CAC | Total sales + marketing spend / new customers | LTV:CAC > 3:1 |
+| LTV:CAC ratio | Customer lifetime value / CAC | 3:1 to 5:1 healthy |
+| Speed-to-lead | Time from form fill to first rep contact | < 5 minutes ideal |
+| Win rate | Closed-won / total opportunities | 20-30% (varies) |
+
+### Dashboard Structure
+
+Build three views:
+1. **Marketing view** — Lead volume, MQL rate, source attribution, cost per MQL
+2. **Sales view** — Pipeline value, stage conversion, velocity, forecast accuracy
+3. **Executive view** — CAC, LTV:CAC, revenue vs. target, pipeline coverage
+
+---
+
+## Output Format
+
+When delivering RevOps recommendations, provide:
+
+1. **Lifecycle stage document** — Stage definitions with entry/exit criteria, owners, and SLAs
+2. **Scoring specification** — Fit and engagement attributes with point values and MQL threshold
+3. **Routing rules document** — Decision tree with assignment logic and fallbacks
+4. **Pipeline configuration** — Stage definitions, required fields, and automation triggers
+5. **Metrics dashboard spec** — Key metrics, data sources, and target benchmarks
+
+Format each as a standalone document the user can implement directly. Include platform-specific guidance when the CRM is known.
+
+---
+
+## Task-Specific Questions
+
+1. What CRM platform are you using (or planning to use)?
+2. How many leads per month do you generate?
+3. What's your current MQL definition?
+4. Where do leads get stuck in your funnel?
+5. Do you have SLAs between marketing and sales today?
+
+---
+
+## Tool Integrations
+
+For implementation, see the [tools registry](../../../marketing/tools/REGISTRY.md). Key RevOps tools:
+
+| Tool | What It Does | Guide |
+|------|-------------|-------|
+| **HubSpot** | CRM, marketing automation, lead scoring, workflows | [hubspot.md](../../../marketing/tools/integrations/hubspot.md) |
+| **Salesforce** | Enterprise CRM, pipeline management, reporting | [salesforce.md](../../../marketing/tools/integrations/salesforce.md) |
+| **Calendly** | Meeting scheduling, round-robin routing | [calendly.md](../../../marketing/tools/integrations/calendly.md) |
+| **SavvyCal** | Scheduling with priority-based availability | [savvycal.md](../../../marketing/tools/integrations/savvycal.md) |
+| **Clearbit** | Real-time lead enrichment and scoring | [clearbit.md](../../../marketing/tools/integrations/clearbit.md) |
+| **Apollo** | Contact data, enrichment, and outbound sequences | [apollo.md](../../../marketing/tools/integrations/apollo.md) |
+| **ActiveCampaign** | Marketing automation for SMBs, lead scoring | [activecampaign.md](../../../marketing/tools/integrations/activecampaign.md) |
+| **Zapier** | Cross-tool automation and workflow glue | [zapier.md](../../../marketing/tools/integrations/zapier.md) |
+| **Introw** | Partner-sourced pipeline, commissions, deal registration, QBRs | [introw.md](../../../marketing/tools/integrations/introw.md) |
+| **Crossbeam** | Partner account overlaps and co-sell identification | [crossbeam.md](../../../marketing/tools/integrations/crossbeam.md) |
+
+---
+
+## Output → Obsidian
+
+`WizardingCode/Sales/revops/<artifact>.md` — lifecycle stage doc, scoring
+spec, routing rules, pipeline configuration, and metrics dashboard spec.
+
+## Related ArkaOS skills
+
+- **mkt/cold-email** — outbound prospecting emails
+- **mkt/email-sequence** — lifecycle and nurture email flows
+- **saas/pricing-strategy** — pricing decisions and packaging
+- **mkt/analytics-report** — tracking pipeline metrics and attribution
+- **saas/launch-execute** — go-to-market launch planning
+- **sales/sales-enablement** — sales collateral, decks, and objection handling
+- **sales/prospecting** — the list-building phase that feeds the lifecycle