sinapse-ai 1.0.0

package/squad-commercial/templates/win-loss-analysis-template.md

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+# Win-Loss Analysis Template
+
+## Win-Loss Analysis — [Account Name]
+
+**Deal ID:** [CRM ID]
+**Analyst:** [Name]
+**Date of Analysis:** [Date]
+**Outcome:** Won / Lost
+
+---
+
+## 1. Deal Overview
+
+| Field | Value |
+|-------|-------|
+| Account | [Company Name] |
+| Contact(s) | [Names and titles] |
+| Deal Value | R$ [ACV] |
+| Deal Type | New Logo / Expansion / Renewal |
+| Sales Cycle Length | [X] days |
+| Pipeline Source | Inbound / Outbound / Referral |
+| Sales Rep | [Name] |
+| CSM (if expansion) | [Name] |
+| Date Opened | [Date] |
+| Date Closed | [Date] |
+| Outcome | **Won** / **Lost** to [competitor / status quo / budget cut] |
+
+---
+
+## 2. MEDDIC Retrospective
+
+| Element | Score at Close (0-2) | Retrospective Assessment |
+|---------|---------------------|------------------------|
+| Metrics | | Was the business impact clearly quantified? |
+| Economic Buyer | | Did we have the right person? Were they engaged? |
+| Decision Criteria | | Did we know and address all criteria? |
+| Decision Process | | Did we understand and navigate the process correctly? |
+| Paper Process | | Were there procurement surprises? |
+| Identify Pain | | Was the pain compelling enough? |
+| Champion | | Did we have a strong internal advocate? |
+| Competition | | Did we understand and counter the alternatives? |
+| **Total** | **/16** | |
+
+### MEDDIC Gap Analysis
+[Which MEDDIC elements were weakest? How did they contribute to the outcome?]
+
+---
+
+## 3. Win/Loss Factors
+
+### If Won:
+| Factor | Impact (High/Med/Low) | Evidence |
+|--------|---------------------|---------|
+| Relationship/trust with champion | | |
+| Case study / social proof relevance | | |
+| Discovery quality (understood needs) | | |
+| Proposal structure (three-options) | | |
+| Pricing / value perception | | |
+| Team expertise / presentation | | |
+| Competitive differentiation | | |
+| Speed / responsiveness | | |
+| Guarantee / risk reversal | | |
+| Other: [specify] | | |
+
+**Primary win reason:** [1-2 sentences — the main reason we won]
+
+### If Lost:
+| Factor | Impact (High/Med/Low) | Evidence |
+|--------|---------------------|---------|
+| Price too high | | |
+| Lost to specific competitor | | |
+| Status quo / no decision | | |
+| Budget cut or timing | | |
+| Wrong champion / no access to EB | | |
+| Discovery too shallow | | |
+| Proposal didn't resonate | | |
+| Slow response / poor experience | | |
+| Scope mismatch | | |
+| Other: [specify] | | |
+
+**Primary loss reason:** [1-2 sentences — the main reason we lost]
+
+---
+
+## 4. Competitive Analysis (If Competitive Loss)
+
+| Dimension | Us | Competitor | Advantage |
+|-----------|-----|-----------|-----------|
+| Price | R$ | R$ | Them / Us |
+| Scope | | | |
+| Team experience | | | |
+| Methodology | | | |
+| Case studies | | | |
+| Relationship | | | |
+| Speed to proposal | | | |
+| Perceived risk | | | |
+
+**Competitive takeaway:** [What did the competitor do better? What can we learn?]
+
+---
+
+## 5. Process Retrospective
+
+### Sales Process Adherence
+| Stage | Executed Correctly? | Notes |
+|-------|-------------------|-------|
+| Research / pre-call prep | ✅/❌ | |
+| Discovery (SPIN framework) | ✅/❌ | |
+| Qualification (MEDDIC) | ✅/❌ | |
+| Solution design | ✅/❌ | |
+| Proposal (Three-Options) | ✅/❌ | |
+| Presentation / demo | ✅/❌ | |
+| Objection handling | ✅/❌ | |
+| Close / negotiation | ✅/❌ | |
+
+### Timeline Analysis
+| Milestone | Expected | Actual | Variance |
+|----------|----------|--------|---------|
+| First meeting to qualified | [X] days | [Y] days | +/- |
+| Qualified to proposal | [X] days | [Y] days | +/- |
+| Proposal to decision | [X] days | [Y] days | +/- |
+| Total cycle | [X] days | [Y] days | +/- |
+
+---
+
+## 6. Client Feedback (If Available)
+
+### Post-Decision Interview
+| Question | Response |
+|----------|---------|
+| What was the deciding factor? | |
+| What did we do well? | |
+| What could we have done better? | |
+| How did we compare to alternatives? | |
+| Would you consider us for future needs? | |
+
+---
+
+## 7. Lessons & Actions
+
+### Key Learnings
+1. [Learning 1 — specific, actionable]
+2. [Learning 2 — specific, actionable]
+3. [Learning 3 — specific, actionable]
+
+### Recommended Actions
+| Action | Owner | Priority | Due Date |
+|--------|-------|----------|----------|
+| [Specific action to improve future outcomes] | | P1/P2/P3 | |
+| [Specific action to improve future outcomes] | | P1/P2/P3 | |
+| [Specific action to improve future outcomes] | | P1/P2/P3 | |
+
+### Pattern Recognition
+[Does this win/loss fit a pattern we've seen before? Reference previous analyses if applicable.]
+
+---
+
+## 8. Tags & Classification
+
+| Tag | Value |
+|-----|-------|
+| Industry | [Client industry] |
+| Deal size category | Small (<R$30K) / Medium (R$30-100K) / Large (>R$100K) |
+| Service line | [Primary service] |
+| Win/Loss reason category | Price / Competition / Timing / Relationship / Scope / Other |
+| Repeatable win factor | [If won: what's replicable?] |
+| Preventable loss factor | [If lost: what was within our control?] |
+
+---
+
+*Analysis completed by [Name] on [Date]. Filed in [CRM/shared drive location].*

package/squad-commercial/workflows/churn-prevention-protocol.yaml

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+name: churn-prevention-protocol
+description: >
+  Protocolo de prevenção de churn — ativado automaticamente quando Health Score cai
+  para Yellow (<80) ou Red (<50). Escala resposta baseada na severidade.
+
+trigger: Health Score drops below 80 (Yellow) or below 50 (Red)
+owner: cs-client-success (Bond)
+estimated_duration: 2-8 weeks depending on severity
+
+phases:
+  - id: alert-triage
+    name: Alert Triage & Assessment
+    agent: cs-client-success
+    tasks:
+      - identify-churn-risks
+    artifacts:
+      - risk-assessment.md
+    exit_criteria:
+      - Root cause hypothesis formed
+      - Risk severity classified (Yellow or Red)
+      - Client relationship temperature checked
+      - Historical pattern reviewed (first time vs recurring)
+    duration: 24 hours (Yellow), 4 hours (Red)
+    sla:
+      yellow: Assessment within 24 hours
+      red: Assessment within 4 hours
+
+  - id: intervention-plan
+    name: Intervention Planning
+    agent: cs-client-success
+    depends_on: [alert-triage]
+    tasks:
+      - execute-save-play
+      - build-cs-playbooks
+    artifacts:
+      - save-play-plan.md
+      - intervention-timeline.md
+    exit_criteria:
+      - Specific intervention actions defined per root cause
+      - Internal alignment meeting held (CSM + Manager)
+      - Resources allocated (time, budget, escalation authority)
+      - Client outreach strategy agreed
+    duration: 1-2 days
+
+  - id: executive-alignment
+    name: Executive Alignment (Red Only)
+    agent: cs-orchestrator
+    depends_on: [intervention-plan]
+    condition: severity == "red"
+    tasks:
+      - conduct-deal-review
+    artifacts:
+      - executive-briefing.md
+    exit_criteria:
+      - CS Director briefed on account risk
+      - Executive sponsor assigned if needed
+      - Budget authority for concessions approved
+      - Escalation path to CEO defined if critical account
+    duration: 1 day
+
+  - id: client-engagement
+    name: Client Engagement & Recovery
+    agent: cs-client-success
+    depends_on: [intervention-plan]
+    tasks:
+      - design-qbr-framework
+      - execute-save-play
+    artifacts:
+      - recovery-meeting-notes.md
+      - action-plan-shared.md
+    exit_criteria:
+      - Direct conversation with client champion
+      - Issues acknowledged and validated
+      - Joint action plan created with specific dates
+      - Quick-win identified and committed (show immediate value)
+    duration: 1-2 weeks
+
+  - id: delivery-recovery
+    name: Delivery Recovery Actions
+    agent: cs-orchestrator
+    depends_on: [client-engagement]
+    tasks:
+      - manage-commercial-handoffs
+    artifacts:
+      - recovery-progress.md
+    exit_criteria:
+      - All committed actions being executed
+      - Weekly progress updates to client
+      - Service delivery issues resolved or escalated
+      - Additional resources deployed if needed
+    duration: 2-4 weeks
+
+  - id: monitoring
+    name: Recovery Monitoring
+    agent: cs-client-success
+    depends_on: [delivery-recovery]
+    tasks:
+      - design-health-score
+      - run-nps-program
+    artifacts:
+      - recovery-report.md
+      - health-score-trend.md
+    exit_criteria:
+      - Health Score trending upward (week-over-week improvement)
+      - Client confirms satisfaction improvement
+      - Root cause fully addressed
+      - Account moved back to Green (≥80) OR escalated
+    duration: 2-4 weeks monitoring period
+
+  - id: post-mortem
+    name: Post-Mortem & Prevention
+    agent: cs-orchestrator
+    depends_on: [monitoring]
+    tasks:
+      - conduct-commercial-retrospective
+    artifacts:
+      - churn-prevention-postmortem.md
+    exit_criteria:
+      - Root cause documented
+      - Systemic fixes identified (process, product, people)
+      - Playbook updated with learnings
+      - Prevention measures implemented
+    duration: 1 session (2 hours)
+
+escalation_matrix:
+  yellow_alert:
+    response_time: 24 hours
+    owner: CSM
+    notification: CS Manager (email)
+    authority: Standard service recovery
+  red_alert:
+    response_time: 4 hours
+    owner: CSM + CS Director
+    notification: CS Director (immediate) + Head of Revenue (same day)
+    authority: Concessions up to 15% of ARR
+  critical_account_red:
+    response_time: 2 hours
+    owner: CS Director + CEO
+    notification: CEO (immediate)
+    authority: Full recovery authority
+    criteria: Top 10 account by ARR AND Red health score
+
+quality_gates:
+  - name: Assessment Quality Gate
+    phase: alert-triage
+    criteria:
+      - Root cause is specific (not generic "client unhappy")
+      - Impact quantified (ARR at risk, expansion lost)
+      - Historical context reviewed
+  - name: Recovery Quality Gate
+    phase: monitoring
+    criteria:
+      - Health Score improved ≥ 10 points from nadir
+      - Client verbal confirmation of improvement
+      - No new issues surfaced during recovery

package/squad-commercial/workflows/client-onboarding-activation.yaml

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+name: client-onboarding-activation
+description: >
+  Workflow de onboarding de novo cliente — do contrato assinado até a ativação completa
+  em 30 dias. Orquestra handoff comercial→CS e garante time-to-value acelerado.
+
+trigger: Contract signed (deal marked Closed-Won in CRM)
+owner: cs-client-success (Bond)
+estimated_duration: 30 days
+
+phases:
+  - id: handoff
+    name: Sales-to-CS Handoff
+    agent: cs-orchestrator
+    tasks:
+      - manage-commercial-handoffs
+    artifacts:
+      - handoff-document.md
+      - account-brief.md
+    exit_criteria:
+      - Complete handoff document received from sales
+      - Key contacts and stakeholders mapped
+      - Discovery notes and proposal shared with CS
+      - CSM assigned and introduced to client
+    duration: 1-3 days
+    sla: Kickoff call scheduled within 5 business days of contract
+
+  - id: success-planning
+    name: Success Plan Co-Creation
+    agent: cs-client-success
+    depends_on: [handoff]
+    tasks:
+      - create-success-plan-template
+      - design-health-score
+    artifacts:
+      - success-plan-draft.md
+      - health-score-baseline.md
+    exit_criteria:
+      - Success plan drafted with client objectives
+      - Milestones defined for 30/60/90 days
+      - Health score initialized with baseline data
+      - Communication cadence agreed
+    duration: 5-7 days
+
+  - id: kickoff-execution
+    name: Kickoff & Onboarding Execution
+    agent: cs-client-success
+    depends_on: [success-planning]
+    tasks:
+      - create-onboarding-playbook
+    artifacts:
+      - kickoff-deck.md
+      - onboarding-checklist.md
+    exit_criteria:
+      - Kickoff meeting conducted with all stakeholders
+      - Onboarding checklist items initiated
+      - Client has access to all required platforms/tools
+      - First deliverable timeline confirmed
+    duration: 1-2 weeks
+
+  - id: crm-account-setup
+    name: CRM Account Configuration
+    agent: cs-crm-specialist
+    depends_on: [handoff]
+    parallel_with: [success-planning]
+    tasks:
+      - configure-activity-tracking
+    artifacts:
+      - account-config-log.md
+    exit_criteria:
+      - Account fully configured in CRM
+      - Health score tracking active
+      - Activity tracking for CS touchpoints configured
+      - Renewal date and milestones calendared
+    duration: 1-2 days
+
+  - id: thirty-day-checkpoint
+    name: 30-Day Activation Checkpoint
+    agent: cs-client-success
+    depends_on: [kickoff-execution, crm-account-setup]
+    tasks:
+      - build-cs-playbooks
+    artifacts:
+      - thirty-day-review.md
+      - health-score-update.md
+    exit_criteria:
+      - 30-day milestone achieved (or gap plan created)
+      - Health score trending green
+      - Client confirms satisfaction via check-in
+      - Success plan updated with progress
+      - Quick-win delivered and documented
+    duration: Day 28-30
+
+quality_gates:
+  - name: Handoff Quality Gate
+    phase: handoff
+    criteria:
+      - All MEDDIC fields transferred from sales
+      - Client expectations documented from discovery/proposal
+      - No open issues or unresolved promises from sales
+  - name: Activation Quality Gate
+    phase: thirty-day-checkpoint
+    criteria:
+      - Client satisfaction confirmed (verbal or survey)
+      - At least 1 measurable quick-win delivered
+      - Health score ≥ 70 (green/yellow minimum)
+      - No critical risks unaddressed
+
+cross_squad_dependencies:
+  - squad: squad-content
+    context: Content deliverables during onboarding period
+  - squad: squad-design
+    context: Digital assets or platform access setup

package/squad-commercial/workflows/expansion-revenue-cycle.yaml

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+name: expansion-revenue-cycle
+description: >
+  Ciclo de receita de expansão — identificação, qualificação e execução de upsell/cross-sell
+  em clientes existentes. Contribui diretamente para NRR > 110%.
+
+trigger: Expansion trigger detected (QBR insight, usage threshold, or proactive mapping)
+owner: cs-client-success (Bond)
+estimated_duration: 4-8 weeks per opportunity
+
+phases:
+  - id: signal-detection
+    name: Expansion Signal Detection
+    agent: cs-client-success
+    tasks:
+      - map-expansion-opportunities
+    artifacts:
+      - expansion-signals.md
+    exit_criteria:
+      - Trigger validated (not just noise)
+      - Account health confirmed Green (≥80)
+      - Client tenure ≥ 6 months
+      - Current deliverables on track (no open issues)
+    duration: Ongoing (signals detected continuously)
+
+  - id: opportunity-qualification
+    name: Opportunity Qualification
+    agent: cs-client-success
+    depends_on: [signal-detection]
+    tasks:
+      - design-qbr-framework
+    artifacts:
+      - expansion-opportunity-brief.md
+    exit_criteria:
+      - Need validated with client champion
+      - Budget signal confirmed (timing and availability)
+      - Decision maker identified for expansion
+      - Estimated value sized
+    duration: 1-2 weeks
+
+  - id: solution-design
+    name: Solution Design & Packaging
+    agent: cs-offer-designer
+    depends_on: [opportunity-qualification]
+    tasks:
+      - architect-upsell-path
+      - design-service-tiers
+    artifacts:
+      - expansion-solution.md
+    exit_criteria:
+      - Solution mapped to validated client need
+      - Pricing aligned with existing contract structure
+      - Three-options framework applied (if new service line)
+      - Internal margin analysis completed
+    duration: 3-5 days
+
+  - id: proposal-delivery
+    name: Proposal & Negotiation
+    agent: cs-sales-enablement
+    depends_on: [solution-design]
+    tasks:
+      - review-proposals
+      - build-demo-scripts
+    artifacts:
+      - expansion-proposal.md
+    exit_criteria:
+      - Proposal passes quality gate (21-point checklist)
+      - Proposal presented to decision maker
+      - Questions and concerns addressed
+      - Decision timeline confirmed
+    duration: 1-2 weeks
+
+  - id: close-activate
+    name: Close & Activate
+    agent: cs-orchestrator
+    depends_on: [proposal-delivery]
+    tasks:
+      - manage-commercial-handoffs
+      - coordinate-revenue-cycle
+    artifacts:
+      - expansion-contract.md
+      - activation-plan.md
+    exit_criteria:
+      - Contract amendment or new SOW signed
+      - CRM updated with expanded ARR
+      - Delivery team briefed on new scope
+      - Success plan updated with expansion milestones
+    duration: 1-2 weeks
+
+  - id: tracking
+    name: Revenue Tracking & Attribution
+    agent: cs-revops-analyst
+    depends_on: [close-activate]
+    tasks:
+      - monitor-saas-metrics
+      - create-revenue-dashboard
+    artifacts:
+      - expansion-tracking.md
+    exit_criteria:
+      - Expansion revenue attributed to correct source
+      - NRR impact calculated
+      - CSM credited for expansion contribution
+      - Dashboard updated with new ARR
+    duration: 1-2 days
+
+quality_gates:
+  - name: Expansion Qualification Gate
+    phase: opportunity-qualification
+    criteria:
+      - Client Health Score ≥ 80
+      - Champion confirmed and engaged
+      - Budget and timing validated
+      - Current engagement satisfaction ≥ 8/10
+  - name: Proposal Quality Gate
+    phase: proposal-delivery
+    criteria:
+      - 21-point proposal checklist score ≥ 18
+      - Discovery-to-proposal alignment verified
+      - ROI estimate included and defensible
+
+nrr_impact:
+  target: NRR > 110%
+  formula: (Beginning ARR + Expansion - Contraction - Churn) / Beginning ARR × 100
+  expansion_target: ≥ 20% of eligible accounts expanded per quarter

package/squad-commercial/workflows/new-offer-launch.yaml

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+name: new-offer-launch
+description: >
+  Workflow completo para lançamento de nova oferta — do design à ativação comercial.
+  Integra Mint (design), Edge (enablement), Cascade (demand gen), Vault (CRM), e Ledger (tracking).
+
+trigger: New service or offer package ready for market launch
+owner: cs-orchestrator (Pipeline)
+estimated_duration: 4-6 weeks
+
+phases:
+  - id: offer-design
+    name: Offer Design & Packaging
+    agent: cs-offer-designer
+    tasks:
+      - apply-value-equation
+      - design-service-tiers
+      - develop-pricing-strategy
+      - design-guarantees
+    artifacts:
+      - offer-brief.md
+      - pricing-model.xlsx
+      - guarantee-framework.md
+    exit_criteria:
+      - Value equation score ≥ 7/10
+      - Three-tier pricing with clear differentiation
+      - At least one risk-reversal guarantee defined
+    duration: 1-2 weeks
+
+  - id: positioning
+    name: Positioning & Competitive
+    agent: cs-offer-designer
+    depends_on: [offer-design]
+    tasks:
+      - conduct-positioning-workshop
+      - map-competitive-landscape
+    artifacts:
+      - positioning-statement.md
+      - competitive-battlecards.md
+    exit_criteria:
+      - April Dunford 5-component positioning complete
+      - Competitive comparison matrix for top 5 alternatives
+    duration: 3-5 days
+
+  - id: sales-enablement
+    name: Sales Enablement Preparation
+    agent: cs-sales-enablement
+    depends_on: [positioning]
+    tasks:
+      - build-sales-playbook
+      - build-demo-scripts
+      - create-objection-library
+    artifacts:
+      - offer-playbook.md
+      - demo-script.md
+      - objection-responses.md
+    exit_criteria:
+      - Playbook covers full sales cycle for new offer
+      - Demo script customized to new offer value proposition
+      - Top 10 anticipated objections with responses
+    duration: 1 week
+
+  - id: funnel-activation
+    name: Funnel & Demand Generation Setup
+    agent: cs-funnel-architect
+    depends_on: [positioning]
+    parallel_with: [sales-enablement]
+    tasks:
+      - design-lead-magnets
+      - build-nurture-sequences
+      - map-content-to-funnel
+    artifacts:
+      - lead-magnet-brief.md
+      - nurture-sequence-config.md
+      - content-funnel-map.md
+    exit_criteria:
+      - At least 1 lead magnet designed for new offer
+      - Nurture sequence with ≥ 5 touchpoints
+      - Content mapped to TOFU/MOFU/BOFU for new offer
+    duration: 1 week
+
+  - id: crm-setup
+    name: CRM & Pipeline Configuration
+    agent: cs-crm-specialist
+    depends_on: [sales-enablement]
+    tasks:
+      - configure-pipeline-stages
+      - configure-activity-tracking
+    artifacts:
+      - crm-configuration-log.md
+    exit_criteria:
+      - Pipeline stages reflect new offer sales cycle
+      - Activity tracking configured for offer-specific metrics
+    duration: 2-3 days
+
+  - id: launch-activation
+    name: Launch & Team Activation
+    agent: cs-sales-enablement
+    depends_on: [crm-setup, funnel-activation]
+    tasks:
+      - review-proposals
+    artifacts:
+      - launch-readiness-checklist.md
+      - team-training-log.md
+    exit_criteria:
+      - Team trained on new offer (quiz pass rate 80%+)
+      - Proposal templates updated with new offer options
+      - First prospect list identified for outbound
+    duration: 3-5 days
+
+  - id: tracking-setup
+    name: Revenue Tracking Setup
+    agent: cs-revops-analyst
+    depends_on: [launch-activation]
+    tasks:
+      - create-revenue-dashboard
+      - monitor-saas-metrics
+    artifacts:
+      - offer-dashboard.md
+    exit_criteria:
+      - Dashboard tracking offer-specific pipeline and revenue
+      - 30/60/90 day targets defined
+    duration: 2-3 days
+
+quality_gates:
+  - name: Offer Quality Gate
+    phase: offer-design
+    criteria:
+      - Hormozi Value Equation applied and scored
+      - Three-options pricing structure validated
+      - Guarantee designed with clear boundaries
+  - name: Launch Readiness Gate
+    phase: launch-activation
+    criteria:
+      - All team members trained and certified
+      - CRM configured and tested
+      - At least 3 proposal templates ready
+      - Funnel assets live or scheduled
+
+cross_squad_dependencies:
+  - squad: squad-content
+    context: Content creation for lead magnets and nurture sequences
+  - squad: squad-copy
+    context: Copy for offer pages, email sequences, and proposals
+  - squad: squad-brand
+    context: Brand-aligned visual identity for new offer materials