Module 7: Building a Repeatable Sales Process
Document what works, set up metrics, and prepare to transition from founder-led to a scalable sales organization.
Module Tasks
Document your sales process
Write down every step of your sales process from lead to close, including templates, scripts, and playbooks.
Define and track key metrics
Set up dashboards to track conversion rates, deal velocity, win/loss reasons, and other key metrics.
Create your first sales hire profile
Define the ideal profile for your first sales hire based on what you've learned from founder-led sales.
Build onboarding materials
Create training materials that would let a new hire ramp up quickly on your product, process, and customers.
Plan your transition from founder-led sales
Decide when and how to hand off sales responsibilities, and what founder involvement should look like long-term.
Define Your Sales Stages
A clear pipeline with defined stages enables forecasting, coaching, and process improvement.
| Stage | Definition | Entry Criteria | Key Metric |
|---|---|---|---|
| Lead | Any company/contact that might be a fit |
| Lead volume, ICP match rate |
| Qualified | Confirmed fit, identified decision maker |
| Qualification rate |
| Discovery | Active conversation about needs |
| Discovery completion rate |
| Proposal | Proposal sent, awaiting decision |
| Proposal to close rate |
| Negotiation | Active negotiation on terms |
| Negotiation duration |
| Closed Won | Contract signed, payment received |
| Close rate, deal size |
| Closed Lost | Deal did not close |
| Loss reasons analysis |
Key Sales Metrics to Track
Lead-to-Qualified Rate
% of leads that become qualified opportunities
Qualified-to-Won Rate
% of qualified opportunities that close
Average Deal Size
Average revenue per closed deal
Sales Cycle Length
Average days from lead to close
Win/Loss Ratio
Wins vs losses in competitive deals
Pipeline Coverage
Pipeline value / quota
When to Hire Your First Sales Rep
You're consistently closing deals
You've proven the sales motion works and can be replicated
Not yet if: If you're still figuring out what works, a rep will struggle more than you
You're turning away leads
You have more demand than you can handle as founder
Not yet if: If lead gen is the bottleneck, hire for marketing first
You have documented playbooks
A new hire has something to follow and learn from
Not yet if: Without playbooks, they'll flounder and you'll waste time
Your deal size supports the economics
Deal size × volume can support a salary + commission
Not yet if: If deals are too small, consider self-serve or PLG first
You can invest 20+ hours in onboarding
New reps need heavy founder involvement early
Not yet if: If you can't dedicate time to training, wait
Your First Sales Hire Profile
Must-Haves
Avoid
Compensation Guidelines
Onboarding Transition Playbook
How to transition from founder-led to rep-led sales without losing momentum.
Phase 1: Shadow
Weeks 1-2Phase 2: Co-Pilot
Weeks 3-4Phase 3: Reverse Shadow
Weeks 5-6Phase 4: Independent
Week 7+Founder Involvement Long-Term
Even after hiring sales reps, founders should stay involved in these areas:
Join calls for enterprise or strategic accounts
Review pipeline, coach on specific deals
Deep dive on what's working and what's not
Translate sales learnings into product insights
Interview candidates, train new hires
Adjust based on market feedback
Key Takeaways
- 1.Document everything - your playbook is what makes sales scalable beyond you.
- 2.Track metrics from day one - you can't improve what you don't measure.
- 3.Don't hire too early - wait until you have a repeatable motion and documented process.
- 4.Your first sales hire should be a full-cycle closer who can operate independently.
- 5.Stay involved in strategic deals, win/loss analysis, and product feedback even after hiring.
Congratulations!
You've completed the Founder-Led Sales learning path. You now have the frameworks, techniques, and playbooks to close your first customers and build a scalable sales process.