CRM, lead flow and sales techniques · Sales enablement and the marketing-sales agreement
Two lists decide who gets a call: who fits you, and who is ready to buy.
Buyer fit attributes are yes or no facts about a lead that tell you whether they suit your business, and readiness signals are the actions that show they are close to buying. This page builds both lists from your won and lost deals and stores them as fields in your CRM.
Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.
In one paragraph
Buyer fit attributes are yes or no facts about a lead that tell you whether they suit your business, and readiness signals are the actions that show they are close to buying. This page builds both lists from your won and lost deals and stores them as fields in your CRM.
A rep in Rajkot spends Tuesday on a distributor who asked for a catalogue on WhatsApp and never replied, and ignores a trader who rang twice about credit terms. Both are in the sheet as leads. Nothing in the sheet says which one fits you or which one is about to buy.
Fit and readiness are separate questions. Fit is a short checklist of facts you can see: turnover band, GST registered or not, city tier, language, the kind of firm. Readiness is what the lead did: asked for a price, sent a drawing, came to the shop. A lead can fit perfectly and be months from buying, or be eager and wrong for you.
The sales head leads this, with marketing in the room because marketing sees the early actions and sales sees the closes. The owner signs the final checklist so that a rep cannot overrule it on a hunch. It adds fields to your CRM; it does not replace the ideal customer profile page, which describes the kind of firm worth chasing in words, whereas this turns it into rules a clerk can apply.
Where this sits
Topic 1 of 13 in crm, lead flow and sales techniques: sales enablement and the marketing-sales agreement. What sales and marketing agree on so leads move cleanly between them.
- The topic after
- Personas and positioning
If you want this done for you
Know exactly who your best customer looks like before you spend to find more of them.
The work
What this is actually like.
“Only keep rules you can see in the record”
A rule like serious about quality cannot be filled in by a telecaller. Keep attributes that are yes or no and already sit on the enquiry form or the GST number lookup: turnover band, city, language, registration status.
“Four to six rules is the limit”
Ten rules and every lead fails one, so reps stop using the list. Write the economic, market, geographic and eligibility groups, then cut to the handful that separated your good customers from your poor ones last year.
“WhatsApp is an intent channel”
A forwarded price list, a voice note asking about delivery to Nashik, a reply to the broadcast within the hour: these are readiness signals your website form never sees. Count them per lead, because they are cheap to give and still show who cares.
“Rank signals by what happened next”
Do not guess which action means intent. Count, for each action, how many leads took it in the last year and how many bought. A site visit might beat a quote request. Your own figures decide the order.
What we do
What you end up with.
The documents this topic produces, what each one is for, and how you know it is finished.
Fit checklist
Four to six yes or no rules with the field name for each. Columns: rule, group, where it is captured, who fills it. Mark rules that cannot yet be captured and fix the form.
Result: Finished when a telecaller can mark a new lead fit or unfit in under a minute.
Tested sample
Thirty to fifty recent leads or open deals run through the checklist, with fit, outcome and a note where the checklist got it wrong.
Result: Finished when the checklist agrees with what happened on more than half the sample and you can name the exceptions.
Signal map
Every trackable action by channel, with leads who took it, leads who bought, a rank, and a tag: hand-raise, ready to buy, interest only or warning sign.
Result: Finished when sales and marketing have both initialled every row.
Readiness definition
One written sentence saying which signals make a lead ready for a salesperson, using the top few rows of the signal map.
Result: Finished when the sentence is in the CRM help text next to the stage field.
CRM field list
The fit fields and a signal count, as named fields with allowed values and a mandatory flag.
Result: Finished when a new enquiry cannot be saved without the mandatory fit fields.
Why us
Why owners pick GullySales over an agency.
Marketing and sales, as one job
Most agencies stop at the enquiry. We also fix what happens after it: the reply, the follow-up, the quote and the CRM.
The person on the first call does the work
No account managers in between. You are never handed to someone you have not met.
A baseline before anything starts
Your numbers are written down on day one, so every later report compares against something honest.
The fee in writing, split three ways
Our time, your media spend and production on separate lines. You always see what goes to us.
No guarantees we cannot keep
The term is agreed in writing and never a default twelve months. We never promise a ranking or a lead count, because nobody controls those.
One office, and we say so
Nagarbhavi, Bengaluru. We work across India by call and WhatsApp and travel when a session needs to be in person.
#257, 3rd floor, Sri Nanjundeshwara Complex, Nagarbhavi 8th Block, Outer Ring Road. How we work.
Your brief
Tell us what you need, and we will read it before we call.
Eight short steps about your business, what you want and who decides. Most questions are a tap, and you can skip any you would rather answer on the call.
FAQ
Questions owners ask before they call.
Not here? More answers, or ask on WhatsApp.
How is this different from an ideal customer profile?
What if we have only twenty past deals?
Can a rep override the checklist?
Do we need a CRM for this?
How much does it cost?
How long is the contract?
How soon will we see results?
Who will actually do the work?
What do you need from us?
What if we are not happy with the work?
Where to go next
The work that carries this topic further.
The rest of sales enablement and the marketing-sales agreement
Or read all of crm, lead flow and sales techniques.
Your next practical step
Tell us what you are trying to grow, and we will read it before we call.
Eight short steps, mostly taps. Skip anything you would rather answer on the call.