CRM, lead flow and sales techniques · Sales enablement and the marketing-sales agreement
Write down what you expect before you try it, so the result teaches you something.
A sales experiment log is a sheet where each small test is recorded as a theory, an action, a predicted result, the actual result and a lesson. This page covers how to write a testable theory, set a tolerance, run the test for a fixed period and treat surprises, good ones included, as questions.
Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.
In one paragraph
A sales experiment log is a sheet where each small test is recorded as a theory, an action, a predicted result, the actual result and a lesson. This page covers how to write a testable theory, set a tolerance, run the test for a fixed period and treat surprises, good ones included, as questions.
A Madurai furniture showroom tries a WhatsApp offer before Pongal. Sales go up, everyone is pleased, and the next year the same offer is sent in the wrong month and falls flat. Nobody wrote down what they expected, or why, so there was nothing to learn from either result.
The log takes fifteen minutes per experiment. You write a one-line theory: we believe X will raise Y because Z. You name the number that will show it and predict it before acting. Next, carry out the action over a period set in advance. You enter the actual figure, mark whether it matched your prediction, and write one lesson and the next theory.
The sales head keeps the log, and the marketing person enters the figures from the CRM or the ad account. The owner reads it monthly. It does not need a tool; a shared sheet is enough.
It sits next to the coaching and review routines as the place where ideas are tested instead of argued.
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
Sales blames the leads, marketing blames the reps, and nobody has the data to settle it.
The work
What this is actually like.
“Predict first or the result teaches nothing”
If you decide afterwards whether forty enquiries is good, you will find a reason to be pleased. Write the expected number and the range that counts as as-expected before the first message goes out.
“A surprise win is still a surprise”
When the result beats your prediction, the theory was wrong, and that is worth knowing. Ask why before you repeat it. Otherwise you scale something you do not understand and cannot reproduce.
“Festival weeks distort everything”
A test run across Diwali, Onam or the wedding season measures the festival, not your change. Run the test for a fixed period outside the peak, or run it in the same week of two seasons and compare.
“One change at a time”
If you change the script, the offer and the lead source in the same fortnight, the log cannot say which did it. Keep each experiment to a single change, even when it feels slow.
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.
Experiment sheet
Columns: date, theory, metric, predicted value, tolerance, action, period, actual value, expected or not, lesson, next theory. One row per experiment.
Result: Finished when the prediction column is filled in before the action column is.
Theory statement
One sentence in the form we believe X will raise Y because Z, for example asking for a GST quote within seven days marks a ready buyer.
Result: Finished when a colleague can tell what number would prove it wrong.
Experiment review page
A thirty to forty-five minute meeting where each open experiment is closed with its actual, and every unexpected win gets a why.
Result: Finished when no experiment stays open past its stated end date.
Lessons list
A running sheet of what was learned, with the experiment it came from. Bring the top five into the next script or campaign.
Result: Finished when one lesson has changed a script, an offer or a rule.
Forecast against actual
At month end, the revenue you forecast beside what you booked, for the whole team.
Result: Finished when the gap is written down and each experiment is linked to it if relevant.
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 small can an experiment be?
Who decides which experiments to run?
What if the result is within tolerance but we still dislike it?
Do we share the log with the team?
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.
Services
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.