1. [Work](/work) 2. / 3. [VRIFY](/work/vrify) 4. / 5. Sales Motion & Team Structure ![VRIFY logo](/_next/image?url=%2Fimages%2Fwriting%2Fvrify%2F01-6c08e8a6.png&w=3840&q=75) # Sales Motion & Team Structure From proof to paid: a sales system that compounds Timeframe Aug 2024 to Sept 2025 Company VRIFY Role VP Marketing Read time 5 min Scroll to read Read with... Pick an agent - [ChatGPT](https://chatgpt.com/?q=Read%20this%20case%20study%3A%20VRIFY%20Sales%20Motion%20%26%20Team%20Structure%0AURL%3A%20https%3A%2F%2Fwww.assemblydigital.com%2Fwork%2Fvrify%2Fvrify-sales-motion-and-team-structure%0A%0APage%20context%3A%0ASummary%3A%20From%20proof%20to%20paid%3A%20a%20sales%20system%20that%20compounds%0A-%20Company%3A%20VRIFY%0A-%20Role%3A%20VP%20Marketing%0A-%20Timeframe%3A%20Aug%202024%20to%20Sept%202025%0A-%20Highlights%3A%20Stage%20framework%20with%20entry%20and%20exit%20gates%20plus%20required%20CRM%20fields%20%7C%20Proof-led%20motion%20\(proof%20%E2%86%92%20demo%20%E2%86%92%20win\)%20tied%20to%20enablement%2C%20RevOps%2C%20and%20comp%20%7C%20Forecast%20discipline%20with%20categories%2C%20weekly%20cadence%2C%20and%20scorecard%0A%0AReturn%3A%0A1\)%20The%20business%20problem%20in%20one%20sentence.%0A2\)%20The%20operating%20moves%20that%20mattered.%0A3\)%20Reusable%20lessons%20for%20a%20similar%20team.%0A4\)%20One%20question%20to%20ask%20before%20applying%20this%20pattern.%0A%0AUse%20the%20page%20as%20the%20source%20of%20truth.%20Keep%20it%20concise%20and%20specific.) - [Claude](https://claude.ai/new?q=Read%20this%20case%20study%3A%20VRIFY%20Sales%20Motion%20%26%20Team%20Structure%0AURL%3A%20https%3A%2F%2Fwww.assemblydigital.com%2Fwork%2Fvrify%2Fvrify-sales-motion-and-team-structure%0A%0APage%20context%3A%0ASummary%3A%20From%20proof%20to%20paid%3A%20a%20sales%20system%20that%20compounds%0A-%20Company%3A%20VRIFY%0A-%20Role%3A%20VP%20Marketing%0A-%20Timeframe%3A%20Aug%202024%20to%20Sept%202025%0A-%20Highlights%3A%20Stage%20framework%20with%20entry%20and%20exit%20gates%20plus%20required%20CRM%20fields%20%7C%20Proof-led%20motion%20\(proof%20%E2%86%92%20demo%20%E2%86%92%20win\)%20tied%20to%20enablement%2C%20RevOps%2C%20and%20comp%20%7C%20Forecast%20discipline%20with%20categories%2C%20weekly%20cadence%2C%20and%20scorecard%0A%0AReturn%3A%0A1\)%20The%20business%20problem%20in%20one%20sentence.%0A2\)%20The%20operating%20moves%20that%20mattered.%0A3\)%20Reusable%20lessons%20for%20a%20similar%20team.%0A4\)%20One%20question%20to%20ask%20before%20applying%20this%20pattern.%0A%0AUse%20the%20page%20as%20the%20source%20of%20truth.%20Keep%20it%20concise%20and%20specific.) - [Perplexity](https://www.perplexity.ai/search/new?q=Read%20this%20case%20study%3A%20VRIFY%20Sales%20Motion%20%26%20Team%20Structure%0AURL%3A%20https%3A%2F%2Fwww.assemblydigital.com%2Fwork%2Fvrify%2Fvrify-sales-motion-and-team-structure%0A%0APage%20context%3A%0ASummary%3A%20From%20proof%20to%20paid%3A%20a%20sales%20system%20that%20compounds%0A-%20Company%3A%20VRIFY%0A-%20Role%3A%20VP%20Marketing%0A-%20Timeframe%3A%20Aug%202024%20to%20Sept%202025%0A-%20Highlights%3A%20Stage%20framework%20with%20entry%20and%20exit%20gates%20plus%20required%20CRM%20fields%20%7C%20Proof-led%20motion%20\(proof%20%E2%86%92%20demo%20%E2%86%92%20win\)%20tied%20to%20enablement%2C%20RevOps%2C%20and%20comp%20%7C%20Forecast%20discipline%20with%20categories%2C%20weekly%20cadence%2C%20and%20scorecard%0A%0AReturn%3A%0A1\)%20The%20business%20problem%20in%20one%20sentence.%0A2\)%20The%20operating%20moves%20that%20mattered.%0A3\)%20Reusable%20lessons%20for%20a%20similar%20team.%0A4\)%20One%20question%20to%20ask%20before%20applying%20this%20pattern.%0A%0AUse%20the%20page%20as%20the%20source%20of%20truth.%20Keep%20it%20concise%20and%20specific.) - [Your Claw](https://openclaw.ai) - [Gemini](https://gemini.google.com/app) Gemini and Your Claw use copy and paste. Part of [ VRIFY Aug 2024 to Sept 2025 ](/work/vrify) - 01Stage framework with entry and exit gates plus required CRM fields - 02Proof-led motion (proof → demo → win) tied to enablement, RevOps, and comp - 03Forecast discipline with categories, weekly cadence, and scorecard This is a deep dive in the [VRIFY case study](/work/vrify). As VP Marketing, I partnered with Sales leadership, RevOps, and the proof team (Solutions and Geoscience) to make the proof-led motion enforceable in stages, handoffs, and coaching. The loop: proof → demo → win. When we tightened the GTM, Sales became the link between attention and ARR. The mandate was simple: run a **proof‑led motion** (proof → demo → win), make stage quality non‑negotiable, and build a team/comp system that rewards deals that advance with speed and discipline. **What changed**: We made proof → demo → win the default arc, tightened stage gates and CRM hygiene, and aligned enablement, RevOps, and comp to reward clean progress. ## [1) Why we changed the motion (starting point)](#1-why-we-changed-the-motion-starting-point) - Great event and ABM energy, inconsistent conversion beyond first meetings. - Stages existed, but entry/exit criteria varied by rep, forecasting was nonexistent. - Proofs (pilots/POCs) were powerful but not systematically sold or measured. **Strategic response** 1. Normalize **proof → demo → win** as the universal arc. 2. Codify **stage gates** and CRM hygiene, coach to behaviour. 3. Align **comp, enablement, and RevOps** to the proof‑led motion. ## [2) Stage framework (definitions and gates)](#2-stage-framework-definitions-and-gates) > Single source of truth lives in the Sales Stages one‑pager. Below is the narrative overview. ![FY25 sales stages (proof-led motion)](/images/writing/vrify/vrify-sales-stages.jpg) **Inbound Qualified** _Gate in:_ MQL/hand‑raiser matched to ICP & persona; SDR validation complete. _Gate out:_ Meeting held & discovery started; ownership transfers to AE. **Outbound Engaged** _Gate in:_ SDR sequence yields positive engagement (reply/call) from target persona; clear problem statement or event intent. _Gate out:_ First meeting held; discovery notes captured. **Discovery (SQL)** _Gate in:_ First AE meeting (optionally Solutions/GeoSci); problem, impact, and roles identified; next meeting set. _Gate out:_ Fit confirmed, stakeholders mapped, and proof path proposed (or exit to nurture). **Solution Fit** _Gate in:_ Use‑case mapped to DORA/Viz; data availability and technical prerequisites confirmed. _Gate out:_ Mutual Action Plan agreed incl. proof scope, success criteria, timeline, and owners. **Proof / Pilot (SAO)** _Gate in:_ Commercial & technical terms agreed; access and datasets provisioned. _Gate out:_ Success criteria met; exec sponsor debrief; pricing & terms drafted (or learn/exit). **Business Case** _Gate in:_ Value quantified (before/after, risk/return); references queued; security/legal review started. _Gate out:_ Verbal yes; paper process underway. **Commit** _Gate in:_ Mutual close plan aligned; blockers removed; CFO/legal looped. _Gate out:_ Signed (Closed Won) or documented reason (Closed Lost). **CRM hygiene (required fields per stage)** - **Must‑haves:** Primary contact, role, problem statement, next step & date, value hypothesis. Proof success criteria when in Pilot. - **Auto‑checks:** Close date recency, stage duration, next step missing, amount vs ACV guardrails. ## [3) Qualification pattern (lightweight, coachable)](#3-qualification-pattern-lightweight-coachable) - **Problem & Impact:** What hurts and why now? - **Stakeholders:** Who decides, who uses, who blocks? - **Data & Readiness:** What datasets are available, technical prerequisites met? - **Money & Motion:** Budget path, procurement/legal/security steps, target close date aligned to program timeline. ## [4) Orchestration and SLAs](#4-orchestration-and-slas) - **SDR → AE:** Same‑day handoff on Tier‑1, 24h on others, notes template enforced. - **AE → Proof Team (Solutions/GeoSci):** Proof brief template, kickoff within **14 days of commit.** - **Exec Sponsor:** Assigned for Tier‑1 at Discovery, joins debrief after proof. ## [5) Enablement (make quality the default)](#5-enablement-make-quality-the-default) - **Talk tracks:** CEO and VP Exploration variants, objection handlers (data readiness, change cost, timelines). - **Demo scripts:** 90‑second story + deep‑dive path, data‑to‑decision walk‑through. - **Proof kit:** Mutual Action Plan templates, success criteria library, sample datasets, debrief template. - **Value tools:** ROI/impact calculator, before/after narratives, customer proof sheets. ## [6) Territories, routing, and team model](#6-territories-routing-and-team-model) - **Model:** SDR (inbound & Tier‑1/2 outbound), AE (new ARR), CSM (post‑sale, assists proof setup), Solutions/GeoSci (proof delivery). - **Routing:** Tier‑1 named, Tier‑2 pooled by region/commodity, Tier‑3 inbound only. - **Escalation:** Exec sponsor for top accounts, founder path for strategic logos. ## [7) Compensation principles (aligned to proof-led growth)](#7-compensation-principles-aligned-to-proof-led-growth) - **Pay for ARR with accelerators (quota $2.25M USD):** Variable comp tied to Net New ARR with accelerators at 110%/125%/150% attainment. Target effective commission ~4.7% of ARR at 100% (range ~4.5 to 5.6% across 80 to 150%). Transactional credit for 6‑month DORA pilots. SPIFFs for Tier‑1 meetings that progress to qualified proofs. Kicker on proof → win. - **Quality & policy guardrails:** Credit follows stage exit criteria. Stage reversion reduces credit. Discounting outside approved bands requires approval. Currency handling: base in CAD, quota in USD (FX applied per plan). ## [8) Forecast discipline](#8-forecast-discipline) - **Categories:** Pipeline / Best Case / Commit mapped to stage + exit criteria confidence. - **Cadence:** Weekly forecast call, roll‑up by AE → Manager → SLT, risk log & upside tracked. - **Analytics:** Stage duration, stuck deals, forecast vs actual, next‑step compliance. ## [9) Metrics](#9-metrics) - **Conversion:** Framework defined, baselining in progress (Inquiry→meeting, meeting→SQL, SQL→pilot/proof, opp→win). - **Velocity:** Framework defined, baselining in progress (time‑to‑first‑meeting, demo→pilot/proof days, cycle days). - **Quality:** Framework defined, baselining in progress (forecast accuracy, stage reversion rate, notes compliance). - **Pricing & packaging:** Rollout completed, early signal shows improved win rate and deal velocity. ## [10) What changed](#10-what-changed) **Results** - **Conversion**: meeting→SQL **65%**; proof→demo **60%**; opp→win **80%** (+30 pp). - **Velocity**: cycle days ↓ **25 days**; time-to-first-meeting **30 days**. - **Forecast**: accuracy **80%**. - Shared language and gates reduced variance, deals advanced faster with fewer surprises. - Proof became a managed program, not an accident, which raised win rates and confidence among buyers. - Forecasts came into view, coaching focused on specific gaps visible in the scorecard. Deep dives [04VRIFY Unified GTM & Business MetricsAug 2024 to Sept 2025 · 2 min→](/work/vrify/vrify-unified-gtm-and-business-metrics)[06VRIFY Talent SystemAug 2024 to Sept 2025 · 5 min→](/work/vrify/vrify-talent-system)[07VRIFY Strategy & Company AlignmentAug 2024 to Sept 2025 · 4 min→](/work/vrify/vrify-strategy-and-company-alignment) Decision support ## FAQ: Fast answers, no filler The objective, outcomes, and next best path in under a minute. 01What is VRIFY Sales Motion & Team Structure? A deep dive on stage gates, proof delivery, and forecast discipline that made proof → demo → win enforceable. 02What problem did the sales system solve? Deals advanced without consistent proof or stage hygiene. The system made proof a managed program with clear entry/exit gates and coaching cadence. 03What was built in the sales motion? A Sales stage framework with entry and exit criteria, proof as a managed program, and a weekly coaching cadence tied to the scorecard. 04What results are documented? Meeting→SQL reached 65%, proof→demo reached 60%, opp→win reached 80% (+30 pp), cycle days decreased by 25 days, and forecast accuracy reached 80%. 05Who is this approach for? Best for complex B2B sales where proof and stage discipline drive conversion quality. Less useful for simple, self-serve transactions.