Sales is a Science More than an Art

Top complaints I hear from #fintech CEOs:

  1. "The sales cycle takes forever."

  2. "Our lead gen process isn't working."

  3. "Almost all our deals go stale."

This is often followed up with a sidebar comment that they hired a great salesperson, or two or three, but they're terrible.

I almost always respond with the same ask, tell me your sales process and I'll help you figure out where you need help. At best, I get sales stages from their CRM or a 50-page document; I've yet to talk with a CEO who can give me a one-page primer that helps the salesperson navigate the internal environment and steer the prospective client. So, I thought I'd share my generic B2B Sales Process.


It's worthwhile to note that this is a generic process, you need to personalize it to your business, your products, and your target market segments. I also recommend you mirror your process with your CRM to appropriately track duration and completed activities.

My two cents, you owe your salespeople a sales process primer if you want predictable sales forecasting. It will help you figure out the root cause of your delays.

Feel free to reach out to me at for an editable template or if you desire a more detailed explanation of any line items.


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