Name: B2B SaaS Sales and Customer Success
Author: reopt

A GTM operating handbook for pipeline, onboarding, expansion, renewal, and ARR quality.

B2B SaaS growth is not completed by new bookings. Pipeline quality, time to value, adoption, expansion, and renewal have to operate as one revenue engine.

This handbook treats sales and customer success as a shared ARR system, not separate departments.

Revenue Engine Model

Core Equations

\text{Sales Velocity} = \frac{\text{Opportunities} \times \text{Win Rate} \times \text{Average Deal Size}}{\text{Sales Cycle Days}}

\text{NRR} = \frac{\text{Starting Revenue} + \text{Expansion} - \text{Contraction} - \text{Churn}}{\text{Starting Revenue}} \times 100

Maturity Model

Level	State	Signal	Promotion condition
L1 Founder-led	Founder closes most deals	Pipeline and renewal data are fragmented	Standardize stages
L2 Processed	Basic sales/CS process exists	CRM and onboarding are consistent	Forecast accuracy improves
L3 Predictable	Growth is forecastable	Sales and CS share metrics	NRR consistently above target
L4 Scalable	Revenue engine scales	RevOps automation and cohorts drive improvement	Repeatable expansion engine

Ch1. ICP and Pipeline

Define target customers and pipeline stages.

Ch2. Discovery and Demo

Build trust through problem diagnosis and value-aligned demos.

Ch3. Proposal and Negotiation

Navigate price, terms, procurement, and decision process.

Ch4. Onboarding

Deliver value in the first 30 days after contract.

Ch5. Adoption and Expansion

Turn usage and outcomes into expansion opportunities.

Ch6. Renewal and Risk

Use early warning signals to defend renewals.

B2B SaaS Sales and Customer Success