SALES

A sales process that fits on one page.

Founder-led sales works fine until you start to scale. After that you need stages everyone reads the same way, exit criteria that are non-negotiable and a setup that lives in HubSpot, not in a Figma file nobody opens. We design the process together with your best reps and translate it into working pipelines.

Book a strategy call Take the Maturity Scan first

What do you get?

01
Pipeline on one page Stages, ownership, exit criteria. The final version goes up next to the sales floor.
02
HubSpot setup Pipelines, required deal properties, stage automations and deal-rotting rules.
03
Deal-review ritual Template and agenda for a weekly pipeline review that does not turn into a status update.

The observation

Four patterns you see once you grow from 5 to 20 reps.

A sales process rarely breaks all at once. It creeps in. We work differently: we listen first to how your best reps actually sell, and make that the standard. No theoretical blueprint. It often goes hand in hand with a rethink of the CRM architecture. These are the four patterns we almost always see in teams that have run on founder instinct for too long.

Every rep has their own version

Without shared stages every deal becomes its own story. Forecasting becomes guesswork and new reps spend six months working out how things actually work here.

Stages without a threshold

A deal sits in Proposal Sent for eight weeks and nobody can explain why. Stages have become labels, not checkpoints with exit criteria.

Process that ignores the buying journey

Your pipeline follows the internal workflow, not how your customer buys. Deals stall at the moment you think you are about to close.

HubSpot works differently from the agreement

The process is in Figma, but the pipeline stages in HubSpot do not match. Reps follow the tool and ignore the agreement.

How we get there

Four phases from interview to working setup.

We do not design from theory. We listen first to how your best reps actually sell, and make that the standard. The design lands in HubSpot or Salesforce, with stages that mean the same thing to every rep.

01 Week 1

Listen

Interviews with three to five reps. Deal reviews on won and lost deals. We map how you sell today, without judgement.

Wat je krijgt as-is funnel report with conversion and top-3 leakage points

02 Week 2·3

Design

Stages, exit criteria and ownership on one page. Mapped to the buying journey of your ICP. Validation session with sales and management.

Wat je krijgt pipeline design on one page and stage-definition document

03 Week 4·5

Build

HubSpot setup: pipelines, deal properties, required fields, stage automations and deal-rotting rules. The design becomes the system.

Wat je krijgt working HubSpot pipeline and coverage dashboard

04 Week 6·9

Run in

Training for reps and sales managers. Four weeks sitting in on deal reviews. Refining on real data, not on assumptions from week 2.

Wat je krijgt rep onboarding playbook and revised stage definitions

What you get

Pipeline design on one page. 5 to 7 stages, with per stage a name your management team recognises, an exit criterion, an owner and required fields. The reference whenever someone asks "where does this deal stand".
Working pipeline setup. Stages, required properties, stage automations and deal-rotting rules built in. A deal can no longer move forward without the evidence being there.
Deal-review template. Weekly pipeline review with a clear agenda: which deals to discuss, which questions to ask, when to escalate. Not another status round.
Rep onboarding 30 days. Day-by-day schedule for a new sales rep, mapped to the stages. First demo on day 14, first own deal in the pipeline on day 20.
Pipeline coverage report. Coverage ratio, deal velocity and stuck deals on a dashboard. The sales manager looks at the same three numbers every Monday, not something different each week.
Stage-definition document. Per stage the discussion we had and why the definition is the way it is. So that six months from now nobody can say "I thought we meant something different".

Who helps you

The strategist, the builder, the RevOps lead.

Sales-process design runs on people who have sold themselves and know how HubSpot works. At Addmark you sit at the table with all three, embedded in the broader sales engine.

Yoni Lammens

Strategist & Sales Architect

Designs sales processes and pipeline architectures. Moves between go-to-market and sales execution, with a focus on stage design, exit criteria and deal discipline. Works primarily with teams scaling from founder-led to repeatable.
Carsten Huiskamp

Consultant & online marketer

Translates the sales design into a working HubSpot setup. Pipelines, deal properties, automations and rep onboarding. Makes sure the process lands on the work floor, not in a Figma file.
Carel Schrier

RevOps Lead / Strategist

Architect of the engagement. Connects the sales process with the marketing flow and service handover, so the entire revenue engine runs in one line. Present at the first conversation.

Case · B2B mid-market

From 14 stages and stuck deals to a pipeline on one page that every rep reads the same way

A B2B SaaS team had grown from 5 to 18 reps on founder instinct. The HubSpot pipeline had 14 stages, some labels without a definition. A deal had been sitting in Proposal Sent for eight weeks and nobody could explain why. Forecast varied every quarter.

In nine weeks we reduced the pipeline to 6 stages with clear exit criteria, visualised on one page and built into HubSpot with required fields and deal-rotting rules. Forecast deviation dropped significantly within a quarter, because stages finally meant the same thing for every rep.

What clients usually ask.

Straight answers to questions we hear before every sales-process engagement.

How long does a sales-process engagement take?

The design and HubSpot build together take six weeks. After that we join deal reviews for four weeks to refine. For enterprise teams with multiple pipelines or business units it can run to ten weeks on the design alone.

What does sales-process design with Addmark cost?

Our services are custom-scoped and usually sit within a RevOps-as-a-Service retainer where strategy and execution come together. Book a call and we will put together a proposal based on your situation.

We already have a process. Can you improve it?

Yes, and that is often the starting point. We do a pipeline audit on stage conversion, deal velocity and stuck deals. This leads to a targeted revision, not a complete reset. Often it is only two or three stages that are not working.

Does this work for outbound or only inbound?

Both. We design from the buying journey, not from the lead channel. Outbound and inbound deals typically go through the same stages, with different entry points and qualification criteria. For heavy outbound motions we sometimes set up a separate pipeline, connected to CRM for Sales.

Can this be done in-house, without an agency?

In time, probably yes, and we help you get there. But laying down the first blueprint requires someone who has seen a hundred of these engagements. After that an internal sales ops or RevOps role can take it over and develop it further.

What if reps do not follow the process after go-live?

Almost always that is a signal the design does not match how reps actually sell. We coach for four weeks on the floor and refine together with the sales manager. It usually comes down to one or two stages, not the whole process.

How do we know if we need it?

Three signs: deals that slip to the next period every quarter, forecast that consistently deviates and new reps who take months to get up to speed. Our Maturity Scan gives a first indication.

Ready to start?

Ready to make your sales process repeatable?

Start with a 30-minute conversation. We look at your current pipeline, deal velocity and biggest leaks together. You then get an honest scope and a phased plan.