The lifecycle
From every organization in the market to a signed deal, a customer, and round again. Every organization holds one status and every research lead moves along one line; the two lines are tracked side by side. The four teams work it left to right, and a person decides at every gate.
The phasesby team
0Sources and the universethe data system
1Read, scored and targetedintelligence
2Contactedmarketing
3Engagedmarketing
4Qualified and handed offmarketing → sales management
5In conversationsales management
6Proposal to signaturesales management
7Onboarded, and round againoperations · referrals
The gateswhere an organization changes hands
◇ minted
◇ campaign-ready
◇ first send
◇ warmth accepted
◇ a real reply · qualified
◇ first meeting held
◆ signed
◆ onboarded
The organizationone status per organization
newIn the ID queuea candidate from a list, a search or a filing · prospecting agents · Registry agentnewMinted and typedone id, its type and segment · Registry agent
newRead and scoredwebsite read, fit score · Ladder agentcold targetOn the target listabove the bar, ranked by fit · Ladder agent · signals agent
in outreachIn a campaignthe first send to a research lead · Campaign Manager · messaging agent
warm targetWarma research lead accepted, opened, or engaged with content; a person accepts the warmth · channels sync · social listening
active prospectHanded to salesa real reply, or a meeting booked; the opportunity opens · reply classifier · pipeline manager
active prospectIn conversationthe meeting held, qualified · deal plan · meeting plans
active prospectProposal and negotiationthe proposal, then the agreement · pipeline managercustomerSignedhanded over; the organization becomes a customer
customerOnboardedset up and runningwarm targetNot nowback to warm on a schedule, by a person's choicedisqualifiedDisqualifiedout of market, the wrong fit, or gone
The research leadone line per person
enteredEnteredthe research lead exists, with the source that found themenrichedEnrichedrole, persona, LinkedIn, email · Ladder agent
targetedTargetedon a campaign, by a person's approval of the fill
contactedContacteda real send, approved before it went · messaging agent
engagedEngagedan accept, a click, a like (warm)repliedRepliedlabelled by one classifier
qualifiedIn conversationinterested, asks for a call, or books one
on the dealA buying roleeconomic, user, technical or coach, on the opportunity
signerThe signerthe person who signs the paper
championA championuses it, and tells the next research leadreferrerA referrerintroduces the next organization
A person decidesagents propose
which candidates mint; each paid enrichment
the target bar; the fit score's weights
the campaign plan; every message
what counts as warm
what qualifies; the hand-off
whether to meet; what to propose
the price, the terms, the signature
the onboarding plan; who to ask for a referral
What they seein the app
the organization universe · ID review
organization pages · the target list
campaigns · campaign tasks
social listening · the reply inbox
the hand-off queue
the deal plan · the meeting plan
the pipeline
the customer page · the weekly brief
Two lines, tracked together. The organization's status and the research lead's line move side by side, from the first entry to a signed deal. Every move of either is one row: what moved, from where to where, who or what moved it, and why.
The fit score is a filter, never a step. It says who is worth reaching. A research lead's engagement never moves the organization on its own; it writes a warmth proposal, and a person accepts it.
After the signature is its own phase. Onboarding has its own needs, and a customer who is doing well is where the next referral comes from.
The deal pipeline, stage by stage
Phases 4 to 6 above, opened out. The probability is set by the stage, not guessed. The sheets, the sales aids and the paper sit under the stage they belong to; they don't move the deal by themselves. The gates are what must be true before a deal moves on.
Deal stagewith its probability
First meeting set20%
Continuing conversation40%
Proposal60%
Negotiation75%
Finalization90%
Closed won100%
Closed lost0%
What is true
a qualified reply is handed to sales, or a meeting is booked; the opportunity opens
the meeting was held and it is a real opportunity
they want a formal proposal; it is written and sent
they came back with redlines; we work to one we both agree on
a verbal yes; the agreement is out for signature
signed; the organization becomes a customer
dead, or lost; the reason is recorded and the organization returns to warm
People on the dealbuying roles
Economic the one who signs off the money · User the people who will use it · Technical the ones who check it fits · Coach someone who wants it to happen · each with a strength, a mode and a rating
The sheetsMiller Heiman
Gold Sheet the account plan for the organization, all the way through
Green Sheet the plan before every call: who's in the room, the objective, the questions; the brief after it, from the transcript
Blue Sheet the deal plan from the continuing conversation on: who decides and how they lean, the red flags, the next move
Sales aidsby stage, on demand
A Green Sheetbefore the call
A prospect pagebuilt for them
The meeting briefwhat was said, promised and asked
The proposalwritten from what was heard
The deal packagepricing and the handoff
The agreementout for signature
The welcomeonboarding, and the first win
The loss reviewthe reason, and when to come back
The paperdrafted, reviewed by people
NDAbefore anything confidential
Proposalthe scope in plain words
Agreementthe terms, redlined to one
Signedthe paper is the gate
Gate to leavewhat must be true
the first meeting held; a buying role on a research lead
a Blue Sheet drafted; the decider named
a proposal registered, and their response recorded
the deal package registered; a verbal yes recorded
the signed paper registered
the customer set up
a loss reason, with nothing else open
Agents
pipeline manager · meeting plans
meeting plans · deal plans
deal plans · paper agent
paper agent · pipeline manager
paper agent · pipeline manager
pipeline manager · weekly brief writer
pipeline manager · signals agent
Rules and windowspipeline discipline
The living summary on every open deal, refreshed only when something happens (an email, a meeting, a stage change); silence shows as days since the last touch
The weekly pipeline review every open deal, each week, sent to the deal team
Signals that prompt a touch a stage change, a brief, an email, silence, news on the organization, a competitor's move; nothing sends, a person acts
The channels, beneath the lifecycle
The channels move each organization from the target list to warm to a first meeting. Some keep working through the pipeline and after the signature. Each bar spans the statuses the channel works across.
Newthe data system
Target listintelligence · marketing
In outreachmarketing
Warmmarketing · nurture
Active prospectsales management
Customeroperations
Entry sourceshow an organization enters
ClinicalTrials.gov · HMA-EMA · FDA's file · the JCA list · ISPOR and ISPE · partner introductions · Real-World Wednesdays · referrals
Outbound
Email · the cold sequence from warmed domains
LinkedIn · connect, then follow-up
Calling · a live call by a person
Social
Leaders' voices · on LinkedIn, X, Instagram
The company · the LinkedIn page, X, Instagram, YouTube
Paid social · ads to the target list
The website
The website · a page per segment
SEO and GEO · the blog; how AI answers describe Navidence
Google Ads · search ads with a landing page per term
Booking · forms and a calendar · books the first meeting
Content
Guides and case studies · what their buyers want to read
The newsletter · from the weekly market brief
Events
Conferences and their own events · find new organizations, meet the warm, set meetings
Reads back
Social listening · replies · accepts · clicks · site visits · search and AI citations
