GTM Architecture Index
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Chapter 7: Sales Motion & Revenue Capture Subsection 7.2 Playbook & Framework

7.2 The Sales Funnel Architecture

Part of Chapter 7: Sales Motion & Revenue Capture in the Master Go-To-Market (GTM) & Revenue Architecture Index.

A clearly defined sales funnel establishes standardized stage gates, conversion criteria, and operational handoff SLAs between Marketing, SDRs, AEs, and CS.

⚡ Visual Architecture: PLG/SLG Hybrid Funnel, SLAs & Enterprise Deal Cycle Module 7.2: The Sales Funnel Architecture
Stage 1: MQL • Score Threshold + ICP Fit • SLA: < 15 Minutes • PQL: >5 Users / >50 Actions • Or 80% Free Tier Breach Stage 2: SQL • Discovery Call Completed • SLA: Notes 24h Prior • Core Pain Validated • AE Calendar Booked Stage 3: Opportunity • 14–30 Day Structured PoC • Mutual Action Plan (MAP) • Multi-Thread 3–5 Buyers • SOC2 & MSA Redlines Stage 4: Closed-Won • E-Signature Executed • Automated CSM Handoff • PLG: $100–$5k ACV • SLG: $25k–$250k+ ACV

Lifecycle Stage Definitions & Handoff SLAs

StageEntry Criteria & DefinitionHandoff SLA & Operational Action
Marketing Qualified Lead (MQL)Lead breaches behavioral scoring threshold (e.g., demo request, content downloads + ICP firmographic match).Routed to SDR within 15 minutes for initial outreach and phone qualification.
Sales Qualified Lead (SQL)SDR completes discovery call, validates core pain, fits ICP profile, and confirms decision-maker meeting.Scheduled on AE calendar; meeting briefing notes logged in CRM 24 hours prior.
Sales OpportunityAE conducts discovery call, validates budget/authority, and agrees on mutual evaluation plan with prospect.Opportunity created in CRM with assigned deal stage, close date, ACV value, and Next Steps.
Closed-Won CustomerExecutable commercial contract signed via e-signature; billing info verified.Automated kick-off task created for CSM/Implementation Manager; welcome email dispatched.