Sales/GTM — documentation suite blueprint
Status: Proposal Prepared by: ce-plan (grounded in repo inventory of ~30 doc types across sales, GTM, campaigns, partners, pricing) Last updated: 2026-05-01
Suite architecture
Sales/GTM documentation spans 5 categories: Deal & Contract, Pipeline & CRM, Campaign & Outreach, Partner Operations, and Operations & Reporting. Unlike the Data service line (which built most templates from scratch), Sales/GTM has significant existing infrastructure — the focus here is cataloging, quality upgrades, and filling true gaps.
Each document type maps to a template file and (where it exists) a companion skill.
Document taxonomy
Category I: Deal & Contract
| # | Document type | Frequency | Current state | Gap | Template |
|---|---|---|---|---|---|
| I1 | SOW (Statement of Work) | Every engagement | Mature: sow-template.md (291 lines) + sow-checklist.md. 12 sections, path selection (FDTaaS/DFS), executive summary to pricing. Companion sow-writing-agent.md prompt + gtm-sow skill. | Verify against quality bar; likely minor upgrades only | ✅ Mature |
| I2 | SOW-to-Project-Plan Mapping | Per engagement | Two copies: delivery/03-project-lifecycle/sow-project-plan-template.md + sales/services/templates/sow-project-plan-template.md | Duplicates; consolidate to one canonical location | 🟡 Consolidate |
| I3 | Offer / Service Proposal | Per new service | offer-template.md (63 lines). 6 live offers (Omni Zero-to-One, Edge-to-Activation, etc.). | Thin — 63 lines vs SOW’s 291. Missing conventions, QA checklist, agent guardrails | 🟡 Upgrade |
| I4 | Pricing Quote | Per deal | Gap — pricing reference docs exist (pricing/DYNAMIC_PRICING_GUIDE.md, pricing/SERVICES_MAP.md, pricing/PRICING_CALCULATOR.md) but no fill-in template for quoting a deal | No canonical “fill these fields to produce a quote” template | 🔴 Gap |
Category II: Pipeline & CRM
| # | Document type | Frequency | Current state | Gap | Template |
|---|---|---|---|---|---|
| II1 | HubSpot Deal Record | Per opportunity | hubspot-deal-standards skill (147 lines) + hubspot-new-opportunity skill (108 lines) + HUBSPOT_TEAM_RUNBOOK.md | Skill-based, which is appropriate for CRM records. No standalone template needed. | ✅ Skill-based |
| II2 | Lead Play | Per named account | lead-play-template.md (61 lines) + lead-play skill (69 lines). Also lead-spine-template.md (159 lines). | Lead play template is thin (61 lines); could benefit from quality bar upgrade | 🟡 Upgrade |
| II3 | Discovery Brief | Per sales conversation | Gap — no standardized brief that captures discovery call outcomes before writing a SOW. Campaign brief intake exists but is campaign-specific. | No canonical “we had a call, here’s what we learned” template that feeds directly into SOW writing | 🔴 Gap |
Category III: Campaign & Outreach
| # | Document type | Frequency | Current state | Gap | Template |
|---|---|---|---|---|---|
| III1 | Campaign Brief | Per campaign | CAMPAIGN_BRIEF_TEMPLATE.md (198 lines) + CAMPAIGN_BRIEF_INTAKE.md (120 lines) + gtm-campaign-brief skill | Functional but missing QA checklist, filename convention, agent guardrails | 🟡 Upgrade |
| III2 | Campaign Post / Social Content | Per campaign | CAMPAIGN_POST_TEMPLATE.md (206 lines) | Good template; verify against quality bar | ✅ Exists |
| III3 | Message Sequence | Per campaign/outreach | gtm-message-sequence skill (226 lines) + partners/templates/outreach-sequences.md | Skill-driven; template exists for partner outreach | ✅ Skill-based |
| III4 | Demo Script | Per campaign | Two copies: campaign-launch/demos/DEMO_SCRIPT_TEMPLATE.md + services/templates/demo-template.md. Also demo-template-critique.md. | Duplicates; consolidate. Both exist, both reasonable. | 🟡 Consolidate |
| III5 | Campaign Launch Checklist | Per campaign | CAMPAIGN_LAUNCH_CHECKLIST.md (58 lines) | Standalone checklist, no integration with campaign brief | 🟡 Minor |
Category IV: Partner Operations
| # | Document type | Frequency | Current state | Gap | Template |
|---|---|---|---|---|---|
| IV1 | Partner Account Brief | Per partner | account-brief-template.md (partners/templates/) | Exists in partner templates directory | ✅ Exists |
| IV2 | Co-sell Playbook | Per partner | co-sell-playbook-template.md | Exists | ✅ Exists |
| IV3 | Partner Control Center | Per partner | partner-control-center-template.md | Exists | ✅ Exists |
| IV4 | Partner Outreach Sequences | Per partner | outreach-sequences.md | Exists | ✅ Exists |
| IV5 | Partner Evaluation | Per partner evaluation | partner-positioning-assessment.md, partner-qualification-questions.md, partner-conversation-prep.md | Multiple docs; could be consolidated into one assessment workflow | 🟡 Minor |
| IV6 | Partner Activation Playbook | Per partner onboarding | 90-day-activation-playbook.md + rep-engagement-playbook.md | Two playbooks with different purposes; could reference in registry | ✅ Exists |
Category V: Operations & Reporting
| # | Document type | Frequency | Current state | Gap | Template |
|---|---|---|---|---|---|
| V1 | CSO Presentation | Per project review | cso-presentation-template.md (delivery/02-meetings/) | Exists | ✅ Exists |
| V2 | Client Health Scorecard | Per client review | client-health-scorecard skill | Skill-based | ✅ Skill-based |
| V3 | Escalation Triage Report | Per escalation | escalation-triage skill | Skill-based | ✅ Skill-based |
| V4 | SOW-vs-Delivered Audit | Per engagement review | sow-vs-delivered-audit skill | Skill-based | ✅ Skill-based |
| V5 | Weekly WBR Actuals | Weekly | gtm-wbr-weekly-actuals skill | Skill-based | ✅ Skill-based |
| V6 | Negotiation Precedent | Per negotiation | negotiation-precedents/_template.md + 2 precedents | Template exists; precedents are growing | ✅ Exists |
| V7 | Deal Execution / M&A | Per M&A deal | deal-execution-template.md, LOI playbook, zero-cash offer structure | Niche but documented | ✅ Exists |
Gap summary
| Status | Count | Types |
|---|---|---|
| ✅ Mature (template + skill) | 5 | I1 (SOW), II1 (HubSpot), III3 (Message Sequence), IV1–6 (Partner suite), V1–7 (Operations) |
| 🟡 Upgrade / Consolidate | 5 | I2 (SOW-to-Plan duplicate), I3 (Offer — thin), II2 (Lead Play — thin), III1 (Campaign Brief — missing QA checklist), III4 (Demo Script duplicate) |
| 🔴 Gap | 2 | I4 (Pricing Quote), II3 (Discovery Brief) |
Template quality principles
Adapted from the Data suite’s 10-point checklist for Sales/GTM context:
- About this document — titling convention, filename pattern, single source of truth declared
- When to use vs when NOT to use — differentiation from adjacent Sales templates
- Document metadata — status, client, author, date, version
- Related artifacts table — SOW links to pricing, campaign brief links to message sequence, etc.
- Outcome-first executive section — lead with the outcome or recommendation (Pyramid Principle for sales — “lead with the answer, then prove it”)
- Fill-in-the-blank —
[placeholders]with concrete example values showing what good looks like - Dual-audience calibration — executive decision-makers get the summary; the implementer gets the detail
- Tables for structured data — pricing tables, timeline tables, comparison matrices
- Agent guardrails appendix — banned sales fluff (“game-changing”, “best-in-class”, “synergistic”), style rules
- Pre-handoff QA checklist appendix — 8-12 checkboxes to verify before sending to a client
Template directory structure
knowledge/sales/templates/
├── README.md # registry (this will be created)
├── SALES_DOCUMENTATION_SUITE_BLUEPRINT.md # this file
├── pricing-quote-template.md # I4 — new
├── discovery-brief-template.md # II3 — new
├── offer-template.md (upgraded) # I3 — upgrade existing
├── lead-play-template.md (upgraded) # II2 — upgrade existing
├── sow-template.md (verify) # I1 — existing, verify
# Existing templates (not moved — referenced in registry):
knowledge/standards/02-writing/SOWs/ # SOW template + checklist
knowledge/sales/campaign-launch/ # Campaign Brief, Post, Intake, Checklist
knowledge/sales/partners/templates/ # Partner templates
knowledge/sales/services/templates/ # Services templates
knowledge/sales/negotiation-precedents/ # Negotiation precedent template
knowledge/sales/leads/_templates/ # Lead play + spine templates
knowledge/delivery/03-project-lifecycle/ # SOW-to-Project-Plan template
Connectivity
Discovery Brief (II3)
→ SOW (I1)
→ SOW-to-Project-Plan (I2)
→ Delivery → SOW-vs-Delivered Audit (V4)
Campaign Brief (III1)
→ Message Sequences (III3)
→ Demo Scripts (III4)
→ Campaign Post (III2)
Offer (I3) + Pricing Quote (I4)
→ SOW (I1)
HubSpot Deal Record (II1) + Lead Play (II2)
→ Discovery Brief (II3)
→ SOW (I1)
Partner Account Brief (IV1)
→ Co-sell Playbook (IV2)
→ Partner Control Center (IV3)
Implementation plan
U1 — Blueprint (this file)
Catalog all ~30 Sales/GTM doc types across 5 categories. Identify gaps and consolidation candidates.
U2 — Registry README
knowledge/sales/templates/README.md — master registry with status legend, quality principles, directory tree.
U3 — Quality upgrades
- Pricing Quote template (new) — fill-in template bridging pricing reference docs → client quote
- Discovery Brief template (new) — capture call outcomes pre-SOW
- Offer template upgrade — add conventions, QA checklist, agent guardrails
- Campaign Brief upgrade — add QA checklist, filename convention, agent guardrails
- SOW verification — check against quality bar; likely passes with minor tweaks
- Lead Play upgrade — add conventions, QA checklist
- Demo Script consolidation — deduplicate the two copies
- SOW-to-Project-Plan consolidation — deduplicate the two copies
U4 — Orchestrator skill
.cursor/skills/sales-gtm-doc/SKILL.md — routing table for all Sales document types.