Before building anything, we map where you are. This section captures your current commercial setup — how you're generating pipeline, what's working, what isn't, and what the business needs to look like in 3, 6, and 12 months. Everything in the rest of this portal is built to close the gap between the current state and those goals.
Example — NordFlow
Current Commercial State
Nordic B2B workflow automation SaaS · 8 employees · €340K ARR
📥
Pipeline sources
Three channels — referrals (60% of revenue, all passive), LinkedIn outbound (inconsistent, founder-driven, no sequence), and events (3 attended, no follow-up process). No inbound from content or partnerships.
🔄
Sales motion
Founder runs every demo and closes every deal personally. No formal qualification process — most meetings are taken based on gut feel. Discovery varies conversation to conversation. No documented approach that a second person could replicate.
👤
Team
8 people total. No dedicated sales hire yet. One person handles outreach part-time alongside other responsibilities. Founder is the entire sales function.
🔧
Tools
HubSpot (underused — contacts and a few notes, no pipeline stages), LinkedIn Sales Navigator (cold list, not maintained), Notion (some internal docs, nothing sales-specific), email.
✅
What's working
Conversion rate is strong when the founder is in the room — roughly 40% of qualified demos close. Referrals from existing clients come in without any outreach. Product is well received once people see it.
❌
What's not
Pipeline volume is unpredictable. Nothing runs when the founder is unavailable. No rep could step in tomorrow with any clarity on how to sell this. Every deal starts from scratch.
Example — NordFlow
Goals — 3 / 6 / 12 months
3 months
- Document the full sales process so it can be handed to a second person
- Launch one consistent LinkedIn outbound sequence per buyer type
- Hit €420K ARR (from €340K)
6 months
- First sales hire — productive within 60 days of joining
- Referral process systematised — proactive ask, tracking, and simple incentive in place
- Founder time in sales reduced to under 30% of weekly hours
12 months
- €1M ARR
- Sales motion running without founder in every deal
- System documented well enough for an AI agent to handle first-touch and qualification
Your version
In your version, this section is built from your intake questionnaire — your actual pipeline sources, your current team setup, your tools, and the goals you set in your first call. It becomes the anchor for everything else in the portal.
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