# Review your founder-led sales process

A working review for early-stage B2B companies with a usable product and initial customer evidence.

Complete this worksheet using real customer conversations and opportunity records. The purpose is to choose a focused commercial priority and make the next 90 days easier to operate. It does not assume every company has the same sales cycle or will reach a fixed revenue result.

**Company:** ____________________  
**Prepared by:** ____________________  
**Review date:** ____________________  
**Period reviewed:** ____________________  
**Product and primary use case:** ____________________

## 1. What do recent opportunities tell you?

Choose recent wins, losses, and active opportunities. Include the buyer's stated reasons where available.

| Account | Buyer and use case | Status | What influenced the decision? | Evidence |
| --- | --- | --- | --- | --- |
| ____________________ | ____________________ | ____________________ | ____________________ | ____________________ |
| ____________________ | ____________________ | ____________________ | ____________________ | ____________________ |
| ____________________ | ____________________ | ____________________ | ____________________ | ____________________ |

**The pattern with the strongest evidence:**  
____________________________________________________________

**An explanation that is still a hypothesis:**  
____________________________________________________________

## 2. Which customer should you prioritize?

**Company type and operating situation:** ____________________  
**Buyer role:** ____________________  
**Problem the buyer recognizes:** ____________________  
**Reason to address the problem now:** ____________________  
**Evidence the product fits:** ____________________  
**Reasons to disqualify an account:** ____________________

Separate customer fit from timing. A relevant company may have no current reason to act. A public signal can support a conversation without proving internal budget or purchase intent.

## 3. Is the opening specific enough?

Draft one opening for the priority customer.

**Relevant observation and source:**  
____________________________________________________________

**The problem or opportunity to explore:**  
____________________________________________________________

**How your product may help:**  
____________________________________________________________

**The next step you are asking for:**  
____________________________________________________________

**What needs verification before using the message:**  
____________________________________________________________

## 4. What should discovery establish?

Write questions that help the customer describe the situation and the decision.

1. **Current workflow:** ____________________________________________
2. **Problem and consequence:** ____________________________________
3. **Existing approach or alternatives:** _____________________________
4. **People involved in evaluating and approving:** ___________________
5. **Timing and next decision:** ____________________________________
6. **Evidence needed to continue:** _________________________________

**The answer that would make you stop pursuing the opportunity:**  
____________________________________________________________

## 5. What proof helps the buyer decide?

Choose the asset that answers the buyer's current question. Use only claims you can support.

| Buyer question | Useful proof or asset | Available now? | Owner |
| --- | --- | --- | --- |
| ____________________ | ____________________ | ____________________ | ____________________ |
| ____________________ | ____________________ | ____________________ | ____________________ |
| ____________________ | ____________________ | ____________________ | ____________________ |

Possible assets include a tailored demo, customer example, implementation outline, business case, proposal, or a scoped pilot plan.

**The most useful asset to create next:** ____________________  
**The decision it should support:** ____________________

## 6. Can each active deal move forward?

Select the opportunities that deserve attention in the next review.

| Opportunity | Current stage | Buyer's next decision | Next action | Owner and date |
| --- | --- | --- | --- | --- |
| ____________________ | ____________________ | ____________________ | ____________________ | ____________________ |
| ____________________ | ____________________ | ____________________ | ____________________ | ____________________ |
| ____________________ | ____________________ | ____________________ | ____________________ | ____________________ |

**An opportunity that needs requalification:** ____________________  
**The question that will clarify its status:** ____________________

## 7. Where does the founder remain essential?

Record the work that depends on founder knowledge, authority, or availability.

| Task | Why the founder is involved | Could another person own part of it? | Preparation needed |
| --- | --- | --- | --- |
| ____________________ | ____________________ | ____________________ | ____________________ |
| ____________________ | ____________________ | ____________________ | ____________________ |
| ____________________ | ____________________ | ____________________ | ____________________ |

**First responsibility to make transferable:**  
____________________________________________________________

## 8. Which channel deserves a focused test?

Choose one route that can reach the priority customer. Examples include direct outreach, a referral relationship, an agency channel, or an existing source of inbound interest.

**Channel:** ____________________  
**Why it may reach the right buyer:** ____________________  
**Offer and first customer action:** ____________________  
**People and materials required:** ____________________  
**Test owner:** ____________________  
**Review date:** ____________________

**Evidence that would support continuing:**  
____________________________________________________________

**Evidence that would prompt a change or stop:**  
____________________________________________________________

## 9. Which measures will inform decisions?

Define each measure before reviewing results. Keep different stages distinct.

| Measure | Definition for this review | Starting point | Data source |
| --- | --- | --- | --- |
| Relevant accounts contacted | ____________________ | ____________________ | ____________________ |
| Qualified opportunities | ____________________ | ____________________ | ____________________ |
| Opportunities advancing stages | ____________________ | ____________________ | ____________________ |
| Closed business | ____________________ | ____________________ | ____________________ |

Record the period and relevant denominator when discussing a rate. A reply, meeting, proposal, or pipeline estimate is not booked revenue. Add other measures only when they help make a decision.

## 10. What will you focus on for the next 90 days?

**Primary commercial priority:**  
____________________________________________________________

| Work period | Priority work | Visible output or evidence | Owner | Review date |
| --- | --- | --- | --- | --- |
| Establish the focus | ____________________ | ____________________ | ____________________ | ____________________ |
| Run the agreed work | ____________________ | ____________________ | ____________________ | ____________________ |
| Review and prepare the next owner | ____________________ | ____________________ | ____________________ | ____________________ |

**Founder commitments:** ____________________  
**Support required:** ____________________  
**Dependencies or unanswered questions:** ____________________  
**First action to take this week:** ____________________

## Discuss the priority

Rebar CRO combines fractional revenue leadership with scoped sales, partnership, and operating work. We agree the responsibilities, capacity, fee, and measures before starting.

[Request a 20-minute CRO call](https://wearerebar.com/cro/contact/). Bring this worksheet and one opportunity that needs to move forward.