With the tools your team uses
From opportunity to a B2B proposal
Go deeper into customer fit, discovery, proposals and the marketing–sales handoff. One shared case file connects the practice, adapted to the sales working medium and tools your team uses.
Before we begin
Familiarity with a B2B process. Notes, proposals and handoffs are adapted to your team’s sales working medium, whether your CRM or the classroom log. AI is optional for drafting and no particular platform is required. The handoff block needs marketing and sales representatives, or participants able to take those roles.
We prepare the shared file, fictional catalogue and classroom log, adapting the format to your team’s sales working medium. A CRM is not required. If yours is used, its features and permissions are checked in a practice environment beforehand. A standalone block includes the context it needs without requiring the other two blocks. Optional AI features and permitted data are agreed for each edition; connections are not needed.
Learn methods and criteria you can apply with your own tools. We adapt the exercises to your team’s environment and confirm the features, access and usage needed for the agreed practice.
See preparation and terms →Choose the blocks your team needs.
The full edition combines all three blocks: 12 hours in 6 sessions of 2 hours. You can also choose one or more 4-hour blocks, each delivered in 2 sessions. The proposal confirms the selection and preparation; completing every block is not required.
Customer fit and discovery
What we know, what we assume and what to ask before preparing a proposal.
- Test customer fit
- Listen and document the need
Proposals and objections
Options linked to the need, visible conditions and a response that can be supported.
- Prepare two scope options
- Address an objection without overpromising
Marketing–sales handoff
Source, context, acceptance or return, and a shared next step.
- Agree what teams hand over
- Walk through and check the handoff
By the end you will be able to
- 01
Propose fit criteria and check a need through discovery questions.
- 02
Prepare traceable proposal options and respond to an objection without inventing coverage or commitments.
- 03
Hand over or return an opportunity with context, criteria, an owner and a next step.
What we will work on
We follow an opportunity from initial fit to a reviewed proposal and cross-functional handoff. The case changes as new information appears, requiring earlier assumptions to be revisited. You may take all three blocks or choose those that address your need; each block has four dedicated hours.
01Customer fit and discovery
What we know, what we assume and what to ask before preparing a proposal.
You will work on
- Define verifiable fit criteria from six fictional requests without inferring need or budget solely from company size.
- Prepare questions about the current process, need, decision and unconfirmed conditions.
- Practise a discovery conversation and separate facts, hypotheses and next steps in the notes.
- Practice
- Classify Marea’s requests and speak with Olmo, which has 60 devices across three locations but still needs to confirm incident volume, overnight coverage and budget approval.
- How you will check it
- A fit matrix and notes justifying whether to continue, request more information or return a request without turning hypotheses into facts.
02Proposals and objections
Options linked to the need, visible conditions and a response that can be supported.
You will work on
- Connect confirmed needs to inclusions and limits in a classroom catalogue.
- Compare two options and distinguish fictional pricing, conditions and a pending decision.
- Explore a coverage objection before answering and correct a draft with unsupported services.
- Practice
- Prepare Base and Plus options for Olmo and review a proposal that attributes 24/7 support and included parts to Plus, although the catalogue provides neither.
- How you will check it
- A traceable proposal and objection response that retain actual coverage hours and identify what needs further validation.
03Marketing–sales handoff
Source, context, acceptance or return, and a shared next step.
You will work on
- Agree the information accompanying an opportunity and who accepts, returns or completes it.
- Manually record a complete handoff, an incomplete one and a return, retaining source and references.
- Check what the next person can find and define a small metric with an explicit base.
- Practice
- Walk through three practice requests between marketing and sales in the selected CRM or classroom log, checking what happens when the need is missing or the service does not fit.
- How you will check it
- Every transfer has a decision, a return reason where applicable, an owner and a next step; the share of complete handoffs is distinguished from a win rate.
A proposal that recognises what it cannot yet offer.
Classroom example with fictional data
You will use the fictional Marea Services case file to classify requests, speak with Olmo, compare two scopes and record a handoff. Notes, the proposal and the sales log retain the same facts; materials are not sent to third parties.
Fictional classroom case. Marea Services provides office-device support. Olmo has 60 devices across three locations; Inés coordinates Operations, Finance decides the budget and IT reviews access. The catalogue’s Plus option covers 09:00–19:00 Monday to Friday and one monthly visit. Overnight coverage is excluded and its required frequency is still unknown.
- Starting point
- Olmo wants to organise incidents arriving through two channels. Volume, out-of-hours needs and budget approval are still missing.
- First reading
- The first draft proposes Plus at €1,350 per month and adds “24/7 coverage and parts included”. The classroom catalogue contains neither service.
- What we review
- The group returns to the conditions, retaining the fictional price, Plus hours and monthly visit while removing parts and 24/7. Before recommending an option, they ask about the frequency and impact of overnight incidents and record a feasibility question.
- Result
- The comparison explains what each option covers and excludes. If 24/7 is essential, neither standard option alone meets the need. Coverage and budget remain unconfirmed; the record retains that condition and an owner for the next query.
Check before drawing conclusions.
Provisional fit, not a proven ideal customer profile
The six requests are fictional material for practising criteria, not a representative sample of Marea’s market.
| Request | Relevant fact | Provisional decision |
|---|---|---|
| S01 · Olmo | 60 devices; three locations; overnight need unconfirmed | Continue discovery; confirm out-of-hours need |
| S02 · Brisa | 18 devices; remote office-hours support | Possible Base fit; check decision and budget |
| S03 · Cumbre | 95 devices; above the standard 60-device limit | Review scope; do not promise a standard option |
| S04 · Duna | 40 devices; 24/7 stated as essential | No standard fit if that requirement is confirmed |
| S05 · Estuario | Requests AI training for HR | Return with reason: outside the service catalogue |
| S06 · Jara | 55 devices; no need described | Request context before qualifying |
Swipe to see all columns.
How it is calculated
- No automated score is assigned and purchasing capacity is not inferred from size.
- For Olmo, incident volume, overnight need and budget remain pending after the initial reading.
The criteria help decide what to ask or return; six classroom files do not validate a company’s commercial ICP.
What we cannot conclude
- Qualification is provisional and manual.
- No company is contacted and no third-party data is enriched.
Two scopes that retain their conditions
Marea’s fictional catalogue. Monthly classroom amounts, not TOF prices. Both options allow up to 60 devices.
| Option | Coverage | Included visits | Fictional amount / month | Outside scope |
|---|---|---|---|---|
| Base | Mon–Fri · 09:00–17:00 · remote | 0 | €900 | 24/7, parts, licences, migration |
| Plus | Mon–Fri · 09:00–19:00 · remote | 1 monthly | €1,350 | 24/7, parts, licences, migration |
Swipe to see all columns.
How it is calculated
- Price difference: 1,350 − 900 = €450 monthly in the fictional catalogue.
- That difference covers extended hours and one monthly visit; it does not imply overnight support or parts.
The two options can be explained, but neither can be recommended as sufficient before clarifying overnight needs. If 24/7 is mandatory, both leave a gap.
What we cannot conclude
- Budget is unapproved and feasibility of any extension is unconfirmed.
- No SLA, discount or contractual term is invented.
One complete transfer and two needing another action
Three simulated marketing–sales handoffs. Complete means it retains source, need/context, ownership and next step; it does not mean a sale.
| Request | Initial handoff | Decision | Next step |
|---|---|---|---|
| S01 · Olmo | Complete for discovery | Accept for discovery | Elena checks overnight needs with Inés; date to agree |
| S06 · Jara | Incomplete: no need recorded | Return for completion | Marcos prepares the context question; date to agree |
| S05 · Estuario | Incomplete: no owner or next step | Return: service outside catalogue | Marcos records the reason and assigns internal closure; date to agree |
Swipe to see all columns.
How it is calculated
- Initially complete transfers: 1 of 3 = 33.3%, using the classroom criterion.
- This describes the initial handoff. It is not an acceptance or win rate; corrections are recorded separately.
The decision stays visible and every request has a follow-up action. The group can locate missing information and review the teams’ agreement.
What we cannot conclude
- Three simulations, not a real team’s performance.
- Pending dates need agreement before real action; they are not invented.
Before calling it complete
- Needs, hypotheses and pending conditions are distinguished and linked to the case sources.
- Plus retains 09:00–19:00 Monday to Friday, one monthly visit and the fictional €1,350 price; neither parts nor overnight coverage is added.
- The next query has an owner and budget remains pending; no document is sent.
Sessions to put it into practice.
Reference edition · 12 h live
Full reference edition: 12 live hours across six two-hour sessions. One, two or three four-hour blocks may also be selected, each across two sessions. Scope and assessment match the agreed blocks; these hours are additional to any prior training.
- Session 12 h
Test customer fit
Review six requests, propose criteria, distinguish observed signals from assumptions and prepare useful questions.
By the endA matrix explaining fit, missing information and return reasons.
- Session 22 h
Listen and document the need
Role-play Olmo’s discovery, check notes and retain unresolved conditions.
By the endA summary with the need, evidence, pending purchase decision and next check.
- Session 32 h
Prepare two scope options
Check confirmed notes against the fictional catalogue and draft a short proposal with inclusions, exclusions and conditions.
By the endTwo comparable options with classroom prices and recoverable sources.
- Session 42 h
Address an objection without overpromising
Explore required overnight coverage, correct invented services and revise the proposal with feedback.
By the endA response acknowledging catalogue limits and an assigned feasibility check before committing coverage.
- Session 52 h
Agree what teams hand over
Define minimum information, ownership, acceptance and returns; prepare the log and a common complete-handoff criterion.
By the endA short handoff agreement marketing and sales can follow.
- Session 62 h
Walk through and check the handoff
Simulate three transfers, record decisions and next steps, and review an individual variation of selected blocks.
By the endA consistent case file, reviewed log and classroom metric with its denominator retained.
If your team needs to go further
- Live acquisition, mass prospecting, automated scoring, AI-to-CRM connections, integrations and sending require a separate scope.
- Implementing the company’s sales process, reconfiguring the entire CRM or providing ongoing support is agreed separately.
An individual piece of work to close.
Submit and review evidence for the selected blocks: matrix and notes, proposal with objection response, or handoff log. Assess the criteria for those blocks without requiring ones not contracted.
Fit and questions
- Pass
- Links the criterion to a fact or labels it as a hypothesis, asks for relevant information and retains unconfirmed budget.
- Needs review
- Infers fit solely from size or industry, or presents interest as a confirmed purchase.
Proposal and response
- Pass
- Options trace to the catalogue and need; coverage limits are explained and pending questions have an owner.
- Needs review
- Adds unsupported services, prices or guarantees, or answers an objection without understanding it.
Handoff and continuity
- Pass
- Another person can find the source, context, decision, return reason if applicable, and owned next action.
- Needs review
- Loses the source, leaves a handoff unowned or counts a complete transfer as a sale.
The trainer reviews the task and explains the result within the agreed course time. Additional reassessment is agreed for each edition.
Work through the sales process with its actual conditions.
Juan Pedro Belmonte
GTM consultant
Over four years of experience developing sales strategies, CRM and lead generation. He has worked with companies across sizes and industries.
Juan Pedro is the planned trainer. Practice preparation, participation from each function, dates, language and his availability are confirmed before the edition.
One case file for all three blocks.
Requests, a fictional catalogue, blank worksheets and a reviewed file. Each block includes the context needed to select it separately.
- Guide to the three blocks
- Shared B2B case file
- Acquisition requests
- Fictional scope catalogue
- Blank fit worksheet
- Discovery guide and notes
- Proposal template
- Blank handoff log
- Conversation roles
- Reviewed Olmo case file
- Practices and review criteria
With guidance, practice and support.
Each delivery includes working materials, feedback on practical work and assessment against the agreed objectives.
Materials you can keep
Downloadable, versioned guides, exercises and review criteria for internal use.
To prepare and complete the delivery
A short recommendation, an editable communications kit and a group learning report.
TOF’s own certificate
A certificate of achievement after the agreed assessment. It is not a vendor certification.
A month of email support
On the content covered, up to two accumulated hours for the whole group.
Your team carries out the practice. Implementation services are agreed separately. See the scope →