Sales Leadership → Executive Team

Q3 Sales Plan:
$5.8M Target

We missed Q2 by 6%. Here's the honest assessment, the plan to hit Q3, and what I need from this room.

01

Q2 in One Slide

We closed $4.7M against a $5.0M target. Here's where the $300K went.

$4.7M

Closed

vs $5.0M target

-6%

Miss

$300K shortfall

2.8x

Pipeline Coverage

Needed 3.5x

19%

Win Rate

Down from 24%

Root Causes

Pipeline coverage was 2.8x entering Q2 — we needed 3.5x minimum
Win rates in Healthcare and Gov segments dropped to 11% (drag on overall)
2 new AEs ramping slower than planned — combined $180K under quota

What Worked

Mid-market SaaS vertical hit 112% of segment target
Enterprise deal velocity improved — 68 days vs 82 days in Q1
Expansion revenue up 31% QoQ ($420K)

02

Q3 New Business Target

$5.8M

23% Quarter-over-Quarter Growth

Q1 Actual

$4.2M

Q2 Actual

$4.7M

Q3 Target

$5.8M

This puts us at $14.7M H1 + H2 toward our $19.2M annual new business goal.
Full-year ARR trajectory: $38M (up from $32M today).

03

Three Moves for Q3

Each addresses a specific failure mode from Q2.

01

Pipeline Coverage → 3.5x

SDR daily activity target: 80 → 100 touches
Outbound sequences rebuilt around 3 pain themes
AE-sourced pipeline goal: 25% of individual quota
Weekly pipeline review moved to Monday (was Thursday)

02

ICP Refinement

Deprioritizing Healthcare and Gov segments
Combined Q2 win rate: 11% vs 26% in core ICP
Reallocating 2 AEs to mid-market SaaS
No new outbound to deprioritized segments

03

AE Ramp Acceleration

3 new AEs starting July (2 MM, 1 ENT)
Ramp: Month 1 shadow, Month 2 quota at 50%
Dedicated ramp manager (promoting Sarah Chen)
Target: first close by Week 8

04

Pipeline Math

We need $20.3M in qualified pipeline entering Q3 to hit $5.8M at our current win rates.

$14.8M

Current Pipe

As of June 28

$5.5M

Gap to Fill

By July 31

3.5x

Target Coverage

Up from 2.8x

$1.4M

Weekly Pipe Gen

Required rate

Pipe Generation Sources

SDR outbound: $2.8M (51%)
AE self-sourced: $1.1M (20%)
Marketing inbound: $1.0M (18%)
Partner referrals: $600K (11%)

SDR Productivity Targets

Meetings booked per SDR: 18/month (was 14)
Meeting → SQL rate: 55% (holding)
SQL value average: $85K ACV
4 SDRs × 18 meetings × 55% × $85K = $3.4M/mo potential

05

Sales Org Structure

18 people today. Adding 5 in Q3 (3 AE, 2 SDR pending approval).

VP Sales

Me

Director, Mid-Market

Mike Torres

Director, Enterprise

Rachel Kim

8

MM AEs

4

ENT AEs

4

SDRs

+3

New AEs

+2

SDRs (Ask)

Sarah Chen promoted to Ramp Manager — owns onboarding for all new AEs. Reports to me.

06

Q3 Hiring Timeline

3 AEs confirmed. 2 SDRs contingent on budget approval.

July 8

AE #1 starts (MM) — Jenna Park, from Gong

July 15

AE #2 starts (MM) — David Liu, from Salesloft

Aug 1

AE #3 starts (ENT) — Marcus Webb, from Datadog

Aug 15

SDR #1 start (if approved)

Sept 1

SDR #2 start (if approved)

AE Ramp Expectations

Month 1: Shadow + certification — no quota
Month 2: 50% quota ($60K MM / $100K ENT)
Month 3: 75% quota
Month 4+: Full quota

Q3 Contribution from New Hires

July starts contribute to Sept closes
Conservative estimate: $280K from new AEs in Q3
Not baked into $5.8M target — this is upside

07

Risks I'm Watching

Three things that could break the plan.

Pipeline generation stalls in July

We need $5.5M in new pipe by July 31. If SDRs underperform or inbound drops post-July 4, we enter Q3 behind.

Mitigation: Weekly pipeline review with me. If we're under 70% of weekly target by Week 2, I pull 2 AEs into pipe-gen sprints.

New AE ramp takes longer than planned

Q2 new hires took 11 weeks to first close vs 8-week target. Same pattern = $200K+ Q3 risk.

Mitigation: Sarah Chen now owns ramp full-time. Daily standups for first 30 days. First deal co-sold with a senior AE.

Large deal slippage (2 whales in pipe)

Two $300K+ deals in late-stage. Either slipping to Q4 puts us at risk. Combined they're 10% of target.

Mitigation: Both flagged for exec sponsorship (see asks). Weekly check-ins with champions. Mutual action plans signed.

08

Asks of Leadership

Four things I need from this room to hit $5.8M.

1

Approve 2 incremental SDR hires

$180K fully loaded annual cost. ROI: each SDR generates ~$1.2M qualified pipe per quarter. Payback <90 days.

→ CFO

2

Exec sponsorship on top 5 enterprise deals

Need CEO or CRO in the room for Acme Corp ($340K), Beacon Health ($290K), FinServ United ($310K), Nexus Labs ($275K), Ridgeline ($260K).

→ CEO / CRO

3

Marketing's Q3 ABM list locked by July 15

We need alignment on the 200 target accounts so SDR sequences and paid campaigns hit the same list. No more drift mid-quarter.

→ VP Marketing

4

Decision on ICP deprioritization by July 1

I'm pulling resources from Healthcare and Gov. If there's pushback, I need to know before I reallocate the 2 AEs.

→ CRO

09

The Summary

Q2

$4.7M closed

Missed by 6%

Q3

$5.8M target

+23% QoQ

FY

$38M ARR

If we execute

We missed Q2. I own that. The plan above addresses the root causes — not with hope, but with specific operational changes.

I need the 2 SDR hires, exec air cover on the top 5 deals, and alignment with Marketing by July 15.

Give me that, and I'll deliver $5.8M.

10

Q3 Sales Plan:$5.8M Target