Enterprise Sales Playbook

Before you begin

About this playbook

Built for three challenges

How to read the confidence tags

Sourced

Stated in a cited source (see the Evidence Register, Appendix B).

Inferred

Reasoned from sources; directionally right, wording may change.

Assumption

Enablement placeholder (targets, thresholds, tools). Validate before use.

The short version

Executive summary

Garallen Company sells decisions, not software. Every Garallen Company deal starts with a question a buyer must answer with money on the line: which sites to build, which to upgrade, how big the battery should be, whether to wait for a grid upgrade, which depot to electrify first. Plan answers that question in minutes, a Garallen Company analyst checks the answer within a business day, and the buyer leaves with a report that a CFO or a lender will accept.

The market has turned in Garallen Company's favour. With federal credits for new charging property and commercial EVs gone, and many first-generation networks now aging, operators can no longer build on optimism and a spreadsheet. Every project in flight needs to be re-modelled, and every underperforming site needs a plan. That makes rigorous modelling, and brownfield optimization in particular, a timely wedge.

The team is small, so the motion has to be lean: one AE can run a full cycle, the CEO and three industry advisors open executive doors, and partners (EPCs, consultancies, conversion specialists) extend reach. This playbook gives that team one shared process: eight stages with exit criteria, MEDDPICC-D qualification (MEDDPICC plus Data readiness), a deal review that produces a forecast category, pilot and mutual-action-plan templates, a tiering model, a library of buying triggers and six land-and-expand motions.

To keep it practical, every template is filled in for one live Tier 1 account: Dennergo, a 132-site Mountain West fast-charging operator that just acquired a 22-site network and lost federal credit eligibility on 14 planned builds. Use Dennergo as the model for how good looks; replace its details with your own account's.

Key findings

Section 01 · What Garallen Company sells, to whom, and how

Research Summary

Ground every conversation in facts. This section captures what Garallen Company actually sells, to whom and how, as of Oct 16, 2026, and tags each finding with its source and confidence. Sellers use the right-hand column; leadership validates anything not marked Sourced.

Founded, Denver, CO

2019

Employees (low confidence)

~22

Platform modules

3

Buyer segments

6

Analyst QA on standard reports

1 day

Findings and what they mean for sellers

↑ Back to the top·Sample playbook. Company names and data are illustrative.

Section 02 · Eight stages, one definition of done

The Sales Process: Stage Overview

Eight stages adapted to a SaaS-plus-expert-QA motion. The classic enterprise "site walk" becomes Site Data Intake & Assessment: a virtual data-room review of tariffs, interval data, grid capacity, telematics and site layout, with a physical visit only when it is warranted.

1. 1Strategic Preparation

   Objective

   Understand the account's sites, fleet or portfolio; EV program status; grid and tariff context; exposure to lost federal credits; and stakeholders. Form a point of view (POV) on where the value is.

   Work products

   Account brief; site/fleet snapshot (public charger locations, depots, properties); a three-hypothesis POV mapped to the five disciplines; persona outreach sequence.

   Exit criteria

   POV in CRM; ≥3 personas mapped; first meeting booked within 14 days.

   Manager actions

   Approve the POV for Tier 1; decide whether the CEO or an advisor should open the door.

   Coaching

   Lead with an insight about their sites (demand-charge exposure, underused locations, a lost 30C credit), not a feature list.

   Assessment questions

   Which sites or projects are most at risk financially? Who owns the investment decision? Is a partner (EPC) already engaged?

   Tools

   CRM (assumed); social-selling tool (assumed); federal station locator; utility tariff databases (GK); 10-K and ESG reports; Garallen Company Insights articles.

2. 2First Meeting / Discovery

   Objective

   Validate pains, quantify impact, map the decision process and data availability; earn the demo.

   Work products

   Discovery notes in MEDDPICC-D format; pain→impact chain; data-availability checklist; agreed next step.

   Exit criteria

   Quantified pain ($ capex, $ energy and demand charges, utilization %, IRR gap, study cost/time); decision process and timeline; data owner named; demo booked.

   Manager actions

   Join Tier 1 calls; grade discovery; check that the finance pain (IRR, capex, opex) is quantified.

   Coaching

   Ask "what happens if this project is built on today's spreadsheet?" Explore all five disciplines; confirm a direct or partner path.

   Assessment questions

   What IRR or payback hurdle applies? What did the last study cost and how long did it take? Who supplies tariff, interval and telematics data?

   Tools

   Discovery guide (Section 03); scheduling link (sourced); five-discipline question bank.

3. 3Demo / Solution Presentation

   Objective

   Show the platform answering their question: a scenario on their site or fleet, a sample investor-grade report and the design-to-operate roadmap.

   Work products

   Tailored demo (Project / Fleet / Hub / Microgrid workspaces); scenario comparison; sample report; Operate/Flex roadmap slide if relevant.

   Exit criteria

   Customer confirms ≥80% of decision criteria addressed; agrees to a pilot or assessment and to share data.

   Manager actions

   Ensure analyst support for technical buyers; rehearse the lender and finance angle for CFOs.

   Coaching

   Demo outcomes (IRR, capex avoided, demand-charge reduction), not screens. Run a sensitivity or what-if live.

   Assessment questions

   Did we show their numbers? Which stakeholder wasn't convinced? Did finance see the investor-grade output?

   Tools

   Demo tenant; sample reports (illustrative); BI dashboard views; launch demo recordings (S10).

4. 4Trial / Pilot

   Objective

   Prove value fast and cheaply: free Portfolio Screen (≤15 sites), paid site assessment, brownfield performance review or a single-hub Operate pilot.

   Work products

   Pilot charter (Section 08); signed success criteria; data received; MAP v1 (Section 09).

   Exit criteria

   Charter signed; results delivered on time (one-business-day QA standard for standard reports); criteria met; agreement to a commercial proposal.

   Manager actions

   Approve scope, price and analyst capacity; refuse open-ended free work beyond the public free tier.

   Coaching

   Tie the pilot to a real decision: which sites to build or upgrade, which fleet phase.

   Assessment questions

   What decision does this pilot unlock? Who signs the follow-on? What is the budget source?

   Tools

   Portfolio Screen upload (S4); Garallen Plan; Operate sandbox (validate).

5. 5Value Validation

   Objective

   Help the buyer adopt a best-practice operating model: the five disciplines, living-plan re-evaluation and monetized sustainability.

   Work products

   Five-discipline maturity readout; reference call (EPC brownfield or retail greenfield); operating model (who maintains the models and how often sites are re-evaluated).

   Exit criteria

   ≥1 reference or peer proof completed; buyer accepts an ongoing (subscription) model.

   Manager actions

   Broker references; bring in the advisor with vertical credibility (utility, logistics, telematics).

   Coaching

   Move the buyer from a one-off study to continuous optimization.

   Assessment questions

   Has the economic buyer heard a peer story? Do they accept re-evaluating sites annually or when tariffs change?

   Tools

   Insights articles (S7); case studies (S11, S12); reference list (validate permissions).

6. 6Site Data Intake & Assessment

   Objective

   Collect and validate the data that drives model accuracy: tariffs, interval and billing data, grid capacity and interconnection status, site layout and rooftop, charger inventory and utilization, fleet telematics and routes.

   Work products

   Completed data-intake checklist; assumptions log; data-gap plan (Garallen Company API defaults vs customer data); optional site-visit notes.

   Exit criteria

   All critical inputs received or defaults approved by the customer; assumptions log signed.

   Manager actions

   Escalate data blockers; confirm analyst capacity and turnaround.

   Coaching

   Accuracy is the product. Document every assumption a lender or CFO will challenge.

   Assessment questions

   Which inputs are defaults and which are measured? Is the utility interconnection status known? Are NDAs needed?

   Tools

   Secure upload; data-room checklist (Section 08); telematics exports; utility bills.

7. 7Pricing / Proposal

   Objective

   Deliver a value-based proposal with options (site pack, portfolio subscription, design plus Operate), an ROI case and terms.

   Work products

   Proposal; ROI business case (Section 07); SOW for analyst QA and deliverables; data and security terms; partner pricing if partner-led.

   Exit criteria

   Proposal presented live to the economic buyer; preferred option chosen; paper process mapped; verbal yes.

   Manager actions

   Deal review (Section 06); approve discounts against guardrails; align partner margin.

   Coaching

   Trade, don't discount: multi-site volume, term length, case-study rights, partner co-marketing.

   Assessment questions

   What does a wrong site decision cost compared with our fee? Who else is being considered (consultant, vendor, competitor)?

   Tools

   Price book (Assumption, validate); ROI model; order form and MSA templates.

8. 8Close

   Objective

   Signed order, a smooth handoff to delivery and customer success, and an expansion plan already seeded.

   Work products

   Signed order form / MSA / DPA; kickoff; workspace set-up; handoff doc; expansion hypothesis (Operate, Flex, more sites).

   Exit criteria

   Booked; kickoff within 5 business days; first deliverable date agreed; case-study or reference consent requested.

   Manager actions

   CEO/CRO thank-you call (Tier 1); win/loss review; case-study ask.

   Coaching

   Close the mutual plan; avoid quarter-end discount pressure; set expansion trigger dates.

   Assessment questions

   Is everything promised in the SOW? When is the first value moment?

   Tools

   CRM; e-signature (assumed); onboarding checklist.

↑ Back to the top·Sample playbook. Company names and data are illustrative.

Section 03 · Pipeline → qualification → discovery → demo → pilot → partners → executives

The End-to-End Sales Motion

This section turns the stages into daily work: where pipeline comes from, how to qualify it, how to run discovery by persona, how to demo and pilot, how to work with partners and executives, and how to spot a stalled deal before the forecast does.

3.1 Pipeline generation

3.2 Qualification: MEDDPICC-D

Reading the matrix

• Fast close (strong fit, ready to decide): run the MAP, book the deal review, protect analyst capacity.
• Education needed (ready, fit unproven): lead with the five-discipline diagnostic and a peer story to prove the problem is worth solving.
• Nurture (strong fit, not ready): set a trigger watch (Section 11) and offer the Portfolio Screen or a partner referral. Don't spend analyst time yet.
• Disqualify for now (weak fit, not ready): close-lost with a trigger watch.

3.3 Discovery by persona

3.4 Demo, pilot, partners and executives

3.5 Champion test

3.6 Stalled-deal indicators and recovery

Stall signal → likely cause → first move

↑ Back to the top·Sample playbook. Company names and data are illustrative.

Section 04 · Where to hunt, in what order, with what capacity

Territory Planning

With a small team, territories are best cut by segment and region (for example: Mountain West and California CPO/retail; national REIT/CRE; fleets and logistics; Canada). Targets below are illustrative assumptions. Calibrate them to quota and to capacity, including analyst QA capacity, which is the real constraint on how many pilots can run at once.

Territory plan deliverables

• Segment universe and tiers
• Region heat map
• Top-25 focus list with live triggers
• Partner coverage map
• Pipeline math and capacity plan

↑ Back to the top·Sample playbook. Company names and data are illustrative.

Section 05 · The template, filled in for a live Tier 1 account

Account Plan: Dennergo

Required for Tier 1 (all sections) and Tier 2 (sections A–F). Keep it to two pages and update it in the CRM. The right-hand example column is the live plan for Dennergo; use it as the standard for depth.

↑ Back to the top·Sample playbook. Company names and data are illustrative.

Section 06 · Twenty minutes that decide the forecast

Opportunity & Deal Review

Run a review for every opportunity of $25K or more in first-year value (illustrative threshold), every Tier 1 deal, and before anything moves to Commit. Twenty minutes: the AE presents, the CRO challenges, the analyst lead joins for scope and capacity.

↑ Back to the top·Sample playbook. Company names and data are illustrative.

Section 07 · Two business cases, one story

Business Case, ROI & TCO

Two business cases matter: the customer's project case (IRR, NPV and TCO of the site or fleet), which Garallen Company produces, and the case for buying it: better, faster decisions versus the fee. Sellers own the second and use the first as proof.

Worked example: Dennergo, 18 bottom-quartile DCFC sites

Illustrative. Replace with the customer's data; the Garallen Company fee is a placeholder until the price book is confirmed.

#	Assumption / input	Value	Note
1	Sites in scope	18 operating DCFC sites	Brownfield optimization
2	Avg charging revenue per site	$210,000 / yr	Customer data
3	Revenue uplift (re-sizing, pricing, ops)	6% → $226,800 / yr	Conservative vs the 18–24% claim
4	Avg demand charges per site	$52,000 / yr	From bills and interval data
5	Demand-charge reduction	15% → $140,400 / yr	Validate per tariff
6	Capex avoided	2 builds × $165,000 = $330,000	One-time; redesigned pipeline sites
7	Consultant studies avoided	18 × $8,000 = $144,000	One-time; plus 6–8 weeks saved
8	Year-1 gross benefit	$841,200	3 + 5 + 6 + 7
9	Recurring annual benefit	$367,200 / yr	3 + 5
10	Garallen Company fee (placeholder)	$96,000 year 1	Validate with the price book
11	Year-1 ROI	≈ 7.8×	(8 − 10) ÷ 10
12	Not monetized	Financing speed, Flex revenue, carbon credits	Add if the customer can quantify

↑ Back to the top·Sample playbook. Company names and data are illustrative.

Section 08 · Prove value fast, cheaply and toward a decision

Pilot Setup & Checklists

Default policy: free only within the public Portfolio Screen tier (≤15 sites). Every other pilot is paid, or credited against a follow-on order (policy is an Assumption; validate). Standard deliverable SLA: results QA-reviewed within about one business day of complete data (S3).

↑ Back to the top·Sample playbook. Company names and data are illustrative.

Section 09 · One shared plan from kickoff to the 90-day value review

Mutual Action Plan

Shared with the customer, and with the partner where relevant. The example is Dennergo's brownfield review → upgrade designs → Operate path. Dates are relative to target signature (T = Fri Jan 29, 2027), with calendar dates for this account. Partner-led deals add an end-client approval milestone.

↑ Back to the top·Sample playbook. Company names and data are illustrative.

Section 10 · Spend time where the score says, not where the logo says

Account Tiering

Score = Fit (0–40) + Potential (0–30) + Intent/Triggers (0–20) + Access (0–10). Tier 1 ≥75; Tier 2 55–74; Tier 3 35–54; Tier 4 <35 or self-serve. Weights are illustrative.

↑ Back to the top·Sample playbook. Company names and data are illustrative.

Section 11 · Twenty signals that make an account worth a call this week

Buying Triggers & Events

Sources: news, social and professional-network alerts, state and federal funding announcements, utility tariff filings, trade shows, Portfolio Screen uploads and partner intel. Urgency: H = act within 1 week; M = within 30 days; L = nurture. Items marked GK should be re-verified.

↑ Back to the top·Sample playbook. Company names and data are illustrative.

Section 12 · Six motions, each with a land offer and three expand steps

Land & Expand Motions

One row per motion. Write the chosen motion, with dates, into the account plan (Section 05).

↑ Back to the top·Sample playbook. Company names and data are illustrative.

Section 13 · What to say, in what order, to whom

Field Kit: Sequences & Talk Tracks

The process is only as good as the conversations inside it. This kit gives Garallen Company sellers a way to read an account's urgency, a 30-minute first-call structure, a trigger-led outreach sequence written for Dennergo, persona talk tracks and objection responses. Adapt the words; keep the structure.

13.1 Read the room: account phase

13.2 Anatomy of a 30-minute first call

13.3 Trigger-led sequence: VP Network Development, Dennergo

Trigger: Dennergo's acquisition of the 22-site Sagebrush network plus the loss of 30C eligibility on planned builds. Seven touches over 18 business days across email, phone, social and an executive introduction. Personalize the bracketed fields; never send a touch without a reason to exist.

1. Day 1 Email22 new sites, 14 re-priced builds

   Daniel, congratulations on closing the Sagebrush acquisition. Two things usually land on a network lead's desk right after a deal like that: deciding which acquired sites to upgrade, keep or retire, and re-checking planned builds that assumed the 30C credit. We help CPOs answer both with site-level models their CFO will accept, typically within a business day of getting the data. Worth 20 minutes to compare notes on how you're sequencing the integration?

2. Day 2 SocialConnect request

   Daniel, I follow Dennergo's Mountain West build-out and work with operators on site economics after the federal credit changes. Would be glad to connect.

3. Day 4 Call + voicemail

   Daniel, it's [Name] at Garallen Company. I'm calling about the Sagebrush sites. Most operators we work with find a handful of acquired sites carry most of the demand-charge risk. I have a one-page view on how to find them fast. I'll send it over; my number is [phone].

4. Day 7 EmailThe 30C math on your 2H builds

   Daniel, a quick follow-up with a specific idea. Projects placed in service after June 30 no longer get 30C, so builds approved last year at an 11–12% hurdle can quietly fall under it. A re-model usually changes one of three things: site order, charger count or storage size. Attached is a one-page example (illustrative data) showing what changes. Open to a 20-minute walkthrough?

5. Day 10 Exec introFrom our CEO

   Lena Marchetti (CEO) writes to Teresa Valdez: a short note on Mountain West network integration, one insight from similar operators, and an offer of a 20-minute executive exchange. Copy Daniel.

6. Day 14 Call

   Reference the CEO note. Ask one question: "Of the 22 Sagebrush sites, how many do you already know you'd keep at today's tariffs?" If he engages, book the readout; if not, ask who owns the integration model.

7. Day 18 EmailClosing the loop

   Daniel, I'll stop here so I don't clutter your inbox. If it's useful later, you can upload up to 15 site addresses to our free Portfolio Screen and get a ranked view in a day, no call needed. If integration planning picks up after the budget lock, I'd be glad to help.

13.4 Persona talk tracks

13.5 Objection handling

↑ Back to the top·Sample playbook. Company names and data are illustrative.

Appendix A · What was adapted, what was assumed, who validates

Accuracy & Adaptation Notes

This playbook adapts a reference enterprise-playbook structure (originally written for a hardware-plus-cloud field-sales motion) to Garallen Company's SaaS-plus-analyst model. Prepared from public sources as of Oct 16, 2026 for Garallen Company's revenue team; not yet reviewed by Garallen Company leadership. Items marked Assumption or Inferred need validation.

↑ Back to the top·Sample playbook. Company names and data are illustrative.

Appendix B · Every [S#] tag, in one place

Evidence Register

In a delivered playbook, every row links to the exact page or document. In this sample the sources are fictional, so links are omitted.

↑ Back to the top·Sample playbook. Company names and data are illustrative.