Sales & Revenue

SOP 0: CRM Overview — How Leads Flow Through Our System

The Complete Lead Lifecycle:

1. CAPTURE — A prospect fills out the interest form on the Regenesis website (WordPress). They provide their name, email, company, budget range, and what they are interested in.
2. GOOGLE SHEET — The form submission automatically lands in the Google Sheet "Website Interest forms - May 2024 onwards". This sheet is the single source of truth for all inbound leads. DO NOT modify, rename, or restructure this sheet — all CRM automations depend on it.
3. n8n AUTOMATION — One of 16 active CRM workflows in n8n detects the new row and creates a task in the ClickUp Sales Pipeline. The lead's details are mapped to ClickUp custom fields.
4. BUDGET FILTER — The system checks the stated budget. Leads with 150k+ budget are auto-qualified. Below-threshold leads receive a comment noting "Below budget threshold" and are routed differently (they still exist in the pipeline but don't trigger the full qualification sequence).
5. AI RESEARCH — For qualified leads (150k+), an AI-powered research workflow auto-triggers. It profiles the lead's company, industry, recent news, key people, and potential fit. The research output is posted as a detailed comment on the ClickUp task.
6. WELCOME EMAIL — A personalised welcome email is automatically sent to qualified leads, acknowledging their interest and setting expectations for next steps. The lead is marked "warm" in ClickUp.
7. MAILCHIMP NURTURE — Qualified leads sync from ClickUp > Google Sheets > Mailchimp for ongoing email campaigns. They are added to the appropriate regional mailing list and nurture sequence. Unsubscribes auto-sync back to ClickUp.
8. BOOKING — When a lead books a demo or consultation via Calendly, the booking syncs back to ClickUp via Google Calendar integration and updates the lead's status automatically.
9. VIDEO TESTIMONIALS — The system matches video testimonials to lead records, so sales can reference relevant social proof during outreach.
10. CLOSE — Justin and the sales team work the lead through discovery, proposal, negotiation, and close using ClickUp as the single dashboard for all pipeline activity.

Key Tools in the Stack:

• Website (WordPress): Lead capture forms — the front door

• Google Sheets: Source of truth for form submissions — never touch the structure

• n8n: 16 active CRM workflows handling all automation between tools

• ClickUp: Sales pipeline management, task tracking, lead status, comments, custom fields

• Mailchimp: Email campaigns, nurture sequences, regional mailing lists

• Calendly / Google Calendar: Demo and consultation scheduling with auto-sync

• AI Research: Automated lead profiling triggered on qualified leads

Steps:

1. When onboarding a new team member to sales, walk them through this document
2. Show them the ClickUp Sales Pipeline board view — this is where they will live
3. Explain the difference between automated steps (system handles) and manual steps (human action needed)
4. Point them to SOPs 1-5 for detailed procedures on each stage
5. Have them shadow Justin on 2-3 lead reviews before working independently

What the System Does Automatically:

• Captures website form submissions into Google Sheets

• Creates ClickUp tasks from new form entries

• Filters leads by budget (150k+ threshold)

• Runs AI research on qualified leads

• Sends welcome emails to qualified leads

• Syncs leads to Mailchimp nurture lists

• Updates ClickUp when Calendly bookings are made

• Matches video testimonials to lead records

• Handles unsubscribe sync between Mailchimp and ClickUp

What Humans Do:

• Review AI research and add personal insights

• Make qualification judgment calls on edge cases

• Conduct discovery calls and demos

• Send personalised follow-ups after demos

• Negotiate and close deals

• Update deal stage in ClickUp as conversations progress

• New team member can trace a lead from website form to close without asking questions

• All tools in the stack are understood at a high level

• The distinction between automated and manual steps is clear

• Team member knows which SOP to reference for each stage

• Lead not appearing in ClickUp after form submission: Check the Google Sheet first — if the row is there, the n8n workflow may have failed. Check n8n execution logs for the CRM capture workflow.

• Leads not appearing in Mailchimp: Check the sync workflow in n8n. Verify the Google Sheet intermediate step has the correct data.

• Calendly bookings not updating ClickUp: Check the Calendly-ClickUp sync workflow in n8n. Verify the Google Calendar integration is active.

• AI research not running: Check the AI research trigger workflow in n8n. It only fires for 150k+ budget leads.

• Escalation: Contact Barrie for system/automation errors, Justin for sales process decisions.

v2 — April 2026 | Pending review by: Justin, Florian

SOP 1: Lead Capture — Website Forms to ClickUp

Steps:

1. A prospect fills out the interest form on the Regenesis website (WordPress). The form collects: name, email, company, phone, budget range, area of interest, and free-text message.
2. The form submission is automatically written to the Google Sheet "Website Interest forms - May 2024 onwards". CRITICAL: This sheet is the source of truth. DO NOT rename, move, restructure, or manually edit this sheet — all downstream automations depend on its exact structure.
3. An n8n workflow monitors this sheet for new rows. When a new row is detected, it creates a task in the ClickUp Sales Pipeline (List ID: 901614327520) with all lead details mapped to custom fields.
4. The Budget Filter runs automatically: leads with a stated budget of 150k+ are flagged as "qualified" and proceed to the full pipeline (AI research, welcome email, nurture sync). Leads below 150k receive a comment: "Below budget threshold — review manually if promising" and are set to a different status.
5. Verify weekly: Open the Google Sheet and compare the last 7 days of entries against ClickUp tasks. Every sheet row should have a corresponding ClickUp task. If any are missing, check n8n execution logs.

What the System Does Automatically:

• WordPress form > Google Sheet row (instant)

• Google Sheet row > ClickUp task creation (within 15 minutes via n8n polling)

• Budget filter applied automatically based on form data

• Qualified leads trigger downstream workflows (research, email, nurture)

• Below-threshold leads get a comment and different routing

Weekly Health Check:

1. Open the Google Sheet "Website Interest forms - May 2024 onwards"
2. Note the number of entries in the last 7 days
3. Open ClickUp Sales Pipeline and filter by "Date Created: Last 7 days"
4. Counts should match. If they don't, investigate the gap.
5. Check n8n CRM workflows for any failed executions in the last 7 days

• Every website form submission has a corresponding ClickUp task within 24 hours

• Budget filter is correctly applied (150k+ = qualified, below = commented)

• Weekly health check shows zero gaps between Sheet and ClickUp

• No n8n workflow failures in the last 7 days

• Form submission in Sheet but no ClickUp task: Check n8n execution logs for the capture workflow. Common causes: n8n polling missed the row (re-trigger manually), ClickUp API rate limit hit (wait and retry), field mapping error (check n8n workflow config).

• Form submission not in Sheet at all: Check the WordPress form plugin. The form-to-Sheet connection may have broken (usually a Google auth token expiry). Re-authenticate in WordPress.

• Duplicate ClickUp tasks for one lead: Check if n8n workflow ran twice. Delete the duplicate, investigate the trigger. May need deduplication logic.

• Budget filter not working: Check the n8n workflow step that evaluates budget. The field name in the Sheet may have changed.

• Escalation: Contact Barrie for system/automation errors, Justin for sales decisions on edge-case leads.

v2 — April 2026 | Pending review by: Justin, Florian

SOP 2: Lead Qualification — Reviewing and Qualifying New Leads

Steps:

1. Open the ClickUp Sales Pipeline (List ID: 901614327520). Use the Board view to see leads by status. New unreviewed leads will be in the "To Do" or "New" column.
2. For each new lead, review the following information (populated automatically from the website form):
• Company name and website
• Contact person and role
• Stated budget range
• Area of interest / product interest
• Free-text message (what they said in the form)
3. Apply the Budget Threshold Rule:
• Budget 150k+ = QUALIFIED — The system will have already auto-qualified these and triggered AI research + welcome email. Verify this happened (check for AI research comment on the task).
• Budget below 150k = NOT QUALIFIED — The system adds a comment noting "Below budget threshold". Review manually to determine if the lead is still worth pursuing (e.g., they represent a large organisation, budget may increase, strategic partner potential).
4. For auto-qualified leads (150k+):
• Review the AI research that was automatically posted as a task comment
• Add any personal insights or context you have about the company
• Verify the welcome email was sent (check task activity log)
• Move the lead to "Warm" status if everything checks out
• Plan your outreach approach based on the research
5. For below-threshold leads you decide to pursue anyway:
• Add a comment explaining why this lead is worth pursuing despite budget
• Manually move to "Warm" status
• The lead will NOT have AI research — you will need to do manual research or request it
6. For below-threshold leads you decide to pass on:
• Add a comment: "Reviewed \[date\] — not qualifying at this time. Reason: \[brief reason\]"
• Move to "Not Qualified" status
• These leads will still receive nurture emails via Mailchimp unless manually removed

What the System Does Automatically:

• Auto-qualifies 150k+ budget leads

• Triggers AI research on qualified leads

• Sends welcome email to qualified leads

• Adds "Below budget threshold" comment on sub-150k leads

• Syncs qualified leads to Mailchimp nurture lists

What You Do Manually:

• Review each new lead daily

• Verify auto-qualification worked correctly

• Make judgment calls on edge-case leads

• Add personal context and insights

• Plan outreach strategy per lead

• Move leads to appropriate status

• All new leads reviewed within 24 hours of submission

• Each lead has a clear status: Qualified (Warm), Not Qualified, or manually overridden with reason

• AI research reviewed and supplemented with personal context for qualified leads

• Outreach plan noted on each qualified lead

• AI research did not run on a 150k+ lead: Check the lead's budget field in ClickUp — it may not have mapped correctly from the form. If budget is correct, check n8n AI research trigger workflow.

• Welcome email was not sent: Check n8n email workflow execution logs. May be a template issue or email delivery failure.

• Lead is clearly spam/bot: Delete the ClickUp task and note in the Google Sheet row. Report to Barrie if spam volume increases.

• Edge case: Lead says "budget TBD" or gives a range that straddles 150k: Use judgment. If the company looks promising, qualify manually and add a note.

• Escalation: Contact Justin for qualification decisions, Barrie for automation issues.

v2 — April 2026 | Pending review by: Justin, Florian

SOP 3: Lead Research — AI-Powered Lead Profiling

Steps:

1. When a lead is qualified (150k+ budget), the AI research system triggers automatically via n8n. Two workflows work together:
• AI Research Trigger: Detects the newly qualified lead and initiates research
• AI Research Controller: Orchestrates the research process, gathering data from multiple sources
2. The AI research profiles the lead across these dimensions:
• Company overview: What they do, size, industry, key products/services
• Recent news: Press releases, funding rounds, product launches, partnerships
• Key people: Leadership team, decision makers, relevant contacts
• Industry context: Market trends, competitive landscape, regulatory environment
• Potential fit: How Regenesis products/services align with their needs
• Red flags: Any concerns (financial trouble, legal issues, reputation risks)
3. Where to find the research output:
• Open the lead's ClickUp task
• Look in the Comments section — the AI research is posted as a detailed comment
• It will be clearly labelled as "AI Research Report" or similar
• Custom fields may also be populated with key data points
4. How to review and use the research:
• Read the full AI research comment
• Highlight the 2-3 most relevant talking points for your outreach
• Note any mutual connections or shared interests
• Identify the most likely decision maker and their priorities
• Draft your outreach angle based on the research
5. Supplement with your own knowledge:
• Add a comment with any personal context: "I met their CTO at \[event\]" or "They are already using \[competitor product\]"
• Update custom fields if you have more accurate data than the AI found
• Flag anything the AI got wrong (rare but possible)
6. Use the research in outreach:
• Reference specific, relevant details in your first email/call
• Do not dump the research — pick 1-2 points that show you understand their business
• Prepare 3 discovery questions based on the research findings

What the System Does Automatically:

• Detects newly qualified leads (150k+ budget)

• Triggers AI research workflow within minutes of qualification

• Gathers company, people, news, and industry data

• Posts a structured research report as a ClickUp comment

• Populates relevant custom fields with key data points

What You Do Manually:

• Review the AI research output (5 min per lead)

• Add personal context and corrections

• Extract 2-3 key talking points for outreach

• Craft personalised outreach based on research

• Flag any inaccurate AI findings

• AI research comment exists on the qualified lead's ClickUp task

• You have reviewed the research and added personal context

• Key talking points identified for outreach

• Outreach plan incorporates research findings

• No AI research comment on a qualified lead: Check if the lead's budget field is correctly set to 150k+ in ClickUp. If correct, check n8n AI Research Trigger workflow execution logs — it may have failed or been delayed.

• Research is clearly inaccurate or about the wrong company: Add a comment flagging the error. Check if the company name was misspelled in the form submission. If needed, manually research and post your own findings.

• Research is very thin / minimal: This happens with smaller or newer companies. Supplement with manual research via LinkedIn, company website, and industry databases.

• AI research ran on a non-qualified lead: Check the qualification logic in n8n. The budget filter may have a mapping error. Not harmful — just unexpected.

• Escalation: Contact Barrie for workflow/automation issues, Justin for research quality concerns.

v2 — April 2026 | Pending review by: Justin, Florian

SOP 4: Email Campaigns — Mailchimp Sync and Nurture Lists

Steps:

1. Understand the Sync Flow:
• Qualified leads in ClickUp > synced to a Google Sheet (intermediate step) > synced to Mailchimp
• This flow is managed by n8n workflows and runs automatically
• Leads are added to the appropriate Mailchimp audience based on their region and interest
2. Mailchimp List Structure:
• Master Nurture List: All qualified leads receive general Regenesis updates
• Regional Lists: Leads are tagged by region for geo-targeted campaigns
• Interest-Based Segments: Leads tagged by product/service interest for targeted content
• Do Not Contact: Unsubscribed leads — auto-synced, never manually add back
3. Weekly List Health Check:
• Log into Mailchimp and check audience dashboard
• Review new subscribers added in the last 7 days — should match new qualified leads in ClickUp
• Check unsubscribe count — if unusually high, review recent campaign content
• Review bounce rate — hard bounces should be removed from ClickUp too
• Check spam complaints — any complaints need immediate attention
4. Campaign Management:
• Florian creates and schedules campaigns in Mailchimp
• Always use the appropriate segment (do not blast the entire list)
• Follow the brand voice guidelines for email copy
• Include an unsubscribe link in every email (legally required, Mailchimp does this automatically)
• Test emails to yourself before sending to the list
5. Unsubscribe Handling:
• When someone unsubscribes in Mailchimp, the n8n workflow automatically:

a. Updates the Google Sheet sync list

b. Updates the ClickUp lead status/field to reflect unsubscribe

• NEVER manually re-add an unsubscribed contact — this violates consent rules

• If a contact says they want back on the list, they must re-subscribe themselves via the website form or a direct opt-in link

1. Consent Reconciliation (Monthly):
• Cross-reference Mailchimp audience against the ClickUp pipeline
• Verify every Mailchimp subscriber has a valid consent trail (website form submission)
• Remove any contacts that do not have a clear opt-in record
• Document the reconciliation in a comment on this SOP task

What the System Does Automatically:

• Syncs qualified leads from ClickUp > Google Sheets > Mailchimp

• Adds leads to appropriate regional and interest-based lists

• Syncs unsubscribes from Mailchimp back to ClickUp

• Handles hard bounce removal

• Maintains the Do Not Contact list

What You Do Manually:

• Create and schedule email campaigns

• Review list health weekly

• Run monthly consent reconciliation

• Handle edge cases (re-subscription requests, spam complaints)

• Adjust segments and targeting based on campaign performance

• All qualified leads are present in Mailchimp within 48 hours of qualification

• Unsubscribes are reflected in both Mailchimp and ClickUp

• Weekly health check shows no anomalies

• Monthly consent reconciliation is documented

• Campaign performance is reviewed and insights applied to next campaign

• Qualified leads not appearing in Mailchimp: Check the n8n sync workflow. Common issues: Google Sheet intermediate step is missing data, Mailchimp API connection expired, field mapping changed.

• Unsubscribe not syncing back to ClickUp: Check the n8n unsubscribe sync workflow. The Mailchimp webhook may have disconnected.

• High unsubscribe rate after a campaign: Review the email content. Was it relevant to the segment? Was the frequency too high? Adjust targeting for next campaign.

• Spam complaints: Immediately review the email in question. Check that consent was valid. If a contact did not opt in, investigate how they got on the list.

• Bounced emails: Hard bounces should auto-clean. If they do not, manually remove from Mailchimp and update ClickUp.

• Escalation: Contact Florian for campaign decisions, Barrie for sync/automation issues.

v2 — April 2026 | Pending review by: Justin, Florian

SOP 5: Booking Management — Calendar and Demo Scheduling

Steps:

1. Booking Flow:
• A lead books a demo or consultation via the Calendly link (shared in welcome emails and on the website)
• Calendly creates an event in Google Calendar
• An n8n workflow detects the new booking and updates the lead's ClickUp task:

a. Status changes to "Demo Scheduled" or equivalent

b. A comment is added with booking date, time, and any notes the lead provided

c. The booking date is set in a custom field

1. When You See a New Booking:
• You will receive a Calendly notification (email + calendar invite)
• Open the corresponding ClickUp task for this lead
• Verify the ClickUp status was updated automatically. If not, update it manually.
2. Pre-Demo Preparation (do this at least 1 hour before the call):
• Review the AI research comment on the lead's ClickUp task (see SOP 3)
• Check the lead's website and LinkedIn profile
• Prepare 3-5 discovery questions tailored to their business
• Have the relevant Regenesis deck/materials ready
• Test your video/screen sharing setup
• Note any video testimonials matched to this lead's profile (the system may have flagged relevant ones)
3. During the Demo:
• Take notes directly in the ClickUp task comments (or immediately after)
• Log: who attended, what they were most interested in, concerns raised, budget confirmation, timeline, next steps agreed
4. Post-Demo Follow-Up (within 2 hours):
• Add a detailed comment to the ClickUp task with demo notes
• Update the lead status: "Demo Completed" or move to "Proposal" stage if next step is a proposal
• Send a follow-up email summarising key points and agreed next steps
• If a proposal is needed, create a subtask for proposal preparation
• Set a follow-up date on the ClickUp task (typically 3-5 business days)
• If the lead went cold during the demo, note why and move to "Nurture" status
5. No-Show Handling:
• Wait 10 minutes past the scheduled time
• Send a brief email: "Missed you on our call today — happy to reschedule. Here is my Calendly link: \[link\]"
• Add a comment to the ClickUp task: "No-show \[date\]. Follow-up email sent."
• Set a follow-up for 2 business days
• If no-show twice, move to "Nurture" status with a comment

What the System Does Automatically:

• Calendly booking > Google Calendar event (instant)

• Google Calendar > n8n > ClickUp task status update (within 15 minutes)

• Booking details added as ClickUp comment

• Video testimonials matched to lead profile (when available)

What You Do Manually:

• Review AI research before the demo

• Prepare tailored questions and materials

• Conduct the demo

• Take and log detailed notes

• Send follow-up email within 2 hours

• Update lead status and set follow-up dates

• Handle no-shows

• Every booking has a corresponding ClickUp status update within 1 hour

• Pre-demo prep completed for every scheduled call

• Demo notes logged on the ClickUp task within 2 hours of the call

• Follow-up email sent within 2 hours

• Next steps and follow-up date set on the task

• No-shows handled with re-engagement email same day

• Calendly booking not appearing in ClickUp: Check Google Calendar — if the event is there, the n8n sync workflow may have failed. Check n8n execution logs. Manually update the ClickUp task status and add a comment with the booking details.

• Double booking / calendar conflict: Immediately contact the lead to reschedule. Update Calendly availability to prevent recurrence. Review buffer time settings in Calendly.

• Lead cancels: If they cancel via Calendly, the system should update ClickUp. If not, manually update. Send a brief email offering to reschedule.

• Demo link not working: Have a backup meeting link ready (Google Meet or Zoom). Send to the lead immediately via email.

• Escalation: Contact Justin for demo/sales process decisions, Barrie for automation/system issues.

v2 — April 2026 | Pending review by: Justin, Florian