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[DRAFT] [SALES-001]: Sales & Marketing Baseline Metrics

Effective Date: September 2026 | Version: 1.0 | Approved by:

Field Value
Department Sales & Marketing
Who is it for? Sales, marketing, sales ops
Systems Used Shared CRM; Google Drive field-visit folder
Primary Metrics Field visits per week; Bell Cow crisis-center accounts; monthly referrals
References N/A
Video Walkthrough N/A

1. Purpose

Define the weekly sales activity floor and priority-account focus so Montclair consistently generates referrals, protects client acquisition spend, and keeps crisis-center relationships warm.

2. Compliance

Follow FirstLight Home Care franchise marketing and referral practices, plus any California advertising and solicitation rules that apply to home-care outreach. Align outreach records with requirements in the Operations Manual - V2.pdf and the Franchise agreement.

3. Prerequisites

  • Access to the shared CRM used for visits, contacts, and referrals
  • Access to the shared Drive folder for field materials
  • Clear assignment of Bell Cow / crisis-center accounts for the week
  • Current approved talking points or leave-behinds for outreach

4. Steps

  1. Plan the week around a minimum of 30–50 field visits.
  2. Prioritize at least 7 "Bell Cow" crisis center accounts each week.
  3. Complete visits and log contacts in the shared CRM the same day when possible.
  4. Track referrals attributed to priority accounts toward an expected 15–18 referrals per month.
  5. Review activity in the embedded Drive list below and close gaps before week’s end.

5. Escalation

If weekly visit or Bell Cow targets cannot be met, or CRM logging is blocked:

  1. Stop inventing alternate tracking outside the shared CRM.
  2. Notify Sales Ops / the sales lead the same day the miss is clear.
  3. Document the blocker (access, staffing, account status).
  4. Resolve with an approved recovery plan for the week.
  5. Record the exception and corrective action for the monthly review.

6. Communication Scripts

Phone

"[Approved outreach / follow-up script — replace before publishing]"

SMS

"[Approved text — replace before publishing]"

Email

"[Approved email — replace before publishing]"

7. Records

Action System of Record Evidence Produced Owner
Log field visit / contact Shared CRM Visit/contact record Sales
Store leave-behinds / lists Google Drive Folder artifacts Sales
Attribute referral Shared CRM Referral record Sales Ops

8. Metrics

Measure Target / Control Frequency Owner
Field visits 30–50 / week Weekly Sales
Bell Cow crisis-center accounts 7 / week Weekly Sales
Referrals from priority accounts 15–18 / month Monthly Sales Ops
SOP compliance sample Reviewed with metrics Monthly Sales Ops

Metrics are reviewed monthly by the Sales Ops team.

9. Resources

  • Shared CRM for visits, contacts, and referrals
  • Field / sales Drive folder
  • Related franchise marketing guidance (FranConnect / FirstLight as applicable)