Transform Ad-Hoc Selling Into Predictable Revenue
The Forward State Sales System for Technical Leaders
Build repeatable B2B sales systems. Scale from $500K-$5M+ through systematic implementation, not consulting.
| Start here ➡ What is the Forward State Framework? |
| Sales System Readiness Session - Let's Talk |
| Two Engagement Level Options |
Why Forward State?
After 25 years in enterprise B2B sales and solution design, I noticed a pattern:
Technical Business Leaders struggle not because they lack sales talent, but because they lack sales structure.Forward State solves this by installing repeatable systems before you scale.[Full story] → Link to About page
How We Help
We help Technical Business Leaders install sales structure before they scale:
Diagnose bottlenecks and qualification gaps
Systemize CRM and sales operations
Design repeatable go-to-market frameworks
Create your tailored Sales Playbook
The outcome: Predictable revenue without being in every deal.
Quick Forward State Sales System
Engagement Level Comparisons
Available slots fill quickly - most clients book 2 weeks out.
✓ 6 active client engagements
✓ Next available: [2-3 weeks]
✓ Free Readiness Session (no obligation)
Not sure which level?
Choose your starting level during the Readiness Session.
Forward State Sales System
Who This Is For?
You're a Technical Business Leader selling complex B2B solutions. You've proven your product or service works, but sales feels inconsistent and too dependent on you personally.You're facing:
Sales success tied to your personal involvement, making it impossible to scale
Ad-hoc processes that work sometimes but can't be taught or repeated to others
Pressure to hire a VP Sales or sales team, but you're not ready for $150K-$250K+ annual commitment
Temptation to hire a commission-only rep, but you know they'll fail without a system to follow
Revenue goals that require systematic outbound motion, not just referrals and word-of-mouth
Deals that close when you're involved, but stall when you're not
You don't need a fractional executive managing people you don't have yet. And a commission-only rep without a system is just expensive hope.You need a repeatable sales system that lets you stay in control while building predictable revenue. One that works whether you're in the deal or not.That's what the Forward State Sales System delivers.
The FORWARD Operating Model
F = Focus the fit
Meaning: Lock your ICP and triggers so you stop chasing noise.
Deliverable: ICP one-pager with 3 trigger signals and a “no-fit” list.
Example: “We target technical-founder firms under 50 staff with no dedicated sales hire and a recent product release.”O = Organize the pipeline
Meaning: Define stages, exit criteria, and ownership so deals stop drifting.
Deliverable: Pipeline stages with clear entry and exit rules.
Example: “Discovery scheduled is not a stage. It is an action. The stage is ‘Qualified problem confirmed.’”R = Record the right data
Meaning: Capture only the fields that drive decisions and actions.
Deliverable: Minimum viable CRM fields plus data hygiene rules.
Example: “No stage changes without a next step date. No contacts without role and seniority.”W = Work the cadence
Meaning: Run a repeatable multi-channel sequence tied to a single objective.
Deliverable: 10–15 day cadence with templates and task rules.
Example: “Each touch has one ask: a 12-minute fit check call. No product demos in cold outreach.”A = Automate what is safe
Meaning: Automate routing, reminders, and templated steps. Keep judgment steps manual.
Deliverable: Automation map: what gets automated, what stays human, and why.
Example: “Auto-create follow-up tasks after email opens. Do not auto-send to unverified addresses.”R = Review the signals weekly
Meaning: Use a short scorecard to find bottlenecks fast.
Deliverable: Weekly scorecard with 5 metrics and one decision rule per metric.
Example: “If reply rate drops below X, adjust the list and message before adding volume.”D = Document so you can delegate
Meaning: Turn your best moves into SOPs so the system runs without you.
Deliverable: Sales System playbook: definitions, SOPs, templates, and who-does-what.
Example: “A new assistant can build lists, enrich contacts, and launch cadences without touching strategy.”
This is NOT for you if:
You need someone to make cold calls for you (we build systems, not outsource labour)
You want a quick-fix or magic bullet (system building takes 90+ days minimum)
You're not willing to be actively involved (we build with you, not for you)
You need full-time sales team management (we're system builders, not people managers)
Why the Forward State Sales System WorksThe Forward State framework was developed from 25+ years implementing sales systems for technical B2B companies—including SaaS solutions, GIS platforms, and professional services.
What makes Forward State different:
System-first, not strategy-first: You get working CRM structures, sequences, and scripts - not PowerPoint decks
Built with you, not for you: We implement side-by-side so you own the system completely
Technical Business Leader-appropriate scope: Designed for technical leaders managing complexity, not sales executives managing teams
Unlike fractional executives who manage teams, Forward State focuses on what Technical Business Leaders actually need: a repeatable system that works whether you're in the deal or not.
Current clients: Applied Management Centre (project management training), and others across Canada and the US.
Client ResultsWe're in active engagements with Technical Business Leaders across Canada and the US. Results from current client engagements will be added as they complete their initial 90-day commitments.
What clients say so far:
"Al's approach is exactly what we needed - practical for our mature business pivot, systematic, and technical owner-appropriate. It Increased qualified conversations from 2-3 to 15+ monthly."
- Rob, President, Applied Management CentreWant to see if the Forward State Sales System is right for you? Start with the no-fee Readiness Session.
Ready to Build Your Sales System?Schedule your no-fee Sales System Readiness Session. We'll assess your situation together and determine if Forward State is the right fit - and if not, we'll point you in the right direction.
Not sure which engagement level fits? That's exactly what the Readiness Session is for.
Sales System Readiness Session
Description: Structured 1-hour discovery to determine if a repeatable sales system is the right solution for your revenue challenges.Time Commitment: 1-hour virtual session + 1-hour asynchronous analysis (total 2 hours)Prerequisites:
Decision-maker must attend
Full 60 minutes available (no 30-minute sessions)
Session Agenda:
Discovery conversation about your current situation, challenges, and goals
Assessment of fit using motivation and capability framework
Clear recommendation on Forward State engagement level (Core, or Lite) or alternative path
What You'll Receive:
Clear recommendation on next steps (even if that's "not yet" or a "different approach")
Written assessment summary within 24 hours
15-minute follow-up conversation (scheduled during session)
Honest evaluation of whether the Forward State Sales System is right for your situation
Zero obligation. Many leaders leave with clarity on their next move, whether that's engaging with us, taking a different path, or building internally. This is a genuine assessment, not a sales pitch.Pricing: No Fee
No-fee Readiness Session
No pressure sales pitch
Honest "not yet" recommendations
Clear engagement terms (no surprises)
Cancel with 15 days notice
Next Step: Schedule your session ⤵
The booking includes 5 qualification questions (~3 minutes) to ensure we can provide maximum value during your Readiness Session.
Typical Engagement Timeline• Week 1-2: Baseline capture + ICP definition
• Week 3-6: Core system build (stages, messaging, sequences)
• Week 7-11: Live implementation + iteration
• Week 12: 90-day review + roadmapYour actual timeline depends on your starting point and engagement level.
Lite-Level Engagement in Forward State Sales System Services
Foundation Building
💡 Perfect for: First-time systematizers | 1 core offering | <$500K ARRDescription: Build the foundational sales system to move from opportunistic deals to repeatable outbound—without hiring a sales team. By day 90, you'll have a documented sales process you can hand to a future hire.Time Commitment: Total 6 hours/month: Weekly 45-minute working sessions (3 hours virtual per month) supported by 3 hours async.Typical Outputs: As may be defined within a Forward State Sales System Agreement with Appendix (Statement of Work) and may include:
ICP segmentation with Tier-A/B/C fit criteria and discovery question sets
Stage map with entry/exit criteria and CRM field requirements
Offer packaging (pilot scopes, assessment frameworks, pricing bands)
Demo outlines with timing and next-step asks
Qualification rubric and booking defaults
Proposal and contracting path with friction checklist
Template pack (scripts, one-pagers, objection library)
KPI dashboard with RYG thresholds and weekly review ritual
90-day results review and next-plan roadmap
Guardrails: Up to 1 new asset per month; up to 2 substantive reviews per month; up to 2 deal reviews; up to 1 partner/client call.Pricing: Starting at $2,999 per month.Upgrades: Lite can upgrade to Core with pro-rated credit.Best Fit for: Leaders with 1 offering who need structured, repeatable sales motions without hiring full-time sales staff.
Next Step: Schedule your Readiness Session
Core-Level Engagement in Forward State Sales System Services
Complete System Installation - Most Popular
⭐ Perfect for: Growing complexity | 1-2 offerings | $500K-$5M ARRDescription: Transform from Technical Business Leader-dependent selling to a documented, repeatable system that closes deals without you. By month 6, typical clients have a complete system running 10-15 qualified conversations monthly without Leader involvement - transforming from 2-3 conversations per month to a predictable pipeline.Time Commitment: Total 24 hours/month: Weekly 2-hour working sessions (8 hours virtual per month) supported by 16 hours async.Typical Outputs: As may be defined within a Forward State Sales System Agreement with Appendix (Statement of Work) and may include:
Full ICP documentation for 1-2 segments with pain-benefit mapping
Complete stage map with qualification integration and CRM automation
Messaging matrix across personas and buying stages
Multi-channel outbound sequences (LinkedIn, email, referral)
Sales call scripts (discovery, demo, objection handling, closing)
Mutual Action Plan (MAP) template
Case study tiles and proof library
Experiment backlog with stop/continue criteria
Weekly scorecard with leading and lagging indicators
90-day results review and next-plan roadmap
Guardrails: Up to 4 completed assets per month (ICP docs, scripts, sequences, dashboards); unlimited iterations on in-progress work. Up to 10 deal reviews; up to 5 potential introductions; 25‑account list refresh.Pricing Options:• 90-Day Block: $8,999/month (renewable quarterly)
• 6-Month Commitment: $8,499/month ($50,994 total, save $3,000)
• 9-Month Foundation to Scale: $7,999/month ($71,991 total, save $9,000, includes expansion scope)Best Fit for: Leaders with 1-2 offerings, complex enterprise sales cycles, compressed timelines requiring faster delivery, or building foundations for a future sales team.
Shared Practices Across All Engagement Levels
Baseline Capture: First session establishes baseline metrics across pipeline coverage, aged deals, stage conversion, cycle length, win rate, and meeting-to-opportunity conversion. 90-day targets set collaboratively.Working Style: Sessions use simple, engaging techniques (dot-voting, bake-offs, red-yellow-green scoring) to maintain momentum and avoid analysis paralysis. You leave each session with clarity and at least one concrete action.Communication:
Follow-up: Action list within 24 hours of session
Response: Same-day on action items; 48-hour decision SLA on drafts; 24-hour notice for ad hoc meetings
Escalation: Stalled decisions to next session start
Channels: Email for async; video for working sessions
Exit Criteria: Each deliverable includes acceptance criteria.Examples:
ICP: Tier-A list identified and validated with fit scoring rules
Stages: All active deals mapped; exits enforced in CRM
Scripts: Used successfully on 2+ live calls with feedback captured
Scope Control and Visibility:
Time Ledger: Running time ledger maintained and shared weekly. Each session includes 5-minute close to recap decisions, assign owners/dates, and update cumulative hours.
Scope Beyond Hours: Items requiring more than allocated hours are logged in a ranked backlog (impact/effort). Pre‑approved flex up to 25% of monthly hours; anything beyond requires written approval. Client reviews backlog monthly to prioritize or defer.
Rollover: Unused hours do not roll over.
Why Longer Commitments (for Core offering):Most clients achieve breakthrough results between months 4-7. Here's why:
Months 1-3: Foundation building (ICP, stages, core messaging)
Months 4-6: System maturation (first repeatable wins, message-market fit proven)
Months 7-9: Optimization (scaling what works, preparing for team handoff)
Longer commitments eliminate quarterly renewal friction so we can focus on results, not contracts.Term and Adjustments: Initial commitment term: 90 days, 6 months, or 9 months. After the initial term completes, engagements continue on 90-day renewable blocks at the 90-day block rate. Clients may select a new commitment term or upgrade engagement levels with 15 days' notice (Forward State Sales System Services Agreement required).All engagements subject to executed Services Agreement. Typical outputs listed are examples and will be tailored based on your specific needs and starting point.
Frequently Asked Questions
How is this different from hiring a sales consultant?Most consultants give you strategy decks and recommendations. GeoMarketics builds the actual Forward State Sales System with you—from CRM structure to email sequences to call scripts. You leave with working assets you can use immediately, not a 50-page PDF gathering dust.Key difference: We implement, not advise. You'll make live calls using the scripts we build together.What if I'm not ready to commit to 90 days?That's what the Readiness Session is for. We'll honestly assess whether you're ready. If you need to build internal alignment first or address other priorities, we'll tell you.Can I switch between tiers mid-engagement?Yes. Lite can upgrade to Core with 15 days' notice and pro-rated credit. Downgrades are handled case-by-case at renewal.What happens after the initial term?You can renew in 90-day blocks, commit to a longer term for savings, or transition to managing the system internally. There's no lock-in beyond your current commitment.Do you work with companies outside Canada?Yes, though most clients are in Canada or the US. All sessions are virtual, and we work across time zones.
Custom EngagementsNeed something different? Custom engagements available for unique situations, enterprise scope, or requirements outside the standard Lite, and Core tiers.
Ready to Get Started?
All engagements begin with a no-fee Sales System Readiness Session to ensure fit and confirm scope.Available slots fill quickly - most clients book 2-3 weeks out.Next Step: Schedule your session ⤵
The booking includes 5 qualification questions (~3 minutes) to ensure we can provide maximum value during your Readiness Session.
About
I spent the first 10 years of my sales career faking who I was. I used to come home exhausted every night.
I could sell. I just could not sustain the way I was doing it. I was copying styles that did not fit me, instead of building a system that did.Twenty-five years later, I built what I wish I had back then: the Forward State Sales System.It is for technical business leaders who would rather build than sell, but still need a predictable pipeline. You do not need a personality transplant. You need structure you can run and repeat.In 90 days, we install the system with you:
Clear fit signals and a focused target list
Pipeline stages with exit criteria, not guesswork
Minimum viable CRM fields and rules so it stays clean
A repeatable email, phone, and LinkedIn cadence
A documented playbook your team can followBetween sessions, you get fast first drafts of your emails, scripts, and templates using AI, then we refine them together so your voice stays intact and execution stays consistent.This is not done for you. It is done with you. So you can stop improvising and start running sales like a process.