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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 |
| Engagement Levels |
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.
✓ 12 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.
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 (Lite, Core, or Intense) 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 7-12: Live implementation + iteration
• Week 13: 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)Upgrades: Core can upgrade to Intense with pro-rated credit.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.
Intense-Level Engagement in Forward State Sales System Services
Full GTM Transformation
🚀 Perfect for: Scaling to team | Multiple offerings | $2M+ ARRDescription: Full GTM transformation with hands-on deal coaching, team hiring playbooks, and advanced analytics. By month 9, you'll be ready to onboard your first sales hire with a proven playbook.Time Commitment: Total 48 hours/month: Weekly 4-hour working sessions (16 hours virtual per month) supported by 32 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
Sales team hiring criteria and onboarding playbook
Live deal coaching and win/loss reviews
Case study tiles and proof library
Partner and channel development frameworks
Experiment backlog with stop/continue criteria
Weekly scorecard with leading and lagging indicators
Advanced analytics (cohort analysis, CAC payback, LTV modeling)
90-day results review and next-plan roadmap
Intense-Level includes everything in Core-Level plus items 7, 8, 10, and 13, with unlimited deal desk access.Guardrails: Unlimited deal desk access; up to 4 strategic partner development motions; up to 8 new foundational assets (ICP docs, scripts, sequences, dashboards, etc.) per month with unlimited iterations on in-progress work.Pricing Options:• 90-Day Block: $17,999/month (renewable quarterly)
• 6-Month Commitment: $16,999/month ($101,994 total, save $6,000)
• 9-Month Foundation to Scale: $15,999/month ($143,991 total, save $18,000, includes expansion scope)Best Fit for: Leaders requiring full-scale GTM transformation, active deal coaching, sales team buildout, or compressed implementation timelines.
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 or Intense offerings):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, or Core to Intense 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, Core, and Intense 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
After 25 years in enterprise B2B sales, I decided to return to what I do best - pre-sales, solution design, and helping others turn complex ideas into clear business value.When I shared this pivot with my 10,000-person LinkedIn network, something interesting happened. Two people - a past client and a former colleague - both reached out asking for help with sales. Around the same time, a family member who runs a technical business was facing the same challenge: strong product, loyal customers, but no consistent sales system.None of them saw the difference between sales and pre-sales. They wanted growth but lacked the structure to make it predictable.That pattern became the spark for GeoMarketics. Too many Technical Business Leaders try to “hire sales” before defining the system that enables it. What they need first isn’t a salesperson - it’s structure. That's where the Forward State Sales System framework comes in.