The CRAFT toolkit
Field-tested guides and templates for the two people who run the day-to-day of CRAFT: the sales leader who inspects the pipeline, and the account manager who owns the account plan.
Field guide · sales leaders
The Sales Leader’s Field Guide
Pipeline shaping, team coaching, forecasting and a weekly rhythm, with three working tools and copy-paste templates.
Read the guideToolkit · account managers
The Account Manager’s Toolkit
Tier your book, plan each key account, find whitespace, score health, run renewals and reviews, with seven email templates.
Open the toolkitLead the review, not the rep
Coach deals on evidence. A leader's job in CRAFT is to make every commit call provable, and to develop the rep's judgment while the deal is still moving.
- LInspect the stage, not the forecast: every commit needs proof for its CRAFT stage.
- LTreat the HOV as a hypothesis. If it is not confirmed in the buyer's words, it is not commit.
- LAsk about the economic buyer and the blocker before you ask about the close date.
- LRun the weekly review with the same questions every week. Consistency builds the habit.
Templates for this track
- Download
Weekly Pipeline Inspection
A 30-minute CRAFT review that inspects evidence, not opinions, deal by deal.
Markdown · All stages
- Download
Deal Review Scorecard
Tracks CRAFT evidence for each deal so commit calls rest on proof.
CSV · C · R · A · F · T
- Download
FLOW Filter Scorecard
Qualify targets before they take a slot in the pipeline.
PDF · C · Conduct Research
Own the account, every quarter
The account manager keeps the coalition aligned after the signature. CRAFT keeps the stakeholder map current, the trust chain alive and the next expansion on a dated calendar.
- AKeep one living account plan. Update the stakeholder map after every meeting.
- ARe-test the HOV each quarter. Mandates change, and so does the value.
- AReach the Advocate and the Economic Buyer on a set cadence, not only at renewal.
- ARecord whitespace and the next expansion with an owner and a date.
Templates for this track
- Download
CRAFT Account Plan
One plan per account, from snapshot and stakeholder map through the close and expansion.
Markdown · All stages
- Download
Buying Committee Map
Log every stakeholder with sphere, role, stance and next action.
CSV · R · Refine
- Download
Three Spheres of Influence Map
Visual map to draw your buying coalition in the three spheres. Opens in draw.io.
Diagram · R · Refine
- Download
90-Second HOV Script
A short, spoken hypothesis of value you can test in the first conversation.
Word · F · Find the Value
Next level
Want AI to draft the research and the plan?
Pro Research runs live search and Apollo.io executive data on a target, then drafts an account plan built on the CRAFT stages.