Internal SOP Document
Client Journey Map
Permanent Retention Loop Model — Linear → Loop → Triggered Events
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How This Map Works
Stage 1
Awareness
→
Stage 2
Consideration
→
Stage 3
Decision
→
Stage 4
Onboarding
↓
Permanent Loop
Stage 5 — Retention
Health monitoring · Check-ins · Renewals
Health monitoring · Check-ins · Renewals
⇄
Stage 6 — Upsell
→ re-enters Stage 4
→ re-enters Stage 4
Stage 7 — Advocacy
→ feeds Stage 1
→ feeds Stage 1
Stages 1–4 are linear and sequential. A prospect enters at Stage 1 and moves forward through onboarding — they traverse these stages once per product purchased.
Stage 5 (Retention) is a permanent ongoing loop. The moment onboarding ends, the customer enters Retention and never leaves it while they remain a customer.
Stages 6 and 7 are triggered events that fire inside the Retention loop when health signals and conditions are met. A customer can be in Retention, an Upsell conversation, and recording a testimonial simultaneously. After a successful Upsell, the customer re-enters Stage 4 for the new product, then loops back into Retention.
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Team Roster
C
Chuck
CEO / Coach
Home Improvement — roofing, windows, bath, coatings
A
Ashlee
VP of Sales
Sales, account ownership, upsell, advocacy
M
Mike
Coach
Home Improvement — roofing, windows, bath, coatings
B
Brian Simpson
Coach — Home Services
HVAC, plumbing, electrical
J
Jet
Business Manager
Operations, training management, onboarding oversight
S
Sherrie
Sales VA / CSM
Journey logistics + customer success management
J
Jessica
General VA
CS, live call support, health data, events
T
Tristanne
Tech VA
GHL automations, LearnWorlds builds, platform infrastructure
Coach routing: When routing client questions or escalations to a coach, confirm the client's division first. Home Improvement clients → Chuck or Mike. Home Services clients → Brian.
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Product Ownership Matrix
| Product | Delivery Owner | Logistics Owner | CS / Health Owner |
|---|---|---|---|
| 1-on-1 Coaching — Home Improvement | Chuck or Mike | Sherrie | Sherrie (CSM) |
| 1-on-1 Coaching — Home Services | Brian | Sherrie | Sherrie (CSM) |
| VSM (Virtual Sales Management) | Mike | Sherrie | Sherrie (CSM) |
| Flight School Solo / Elite / Elite Plus | Ashlee + Jet | Sherrie | Sherrie (CSM) |
| Flight School Elite Complete | Ashlee + Jet + Tristanne | Sherrie | Sherrie (CSM) |
Elite Complete: Custom platform build takes 4–12 weeks depending on complexity and client readiness (e.g., custom video production can extend the timeline). During the build period, clients are given access to the standard Flight School course content to begin familiarizing themselves with the material. Custom platform access is granted only after Tristanne completes QA and Ashlee approves. Both timelines must be communicated at Stage 3 before payment.
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Entry Points
How prospects find Top Rep. All active channels managed by Noah (ads/funnels) with Jet on light support.
Lead source tracking gap: Several of the channels below are active but not consistently tagged in GHL. Without clean lead source data, CAC and ROAS cannot be calculated per channel. Proper GHL tagging by source is required before marketing spend decisions can be data-driven. Channels marked Confirm active below need verification before being added to GHL as tracked sources.
Confirmed Active Channels
| Channel | Detail | Owner |
|---|---|---|
| Champion Sales Intensive (CSI) Webinar | Always-on Facebook ad → registration → Bootcamp offer. $50/day · Historical 7x ROAS | Noah (ads/funnel) · Jessica (CS during live event) |
| Bootcamp Ads | Seasonal ~2x/year. $30/day retargeting via Facebook | Noah |
| Google Ads | Paid search. Tracked as separate channel from Meta — requires own GHL lead source tag | Noah |
| Website / Organic Social | Inbound leads from website, organic social, direct book-a-call | — |
| Industry Conferences — Chuck Speaking | Inbound leads generated when Chuck speaks at roofing, HVAC, and home services industry events. Typically warm — audience has already seen Chuck present. Requires dedicated GHL lead source tag per event | Chuck |
| Referrals (Client) | Word of mouth from active clients — output of Stage 7 Advocacy. Warmer leads, faster to convert, lower CAC. Referral source must be tracked in GHL contact record | Ashlee |
| Email / SMS Nurture | Re-engagement of existing leads — past CSI attendees, Bootcamp buyers, Pivot Points customers who have not yet converted to a core product | Noah / Jet |
Potential Channels — Confirm Active Before Adding to GHL
| Channel | Rationale | Status |
|---|---|---|
| YouTube / Video Content | Chuck delivering sales training content organically. StreamYard is in the tech stack suggesting live/recorded video is already in use. Natural lead source for a training company in a specific trade niche | Confirm active |
| Podcast / Guest Appearances | Chuck appearing on industry trade podcasts (roofing, HVAC, windows, etc.) as a guest. Common for his profile and audience | Confirm active |
| Outbound / Cold Prospecting | Apollo is in the tech stack — an outbound sales prospecting tool. If active, this is a distinct lead source requiring its own tracking | Confirm active |
| Partner / Affiliate Referrals | Referrals from roofing suppliers, CRM vendors, trade associations, or other non-client partners who recommend Top Rep to their audiences | Confirm active |
| YouTube Ads | Listed in marketing spend tracking checklist as a tracked channel. If spend is occurring, requires its own GHL source tag separate from organic YouTube | Confirm active |
1
Linear — traversed once LinearAwareness
Owner: Marketing / Chuck
The prospect becomes aware of Top Rep through a paid ad, Bootcamp invitation, organic content, or referral. They have not yet engaged with the sales team.
Triggers
| Trigger | Key Action |
|---|---|
| Facebook / Google ad | Paid impression → landing page visit |
| Bootcamp peer referral | Webinar registration or Bootcamp inquiry |
| Organic search or social | Website visit → form submission |
| Industry conference — Chuck speaking | Attendee sees Chuck present → inbound inquiry or direct book-a-call |
| Referral from existing customer | Enters from Stage 7 Advocacy loop |
Stage Exit Criteria
Prospect submits a form, registers for a webinar, purchases a Bootcamp ticket, or books a discovery call.
2
Linear — traversed once LinearConsideration
Owner: Ashlee | Sales VA Support: Sherrie
The prospect is actively evaluating Top Rep. The sales team is engaged. Goal is to understand the situation, match to the right product, and move toward a proposal.
Key Actions
| Action | Owner |
|---|---|
| Discovery call scheduled and completed | Ashlee |
| Needs assessment: team size, close rates, product fit, budget | Ashlee |
| Right product identified | Ashlee |
| Objections handled | Ashlee |
| Proposal prepared and sent | Ashlee |
| Pre-call record prep in GHL | Sherrie |
| Post-call follow-up within 2 hours | Sherrie |
| Monitor proposal responses daily; flag 3-day silence to Ashlee | Sherrie |
Stage Exit Criteria
Proposal sent and verbal yes received. Deal moves to Stage 3.
3
Linear — traversed once LinearDecision
Owner: Ashlee | Logistics: Sherrie
The prospect has said yes. Goal is to close paperwork, collect payment, and execute a clean handoff to onboarding. No customer should feel dropped between Stage 3 and Stage 4.
Elite Complete: The 4–12 week custom build timeline must be communicated and agreed upon here, before payment. Client should also be informed they will receive access to the standard Flight School course content immediately to begin familiarizing with the material while the custom platform is being built. Do not skip this step.
Key Actions
| Action | Owner | Timing |
|---|---|---|
| Contract signed, payment collected | Ashlee | At close |
| Product and tier confirmed | Ashlee | At close |
| Elite Complete build timeline set in writing | Ashlee | Before payment |
| Welcome email sent | Sherrie | Same day as payment |
| Calendar invite for onboarding call | Sherrie | Within 24 hours |
| ClickUp onboarding task created | Sherrie | Same day |
Stage Exit Criteria
Payment confirmed + handoff documented in ClickUp + welcome email sent.
4
Linear per product · re-entered after Upsell LinearOnboarding
Logistics Owner: Sherrie (all products) | Support: Jessica
The bridge between buying and using. Goal is to get the customer to first value as quickly as possible. Slow or sloppy onboarding dramatically increases churn risk.
Stage 4 is re-entered after a successful Upsell (Stage 6) for the new product only. The customer does not re-enter Stage 4 for products they already own.
Universal Exit Criteria (all products)
| Criteria |
|---|
| Access confirmed and working |
| First session, call, or course completed |
| 30-day milestone plan communicated |
| Customer health score = Green |
4A — 1-on-1 Coaching
Chuck / Mike / Brian
Sherrie
| Action | Owner | Timeline |
|---|---|---|
| Welcome email sent | Sherrie | Day 0 |
| Session 1 scheduled | Sherrie | Within 48 hours |
| Session 1 + needs assessment completed | Coach | Within 7 days |
| Customized coaching plan built | Coach | Within 3 days of Session 1 |
| Session cadence confirmed | Coach | End of Session 1 |
| ClickUp: "Onboarding Complete" marked | Sherrie | After Session 1 confirmed |
4B — VSM (Virtual Sales Management)
Mike
Sherrie
| Action | Owner | Timeline |
|---|---|---|
| Welcome email sent | Sherrie | Day 0 |
| Team intro call scheduled | Sherrie | Within 48 hours |
| Team intro call completed | Mike | Within 7 days |
| Existing processes reviewed, cadence set | Mike | Team intro call |
| Reporting format agreed upon | Mike | Within 3 days of intro call |
| ClickUp: "Onboarding Complete" marked | Sherrie | After intro call |
4C — Flight School Solo / Elite / Elite Plus
Ashlee
Jet
Sherrie
| Action | Owner | Timeline |
|---|---|---|
| Welcome email sent | Sherrie | Day 0 |
| LearnWorlds access provisioned | Sherrie / Jet | Within 24 hours |
| Implementation call scheduled | Sherrie | Within 48 hours |
| Implementation call + dashboard configured | Ashlee + Jet | Within 7 days |
| 30/60/90-day milestone plan documented | Ashlee | Within 3 days of implementation call |
| ClickUp: "Onboarding Complete" marked | Sherrie | After implementation call |
4D — Flight School Elite Complete
Ashlee
Jet
Tristanne
Sherrie
Critical: Client receives standard Flight School course access on Day 0 to begin familiarizing with content during the build period. Custom platform access is granted only after Tristanne completes QA and Ashlee approves — never grant custom access early.
| Action | Owner | Timeline |
|---|---|---|
| Welcome email sent (acknowledges build timeline) | Sherrie | Day 0 |
| Standard Flight School course access provisioned | Sherrie / Jet | Day 0 — client uses this during the build period |
| Build scoped and confirmed in writing | Jet + Tristanne | Within 48 hours |
| Weekly build progress update to client | Sherrie | Weekly during build |
| Custom platform QA completed | Tristanne | Week 4–12 (complexity + client content dependent) |
| Client review and approval | Ashlee + Client | After QA |
| Custom platform access granted | Tristanne | After Ashlee approval only |
| Implementation call completed | Ashlee + Jet | Within 48 hours of custom access |
| 30/60/90-day milestone plan documented | Ashlee | Implementation call |
| ClickUp: "Onboarding Complete" marked | Sherrie | After implementation call |
5
Permanent loop — never exited while active Permanent LoopRetention
CSM Owner: Sherrie (all products) | CS / Health Data: Jessica
The customer enters Stage 5 the moment Stage 4 is complete and never leaves it while they remain a customer. Stages 6 and 7 are events that fire within Stage 5, not destinations that follow it.
Customer Health Scoring Model
80–100
🟢 Green — Healthy
Maintain cadence. Identify Upsell and Advocacy triggers. Celebrate wins.
50–79
🟡 Yellow — At Risk
Proactive outreach within 48 hours. Identify blocker. Re-engage with support or check-in call.
< 50
🔴 Red — Likely to Churn
Immediate call from Ashlee or Chuck. Rescue plan activated within 24 hours.
Health score inputs (100 pts total): Platform login / session attendance (30) · Goal progress / milestone completion (30) · Communication responsiveness (20) · Expressed satisfaction / sentiment (20)
Data collection: Jessica pulls LearnWorlds data, coaching attendance, and responsiveness monthly, submitted to Sherrie in the first week of each month. Sherrie calculates and records scores. Dashboard build in progress.
Retention Activities by Product
1-on-1 Coaching
Chuck / Mike / Brian
Sherrie
Jessica (data)
| Activity | Frequency | Owner |
|---|---|---|
| Coaching session delivery | Per cadence | Coach |
| Day 30 milestone check | Day 30 | Sherrie flags, coach reviews |
| Day 60 milestone check | Day 60 | Sherrie flags, coach reviews |
| Day 90 check + renewal discussion | Day 90 | Ashlee + Coach |
| Health score update | Monthly | Sherrie (data from Jessica) |
VSM
Mike
Sherrie
| Activity | Frequency | Owner |
|---|---|---|
| Weekly accountability call | Weekly | Mike |
| Team performance review | Monthly | Mike |
| Renewal discussion | 60 days before expiry | Ashlee + Mike |
| Health score update | Monthly | Sherrie (data from Jessica) |
Flight School Solo / Elite / Elite Plus
Ashlee
Jet
Jessica (data)
| Activity | Frequency | Owner |
|---|---|---|
| Monthly account review call | Monthly | Ashlee |
| Platform usage + course completion report | Monthly | Jessica (LearnWorlds pull) |
| Manager group coaching session | Weekly (Elite + Elite Plus) | Chuck / Mike |
| 90-day QBR | Quarterly | Ashlee |
| Renewal discussion | 60 days before expiry | Ashlee |
| Health score update | Monthly | Sherrie (data from Jessica) |
Flight School Elite Complete
Ashlee
Jet
Tristanne
| Activity | Frequency | Owner |
|---|---|---|
| Monthly account review + platform health | Monthly | Ashlee |
| Platform usage and custom content review | Monthly | Jet + Tristanne |
| QBR | Quarterly | Ashlee + Chuck |
| Platform update or content refresh | As needed | Tristanne |
| Renewal and expansion discussion | 90 days before expiry | Ashlee + Chuck |
| Health score update | Monthly | Sherrie (data from Jessica) |
Retention Escalation Triggers
Any of the following should trigger immediate proactive outreach regardless of scheduled cadence. Escalation path: Jessica flags to Sherrie + Ashlee same day via ClickUp comment on the client's task.
| Trigger | Action |
|---|---|
| Health score drops Green → Yellow or Yellow → Red | Proactive outreach within 48 hours |
| No login or platform activity 14+ days (Flight School) | Re-engagement within 24 hours |
| Missed coaching session, no reschedule within 48 hours | Flag to coach and Ashlee same day |
| Payment failure or dispute | Sherrie follow-up within 1 business day |
| Negative communication (complaint, frustration, silence) | Flag to Ashlee + Sherrie same day |
| Key contact changes at client's company | Ashlee notified immediately |
| Client performance metrics decline | Flag during next health review |
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Recurring Events — Operational Ownership
Champion Sales Intensive (CSI)
| Role | Owner |
|---|---|
| Event production and automation | Tristanne + Jet |
| Attendee CS — questions during live event | Jessica |
| Post-event follow-up to attendees | Jessica (as directed) |
| Sales conversion conversations | Ashlee |
Monthly Sales Accelerator
| Role | Owner | Timing |
|---|---|---|
| Event content and strategy | Chuck / Ashlee | — |
| GHL promo workflow activation | Jessica | 1 week before |
| GHL invite + reminder workflow activation | Jessica | Week of event |
| Workflow monitoring and error flagging | Jessica → Tech VA if error | Ongoing |
| Attendee CS during event | Jessica | During event |
Bootcamp (Seasonal)
| Role | Owner |
|---|---|
| Registration and reminder automations | Tristanne |
| Attendee CS — logistics questions | Jessica |
| Tag verification (as directed) | Jessica |
| Post-event follow-up | Jessica (as directed) |
6
Triggered event inside Stage 5 TriggeredUpsell Event
Owner: Ashlee | Signal source: Sherrie flags signals to Ashlee
When an Upsell closes, the customer re-enters Stage 4 Onboarding for the new product, then loops back into Stage 5. They do not exit their existing product relationship.
Common Upsell Paths
Team Simulator→Flight School Elite
Flight School Elite→Flight School Elite Plus
Flight School Elite Plus→Flight School Elite Complete
Coaching 4-pack→Coaching 8-pack or VSM
Any platform product→Onsite Coaching Day
Bootcamp attendee→Any platform product
Trigger Conditions (health score must be Green)
| Signal | Who spots it |
|---|---|
| Client hitting or exceeding results targets | Sherrie (CSM) |
| Team has grown, current tier too small | Sherrie or Ashlee |
| Client asks about a different product | Sherrie or Jessica |
| Renewal conversation opens natural window | Ashlee |
| Client references a pain point another product solves | Ashlee or Sherrie |
7
Triggered event inside Stage 5 TriggeredAdvocacy Event
Owner: Ashlee + Marketing | Signal source: Sherrie
After an Advocacy action, the customer returns to Stage 5. Any referrals generated enter the journey as new leads at Stage 1.
Advocacy Actions
| Action | Purpose | Owner |
|---|---|---|
| Video testimonial request | Social proof, website, ads | Marketing / Ashlee |
| Written case study interview | Website, sales collateral | Marketing |
| Formal referral program invitation | Generate Stage 1 leads | Ashlee |
| Bootcamp speaker or panel invitation | Brand authority | Chuck / Ashlee |
| Co-branded social post | Reach client's network | Marketing |
| Results story for email newsletter | Nurture existing pipeline leads | Marketing |
Trigger Conditions (health must be Green + results proven)
| Trigger |
|---|
| Client reports measurable close rate improvement |
| Green health score maintained for 3+ consecutive months |
| Client refers a peer unprompted |
| Client expresses strong satisfaction on a call or in writing |
| Client team achieves a notable milestone or win |
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Gaps & Build Priorities
| Priority | Gap | Impact | Owner | Status |
|---|---|---|---|---|
| High | Lead source tracking not consistently implemented in GHL | Cannot calculate CAC or ROAS by channel — marketing spend decisions are based on assumption, not data | Tristanne + Jet | Not started — confirm active channels, then build GHL tagging by source |
| High | Elite Complete onboarding SOP (build process, QA, timelines) | Client expectation mismatch | Jet + Tristanne | In progress |
| High | Upsell paths not formally tracked in CRM | Revenue leakage | Ashlee | Not started |
| High | Sales Pipeline stage criteria not fully documented | Inconsistent pipeline management | Ashlee + Jet | Pending Ashlee input |
| Medium | Client health dashboard not operational | Cannot monitor at scale | Tristanne + Jet | Manual process active; build pending |
| Medium | No NPS / CSAT system | Cannot identify Advocacy triggers | Jet | Not started |
| Medium | No formal referral program | Underutilizing Advocacy loop | Chuck + Marketing | Not started |
| Medium | Retention automations (health nudges, 14-day no-login, payment failure) | At-risk clients fall through | Tristanne | On roadmap |
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Ownership Summary
| Stage | Type | Primary Owner | Logistics / Support | Notes |
|---|---|---|---|---|
| 1 — Awareness | Linear | Marketing / Chuck | Noah (paid channels) Jessica (CSI CS) |
— |
| 2 — Consideration | Linear | Ashlee | Sherrie (pre/post-call) | — |
| 3 — Decision | Linear | Ashlee | Sherrie (handoff) | Elite Complete: timeline set here |
| 4 — Onboarding | Linear (re-entered) | Varies by product | Sherrie Jessica Tristanne (Elite Complete) | See 4A–4D |
| 5 — Retention | Permanent Loop | Varies by product | Sherrie (CSM) Jessica (CS + health data) | Health data manual until dashboard live |
| 6 — Upsell | Triggered | Ashlee | Sherrie (signals + logistics) | Re-enters Stage 4 after close |
| 7 — Advocacy | Triggered | Ashlee + Marketing | Sherrie (signals) | Feeds new leads to Stage 1 |
Top Rep Training — Client Journey SOP v4 · Updated to reflect current VA team structure, coach roster (Brian Simpson — Home Services), General VA operational responsibilities (health data, CSI, Sales Accelerator, LearnWorlds), and Tristanne (Tech VA) build ownership under Jet direction.