7. Ecosystem Sales Programs

Ecosystem Sales Programs

The WillDom ecosystem operates several structured sales programs designed to generate qualified leads, expand existing client relationships, and create new revenue opportunities across the network. Each program is designed to be replicable by any branch and follows a consistent methodology of targeting, outreach, qualification, and measurement.

The objective of every sales program is to deliver a qualified lead — typically coordinated through a call or meeting with a Branch Sales Leader or Partner — that can enter the sales process and progress toward a signed engagement.

All programs benefit from the Marketing Engine’s initiatives, which generate complementary touchpoints with leads through brand awareness, content marketing, and event participation.

Client Referral Program (CRP)

The Client Referral Program enables any individual — regardless of role — to generate income by introducing prospective clients to the WillDom ecosystem.

Objective

Generate qualified client introductions through the professional networks of ecosystem participants, partners, and external associates.

Who Executes

• Partners and external associates with professional networks in the US market
• Senior professionals in technology, recruiting, or sales with industry connections
• Any ecosystem participant who identifies a client opportunity through personal relationships

Eligibility and Rules

• The introduction must be made via email — undocumented conversations or name mentions do not qualify
• If the referred contact already exists in WillDom’s client database (contact within the last 36 months or current customer), the referral is not eligible
• If the client is the current employer of the referring individual (as employee or contractor), the referral is not eligible
• All fees are subject to modification by the platform

Commission Structure

CRP Participant Commission
5% of revenue profit

*note: Older CRP was based on Gross Margin. New CRP is 5% flat of revenue profit

Commission details:

• Calculated based on the revenue profit of each SOW
• Paid for the duration of the client engagement during the first year from the date of the first SOW
• All payments are earned only after the client pays the platform
• Direct hire conversions: 5% of the placement fee paid by the client

CRP and DRP Interaction

If a CRP participant also holds a Developer Referral Program (DRP) agreement and a DRP-sourced professional is assigned to a CRP-referred client, the DRP fee is forfeited and only the CRP commission applies.

Process

1. CRP participant identifies a prospective client through their network
2. Formal email introduction is made connecting the prospect with a Branch Sales Leader
3. The opportunity is logged in HubSpot with Source = “Client Referral Program (CRP)”
4. The opportunity follows the standard sales process (Discovery → Qualification → Proposal → Closing)
5. Upon signed engagement, CRP commissions are calculated and paid monthly after client payment

Metrics

• Number of qualified introductions per month
• Conversion rate from introduction to signed engagement
• Average TCV of CRP-originated engagements
• Commission payout per CRP participant

For detailed CRP program information, including presentation materials and agreement templates, see knowledge-base/sales-assets/crp-model.md.

LinkedIn Outreach Program

The LinkedIn Outreach Program is a structured lead generation initiative that leverages LinkedIn to connect with potential clients through targeted messaging and relationship building.

Objective

Create a segmented list of potential clients on LinkedIn and engage them with the ecosystem’s value proposition through personalized outreach sequences.

Who Executes

• Any branch can implement this program with one or more LinkedIn accounts
• Individual Partners and associates can run their own LinkedIn outreach with ecosystem support

Process

1. LinkedIn Account Preparation — professional, well-presented LinkedIn profiles are essential, as clients typically review both the company website and the contact’s LinkedIn profile before engaging
2. Segmentation and Targeting — define filter criteria (industry, company size, geography, role) and build a contact list aligned with the branch’s ICP
3. Messaging Definition — develop personalized outreach messages tailored to each segment, incorporating the associate’s professional voice and the ecosystem’s value proposition
4. Outreach Execution — send connection requests and follow-up messages according to defined sequences
5. Lead Qualification — qualified responses are coordinated into calls or meetings with Branch Sales Leaders
6. Tracking and Measurement — all activity is logged in the work tracking system with response rates, conversion metrics, and pipeline contribution

Daily Activities

• Review new connections and responses
• Send follow-up messages according to sequence timing
• Research and identify new target contacts matching the ICP
• Update CRM and tracking documents

Metrics

• Connections sent and accepted per week
• Response rate by segment and message type
• Qualified leads generated per month
• Conversion rate from connection to meeting

For messaging templates, persona-specific guidance, and conversation patterns, see knowledge-base/sales-assets/messaging-playbook.md, knowledge-base/linkedin-insights/persona-templates/, and knowledge-base/linkedin-insights/conversation-patterns.md.

Multi-Channel Campaigns

Multi-channel campaigns combine multiple contact points to increase the probability of engagement with target accounts.

Objective

Create coordinated outreach campaigns that combine email, LinkedIn, phone, events, and digital touchpoints to reach decision-makers through their preferred channels.

Who Executes

• ● Branches in coordination with the Marketing Engine

Process

1. Contact List Development — build a targeted list aligned with the branch’s ICP using internal research or external data providers
2. Channel Orchestration — design a sequence that combines:

• LinkedIn connection and messaging
• Email outreach (coordinated with Marketing to protect domain reputation)
• Phone outreach for high-priority contacts
• Event invitations and follow-ups

3. Execution — run the multi-touch sequence according to defined timing and messaging
4. Qualification — qualified responses are routed into the standard sales process

Metrics

• Contacts engaged per campaign
• Response rate by channel
• Qualified meetings generated
• Cost per qualified lead

Summary

Ecosystem Sales Programs provide structured, measurable, and replicable methods for generating qualified leads and expanding client relationships across the WillDom network. Each program is designed to be executed by branches and partners independently while maintaining alignment with ecosystem-wide standards.

By combining referral-based programs (CRP), targeted outreach (LinkedIn, Multi-Channel), and coordinated Marketing Engine support, the ecosystem creates multiple pathways for commercial growth.

To support execution at scale, we leverage Inbound Tools as a core technology for LinkedIn outreach. This enables more efficient prospecting, structured engagement, and consistent communication with target decision-makers across the ecosystem. For a deeper understanding of how outreach and demand generation are orchestrated, refer to the Marketing Engine.

These programs operate in coordination with the Sales Process for pipeline progression, Deal Economics & Approval for margin evaluation, the Client Lifecycle for expansion strategy, and the Marketing Engine for demand generation support.