Ask a founder how they sell and you'll usually get a good answer. Ask their team the same question and you'll get four different ones.
That gap is expensive. It shows up as inconsistent close rates, proposals that vary in quality, and leads that go cold because nobody was sure whose job it was to chase them.
Writing it down is unglamorous work with an outsized return. Define the stages a deal moves through, what has to be true to advance, who owns the next action, and how quickly it happens.
You are not removing judgement from selling. You are removing guesswork about the parts that shouldn't require judgement at all.