The document provides guidance on various roles and stages in the sales process, including: - The presales role involves educating clients, consulting to identify their needs and values, and informing them. - It is important to qualify opportunities to reduce risk, identify the key decision makers, and determine applications and budgets. - The diagnostic stage aims to understand the client environment and goals to help define the solution and size the implementation project. - Understanding people, power dynamics, and politics within the client organization is also key to success.