The Sales-to-Delivery Baton Pass

Every ServiceNow project I’ve led has taught me the same lesson - the project doesn’t truly “start” at kickoff, it starts in the Sales-to-Delivery handoff.  

Too often, that baton pass between Sales and Delivery is treated like a checklist; share the SOW, say a few words, and move on.  In reality, it should be treated more like a relay race.  If the baton is dropped during the handoff, the whole team pays the price.

I’ve seen what happens when the handoff is rushed:

1. Delivery teams walk in blind to client politics, hidden requirements, or unrealistic expectations.
2. Sales promises features without fully grasping the operational complexity.
3. Clients sense the disconnect immediately, and trust takes a hit before work even begins.

On the flip side, I’ve also seen the power of a flawless handoff:

1. Sales shares not just the “what” of the deal, but the “why” behind it.  This uncovers the pain points, the desired business outcomes, and even the personalities in the room.
2. Delivery joins pre-kickoff conversations early to validate scope and flag risks before they turn into escalations.
3. Sales and Delivery teams stand shoulder-to-shoulder in front of the client, aligned on expectations and committed to outcomes.

My takeaway: The Sales-to-Delivery handoff isn’t an administrative step; it’s the first opportunity to earn trust or create friction.  Getting this step right is how Crossfuze accelerates value, minimizes rework, and sets the stage for a partnership instead of a transaction.