This is the second of a two part series on Pipeline Stewardship.  Part 1 defines the pipeline and who should own it, Part 2 describes what the responsibilities should look like and what ‘good’ looks like from a checklist and framework perspective.

In today’s complex go-to-market environment, the most successful organizations are those where Marketing and Sales teams are aligned not just in messaging but in measurable outcomes. Nowhere is this alignment more critical than in pipeline stewardship. There’s increasing momentum behind the idea that the CMO should be the steward of the pipeline based on our experience and there are practical reasons why this is the case.

Definition of CMO pipeline steward responsibilities (a checklist and framework)

A CMO stewarding the pipeline should:

• Own Forecasting and Pipeline health:  
  • Oversee both short-term and long-term pipeline forecasts, ensuring sufficiency to hit growth targets. Track not just volume, but stage-by-stage conversion and quality.

• Align Sales and Marketing:  
  • Establish rituals for continuous alignment—including unified ICP fit, common metrics for meetings, handoffs, and ongoing feedback with Sales, Product, and Success. Tackle friction points—mismatched targets, definitions, or messaging—head-on and drive collaborative solutions 

• Drive Targeting and Insights:  
  • Use tools (intent data, AI, account-based programs) to refine targeting, track key buyer behaviors, and surface pipeline risks or opportunities early.

• Ensure attribution and data Integrity:  
  • Build reliable attribution models, so the org knows which investments and channels move deals (or hire an agency like B2B Fusion to help!)
  • Be responsible for data quality initiatives (note, this can be significant).

• Nurture the full buyer journey:  
  • Enable sales and nurture through the complete customer lifecycle—not just “top of funnel,” but all the way to closed-won (and renewal/expansion).

• Evangelize the story: 
  • Translate pipeline status into Board-ready narratives that tie marketing investment to value and growth 

What does a good Pipeline Steward look like?

A high-performing CMO pipeline steward is:

• Collaborative and cross-Functional:  
  • Breaks silos. Leads regular, honest meetings with Sales, Product, and Success. Fosters trust and mutual accountability 

• Data-Driven and transparent: 
  • Communicates both wins and setbacks clearly. Uses internal and external benchmarks to drive improvement, not just justify status quo 

• Strategic and forward-Looking: 
  • Balances near-term quarterly targets with long-term health, investing in scalable programs and insights.

• Creative and adaptable:  
  • Navigates volatility (demand spikes, market shifts); innovates with tech (AI, intent, advanced analytics).

• Customer-centric: 
  • Keeps ICP and buyer signals at the core; champions quality over volume; strives for true customer engagement, not just pipeline “coverage.”

• Authentic and approachable:  
  • Leads by example, mentors teams, recognizes contributions, and maintains visibility—internally and externally.

When the CMO (and Marketing) takes full stewardship of the pipeline, everyone wins—higher trust, sharper targeting, better conversion, and revenue that meets or exceeds plan. It requires new skills and a willingness to share accountability, but it’s the fastest route to truly owning the growth agenda.