Salesforce just increased their own pipeline goals by 50% from 2x to 3x.

๐Ÿคฏ Salesforce just increased their own pipeline goals by 50% from 2x to 3x.

8๏ธโƒฃ ๐ฌ๐ฎ๐ ๐ ๐ž๐ฌ๐ญ๐ข๐จ๐ง๐ฌ ๐ซ๐ž๐ ๐š๐ซ๐๐ข๐ง๐  ๐ฉ๐ข๐ฉ๐ž๐ฅ๐ข๐ง๐ž ๐ข๐ง B2B Fusion ๐ž๐ง๐ ๐š๐ ๐ž๐ฆ๐ž๐ง๐ญ๐ฌ:

1๏ธโƒฃ Focus on active, qualified pipeline rather than just top-of-funnel quantity. Leads or accounts that don’t translate into real sales opportunities don’t contribute to accurate pipeline coverage. This counters Quantity > Quality.

2๏ธโƒฃ Establish a consistent definition and process for what constitutes active pipeline across sales and marketing. This creates alignment on what is being measured. Building the right dashboard from this point helps here (ask us how).

3๏ธโƒฃ Have a regular “Pipeline Council” meeting with sales, marketing, and other go-to-market teams to review pipeline metrics, identify gaps, and take action. Executive involvement is key. Critical ABM/ABX step in your GTM planning.

4๏ธโƒฃ Recognize that long sales cycles can create a disconnect between current pipeline and revenue outcomes. Trend analysis is needed to understand the pipeline-to-revenue correlation. This is where measuring conversions by source type matters most. (ask us how)

5๏ธโƒฃ Strive for transparency around assumptions in pipeline models, as lack of trust in the models undermines their usefulness. This is where regular spot checking helps – I remember as an operator not doing enough spot checking and taking information at face value.

6๏ธโƒฃ For companies selling to enterprise (eg ABM/ABX), pipeline discussions often revolve around specific deals rather than just metrics. Qualitative deal reviews are important at that level.

7๏ธโƒฃ Consider account prioritization and coverage in pipeline analysis, not just aggregate pipeline. Visibility into each territory’s pipeline health is valuable, especially again for ABM/ABX.

8๏ธโƒฃ Align pipeline coverage targets with the company’s growth goals and factor in conversion rates, sales cycles, and marketing’s contribution. Oh yeah, Marketing can help here.

Keep in mind this post is looking mostly at ‘top of funnel’.

GTM leaders are constantly tuning forecasts and we’re about to enter forecast season – so hopefully these tips can guide your conversations.

๐–๐ก๐š๐ญ ๐จ๐ญ๐ก๐ž๐ซ ๐š๐ซ๐ž๐š๐ฌ ๐ก๐š๐ฏ๐ž ๐ฒ๐จ๐ฎ ๐ฌ๐ž๐ž๐ง ๐ž๐Ÿ๐Ÿ๐ž๐œ๐ญ๐ข๐ฏ๐ž ๐ข๐ง ๐๐ข๐ฉ๐ž๐ฅ๐ข๐ง๐ž ๐›๐ž๐ฌ๐ญ ๐ฉ๐ซ๐š๐œ๐ญ๐ข๐œ๐ž๐ฌ?

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