Sales Pipeline Readiness
Contents
From the Founder & CEO
2X founder with over 20 years experience in category-leading & unicorn B2B Enterprise Software and SaaS companies across Big Data Analytics, AI/ML and Planning applied to problems in sales, marketing, revenue management and operations.
B2B companies are struggling to drive predictable growth, which is a combination of pipeline generation and conversion. While there are revenue intelligence tools for pipeline conversion and sales forecasting, intelligence for pipeline generation has been an afterthought. This impacts all revenue teams - Marketing, SDRs, and Sales that drive the pipeline generation journey. An unpredictable pipeline leads to unpredictable revenue generation.
Sales Pipeline Readiness is the missing link in driving predictable & profitable revenue growth, and pipeline health needs to be on every revenue leader, CEO, and board’s agenda.
Is your Pipeline a Source of Comfort or Concern?
The State of Pipeline Generation
“Customer information is not transferred from one function to the next. I work with the SDR team, and often I find SDRs making calls without necessarily understanding what the customer did on the website, and when the SDRs hand it over to sales, they start from scratch.”
“As we scale - don’t have a system that has the entire customer journey. Prospecting, sales, and after-sales are all different tools. That is a primary problem we are trying to solve.”
"Most sales teams vouch that the first week of every quarter is filled with anxiety around the pipeline scrub. 30% to 40% of the pipeline can vanish within a week, risking the quarterly targets. What if there was a way to get better visibility into pipeline health (quantity and quality) well in advance?"
“It's the start of a quarter. Please scrub your pipelines and ensure it rejects reality. 2 days later, the pipeline takes a 40% haircut, and you realize you don't have enough coverage. Do you have a “pipeline” or a “pipe dream”?With increasing economic uncertainty, condense in your pipeline has never mattered more.”
While lead generation is marketing’s ownership and opportunity conversion to a customer is typical sales’ ownership, the Lead-To-Opportunity conversion journey gets stuck in the middle with partial ownership across teams.
The Gap of Pipeline Generation Intelligence
Gartner and Forrester now recognize Revenue Intelligence or Revenue Operations and Intelligence software as a core part of the GTM technology stack.
“We are sophisticated in analyzing the bottom-of-funnel and stage-by-stage progression of deals across regions, types, etc. However, pipeline conversion is not a problem. The problem is pipeline generation, and those answers are in the top and middle of the funnel which are difficult to access.”
In-house efforts deteriorate into a spaghetti of clunky data integration, complex SQL queries, ad-hoc data models, and band-aid dashboarding efforts using spreadsheets, and BI tools that fail to fulfill the purpose.
Instead, they get limited to reporting aggregate and mostly outcome metrics and trends with no predictive or prescriptive intelligence.
As a Founder of a $200M ARR Cybersecurity SaaS company recently shared:
“I have signed up for a pipeline creation target and would love a prediction of where I will land. Unfortunately, we have a spreadsheet that is not smart, systematic, or repeatable. Sales have a Clari for forecasting, but Marketing does not for pipeline prediction. It would be awesome if that existed for Marketing for pipeline creation.”
“My problem is not the forecast for this quarter, but will we have enough pipeline going into the next quarter?”
Sales Pipeline Readiness
"Many CROs are not focused enough on the earliest stages of the pipeline funnel. 'Pipeline is lifeline' and, therefore, top of the funnel is a critical component to inspect."
Where the funnel is leaking is a critical view for any business leader. While most companies look at just the pipeline or marketing data, RevSure bridges that gap by connecting the entire funnel.
That's the core differentiator because I haven't seen any other platform offer this level of capability. The breadth of information that RevSure presents and the stage-by-stage breakdowns across the entire funnel is required to resolve funnel leakages."
I’m signed up for a pipeline creation target, and I would love a prediction of where I am going to land. Today there is a Clari for Sales that helps Sales leaders feel confident about committing to Sales Forecasts, but there is no Clari for Marketing to predict pipeline creation. What you are doing is a Clari for marketers.”
You address the problem of revenue productivity, which is at an all-time low. Stage-by-stage conversion is really important, and nobody has done it this way. The insights and action cards are differentiated from every tool out there. The degree of configurability is something that even Clari cannot provide.”
At every stage, one should be able to look at the active leads/opportunities and the dynamics of newly created, moved, disqualified/dropped, etc., to support weekly Sales-Marketing, and Marketing-SDR interactions to identify friction points and course correct accordingly.
We don't always know what some of these conversion drivers are. The catch is how much data you can ingest and what dimensions you work at. That’s where the value of RevSure AI comes in.
“A simple back-of-the-envelope calculation reveals that a 5% increase in Lead-To-Opportunity conversion drives a direct 5% improvement in new bookings growth, and when combined with a 5% improvement in quality of the pipeline compounds to a 10% -15% increase in new bookings growth.”
About RevSure
- Confident pipeline generation
- Improved conversion rates
- Optimized campaign performance
From planning to analysis, Sales Pipeline Readiness creates dependability and predictability when you need it most.
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