When the sales pipeline is not where it should be, marketing should be ready to work with sales on a variety of programs to help accelerate an opportunity through to completion. At SiriusDecisions, we often help our clients plan pipeline acceleration programs to address these situations.
Whether preparing for a dry-stone wall or the manufacture of the finest piece of jewelry, there will always be hard-working souls who prepare and rough shape the rock (read: sales lead) before passing it onto the skilled craftsman (read: sales rep) to create a work of wonder. Should a “rock” accidentally fall prior to being worked on, have no fear, marketing is ready with recycled nurture programs to pick up the pieces, dust them off and pass them carefully back to the sales rep.
But what if a craftsperson is sitting idle for lack of appropriate stones? What if work has already begun but a problem prevents work from continuing, or an expected purchase falls through? Well, you guessed it; marketing will be ready to work with sales on a variety of programs to help accelerate an opportunity through to completion.
At SiriusDecisions, we often help our clients plan pipeline acceleration programs to address these situations. Pipeline acceleration programs can be classified as one of three types: rapid entry, intra-pipeline and last mile.
For all pipeline acceleration program types, marketing must ensure it has access to sales data and confidence in its accuracy. This will provide the necessary input in guiding decisions on accounts to include or, just as importantly, what accounts to exclude and the type of program to adopt. Agree on opportunity expectations with sales, and determine what observable outcomes will deem marketing activity successful.
Now that we know the types of pipeline acceleration programs to consider, my next post will discuss the types of tactics and offers marketing can use to stimulate deal progression through the pipeline.