Channel Pipeline Acceleration Zones

January 1st, 2018

Dara Schulenberg

With contributor:

Summary

Most channel marketing efforts are confined to activities at the top of the funnel, with little focus on later stages of the B2B Revenue Waterfall. In demand programs, the throwing of leads by marketing “over the wall” to sales is all too familiar, especially within the channel, and the impact of this disconnect on sales pipelines can be disastrous. Establishing a pipeline acceleration program helps orchestrate a coordinated approach across sales and marketing while expanding the impact of marketing across the later stages of the channel B2B Revenue Waterfall. We dive deep into the three pipeline acceleration zones, looking at required elements and examples of tactics for accelerating the channel pipeline.

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