Vision Report

The Variety Of Revenue Opportunities That Shapes B2B Revenue Engine Performance

The B2B Opportunity Type Mix Drives The Revenue Engine

June 22nd, 2021
Kerry Cunningham, null
Kerry Cunningham
Lisa Nakano, null
Lisa Nakano
Mike Pregler, null
Mike Pregler
Steve Silver, null
Steve Silver


B2B pipelines are not built with either leads or accounts; pipeline and revenue are generated by identifying and converting opportunities. Organizations encounter a variety of opportunity types, including opportunities to win first-time customers, retentions, and cross-sell and upsell opportunities (see Figure 1). Virtually all B2B revenue plans contain a mix of these distinct opportunity types — each with its own characteristic conversion and velocity rate as the opportunity moves from being targeted to closed/won. As a result, the mix of opportunity types in an organization’s revenue plan strongly influences revenue engine performance. In this report, we examine B2B opportunity types, their main variants, and the characteristics of each that impact how revenue engines perform.

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