3 Things To Prevent Another Oh Sh T My Pipeline Sucks Moment

Published on September 13, 2023 by Sawyer Middeleer

3 Things To Prevent Another Oh Sh T My Pipeline Sucks Moment

Every salesperson or B2B business knows the feeling of staring at their sales pipeline and muttering a forlorn “Oh no… my pipeline sucks.” It’s a harrowing realization, one that can cause sleepless nights and a frantic scramble to inject life into the sales forecast. You’re facing a quarter that looks as barren as a desert. However, this is not simply about a momentary lapse; it’s about understanding and addressing fundamental issues that led to the pipeline's sluggish pace.

In this article, we’ll dissect three critical measures to evade the “pipeline panic” and ensure a steady flow that can gird a company’s fortunes against the unforeseen perils of dry spells.

1. Maintain a Consistent Prospecting Cadence

The lifeblood of any thriving pipeline is consistent, proactive prospecting. If you aren’t regularly engaging with potential leads and fostering relationships, your pipeline will be akin to a withering plant—devoid of the nourishment it needs to flourish. The key is to establish a disciplined prospecting scheduler.

First, define a prospecting block, a specific period within your calendar that is sacrosanct and dedicated to nothing else but prospecting activities. This could mean cold calls, outreach emails, LinkedIn connections, or responses to social media interactions.

Next, incorporate a multi-touch approach by integrating various channels into this block. Don’t put all your eggs in the cold-calling basket or the social media outreach crate. Diversifying your efforts safeguards you against channel-specific dry spells.

Third, measure and optimize your approach with metrics. Track everything from open rates on emails to responses from calls. Utilize A/B testing to refine your method continuously.

Remember, it's not about a herculean sprint of activity but rather a marathon of steady, dedicated prospecting efforts. Reflect upon your cadence to know when to ramp up or switch gears—not when the pipeline is gasping for air, but at regular intervals to maintain prospecting health.

2. Advance a Robust Value Proposition and Educate

In the hustle of hitting targets, don’t allow the essence of what you’re selling to become a shadowy backdrop. A weakly defined or poorly communicated value proposition is like a sieve, leaking potential deals from your pipeline.

Firstly, ensure that your value proposition resonates sharply with the pain points of your target audience. Can you articulate the core benefit your product or service provides in one sentence? If not, it’s time to refine it.

Segment your audience and tailor your proposition to each. The value seen by a small startup can differ from that perceived by a global conglomerate. Understanding and verbalizing this distinction is crucial.

Furthermore, lead with education, not just promotion. By offering insights, webinars, whitepapers, or workshops that help potential customers solve their business challenges, you create an atmosphere of trust and establish your brand as a figure of authority.

Remember, buyers are more informed and autonomous than ever before. You want to be the well from which they drink knowledge. When they realize they need a solution, you won’t be a stranger trying to hawk an unknown product—you’ll be the trusted sage who has been helping them all along.

3. Leverage Technology to Unlock Insights and Efficiencies

In today’s data-driven world, neglecting technology in pipeline management is like trying to fill a bucket with a hole in it – futile. Embellish your sales stack with intelligent tools for CRM, analytics, and automation.

To begin with, CRM systems aren’t just digital rolodexes; they are the memory and analytical brain of your sales operation. Ensure yours is up to date and reflective of every interaction, opportunity, and lead’s status. Here, the adage "garbage in, garbage out" couldn't be truer.

Sales analytics tools are your telescope into the future. They help predict where your opportunities lie and where potential bottlenecks may occur. Use them to inspect pipeline velocity, deal size, and win rates.

Don’t forget sales enablement platforms. They refine how you reach out, follow up, and close. These tools can automate the tedious parts of the sales process, allowing your salespeople to spend more time on what they do best—selling.

Moreover, platforms like Aomni can help maintain and revitalize your pipeline by providing real-time account research, actionable competitive insights, and personalized sales content—all in 15 minutes with zero added effort. Investing in sales intelligence platforms can turn your “Oh sh*t” moment into a “Oh, that’s great” revelation.

In closing, these three strategies coalesce into a dynamic safety net, catching your pipeline before it can drop into peril. By committing to consistent prospecting, articulating and educating around a robust value proposition, and leveraging technology to glean insights and efficiencies, you’ll preempt the moment of pipeline despair.

Implement these practices vigilantly, and instead of sporadically gasping with alarm at the state of your pipeline, you’ll be able to examine it with a smile, assured that it’s robust, thriving, and healthy. Remember, the best time to start fortifying your pipeline was yesterday—the next best time is now.

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