SOEE what's new...
The design and development of opportunity pipeline management is arguably one of the most important ingredients to performance success. Opportunity pipeline analytics must balance efficient process design with effective data capture, while connecting enabling technology.
Reporting and visibility allow pipelines to be reviewed and challenged to improve forecast accuracy. Through transparency, opportunity owners can be coached and supported to elevate confidence in pipeline values, funnel stage position, and estimated close dates.
Lack of focus and discipline to pipeline oversite will create frustration with missed forecasts, data integrity, and impede revenue growth. The erosion of pipeline confidence will create tension throughout the organization and cause unnecessary distractions to “fix” the pipeline.
By understanding the interdependency of Sales Operations, Sales Enablement, Sales Effectiveness (SOEE) modeling, opportunity management can significantly improve team performance and create reliable sales forecasting.
SOEE what's the solution...
Developing and implementing the opportunity management process within Customer Relationship Management (CRM) technology is critical to strategy planning, analytical insights, and tactical operations. In many cases, opportunity design will be configured to existing business model objectives.
Example Opportunity Management Framework
| Data Management | Process Design - Enabling Technology |
|---|---|
| Pipeline Stage | define funnel stages and actions to advance opportunities |
| Product - Solution | ensure products, solutions align throughout the organization |
| Category Type | define sales types; new logo, cross sell, upsell, renewal |
| Sales Channel | define channels; direct, indirect, partners (reseller, referral, technology) |
| Competition | capture key competitors for market insights |
| Valuation - Pricing | opportunity valuation, quota credit, pricing methodology |
| Inside Sales | identification of appointments set by internal resources |
| Lead Source | capture marketing and lead generation sources |
| Lead Development | linkage to internal and external marketing technology |
| Win - Loss Reason | capture market insights at time of win, loss |
| Account Linkage | account data linkage to provide segmentation analytics |
| Contact Linkage | contact data linkage to provide segmentation analytics |
| Contract Signer | data capture at time of contract signature, renewal planning |
SOEE what's the value...
Opportunity management requires purposeful design, discipline, transparency, and ongoing communication. In order to transform and grow, significant time and energy must be dedicated to pipeline oversight. Becoming confident with data, process, analytics, and technology will create a unified team approach to pipeline governance and enhance sales performance.