Improve Sales Performance - Design and Develop Effective Opportunity Pipeline Management

Improve Sales Performance - Design and Develop Effective Opportunity Pipeline Management

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 ManagementProcess Design - Enabling Technology
Pipeline Stagedefine funnel stages and actions to advance opportunities
Product - Solutionensure products, solutions align throughout the organization
Category Typedefine sales types; new logo, cross sell, upsell, renewal
Sales Channeldefine channels; direct, indirect, partners (reseller, referral, technology)
Competitioncapture key competitors for market insights
Valuation - Pricingopportunity valuation, quota credit, pricing methodology
Inside Salesidentification of appointments set by internal resources
Lead Sourcecapture marketing and lead generation sources
Lead Developmentlinkage to internal and external marketing technology
Win - Loss Reasoncapture market insights at time of win, loss
Account Linkageaccount data linkage to provide segmentation analytics
Contact Linkagecontact data linkage to provide segmentation analytics
Contract Signerdata 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.