Ep #33: Forward Pipeline

It’s not always clear whose responsibility it is to track deals, forecast for the future, and take action to grow the company. Casey Stanton explains my marketing finds itself in the position to do so and why it’s so critical that they do! You’ll learn what you need to track, how to keep track of the right data, and where you can go for the resources you need.

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Episode highlights:


Sales teams need to have a forward pipeline in order to have proper sales forecasting. It is also critical for B2B marketers to understand.

To build a forward pipeline, start by thinking about how long a sales gestation is for a client. Look forward to if there are enough new sales in the pipeline to replenish the company or if it is drying up.

Marketing is in the unique position to be able to look at the forward pipeline and start taking action to fill it with new leads.

You need to create a dashboard to view and track the forward pipeline. While parts of this process may seem like the job of sales, if they aren’t taking care of it, it will reflect poorly on you.

Quote of the show:


You also need to make sure that you’re not blind to, what’s going to happen 2, 3, 6 months down the road”

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