Harnessing the Power of the e-Pipeline [SLIDESHARE]

Now that digital data is enabling marketing to gain greater insights into customer buying behaviour, the e-pipeline is a big part of businesses’ sales forecasts.

Want to know more than just the revenue values in your pipeline?

The e-pipeline can tell you so much more:

• How your customers buy, not just how much
• Where you need more resource to move them through the sales cycle
• What lead nurturing activities are giving the best results
• The shape and velocity of the deals going on.

To harness the power of the e-pipeline, marketing needs to:

• Define the sales cycle stages
• Establish when a lead becomes a qualified opportunity
• Understand customer requirements and align solutions with them
• Demonstrate how your solutions can add value.

Once a lead has been qualified and passed to sales, they have to:

• Create the right proposal
• Negotiate the right terms
• Empower the customer to make the right decision. 

To release the power of the e-pipeline, four key data attributes need to be added to your business analysis:

• Net new opportunities
• Conversion rates
• Sales cycle length
• Success profiles.

Through thorough research, businesses can use the power of the e-pipeline to:

• Identify when and where prospects advance to the next stage of the cycle
• See when and where others leave
• Find out about landing pages that convert
• Develop meaningful success profiles to duplicate for future activities
• Improve the integrity of the pipeline.

If sales and marketing work together, they can make the e-pipeline more successful to deliver:

• Improved YOY revenue performance
• Higher numbers of sales-ready leads
• Better conversion rates
• Shorter sales cycles.

To find out more about content marketing, download our eGuide Marketing Director’s guide: How to enable the sales team with hot leads now!

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The Author
	Alistair Norman | Marketing Director Alistair is responsible for the strategy, design and implementation of our Inbound and Content Marketing, with a focus on developing B2B and B2C markets.