The document analyzes a sales pipeline, detailing win rates and days to close at each sales stage. It highlights a concerning gap between weighted sales pipeline projections and sales targets, particularly for the 90 and 120-day periods, indicating a need for pipeline growth. The data suggests that the pipeline sourcing issue lies more with sales representatives than marketing efforts.

1. Sales Pipeline
Development
DataDrivenSalesManagement.com
Copyright Swayne Hill, 2012

2. Sales-Cycle Stage
Conversion
110
90%
• Win Rate = the percentage
of $$$ we convert to
Closed/Won from each
67% Sales Stage. As the Sales
80
Stages progress, the
55%
likelihood of winning
45% increases
54
• Days to Win = the average
22%
28
number of days it takes to
convert to Closed/Won
15
from each Sales Stage (for
Stage 1 Stage 2 Stage 3 Stage 4 Stage 5
those deals we win).
Win Rate Days to Win
Copyright Swayne Hill, 2012

3. Weighted Sales Pipeline
Distribution
$600,000 • Weighted Sales Pipeline =
Sum(Raw Sales Pipeline * Win
Rate) for each Sales Stage.
$461,800
$450,000
•
$417,800
Example - this chart compares
$350,300
the cumulative Sales Target at
$300,000 each date range to the
cumulative Weighted Sales
Pipeline.
$150,000 $135,000
• According to the data, we’re
short this month, good shape
$0
30-Day 60-Day 90-Day 120-Day
to catch up next month but in
Weighted Pipeline Sales Target
trouble 3 and 4 months out.
Copyright Swayne Hill, 2012

4. Sales Pipeline Coverage
Good
(To Sales Target) Gap
$75,000
• Gap Coverage = Cumulative
$50,300 Sales Target minus (-)
$37,500 Cumulative Weighted Sales
Pipeline for each time period.
$0
-$15,000
• According to the data, we’re
-$37,500 -$32,200 in good shape for the next 60
days, but there is a significant
-$75,000
gap between Weighted
Pipeline and our Sales Target
-$112,500
in the 90 & 120-day range.
•
-$138,200
Bad -$150,000
30-Day 60-Day 90-Day 120-Day We need to grow the sales
pipeline.
Gap Coverage
Copyright Swayne Hill, 2012

5. Weighted Sales Pipeline
Growth Trend
$790,000
•
$800,000
$745,000 Sales Target = 120-day sales
$690,000
quotas
$700,000
• 120-Day Pipeline = Total
Weighted Sales Pipeline
$600,000
$570,000
made up of deals with a
$500,000
$461,500 Close Date in the 120-Day
window.
$400,000
• Trend on Weighted Sales
$300,000
Jan Feb Mar Apr
Pipeline growth is negative,
Sales Target 120-Day Pipeline
indicating an urgent need
for action.
Copyright Swayne Hill, 2012

6. Weighted Sales Pipeline
Growth Trend
•
$800,000
$200,000 Current = Current Month
$175,000
$600,000
$140,000
• CM+1 = Next Month
$300,000
$280,000
$150,000
$100,000
• CM+2 = Current Month + 2
$400,000
$250,000
$100,000
• CM+3 = Current Month + 3
$230,000
$200,000 $180,000
• Drilling down on the Weighted
Sales Pipeline growth, it’s clear that
$200,000
CM and CM+1 remain at a pretty
$150,000 $140,000 constant level but at the cost of
$90,000
$110,000
diminishing long-range sales
$0 pipeline growth. We’re not
Jan Feb Mar Apr
replacing the sales pipeline as fast
Current CM+1 as we’re consuming.
CM+2 CM+3
Copyright Swayne Hill, 2012

7. Weighted Sales Pipeline
Source Trend
•
$500,000
Sales = Weighted Sales
$415,000
$400,000 Pipeline sourced by the
$375,000 Sales Rep (referrals, up-
sell, networking, etc.)
$265,000
$250,000
• Marketing - Weighted
Sales Pipeline pass from
$140,000
Marketing to Sales Rep
$125,000
$61,500
• Chart indicates source of
$0 the pipeline growth issue
Jan Feb Mar Apr May
lies with Sales Rep
Sales Marketing
Copyright Swayne Hill, 2012

8. Sales Pipeline Weighting
& Distribution
Average
Raw Weighted
Win Rate Days to 30-Day 60-Day 90-Day 120-Day
Pipeline Pipeline
Win
Stage 1 22% 110 $200,000 $44,000 $44,000
Stage 2 45% 80 $150,000 $67,500 $67,500 $67,500
Stage 3 55% 54 $160,000 $88,000 $88,000 $88,000 $88,000
Stage 4 67% 28 $190,000 $127,300 $127,300 $127,300 $127,300
Stage 5 90% 15 $150,000 $135,000 $135,000 $135,000 $135,000 $135,000
$850,000 $461,800 $135,000 $350,300 $417,800 $461,800
Sales
$150,000 $300,000 $450,000 $600,000
Target
Coverage
-$15,000 $50,300 -$32,200 -$138,200
Gap
Copyright Swayne Hill, 2012

9. Sales Pipeline
Development
DataDrivenSalesManagement.com
Copyright Swayne Hill, 2012