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Sales Pipeline
 Development
DataDrivenSalesManagement.com




                                Copyright Swayne Hill, 2012
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
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
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
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
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
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
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
Sales Pipeline
 Development
DataDrivenSalesManagement.com




                                Copyright Swayne Hill, 2012

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Sales pipeline development

  • 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