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Effectively Managing Your Sales Pipeline at Scale


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As your sales organization grows, accurate forecasting becomes increasingly more important as major business decisions are made based on this information. Being hyper focused on optimizing the pipeline management process can help drastically reduce the number of opportunities that fall through the cracks, uncover deals with no potential, improve accuracy of the information captured by the CRM, and even reduce the length of your sales cycle.

Published in: Sales, Business
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Effectively Managing Your Sales Pipeline at Scale

  1. 1. Effectively Managing Your Sales Pipeline at Scale Vadim Revzin Founder, Tascit @vrevzin
  2. 2. Q1: How well do you understand the state of every deal in your sales pipeline? Q2: How are you making sure that every department is aligned on this information?
  3. 3. As your sales team scales, 3 things start to happen: 1. Consistency between reps is difficult to enforce 2. Information falls through the cracks 3. Data (good or bad) impacts every major decision
  4. 4. How can you prepare for this?
  5. 5. With a combination of the right process and technology
  6. 6. A Framework for Effective Pipeline Management
  7. 7. 4 Core Principles Simplification Communication Consistency Tracking
  8. 8. Principle 1: Simplification “The best sales people are often the laziest” -Bryan Rutcofsky, VP of Sales, Yext
  9. 9. Sales people only care about 2 things: Reaching quota Getting the commission check
  10. 10. 3 Questions to gauge if your CRM is too complex to be effective: 1) Are my sales reps updating every single field? 2) Is detailed information being entered about the progress of each deal? 3) Is there information that currently lives outside of the system? (ie: a Shadow Pipeline*) * When sales reps have a separate excel file where they personally keep track of their real pipeline
  11. 11. Less is more Remove as many fields, steps, screens as you can so that your reps are required to enter only the most critical information about each deal
  12. 12. Would you rather work with this?
  13. 13. Or this?
  14. 14. You can leverage technologies like Tascit ( or Cirrus Insights ( to drastically simplify the CRM user experience for your sales team
  15. 15. Principle 2: Communication “The single biggest problem in communication is the illusion that it has taken place” -George Bernard Shaw
  16. 16. As your team scales, effective communication around deals requires: Well Defined Process + Preparation
  17. 17. Typically, managers receive pipeline updates in a variety of ways:
  18. 18. Most managers and sales reps come to pipeline review meetings completely unprepared
  19. 19. Management must set and adhere to appropriate expectations Prior to each meeting: Managers: must review notes from their previous meeting with the rep Reps: must identify next steps for every deal in their pipeline
  20. 20. Process is defined by: • Clearly defining each stage of the deal and how it can be reached • Streamlining deal level updates around one communication tool • Setting an agenda around each meeting (50% pipeline updates, 50% coaching)
  21. 21. Principle 3: Consistency “It was character that got us out of bed, commitment that moved us into action, and discipline that enabled us to follow through.” -Zig Ziglar
  22. 22. Consistency drives sales professionals. You already train your reps to: “Consistently make 50 calls per day” “Consistently schedule 2 appts. per day” “Consistently close 2 deals per month” Use the same approach to ensure adoption of a new process or system
  23. 23. Goal: Get the sales team to update the status of each deal on a daily basis
  24. 24. Suggested Solution: Institute a Daily Deal Scrum meeting with the sales team where everyone walks through their day’s progress, and next day’s goals
  25. 25. Likely Outcome: Sales reps understand that each person is now expected to be prepared with information about each deal in their pipeline before the meeting every day
  26. 26. Other tips to improve consistency • Use tools like Tascit to send automatic daily email alerts to every rep (see • During weekly team meetings, single out a different rep each week to ensure everyone is prepared • Use tools like Hoopla to publicly highlight individuals adhering to process
  27. 27. Principle 4: Tracking “You can't manage what you can't measure” - W. Edwards Deming
  28. 28. Every sales team should already be tracking: Call attempts Contacts made Meetings set Demos run Proposals sent Contracts signed
  29. 29. As your revenues scale, it becomes important to start tracking a whole set of new metrics*: Deal Velocity Time at each Stage Swings in Contract Value Changes in Close Date Changes in Win Rate *At scale, optimizing one seemingly small metric can result in significant revenue increases
  30. 30. To successfully track revenue opportunities you must configure your CRM correctly as early as possible to capture the maximum amount of data at every stage of the selling/post sales process, with the minimum amount of friction for your end users “Systems debt” can costs you millions of dollars in • Internal custom development • CRM Consulting • Data cleansing • Missed revenue opportunities
  31. 31. How do I make sure that the team maintains a clean pipeline?
  32. 32. • Clearly define how everyone involved in the sales process will interact with the CRM • Focus on correct adoption by executives and management (this cadence will organically permeate down to the individual contributors) • Consider what can be automated for better data (call/email tracking, deal nurturing, etc.)
  33. 33. Have a question that’s specific to your business? Send me a note e: t: @vrevzin