Podcast episode
How to Align Sales & Marketing for Predictable Pipeline Growth (Sonny Round, Panopto)
30 Minutes to President's Club10 Oct 202436 min
Description
ACTIONABLE TAKEAWAYS: 80/20 Rule for Experimentation: Keep 80% of your team's work process-driven and reserve 20% for new, experimental ideas to avoid chaos. Track MQL to Reply Rates: Use the MQL to reply rate metric to gauge how well your messaging engages prospects. Key Metrics for Pipeline Meetings: Focus on leads by source, conversion rates, meeting-to-op conversions, and total pipeline in every pipeline meeting. Methodical Problem Solving: When top-of-funnel issues arise, fix one area at a time—start with accounts, then people, triggers, and finally messaging. SONNY'S PATH TO PRESIDENTS CLUB: Director of Global Sales Development @ Panopto Senior Manager, Global Sales Developnent @ Sift Sales Development Manager @ Sift Manager, Account Development Team @ Mesosphere RESOURCES DISCUSSED: Join our weekly newsletter Things you can steal 30MPC Training: 30mpc.com/training
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I want to know, do we have a good volume at the top? Then what we do is we say, all right, what's the conversion rate then to a book meeting, then a held meeting, and then a held meeting to a qualified pipeline. Those were the things that I went through every single week. And you got to remember, there's two metrics. “There's volume and conversion.” Volume is the stopping point. How many active outbound accounts? How many meetings booked? How many meetings held? How many qualified opportunities? And you need to look at that on number and on dollars. If you just look at number, what happens is you can have really good conversion rates, but you're not converting the highest value opportunities,
In Funnel math
Those were the things that I went through every single week. And you got to remember, there's two metrics. There's volume and conversion. Volume is the stopping point. How many active outbound accounts? How many meetings booked? How many meetings held? How many qualified opportunities? “And you need to look at that on number and on dollars.” If you just look at number, what happens is you can have really good conversion rates, but you're not converting the highest value opportunities, and you're losing dollars. If you just look at dollars, you could be losing a lot of the long tail, smaller S&B accounts, but your conversion rates look really good. You got to be really careful. And so I divide the funnel.
In Metrics
and you're losing dollars. If you just look at dollars, you could be losing a lot of the long tail, smaller S&B accounts, but your conversion rates look really good. You got to be really careful. And so I divide the funnel. Half is the number, half is the dollars. And then I look at each station along the way, which that implies though, that you then need to have a size of prize. “Like how big is this account that I'm going after?” What is the total amount of revenue that I think could be there, which is something your RevOps team can help you with. But looking at those two conversions through immediately, usually, and I'm sunny, I'd be interested if you see this too, but even the most junior manager, when you put that number in front of them week after week, month after month, and they see it the same format,
you could be losing a lot of the long tail, smaller S&B accounts, but your conversion rates look really good. You got to be really careful. And so I divide the funnel. Half is the number, half is the dollars. And then I look at each station along the way, which that implies though, that you then need to have a size of prize. Like how big is this account that I'm going after? “What is the total amount of revenue that I think could be there,” which is something your RevOps team can help you with. But looking at those two conversions through immediately, usually, and I'm sunny, I'd be interested if you see this too, but even the most junior manager, when you put that number in front of them week after week, month after month, and they see it the same format,