How to Align Sales & Marketing for Predictable Pipeline Growth (Sonny Round, Panopto)

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1. 2:29

   consistent in reviewing the same data. So the four slides for that meeting could be here are the leads by each key source this month, right here are the conversions by each key source this month. How many of those leads did we end up getting to turn into a qualified “meeting? The third slide could be how many of those qualified meetings turned into actual” qualified opportunities by lead source again. And then that fourth slide could be the total pipeline amount that was built for the month and by lead source. And the key there is benchmarking that data before you start that meeting so that you can say, here's what we're doing

   In Opportunity conversion rates

2. 18:21

   How many accounts are we actively outbounding to? And that means that they have a manual step done within the last 10 days, right? 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.

   In Conversion rates

3. 18:31

   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 Metrics

4. 18:42

   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

5. 19:15

   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,

   In Account potential estimation

6. 22:26

   That's on me. That's something that we're going to we're going to own. And in this week, we're going to make up for it because we're going to do double the calls or we expect that to still convert down the line. But that's something that we can do better. And by the way, I did have a conversation with my rep, and they did say that something they noticed is that a number of leads have been coming through the past couple of weeks. “They don't quite meet the minimum account criteria.” Is there any way we could look into to building into our lead scoring, filtering some kind of stop guards against things like that, just so that we're all spending our time with the most effective conversations? So I'm admitting something that we can improve, which is 100 percent true. And on me, but I'm also making an ask where it's like, hey, based on this

   In Partner lead qualification

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