How to develop a pipeline strategy that delivers.

1. @AA_ISP | @ToutApp
Step 1
Define Pipeline Coverage Needs
Step 2
Determine Target Approach
Step 3
Design Messaging & Campaigns
1) How many touches?
2) What’s the messaging by
persona?
3) What kinds of content can
we leverage?
4) Which channels?
5) Automated and Manual mix
6) Sprinkle in “Custom Tasks”
x Coverage Model Source: Storm Ventures Blog
Pipeline Strategy Overview

2. @AA_ISP | @ToutApp
Step 0: Who Owns What?
Define Responsibilities Around Pipeline Generation
Marketing
Sales Development
Market Development
Account Executives
Hybrid
x

3. @AA_ISP | @ToutApp
Pipeline
Step 1: Define Pipeline Coverage Needs
Does my team have enough pipeline to hit the number?
Sales Forecast 90 Days
Avg Sales Days
Close Rate
1
Source: Storm Ventures Blog
x

4. @AA_ISP | @ToutApp
Step 2: Determine Target Approach
Personalization Automatio
n
Enterprise Transactiona
l
What is the complexity of our
sales cycle?
What is our communication
strategy to map to the
buying process?

5. @AA_ISP | @ToutApp
Step 3: Design Messaging & Campaigns
Logistics:
Inbound v Outbound?
# of Touches
Duration
Channel
Content:
Find the common thread
to make it relevant and
ensure it resonates
x

6. @AA_ISP | @ToutApp
Example Inbound Sales Campaign
Day 1 Day 2 Day 3 Day 4 Day 7 Day 14 Day 21 and so on..

7. @AA_ISP | @ToutApp
Example Outbound Sales Campaign
Day 1 Day 3 Day 7 Day 13 Day 16 Day 17 Day 21 and so on..

8. @AA_ISP | @ToutApp
Personalization
SalesComplexity
Communication Strategy
Enterprise
Transactional
(Outbound) Key
Stakeholders/ Decision
Makers Tier A Accounts
Automation
(Outbound) Tier B
Accounts or Your Not
Ready to Buy Now
(Inbound)
‘Downloaded
Analyst Report’
Lead from Lower
Level Personas
(Outbound) Lower
Level/ End User
Personas Tier A
Accounts
Map Out Automation & Personalization