By Paul Gladen
If a job's worth doing, it's worth doing well. So if a sales pipeline is worth having, how do you know if it's working well? Welcome to the world of sales pipeline measurement.
In industries with dedicated B-to-B sales forces, for example software or capital equipment, sales pipeline measurement is serious business! Management is focused on measuring progress towards revenue targets, particularly when there are quarterly earnings expectations to be met, and sales professionals are focused on hitting their targets to achieve sales commission levels and bonuses. Management and sales stars have learned that sales success results from discipline, focus and measurement throughout the sales process.
Professional service firms, such as accounting, architecture and consulting, can learn a lot from the hard-won insights that other sectors have applied to the measurement and management of their sales pipelines.
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