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FOUNDER’S GUIDE TO B2B SALES The above pipeline tracking chart avoids the problem of simply tracking total or rolling four-quarter pipeline (e.g. a back-loaded pipeline looks fine on overall coverage, but leaves you with a short-term struggle). This chart shows a pipeline snapshot every quarter, its distribution over time (by close date), and shows the coverage ratio to the sales target (i.e. pipeline/target). This chart is best read by first looking at this– and next–quarter coverage to spot any urgent problems. Then it should be read diagonally: the 1/1/21 N+2 quarter pipeline becomes the 4/1/21 next- quarter pipeline which becomes the 7/1/21 this-quarter pipeline. PRODUCT-LED GROWTH: TRIALS AS THE FIFTH PIPELINE SOURCE Product-led growth (PLG) companies generate large bases of users using trial, free, or discounted product. Open-source companies do the same thing via free or community editions. In these models, the default marketing call-to-action switches from “get demo” to “start trial.” Cross-functional growth teams (e.g. product, product marketing, design, sales) work together to continually improve trial conversion efficiency - from defining gates in the product to user monitoring to drive SDR outreach. People who use the product frequently, or in a certain way, become product-qualified leads (PQLs). Marketing thus has a dual role in PLG companies: 1. Driving people to trials 2. Working with the growth team to drive trial conversion into customers or PQLs In PLG companies, trials become the fifth (and typically primary) pipeline source Kellblog on Marketing The section of Dave Kellogg’s popular blog dedicated to the topic of marketing VISIT TO LEARN MORE ABOUT MARKETING • The Hubspot Marketing Blog by Hubspot • Digital Marketing Blog by Neil Patel • The Content Marketing Institute blog by the CMI • The Buffer Social Media blog by Buffer • Kellblog on marketing by Dave Kellogg • Product-Led Growth by OpenView Partners • The B2B Marketing Handbook by Robert Bly SPRING 2023 .44

BALDERTON The Founders Guide to B2B Sales - Page 44 BALDERTON The Founders Guide to B2B Sales Page 43 Page 45

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