Gartner Research

Tech Go-to-Market: Improve Your Approach to Pipeline Management and Forecasting Accuracy by Reflecting Today's Fluid Customer Life Cycle

Published: 12 June 2017

ID: G00327429

Analyst(s): Mark Paine , Ed Cordin , Hank Barnes


Accurate sales forecasting continues to be a challenge with today's B2B customer life cycle. Technology business unit leaders need to make changes in sales pipeline management. This will enable sales and marketing teams to spot opportunities sooner and track their value and progress effectively.

Table Of Contents


  • Introduction
  • How to Spot a Change in Buying Process
    • Outbound Leads Are Reducing
    • Inbound Leads Are Increasing
    • Decreased Close Rates
    • Less Predictable Sales Cycles
  • Synchronizing the Selling Stages With the Buying Cycle
  • New Types of Opportunities From the Fluid Buying Process
  • Gaining Management Support for the Modified Approach
  • Four Steps to Enable Your Sales Force
    • Step 1 — Let Go … a Little
    • Step 2 — When a Lead Is an Opportunity
    • Step 3 — The All-Important Interaction
    • Step 4 — Moving Forward Is Not Always the Best Way to Go
  • Conclusion
  • Appendix
    • The Sales Pipeline

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