Gartner Research

Pipeline Management and Forecasting in a Nonlinear Buying Process

Published: 16 July 2019

ID: G00439838

Analyst(s): Steve Rietberg


The B2B buyer’s journey is not a linear process. Buyers execute and reexecute steps in parallel, while sellers track deals using discrete stages in a linear sales process. Sales operations leaders must adjust their pipeline management to overcome this disconnect and improve forecasting accuracy.

Table Of Contents
  • Key Challenges



  • Increase Pipeline Quality by Measuring Deal Progress Based on Customer Verifiers
  • Improve Sales Analytics and Lessen Seller Burden by Integrating and Automating Opportunity Scoring Within CRM/SFA
    • Phase 1: Offline Deal Qualification
    • Phase 2: CRM/SFA Integration
    • Phase 3: Predictive Analytics and AI
  • Incorporate Opportunity Scoring Into Forecast Analytics to Improve Accuracy
    • Opportunity Scoring and Forecasting Example
  • Build Analytics Based on Buyer Job Progress to Identify Opportunity Risk and Seller Needs
    • Verifier Cycle Time
    • Verifier Velocity
    • Verifier Status Mix

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