Maximise Yield From Your Pipeline-Generation Strategy

Foster sales and marketing collaboration to increase returns

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    Sales and marketing misalignment results in wasted efforts and resources, and creates inefficiency in pipeline-generating functions.

    Your pipeline-generation strategy must foster collaboration between sales and marketing to increase pipeline volume and quality.

    Download this guide to:

    • understand how sales and marketing can come together to improve pipeline-generation strategy;
    • build an ideal customer profile to collaborate on accounts to target;
    • create messaging based on buyers’ challenges; and
    • review metrics to improve pipeline generation.

    About this Pipeline-Generation Research

    We surveyed both CSOs and CMOs to inform the findings in this guide about pipeline-generation strategy. In the survey, nearly half of CSOs indicated that their mission-critical initiative is accelerating early pipeline and lead generation, while marketing leaders ranked marketing-qualified leads and sales-qualified leads as their second and third most important metrics.