What is actually wrong with most sales pipelines?

The stage names are verbs belonging to the wrong person. "Demo done" is your calendar. "Proposal sent" is your outbox. "Negotiation" is frequently a euphemism for a proposal nobody has read. When a stage records seller activity, the pipeline becomes a record of effort, and effort is exactly the thing that feels like…

How do you define a stage the buyer can actually verify?

One rule, applied without exceptions: a deal changes stage because of something the buyer did, never because of something you did. If you cannot name the buyer's action, the date it happened and where it is recorded, the deal has not moved.

What are sales forecast categories, and why are they separate from the pipeline?

The pipeline is everything open. The forecast is what you are willing to be judged on. Merging them is how a team ends up defending a number nobody chose.

How do you qualify without turning it into an interrogation?

Qualification frameworks are inventories of what you do not yet know. They are not scripts, and read aloud they make you sound like a form.

What does a "no decision" loss teach you?

That your competitor is usually inaction. In The JOLT Effect, Matt Dixon and Ted McKenna analysed more than 2.5 million recorded sales conversations with speech recognition and machine learning on the Tethr platform, work that began in spring 2020 and was published in 2022. Their finding is that around half of all…

B2B Sales Pipeline: stages, exit criteria and a forecast

A pipeline that actually forecasts: the stages that earn their place, the exit criteria for each one, and numbers that survive a review.

A pipeline is not a list of hopeful conversations. It is a measuring instrument, and an instrument is either calibrated or decorative. Most of the ones you meet in small and mid-sized commercial teams are decorative: they produce a number every Monday, nobody believes the number, and the quarter is rescued by heroics in the last three weeks.

The failure is almost always the same and it is structural, not moral. Stages are named after things the seller did. Demo done. Proposal sent. Follow-up scheduled. Every one of those can be true while the buyer has not moved a millimetre. You can run a flawless demo into a room of people with no budget, no mandate and no intention of changing anything this year, and your CRM will happily record progress.