Marketing Pipeline
Transforming Marketing into Strategic Pipeline Stewards for Business Growth
The majority of companies are not looking at their pipeline two and three-quarters out. This is an ideal opportunity for marketers to be the stewards of their pipeline.
More specifically, having a talk track around the inputs of the go-to-market motion: sales, SDRs, partners, product leg, growth marketing.
Marketers should be able to talk about the inputs in the conversion into that pipeline from a growth perspective. By doing that, it helps elevate the marketing function to a business function.
No longer are you just looking at marketing contribution; you're looking at the business performance as a whole. And typically, what we find because no one's really owning two and three-quarters out, being a steward doesn't compete with anyone internally.
So by looking at that and making sure that you have the right pipeline coverage, you ensure your growth for the remainder of the year.
