Paul Fuller and Mike Simmons, founder of Catalyst Sales, dive deep into transforming sales forecasting by focusing on just two critical metrics: pipeline created and pipeline developed. Mike mentions that sales teams today are overwhelmed with data but lack actionable insights. The conversation highlights the power of simplifying complex systems and introducing clarity through well-defined, binary, past-tense sales stages.
They explore three essential, interlocking sales processes:
The rep’s personal workflow (Identify, Engage, Establish Objectives, Clarify Next Steps, Call to Action).
The formal sales process used for forecasting.
The customer’s decision-making journey.
Mike explains how companies often struggle with unreliable forecasts, bloated pipelines, and ambiguous stage definitions. The root cause is typically a lack of structure and alignment between sales strategy, execution, and tools. He makes a compelling case for treating CRM as a behavior-guiding system, not just a data repository.
They also discuss the importance of consistent metrics across teams, tailored KPIs per rep, clear ICP qualifications, and involving cross-functional teams in revenue operations. The episode closes with a strong recommendation: simplify, track the right metrics, and align the entire organization around them to achieve predictable growth.