In this episode of GTM Science, Union Square Consulting Marketing Manager Rachael Bueckert and founder/CEO Eddie Reynolds dig deeper into Pipe Gen 2.0, a concept previously explored by Kyle Poyar in his newsletter. Eddie wants to take it a layer deeper, including the new pipeline playbook for renewals and expansion deals.
They begin by discussing the limitations of relying solely on MQLs given today's complex buying behaviors. Eddie emphasizes the importance of a broader perspective, focusing on account stages rather than individual leads. They highlight alternative models for tracking and improving sales and marketing efforts. Practical steps for implementing and operationalizing these concepts, including setting up account stages and conducting coverage reports, are explored.
Find the full article on Pipe Gen 2.0 here.
Watch the YouTube video on this topic here.
00:00 Introduction to Go to Market Science
00:55 Pipeline Generation Metrics 2.0
01:25 The Problem with MQLs
02:34 A New Approach to Metrics
06:51 Account-Based Stages
09:37 The Importance of Post-Purchase Stages
15:58 Tracking Account Coverage
20:02 Sales and Marketing Collaboration
23:44 Key Metrics for Pipeline Generation
26:46 Improving Reporting and Management
29:10 Operationalizing Account-Based Strategies
31:16 Practical Examples for Sales Managers
33:11 Gaining Executive Buy-In
35:04 Avoiding Perfectionism in Metrics
38:30 Starting Small with Process Improvements
43:03 Driving Adoption and Iterating on Metrics
44:46 Consulting Services and Final Thoughts
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