B2B discipline 02 of 06
Sales & Conversion
Turn more of the pipeline you already have into revenue.
A bigger pipeline means nothing if the deals inside it aren’t moving. We connect pipeline data with buyer engagement and sales execution to find where revenue is slipping, and change how the team sells.
Sound familiar?
Signs your pipeline is bigger than your results.
- Plenty of pipeline, not enough closing.
- Forecasts slip every quarter.
- Every rep sells a different way.
- The CRM records the past instead of shaping the next deal.
What we do
Three areas. One commercial goal.
The goalConvert more of the pipeline you already have, with forecasts you can plan around.
Lead generation & funnels
Build the routes that bring the right prospects in, and judge each one by the revenue it creates, not the leads.
What you’re left with- Channel mix by revenue
- Lead scoring
- Funnel dashboard
Sales process & conversion
Map how deals really move, set clear rules for each stage, and fix the stage where value leaks.
What you’re left with- Stage rules
- Qualification framework
- Weekly deal reviews
Tools & enablement
Give the team a CRM, a playbook and coaching they’ll actually use.
What you’re left with- CRM set up for selling
- Sales playbook
- Coaching routine
The question we’d answer first
Data on its own can mislead. Context shows what to do.
One question we’d bring to Sales & Conversion straight away, answered twice: with one system’s data, then with the rest of the business joined in. Figures are illustrative.
02 · Sales & Conversion
Where do deals really stall?
Pipeline by stage, last 12 months
Looks likeYour proposals aren’t good enough.
Close rate from proposal, by buyers engaged on the deal, last 12 months
ActuallyHigh-value deals reach proposal without the right buyers engaged.
For complex deals, map the economic buyer before proposal, and review aged deals weekly.
How it works
We don’t hand you a strategy. We get in and do the work.
Diagnose
Map how deals really move, and where they stall.
Prioritise
Fix the stage leaking the most value first.
Do the work
Rebuild the process, CRM and playbook with the team.
Embed
Run weekly deal reviews until the new way is habit.
What changes
- Complex deals with the right buyers engaged.
- Higher win rates from the same pipeline.
- Forecasts you can plan around.
Start with a conversation
Find the constraint. Build the plan. Do the work.
Whether it’s Sales & Conversion or somewhere else in the system, finding the real constraint is the first thing we do.