Sales KPI setup — building a pipeline from scratch
The most common mistake when building a pipeline from scratch: defining too many KPIs. Five to seven is enough to start.
Industry dynamics first
Software sales, mobility tech and SMB marketing have different cycles and touchpoints. Picking KPIs without grounding in the sector is a mistake.
Positioning shapes the sales motion
Innovator, cost-leader or alternative? The answer changes your first-touch tone, cycle speed and closing strategy.
Segmentation = efficiency
Treating everyone as a prospect clogs the pipeline. Clear segments — by size, digital maturity, decision hierarchy — double conversion.
Realistic and adaptive KPIs
Targets disconnected from market reality tire teams and distort forecasts. Run a 'test and adapt' phase for the first three months and revise without ego.
A living process
A pipeline isn't a template. Sales and marketing co-own it, periodically refit it to the customer journey.