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Workshop Description

Pipeline Engineering Workshop

Long sales cycles, lack of qualified leads, and stagnate pipelines are common issues facing today’s companies. In many organizations Marketing is charged with “generating leads” and Sales is charged with “closing leads.” What should be a highly collaborative effort often becomes a lightning rod for inter-department friction. The cause of this friction is most often traced to several factors:

  • The lack of a systematic approach for managing opportunities from contact to customer
  • Inconsistent or vague definitions for the various stages of the sales cycle.
  • Lack of understanding of what stages exist between an initial contact and a closed sales order.
  • Inability to accurately forecast the necessary quantity of qualified opportunities to be generated.
  • Inability to accurately forecast the number of closed sales for any given month.

The key to Marketing and Sales alignment is have both organizations calibrated around the mission, the customer, the market, and the business outcomes. Armed with this perspective, the workshop uses the process of engineering the pipeline as an alignment tool. The Pipeline Engineering for Alignment Workshop (PEW) is an interactive work session designed to help companies engineer a systematic buying pipeline model that can function as the single most important performance dashboard how well Marketing and Sales are working together to achieve the mission and business outcomes. In addition to facilitating alignment between Marketing and Sales, participants find the workshop serves as a terrific vehicle for aligning company strategies and tactics associated with improving discoverability, engagement, and new deals.


As a result of the PEW, the Marketing and Sales organizations will have alignment around:

  • The market strategy for customer acquisition, growth, and retention
  • How success for customer acquisition, growth, and retention will be measured and the expected contribution by each organization
  • A customer-centric pipeline that reflects how the organizations work together
  • The defined customer behavioral commitments for each pipeline stage
  • Clear lines of responsibility for each stage in the pipeline and what constitutes when an opportunity can move forward in a stage
  • Marketing and Sales tactics associated with each stage


A Word document is generated containing notes from the workshop that include the behavioral commitments that define each of the phases in the pipeline, estimated conversion rates at each phase, number of contacts required for each sales order, and preliminary tactics and responsibilities assigned to each phase of the pipeline.

This workshop is often paired with the Customer Journey Mapping workshop and the Touch Point Effectiveness workshops.

Workbook Description

Using the Customer Buying ProcessUsing The Customer Buying Process To Align Sales and Marketing & Create 3 Key Enablement Tools

Focus on the Customer Journey to Align Sales and Marketing

Too often the lack of alignment between marketing and sales gets in the way of an organization’s success. Alignment between marketing and sales is pivotal to overall effectiveness and performance.

The workbook presents the concept of leveraging the customer buying process and how to use this process to facilitate alignment between marketing and sales and three customer-centric tools to support sales enablement: personas, use cases and playbooks. The 54-page workbook provides 15 worksheets to enable users to map their customer buying process, to develop questions for persona creation, to work though considerations for creating usage scenarios, to guide the development of playbooks, to establish business outcomes, performance targets and metrics for sales and marketing, and to inventory sales assets. As a result, workbook users will be able to refine their marketing and sales process. Refunds for cancellations will only be made within 24 hours of the purchase as long as no electronic documents have been downloaded or products have physically shipped. Once a product is downloaded or shipped, no refund will be issued. Refunds must be requested in writing. The refund will total full amount of purchase less the credit card service fees for the both the purchase and refund and a cancellation service charge.

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