Tomasz Tunguz - Pipeline Analysis Playbook
Tomasz TunguzVenture Capitalist at Redpoint If you were forwarded this newsletter, and you'd like to receive it in the future, subscribe here. Pipeline Analysis Playbook
In many board rooms, the most important go-to-market number this quarter is pipeline health. For some companies, the pipeline may be less clear than a quarter or two ago. Summer seasonality may play a role. Macroeconomics might also be lurking within the numbers. Pipeline fluctuations are normal. But any meaningful & unexpected surprise warrants introspection. Pipeline analysis often has four parts:
Pipeline segments across five dimensions:
Not every company will have each pipeline permutation, but most companies will have some combination. Understanding trends in those time series should shed light on variances in lead volumes. For example, a drop in product-qualified leads suggests a recent new onboarding flow filters traffic more aggressively, but the downstream conversion rates indicate higher proclivity to pay. Is the net outcome superior? Sales cycle delays shift pipeline the business may face headwinds closing this quarter’s number. A spike of mid-market leads because a competitor has sunsetted their product raises the question of whether to grow the mid-market AE headcount. Pipeline is prologue. It’s worth paying attention to. |
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