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Writer's pictureHannah Howard Bink

How to Audit Your Sales and Marketing for Pipeline Success

If your pipeline is slowing down, the first thing to do is take a closer look at your sales and marketing efforts. Auditing what you’re already doing helps you identify where things might be going off track and gives you a roadmap for improvement. If it was me, I’d focus on making this as simple as possible. You have enough on your plate, so let’s break this down step by step.

Pipeline Success

Step 1: Review Lead Quality

Not all leads are created equal. The goal here isn’t just more leads—it’s better leads. Look at where your leads are coming from and whether they align with your Ideal Customer Profile (ICP). If you’re chasing the wrong ones, your pipeline will suffer.


What to Do: Go through your CRM and categorize your leads. Are they from the right industry, company size, or job roles? If not, it’s time to refine your targeting.


Step 2: Analyze Your Messaging

Once you’ve looked at your lead quality, the next step is to audit your messaging. Is your value proposition clear? Are you speaking directly to your target audience’s pain points? After that’s done, make sure your website, emails, and sales materials are aligned with your clients' current needs.


What to Do: Read through your website and marketing collateral as if you were a potential client. Does it resonate? If your message isn’t solving the right problems, your pipeline might be slowing down because your prospects don’t see the value you offer.


Step 3: Check for Sales and Marketing Alignment

If your sales and marketing teams aren’t working together, leads can fall through the cracks. Sales might feel like marketing is bringing in low-quality leads, or marketing might think sales isn’t following up fast enough. Either way, this misalignment could be hurting your pipeline.


What to Do: Schedule regular meetings between sales and marketing. Review lead handoffs and ensure there’s a shared understanding of your ICP and messaging.


Step 4: Evaluate Your Follow-Up Process

Are you following up with leads consistently? If not, this is an easy win. A slow or inconsistent follow-up process can cost you valuable opportunities.


What to Do: Map out your follow-up process. Are leads being contacted within a reasonable timeframe? Are they receiving the right content to keep them engaged? Consider automating follow-up emails to ensure consistency.


Step 5: Assess Your Marketing Channels

Not all marketing channels are going to perform equally well. If you’re spreading yourself too thin or relying too heavily on one channel, your pipeline might be drying up because you’re not optimizing your efforts.


What to Do: Review the performance of each channel—email, social media, content marketing, paid ads. Which ones are delivering quality leads? Double down on what’s working, and consider cutting back on underperforming channels.



Next Steps for Auditing Your Pipeline

If it was me, I’d start with these simple steps to get a clearer picture of what’s happening with your pipeline. After that’s done, you’ll know exactly where to focus your efforts for improvement.


For a more detailed, comprehensive guide on auditing your pipeline, download our free ebook, "What to Do When Your Consulting Pipeline is Drying Up." It’s packed with actionable strategies that will help you rebuild and optimize your sales and marketing efforts without adding extra work to your plate.

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