The proof you can only spend a few times

Pipeline is a number most businesses can grow on demand. The stock of customers willing to vouch for you is not, and it usually binds first.

By Steve 5 min read
Abstract bridge artwork for The proof you can only spend a few times

A business doubles its outbound activity, tightens its qualification, hires a second closer, and the win rate holds while the sales cycle lengthens. The stalls cluster in the same place: late, after the commercial terms are broadly agreed, when the buyer says they need to speak to someone who has done this. Two names get offered. One of them has been called four times this year. This is a capacity problem, but not one that shows up in any capacity plan. The constrained resource is proof: the finite set of…

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