In my experience defining sales pipeline stages such as Qualification, Proposal, Negotiation, and Close is essential for understanding and maintaining a healthy and trustworthy sales pipeline. This approach can save a lot of time. Additionally, maintaining a good relationship with the client, along with regular follow-ups, will increase the stability of the pipeline.

Monitor pipeline metrics: Your sales pipeline is a living breathing entity which changes all the time. Therefore you need to monitor the key sales metrics which includes things like: The number of deals in your pipeline. The average size of the deals. The average percentage of deals that you can win. The average lifeline of a deal before it's closed. Make sure you set aside time on a weekly basis to regularly review these metrics for better understanding and closure.

Utilize CRM to manage sales: When your sales pipeline is full of leads and leads are all in different stages of process, you need to make sure you are managing it effectively. Without a dedicated CRM, you won't be able to manage your sales pipeline properly. CRM software is an integral part of the sales process. A CRM will help you easily manage large volume leads and enable your team to quickly access the right information at the right time.

Strategies such as lead scoring, qualification criteria, segmentation, and monitoring engagement levels help identify and focus efforts on the most promising opportunities. Sales-ready signals and evaluating lead source and quality further refine prioritization. Collaborating closely with marketing ensures alignment and enhances lead nurturing efforts. By implementing these strategies, businesses can optimize sales efficiency and drive better outcomes in media sales.

I think that understanding the sales pipeline is crucial in media sales, especially in B2B. Take Jane, a media sales executive, for example. She attended an online conference where she connected with potential clients. After initial meetings, she added them to her sales pipeline, tracking each prospect meticulously. Jane knew deals often took over a month to close. However, after 1.5 months of no response from a promising lead, she considered the deal dead. But she didn't give up. She sent a personalized follow-up, referencing insights from the conference. This reignited the lead's interest, eventually closing a major deal, highlighting the importance of persistence and tailored communication in media sales.

Some other points to consider': Remember to follow up. Focus on the best media leads. Review and improve your pipeline process. Update your pipeline regularly. Drop dead leads. Keep your media sales cycle short. Create a standardised media sales process. Give your media prospects more content. Automate your sales pipeline. Analyse data for media sales insights.