Cookbooks & campaigns: consistent pipeline creation
To keep your pipeline consistently flowing, it's all about hitting the right targets and making sure your activity and campaigns are packed with value-based messaging. Think of it like this: by knowing exactly who your ideal customers are and tailoring your campaigns to speak directly to their needs, you're setting yourself up for success.
By defining your ideal customer profile and segmenting your audience based on key characteristics, this will help you tailor your campaigns to address the specific needs and pain points of your target audience.
We've talked before about crafting value messaging that really resonates. Understand your audience's challenges and show them how your solutions can make their lives easier. By highlighting the benefits and value of what you offer, you'll engage your audience and drive them to take action.
Consistent pipeline generation requires a strategic approach to targeting and messaging, ensuring that your campaigns are always relevant and impactful. Cookbooks for pipeline generation provide the drumbeat for consistency, ensuring that your all of these pipeline efforts are structured and predictable, leading to steady progress and reliable results.
Jump to section:
- Why a sales cookbook works
- What goes into a sales cookbook?
- The power of structured campaigns
- Tracking KPIs and learning from the data
- Bringing it all together
Why a sales cookbook works
A sales or pipeline cookbook is exactly what it sounds like—a recipe for success. It lays out the daily and weekly activities needed to meet sales targets.
Without structure, pipelines can become inconsistent, leading to fluctuating creation and progression of pipeline. One month might exceed targets, while the next could fall short. Implementing a cookbook approach helps maintain stability and predictability in the sales process.
This also provides help to manage your personal capacity – ensuring that steady flow so you can service the pipeline.
Think of it like this: if a top chef just “winged it” every night, their restaurant wouldn’t last long. They follow recipes to ensure every dish meets expectations. Sales works the same way. Consistent results require a plan that outlines exactly what needs to be done every day.
What goes into a sales cookbook?
The key ingredients could include something like:
- New targets - Identifying 3 new departments for your key accounts.
- New personas – Identifying 30 new personas to target in your territory.
- Prospecting calls – Aim for 30 high-quality outreach calls per day.
- Follow-ups – At least 15 personalised follow-ups with warm leads.
- Meetings – Booking 8 customer meeting per week.
Sticking to a routine evens out the pipeline, eliminating the feast-or-famine cycle. These numbers are not just theoretical; they are based on real conversion rates. The more consistently the process is followed, the more predictable the results become.
The power of structured campaigns
While a cookbook keeps daily activity on track, structured campaigns are the secret sauce for delivering repeatable value-based messages to your customers – the flowers and chocolates for customer dating!
These campaigns can take various forms, such as whitepapers, webinars, or events, and are designed to drive value and scale across a group of accounts or personas.
By focusing on the right targets and crafting compelling value messaging, you can create campaigns that resonate with your audience and address their specific needs. Whether it's through educational content, interactive sessions, or exclusive offers, a well-executed campaign can significantly boost engagement and drive results.
Here are some types of assets you can use in pipeline generation campaigns:
- Whitepapers: In-depth reports that provide valuable insights and solutions to your audience's challenges.
- Webinars: Live or recorded sessions that offer educational content and engage your audience in real-time.
- Events: In-person or virtual events that create opportunities for networking and showcasing your expertise.
- Case Studies: Success stories that demonstrate the effectiveness of your solutions through real-world examples.
- E-books: Comprehensive guides that cover specific topics in detail and provide actionable advice.
- Infographics: Visual representations of data and information that are easy to digest and share.
A well-executed, structured campaign can double meeting bookings just a couple of months. Having a clear focus and tracking every interaction allows for ongoing refinement of your messaging and outreach efforts, eliminating guesswork.
Tracking KPIs and learning from the data
Even the best cookbook and campaign will not be effective without tracking progress. Simply assuming enough outreach is being done is not enough. A detailed review of Leading Indicators or KPIs ensures efforts are aligned with targets and highlights areas that need improvement.
Examples of key KPIs to track regularly include:
- Number of outreach attempts
- Use of assets
- Reachable to discovery call conversion
- Discovery call to new business meeting conversion
By monitoring these numbers weekly, adjustments can be made in real-time. Pipeline creation is about momentum, and a regular review ensures the strategy stays on course.
Bringing it all together
Sales success isn’t about magic—it’s about discipline and consistency. Having a structured cookbook for daily activity and leveraging structured campaigns for strategic outreach creates a powerful one-two punch.
To achieve a consistent pipeline, start by mapping out a pipeline focused cookbook with detailed targets and campaigns to drive customer value. By doing so, you'll see remarkable results and a steady flow of opportunities.
Ready to take your pipeline generation to the next level? Join our comprehensive Pipeline Generation Planning course and learn how to structure your path to success.
Download our course guide today and discover the key to hitting your sales goals!
