Pipeline marketing

Marketing that’s measured in pipeline.

Marketing measured by the pipeline it creates, not the leads it generates. Clear targets, better conversion and a pipeline you can actually forecast.

Fix my pipeline

Pipeline marketing

Fill the pipeline. Then keep it moving.

Pipeline marketing shifts the focus from how many leads marketing produces to how many qualified opportunities sales actually works and closes.

I start with the pipeline you need, by segment, channel and quarter, and work backwards to the programmes that will deliver it. Then I fix the leaks: weak qualification, slow follow up and a messy handover to sales.

At Spotler, tightening the funnel and the handover between marketing and sales helped lift lead conversion from 52% to 70%.

What you get

What pipeline marketing delivers.

A pipeline that’s fuller, healthier and easier to forecast.

Pipeline strategy and targets

Pipeline targets by segment, channel and timeframe, and the plan to hit them.

Demand programmes

ABM, content, events, digital and automation working together to fill the pipeline.

Qualification and handover

Shared definitions, handover rules and follow up that stop leads leaking away.

Attribution and analytics

Which activities create, influence and accelerate pipeline, with full transparency.

Pipeline velocity

Fix bottlenecks to improve conversion, deal speed and deal size at every stage.

Data and intent

Intent signals and data tools to spot in market buyers earlier and focus effort.

Signs you need pipeline marketing

Pipeline is inconsistent: some months strong, others empty.

Marketing generates leads that rarely become real opportunities.

Sales and marketing disagree on what counts as qualified.

You can’t forecast pipeline because marketing’s contribution is unclear.

Leadership asks what pipeline marketing produced and nobody has an answer.

You’ve grown, and the old way of finding opportunities has stopped scaling.

Outcomes

52% to 70%

Lead conversion improvement

90%+

New business from marketing programmes

£60m+

Revenue influenced

“Simon is a genuine lead generation expert. His seminars were a highlight every time: they attracted exactly the right prospects, and, crucially, they converted.”

Samuel Ricard

Commercial Director

Spotler

“What stood out most was Simon’s ability to bring structure, clarity and commercial discipline to marketing. He introduced stronger reporting, measurement and processes, and consistently focused on delivering meaningful pipeline, revenue and brand impact.”

Stephanie Kent

Customer Service & Partnership Director

Spotler

Pipeline you can forecast

Leads are nice. Pipeline pays.

Tell me how marketing is measured today and where deals stall. I’ll tell you how I’d build a pipeline you can actually forecast.

Build my pipeline