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How should a professional services firm track its sales pipeline?
Track each opportunity with stage, expected fee, expected start date and a probability of winning, then calculate the weighted value as fee times probability. Report the pipeline by stage, age and expected timing against your forecast capacity.
It matters because services firms need to see future work early enough to hire or redeploy staff.
Useful measures:
- Pipeline value by stage.
- Win rate: opportunities won divided by those decided.
- Average time in each stage.
Commonly misread:
- Treating the total pipeline as revenue when only a share will be won.
- Probabilities set by guesswork. Calibrate them using your own history of wins and losses.
- Not removing stale opportunities.
Compare weighted pipeline timing with team capacity to spot gaps and bottlenecks.
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