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Looking to grow without a pipeline is like trying to lose weight without a plan or a scale.

In a recent article, Built for Growth, Develop a Sales Process that Drives Results, I outlined the infrastructure needed to maximize development and marketing efforts. A pipeline is such an important part of that infrastructure.

A pipeline provides three key indicators

When you’re looking to lose (or gain) weight, you diet and exercise to influence your results and you manage and track how you’re doing using a scale. In business, a pipeline is your scale; it informs your activity and decisions. Specifically, a pipeline provides these three key indicators:

  1. Focus and clarity around where you should be spending your time;
  2. Feedback and the likelihood of someone becoming a client; and
  3. Forecasting and the realistic size and volume of new opportunity within a time period.