B2B Revenue &
Pipeline Governance Framework
Decision scope
This playbook defines where pipeline performance breaks down, and which constraint should be addressed first. This playbook is part of the broader Decision Playbooks framework used to structure executive decision-making across growth, marketing and capital allocation logic.
A decision model for identifying where pipeline performance breaks, and what to fix first.
Book a callWhen it is used
Pipeline targets missed with unclear cause
Sales/marketing misalignment and blame loops
Conversion volatility across stages
More leads requested without a system view
Inputs
Funnel definitions and stage conversion data
Deal cycle time and win/loss reasons
Lead sources and handover process
Capacity constraints in sales and delivery
Outputs
Pipeline model with key constraints
Leading indicators that predict outcomes
Decision rules for intervention points
Cadence for review and correction
Ownership model across functions
Application
Used in revenue meetings to focus attention on constraint levers rather than volume theatre.
Commercial terms
Terms depend on CRM maturity and the number of routes-to-revenue.