B2B sales is a complex job – there are often many different moving parts associated with a sales opportunity, including the customer, and the various stakeholders involved; the opportunity itself, and the potential investments and rewards it represents to the customer and the supplier; the specific requirements which need to be satisfied; the solution that is offered; the contracting process – and so on.
Keeping track of all these different moving parts, in any coherent kind of fashion, is not easy, especially as they: a) can move independently of one another; b) do not always progress in a simple linear way; and c) are often outside of our direct control. Multiply that by everything that’s in your pipeline and you have a challenge on your hands. The greater the complexity of your opportunity (or set of opportunities in your pipeline) the greater the chances of missing some key aspect or piece of information, leading to increased risk (of losing deals), and therefore decreased reliability of your forecast.
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