Truth – you *share* a funnel with your competitors... you own your pipeline.

Your pipeline is your key to revenue growth - FEED IT!

"Everyone shares the funnel—only disciplined outbound creates pipeline you own. Process and precision separate noise from revenue."

Pipeline Ownership Indicators:

• 🔍 Conversations to SQL ratio

• ⏱️ Stakeholder engagement duration

• 🧩 Closed-won attribution to outbound touchpoints

• ⚡ Micro-ABM turns shared awareness into exclusive ownership.

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In B2B tech, your prospects aren’t just looking at you. They’re probably evaluating five or six of your competitors at the same time. That’s the funnel: a crowded, noisy, shared space where everyone is fighting for attention.

But the pipeline? That’s different. Once you’ve engaged the right stakeholders, built trust, and created meaningful conversations—you own it. That’s not luck; it’s the result of process, discipline, and strategy.

Think of it like this:

·         Funnel: Awareness and consideration. Shared by all.

·         Pipeline: Engagement and relationships. Exclusively yours.

And here’s the kicker: with the right strategy, you can bypass funnel chaos and go straight to pipeline growth.

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The Power of Process

Every Sales Manager knows the sting of a deal slipping away. Often, it’s because of what I call process interruptus—chasing the next opportunity before securing the current one.

Why? Because awareness and interest aren’t proprietary. Your competitors are after the same ICPs and personas.

Your true pipeline only starts when real, value-driven conversations happen with stakeholders. That’s where trust, credibility, and ownership begin—and only a disciplined demand generation process gets you there.

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Get Your Outbound Right

Account-Based Marketing (ABM) at the ‘macro’ level is highly effective when it’s aligned deeply with your ICP.

But there’s a ‘Micro’ level that is far more intent-driven. A smart demand gen partner takes it further, mapping out your Ideal Stakeholder Profile (ISP)—the exact people with the power to say “yes.”

Here’s how it clicks:

• Intent-driven, content-rich outbound emails.

• A curated list of ISPs.

• Strategic call campaigns that open real conversations.

  
  

The result? Not just MQLs, but true pipeline growth. Sales Qualified Leads. The pipeline is where revenue grows.

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Ready to Build Your Pipeline?

If you’re ready to move from a crowded funnel to a pipeline you control, Micro-Account Based Marketing is your next step.

• Read: Your ABM strategy generates MQLs… here’s a quicker path to Revenue growth [3 min]

• Review: Second Sight Demand Generation Micro ABM Framework

  
  

Let’s create alignment, synergy, and a pipeline built for real revenue growth.

—JF