pipeline-diagnostics
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ChinesePipeline Diagnostics
销售管道诊断
Framework for assessing B2B sales pipeline health and identifying problems.
用于评估B2B销售管道健康状况并识别问题的框架。
Pipeline Coverage
销售管道覆盖率
Minimum Coverage by Quarter Week:
| Week | Coverage Needed | Why |
|---|---|---|
| Week 1 | 4x quota | Time to work deals |
| Week 5 | 3x quota | Deals maturing |
| Week 9 | 2x quota | Late-stage heavy |
| Week 13 | 1.2x quota | Commit deals |
Formula:
Coverage Ratio = Total Pipeline / Quota Target按季度周划分的最低覆盖率要求：
| 周数 | 所需覆盖率 | 原因 |
|---|---|---|
| 第1周 | 4倍配额 | 有充足时间推进交易 |
| 第5周 | 3倍配额 | 交易进入成熟期 |
| 第9周 | 2倍配额 | 后期交易占比高 |
| 第13周 | 1.2倍配额 | 已确认待成交的交易 |
公式：
Coverage Ratio = Total Pipeline / Quota TargetStage Conversion Benchmarks
阶段转化基准
| Stage | Benchmark | If Below |
|---|---|---|
| Lead to Qualified | 30-40% | ICP targeting issue |
| Qualified to Discovery | 60-70% | Qualification criteria issue |
| Discovery to Demo | 50-60% | Discovery quality issue |
| Demo to Proposal | 40-50% | Demo effectiveness issue |
| Proposal to Closed | 30-40% | Negotiation/pricing issue |
| 阶段 | 基准值 | 低于基准的问题 |
|---|---|---|
| 线索至合格线索 | 30-40% | 理想客户画像（ICP）定位问题 |
| 合格线索至需求探索 | 60-70% | 资格审核标准问题 |
| 需求探索至演示 | 50-60% | 需求探索质量问题 |
| 演示至提案 | 40-50% | 演示效果问题 |
| 提案至成交 | 30-40% | 谈判/定价问题 |
Deal Velocity
销售速度
Formula:
Sales Velocity = (Deals × Win Rate × ACV) / Sales Cycle
Higher velocity = more revenue, fasterImprovement Levers:
- More qualified opportunities (volume)
- Higher win rate (quality)
- Larger deal sizes (ACV)
- Shorter sales cycles (speed)
公式：
Sales Velocity = (Deals × Win Rate × ACV) / Sales Cycle
销售速度越高，意味着营收越多、增长越快优化方向：
- 更多合格的潜在机会（数量）
- 更高的赢单率（质量）
- 更大的交易规模（ACV）
- 更短的销售周期（速度）
Stage Distribution Analysis
阶段分布分析
Healthy Pipeline Shape:
Stage 1 (Qualified): ████████████████████ 35%
Stage 2 (Discovery): ████████████████ 25%
Stage 3 (Demo): ████████████ 20%
Stage 4 (Proposal): ████████ 12%
Stage 5 (Negotiation): █████ 8%
Red Flags:
- Top-heavy: Too much early stage
- Bottom-heavy: Not enough new pipeline
- Middle stuck: Conversion problem健康的销售管道结构：
阶段1（合格线索）: ████████████████████ 35%
阶段2（需求探索）: ████████████████ 25%
阶段3（演示）: ████████████ 20%
阶段4（提案）: ████████ 12%
阶段5（谈判）: █████ 8%
预警信号：
- 头部过重：早期阶段交易过多
- 尾部过重：新管道补充不足
- 中部停滞：转化出现问题Age Analysis
交易时长分析
| Stage | Healthy Age | Stale Threshold |
|---|---|---|
| Qualified | 0-14 days | >21 days |
| Discovery | 7-21 days | >30 days |
| Demo | 14-30 days | >45 days |
| Proposal | 7-14 days | >21 days |
| Negotiation | 7-21 days | >30 days |
Stale Deal Actions:
- <7 days stale: Update and next steps
- 7-14 days stale: Manager review
-
14 days stale: Downgrade or close
| 阶段 | 健康时长 | 停滞阈值 |
|---|---|---|
| 合格线索 | 0-14天 | >21天 |
| 需求探索 | 7-21天 | >30天 |
| 演示 | 14-30天 | >45天 |
| 提案 | 7-14天 | >21天 |
| 谈判 | 7-21天 | >30天 |
停滞交易处理措施：
- 停滞<7天：更新记录并明确下一步行动
- 停滞7-14天：由经理审核
- 停滞>14天：降级处理或标记为关闭
Win/Loss Analysis
赢单/丢单分析
Win Analysis Questions:
- What was the trigger event?
- Who was the champion?
- What was the competitive situation?
- What value resonated most?
- How long was the sales cycle?
Loss Analysis Questions:
- What stage did we lose?
- Who made the decision?
- What was the stated reason?
- What was the real reason?
- What would we do differently?
赢单分析问题：
- 触发事件是什么？
- 内部支持者是谁？
- 竞争态势如何？
- 客户最认可的价值点是什么？
- 销售周期时长是多少？
丢单分析问题：
- 我们在哪个阶段丢单？
- 谁做的决策？
- 客户给出的理由是什么？
- 真实原因是什么？
- 我们下次会做出哪些调整？
Problem Diagnosis
问题诊断
Not Enough Pipeline
管道储备不足
Symptoms:
- Coverage <3x in first half of quarter
- New pipeline creation slowing
- Deals closing without replacement
Solutions:
- Increase outbound activity 50%
- Run targeted campaign to ICP
- Re-engage closed-lost from 6+ months ago
- Ask for referrals from recent wins
- Partner-sourced pipeline push
症状：
- 上半季度覆盖率<3倍配额
- 新管道创建速度放缓
- 交易成交后无替代补充
解决方案：
- 增加50%的外拓活动量
- 针对理想客户画像（ICP）开展定向营销活动
- 重新激活6个月以上的丢单客户
- 向近期赢单客户请求推荐
- 推动合作伙伴提供的管道资源
Deals Stuck in Stage
交易在阶段停滞
Symptoms:
- Average age exceeds benchmark
- Same deals appearing in reviews
- No clear next steps
Solutions:
- Implement stage exit criteria
- Add "days in stage" to dashboards
- Manager review for stale deals
- Create urgency with limited-time offer
- Multi-thread to other stakeholders
症状：
- 平均时长超过基准值
- 同一交易多次出现在复盘会议中
- 无明确下一步行动
解决方案：
- 明确阶段退出标准
- 在仪表盘中添加“阶段停留天数”指标
- 经理审核停滞交易
- 通过限时优惠制造紧迫感
- 对接其他利益相关方
Low Win Rate
赢单率低
Symptoms:
- Win rate <20%
- Losing to "no decision"
- Losing to specific competitor
Solutions:
- Tighten qualification criteria
- Improve discovery process
- Build champion enablement
- Create competitive battle cards
- Address pricing/packaging
症状：
- 赢单率<20%
- 输给“不做决策”
- 输给特定竞争对手
解决方案：
- 收紧资格审核标准
- 优化需求探索流程
- 赋能内部支持者
- 制作竞品应对卡片
- 调整定价/包装策略
Inaccurate Forecasts
预测不准确
Symptoms:
- Consistent over/under forecasting
- Deals slipping between periods
- Late-quarter surprises
Solutions:
- Define clear commit criteria
- Weekly deal-by-deal review
- Track forecast accuracy by rep
- Implement deal scoring
- Require close plan for commits
症状：
- 持续高估/低估预测
- 交易跨周期延迟
- 季度末出现意外情况
解决方案：
- 明确成交确认标准
- 每周逐单复盘
- 按销售代表追踪预测准确率
- 实施交易评分机制
- 要求已确认成交的交易提供推进计划