Agree on the definitions.
Document what qualifies as a target account, a qualified opportunity, and a stage change. Different definitions will create different versions of pipeline.
- Measure and business question
- Definition and data source
- Owner and refresh cadence
Separate activity from progress.
Activity tells you whether the work happened. Opportunity measures help you understand whether it created meaningful movement. Use both, and be clear about what each can tell you.
- Execution: was the agreed program delivered?
- Quality: did it reach the intended buyers?
- Progress: did qualified opportunities advance?
Review with context.
Read the measures alongside your sales cycle, program maturity, and data quality. A short window may show early signals without enough evidence to judge revenue impact.
- What changed since the last review?
- What do we know, and what is still uncertain?
- What decision does the evidence support?
End with an owner.
Capture the decision, the next action, and the person accountable for it. Revisit those actions at the next growth review.
- Decision and rationale
- Accountable owner
- Next review date