You rolled out new territories in January, but outbound pipeline’s down. Here’s how I’d debug. Plug this into your favorite agent or (gasp!) do it yourself.
You need to separate two key variables: rep behavior or account quality so you solve the right problem.
Step 1: Isolate the segment
Review outbound pipeline creation at a team level and segment level. Compare production to a year ago period. You’ll probably find a place where there’s been a drop-off. For example, the commercial team is underperforming. Create a report that isolates the accounts targeted by that team.
Step 2: Verify rep activity
Inspect rep behavior. Assuming you’ve set activity and multi-threading standards for your team, you want to make sure that reps are actually doing those things. If reps are falling below activity thresholds, failing to mutli-thread or failing to engage a meaningful percentage of their book, address that first. However, if they’re doing the work…
Step 3: Verify the accounts
The key metric here is opportunity creation rate—the percent of engaged accounts that result in an opportunity being created. If your reps are putting in the work but the opportunity creation rate is low (e.g. below 5% or so but ymmv) then you’ve probably got a problem with the accounts themselves.[1] Now it’s time to look at different subsets of accounts to see where the problem might lie. This is a good sign reps need better information to prioritize their outreach OR that something’s amiss with your ICP.
Once you develop a hypothesis of whether the bottleneck is the reps or the accounts, you can decide whether to lean into enablement or account selection. You’ll be solving the right problem. Good luck!
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[1] This could be a messaging problem but I’m assuming that if you’re a relatively mature company you’re reasonably confident in your messaging.
