Using ATC to diagnose marketing and sales alignment
The marketing pipeline trend should be the pipeline for this quarter, pipeline that’s available to close (ATC).
If the marketing slope is up and the bookings slope is up, the teams are aligned. Ideally, the marketing slope is greater than the sales slope, which means the marketing team generates more pipeline than sales can close. If the slopes are identical, that’s fine too. Marketing sources enough pipeline for sales to hit their numbers.
[see original article for scenarios]
Most relevant during:
PMF phase
GTM Fit phase
Scale phase
Most relevant for:
ACVs < $15K
ACVs $15K-$50K
ACVs > $50K
