The topic of timing is tricky and unique to each particular business. While it is possible to layer in top down sales too early, putting it off can be even more detrimental to the business. One sales executive said, “If we had operationalized the sales funnel earlier, we would be a billion dollar company already.” Moving too slowly can also result in ceding ground to competitors — one company noted that a competitor made “3-year [long] deals that cut off a segment of the market we just weren’t able to chase yet” due to the lack of top down sales in place. Another business leader went so far as to say: “We layered in top down sales too late. It was the single biggest mistake at the company.”

Sales leaders agreed, however, on two conditions that every company should meet before layering in top down sales:

1. The bottom up flywheel is working
2. The business is demanding a top down solution

‍