Introduction

Looking at all leads the same way can mess up your sales. This guide shows how separating and standardizing leads helps you grow faster.

What's the problem it solves?

Most B2B companies mix all their leads and deals together, treating them the same even though they behave differently. This makes it hard to forecast results, wastes resources, and causes fights between sales and marketing. The article solves this by showing how to split and measure leads properly so you can grow in a smarter, more accurate way.

Quick Summary

The article explains why treating all leads and sales opportunities the same is a big mistake. When you blend everything together, you ignore how different kinds of leads perform. For example, someone who asks for a demo is much more ready to buy than someone who just downloaded an ebook. By splitting your leads and pipeline based on how the buyer showed interest, you get clearer insights and better results.

The author suggests using a method called HIRO (High Intent Revenue Opportunity) to decide what counts as real pipeline. HIRO uses win rates from your own sales data to figure out which deals are serious. Instead of focusing on just how many leads you get, you learn which leads actually turn into money. This helps you stop guessing, forecast better, and focus your team on what really works.

Key Takeaways from the article

• Not all leads are equal. Separate them by how they show interest-some are ready to buy, some are not.
• Mixing all leads together hides important differences in sales results.
• Declared-intent leads (like demo requests) should be treated differently from low-intent ones (like webinar signups).
• Don’t focus only on volume. Focus on lead quality and conversion rates.
• Sales and marketing should stop arguing and use the same definition for qualified leads.
• Use HIRO (High Intent Revenue Opportunity) to define real pipeline based on your own sales data.
• Break down pipeline by source (like website, events, outbound) instead of department (marketing, sales).
• Standard definitions make it easier to predict revenue and plan your strategy.
• Run regular checks on your sales funnel to keep your definitions and goals accurate.
• A clear and shared system helps teams work better together and hit their goals faster.

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