Matt Heinz Answers: Who Owns the Pipeline

Mar 31, 2021

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We know that clear lines of authority on pipeline (sales funnel) ownership have been blurring. Call it a neglect by salespeople

and sales management, a frustration on the part of marketing because of a lack of followup or simply the availability of new tools. Regardless of the cause, marketing and sales are sharing pipeline (funnel?) responsibility. Which begs the question, who owns the pipeline.

With the advent of new marketing automation capabilities and artificial intelligence applications, marketing is relentlessly inserting itself deeper into the pipeline at almost every level. Matt Heinz, podcaster and radio host of his own live show Sales Pipeline Radio guides us in answering the question.

Or does he?

To answer this question, we have gone to Matt Heinz, the expert’s expert on the pipeline question.

About Matt Heinz

Prolific author and nationally recognized, award-winning blogger, Matt Heinz is President and Founder of Heinz Marketing with 15 years of marketing, business development and sales experience from a variety of organizations and industries. Matt is a repeat winner of Top 50 Most Influential People in Sales Lead Management and Top 50 Sales & Marketing Influencers. And Matt is the host of Sales Pipeline Radio on the Funnel Radio Channel.

bout Heinz Marketing

We are sales pipeline strategy people at heart – math marketers and sales strategists who embrace revenue responsibility. We know that what really matters is sales pipeline, closing business and accelerating revenue. Our proven methodology delivers real B2B results based on buyer insights, market-driven best practices, and rapid feedback loop to improve and sustain the results you see. Our approach covers strategy, design and execution – including online and offline efforts that align buyer intent with your sales process to increase both immediate and long-term conversion yield.