Pipeline Logic for Autopilot Sales Campaigns

by Amy Kohl

Like most folks responsible for top-funnel, at AK Operations there are a few key campaigns we keep on autopilot because they’re nonstop low-hanging fruit for our clients. These are campaign lists that will auto-populate all year long and with only a few seasonal tweaks to the campaign copy.

For high-velocity sales cycles, it can be difficult for reps to stay on top of these opportunities, so we typically run alongside the reps with pipeline campaigns on autopilot – meaning we hold the responsibility of making sure these are deployed. Sometimes we will even launch these campaigns – or the internal SDR/marketing manager. Goal is to keep the reps on the hunt and in live conversations. 

Use the below deal stages and team members as the key when referencing our recommended logic for each campaign.

Pipeline:

Stage 1: Qualified Meeting Booked

Stage 2: Qualification

Stage 3: Solution Alignment

Stage 4: Proposal

Stage 5: Commit

Stage 6: Won

Stage 7: Lost

Stage 8: Purgatory / Nurture for Later

Roles:

Prospect: Amy

Rep 1: Mallory

Rep 2: Krista

Manager: Sara

Nurture for Later 

These campaigns are ideal for people that have given us a time to follow up. These deals were qualified, but the timing was bad for whatever reason. Typically these people have a “Re-engagement Date” on the Deal or a follow-up task on the Contact. You can keep this very generic in the template so the reps will customize with the specifics to the precise follow-up reason before launching. Make sure these Contacts are enrolled in marketing campaigns.

  • Logic Options for Nurture for Later Sequence: 
    • (Deal Stage = Purgatory / Nurture for Later AND Re-Engagement Date is less than 30 days from now) OR (Contact Task Type = Pipeline Follow Up AND Next Activity Date is less than 30 days from now) OR (Qualified Meeting Booked = Known Date AND Lead Status = Nurture for Later AND Next Meeting Date = Unknown AND Last Contacted more than 90 Days Ago)OR (Contact Status = Nurture for Later AND Re-Engagement Date is less than 1 day from now)
  • Keep this with the current rep. The history and rapport is important.

Hi Amy, 

How are you? I’ve been combing through my favorite folks from last quarter and wanted to check in with you and get your hands on this new guidebook about Biz Dev List Logic for Low Hanging – you’ll love it.

Have you been able to help your reps produce more pipeline since we last spoke? Just shoot me back an update if we should reconnect, or I can delay for another future follow-up date! 

– Mallory

Old Meeting Retries

These are contacts that we previously booked our initial meeting with, but it did not move forward into the pipeline. They are qualified but our timing was bad. Most SDRs will have a follow-up task for these folks. Make sure these Contacts are enrolled in marketing campaigns.

  • Logic for Old Meeting Retry Sequence: 
    • (Qualified Meeting Booked = Known Date AND Deal Stage has never been Qualification AND Last Time Contacted/Activity is more than 90 Days Ago AND Next Meeting Date is Unknown)
  • If you’ve re-tried these people before, consider rotating ownership to a new rep. It’s crazy what a new name and sender can do for the same campaign.

Hi Amy,


Mallory here with AK Ops. Wanted to get your hands on this new guidebook about Biz Dev List Logic for Low Hanging Fruit.

We spoke to you a few months back about leaning in to help your reps produce more pipeline so I am just checking in to see if now is a good time to connect? Or, perhaps you’ve tackled this yourself and already killin’ it?!

Just let me know if you have any interest in reconnecting?

Enjoy the guidebook!

– Mallory

Closed Lost (or Deals Gone Dark & Win Backs)

This campaign can cover two definitions if you do not move deals Closed Lost as a best practice. We find a lot of companies do not force deal movement and solely rely on rep updating. Tip: Set automation to automatically move deals or prompt the reps to do so after XX amount of inactive time to Closed Lost and require a Lost Reason. 

Deals Gone Dark: These contacts were at one point deals in the middle of the pipeline that has stalled out – they never said “No” but something prevented them from moving forward. These are typically when the POC leaves the company or ghosts us, and we’re unable to re-establish the value of our deal with the other members of the buying team. If they have moved to Closed Lost, these deals are typically found with a Closed Lost reason like “left company” or “ghosted”, or Deal is “active” but Deal Age is more than XX with Last Activity more than 90 days ago. 

  • Logic for Deals Gone Dark 
    • (Deal Stage = Qualification or Solution Alignment or Proposal or Commit  AND Last Activity is more than 90 Days Ago AND Next Meeting Date is unknown) OR (Closed Date is more than 90 Days Ago AND Lost Reason = left company or ghosted)
  • Consider switching these sends from the original rep to another.

“Hi Amy,

Krista here with AK Ops, you previously worked with my teammate Mallory about helping your reps produce more pipeline with AK Ops but we lost momentum.

Could you and I connect to determine if your pain still exists? I am confident we are the partner to solve this for you.

If nothing else, enjoy this new guidebook about Biz Dev List Logic for Low Hanging Fruit and I will let Mallory know I reached out!


– Krista

Win Backs: These are qualified deals now in Stage Closed Lost, but are worthy of retrying. These deals have at least made it to Qualification. We know we’re a compatible solution for pain they’ve identified, and enough time has passed to validate a reintroduction or second attempt. Just about any closed lost reason can apply here, even if the Lost Reasons is unknown. Tip: If you used a Lost Reason of “competitor” pull these out and create a competitor-centric Sequence for them. Delay longer before launching considering most agreements are annual.

  • Logic for Win Back / Closed Lost Sequence: 
    • (Deal Stage has ever been Qualification AND Stage = Closed Lost AND Last Time Contacted / Last Activity Date = More than 90 Days Ago AND Next Meeting Date is unknown) 
  • Consider using a Sales Manager sender for these, or rotating to a new rep to retry. We often find success with a retry opportunity because contacts will vibe differently with a new rep.

“Hi Amy,


Sara here with AK Ops, you previously worked with one of my reps Mallory about helping your reps produce more pipeline with AK Ops but we lost our opportunity to earn your partnership. After reviewing our history, it sounds like we are a strong fit for you. If your pain still exists, can you let me know? I’d like to meet with you myself.

Secondly, do you have any feedback about my team? I’d appreciate the opportunity to learn about your experience with Mallory.


If nothing else, enjoy this new guidebook about Biz Dev List Logic for Low Hanging Fruit and I will let Mallory know I reached out!


– Sara

Pipeline nurtures like this are just one reason companies rely on AK Operations.  Companies partner with the AK Ops team to overhaul, supplement or pioneer go-to-market strategies for the top and middle of the funnel with a campaign-centric and operational discipline that allows us to pivot and measure. We serve our clients with 7-day sprints until we find repeatable conversions for meetings and pipeline generation. After hitting our goals consistently our program becomes on auto-pilot and lives within your company forever, long after our partnership ends. We love when sales teams graduate from AK! Our discipline helps our clients grow faster and make bigger waves in their target markets.

Contact us to learn more.