Autumn is one of the most wonderful times of the year, at least for me. Fall is my favorite season. Autumn analysis is a time to prepare and plan, to reflect and examine, a time to celebrate and learn. A time to enjoy the change of colors and season, tuck away the wonderful summer memories, send the kids back to school, and put our nose to the grindstone if we missed the mark during summer. In most cases, the year is not yet to a close, but the next quarter is right around the corner.
Autumn analysis is also a time to prepare and plan for the upcoming year. Too often, we get stuck in the momentum of what’s to come in quarter four; any year-end is coming soon, but we fail to realize that quarter one is right around the corner, and preparing for it gives us a head start. It puts us in a good position after the year ends, when pipelines are depleted in some cases and a new quarter begins.
Sometimes this is hard to do when we are focused on year-end, but budgeting and planning are part of the fourth quarter.
Generating demand, awareness, and pipeline that converts to revenue is a key consideration for marketing professionals. So if you step back and, as you plan for 2027, have you examined:
What To Examine: Autumn Analysis, Prepare & Plan
Your sales pipeline processes to determine whether they enhance and support the buyer journey and customer experience?
Your sales pipeline process should enhance the buyer journey and customer experience. Sometimes we don’t realize processes aren’t efficient and effective until buyers and customers tell us, and by then the relationship may already be strained. It makes sense to spot-check them periodically and ensure they attract, not repel, prospects and customers.
How will you pre-schedule conference meetings with prospects and partners to build relationships and pipeline opportunities when SDRs (Sales Development Representatives) and sales time are scarce?
Exhibitors, prospects, customers, and partners attend and participate in industry conferences. Often, sales or sales development time is limited or scarce, and although sales may set appointments with customers and partners, SDRs with top prospects- what about the primary and secondary prospects that will be roaming the conference floor? That is a perfect time to meet with them. But it’s important to pre-schedule those meetings once the attendee list is available, with pre- and post-conference follow-up. As many will attest, trying to set up meetings at the conference is not a winning strategy, as many calendars are already filled. You hope your prospect stops by your booth when you happen to be there.
Additional Considerations
How will you fill the gap to enter new markets, test a new ICP (Ideal Customer Profile), if you don’t want to hire and train SDRs, or if your current SDR’s are focused on pipeline building, leave, or are out for an extended period of time?
Many companies support SDRs or SDR teams and have individual sales reps or teams. While SDRs focus on pipeline generation, sales focuses on managing and closing deals. If both stay focused on their responsibilities, they have limited time to test new markets or a new ICP. Without pulling them off their current pipeline-generation efforts, they won’t test for future revenue.
What happens when an SDR leaves or is out for an extended period of time? Who fills the pipeline until you find a replacement or the individual returns to their job?
Important Questions To Consider
These are just three scenarios to consider during the fall fourth quarter. It’s essential to step back and review
What were the results and metrics from last year’s marketing programs?
Why were some successful while others failed?
Which ones came in within budget? Which ones didn’t? Why?
What was achieved by the marketing initiative?
How many marketing initiatives should be repeated or continued, and why?
Which marketing initiatives should be adjusted, and how?
Which one should be discontinued and why?
What new marketing initiatives are you considering?
How will they be funded?
What return are you expecting, and what are the metrics?
What resources will the new marketing initiatives require?
While all decision strategies and execution plans may not be fully developed in early fall, it is important to consider the questions above and bring the right individuals to the table to start a discussion for 2027 in early fall 2026.
Elisa Ciarametaro, Principal at Exceed Sales, Inc., offers sound sales suggestions that make an impactful difference and better sales outcomes to individual contributors, managers, and executives in sales, sales development, marketing, and customer service. To learn more about Elisa Ciarametaro, visit www.exceedsales.com, sign up for our newsletter, call Elisa at 917 653 0125, email elisac@exceedsales.com, or follow her on LinkedIn.