Readers of The B2B Lead Blog who are searching for ways to improve their Funnelnomics need to be taking a hard look at Pipeline Wins Analysis. There is an accepted theory that 80% of a company’s revenue is produced by 20% of its customers. By profiling those customers and developing a proven model for predicting propensity to consume Marketers can build a profile of the ideal customer.

B2B Marketers can then use that model to develop a complete understanding of the buyer and his/her buy cycle and then conduct ongoing telephone research to identify similar roles within other organizations. Once a company identifies the right role in a target company they can then direct their Marketing efforts toward companies that fit the profile. This will enable Marketing to better target marketing dollars.