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I’ve seen this scenario a few times: a big spike in opportunities—“Great job, marketing!”—but as time passes, those opportunities don’t convert. Deals are lost, slip into a “black hole,” or stall indefinitely. This is a big problem—and sometimes even a fatal one—because, ultimately, success depends on driving revenue.
Disclaimer: Unless we have a strong product that addresses a pressing problem, is in demand, has a clear market, and is backed by a compelling value proposition, even the best close plan will not help you win deals. Quality products and a solid market fit are essential for a close plan to deliver its full impact.
While closing deals is often viewed solely as a sales responsibility, it should be a shared effort among marketing, sales, operations, senior leadership and other teams. In my experience, having a structured close plan makes a critical difference. This approach aligns teams, ensures proper qualification of opportunities, and keeps every deal focused at each stage. Below, I’ll share insights and key highlights from the close plan, which is available as a downloadable checklist.
As mentioned, converting opportunities into deals is a shared responsibility. Marketing should not celebrate building a high pipeline volume if those opportunities don’t convert. There are several activities marketing can do to support conversion: marketing can focus on quality over quantity and actively collaborate with sales throughout the funnel.
1. Start with Strong Qualification Standards
The close plan begins with clear qualification standards to assess whether an opportunity is genuinely worth pursuing. Key questions include:
Does the prospect meet minimum revenue criteria?
Is the opportunity within our territory or a strategic focus area?
Without this initial qualification, resources may be spent on deals that don’t fit our ideal profile or are unlikely to convert. Setting these benchmarks early enables us to allocate resources more effectively.
2. Map Out Stakeholders Early
One of the main reasons many deals stall is a lack of engagement with the right stakeholders. In today’s B2B environment, buying decisions are rarely made by a single individual; they often involve a buying committee.
Conventional wisdom believed the buying committee was around six people. In reality, buying committees are 10, 12, 14 people or more (Forbes).
The close plan checklist includes detailed stakeholder mapping to identify and engage multiple points of contact within each opportunity, including:
The primary decision-maker
The budget holder
Key influencers and secondary contacts
The champion
This mapping helps teams avoid bottlenecks by ensuring all essential players are engaged and informed early on. I'll discuss next how marketing can support this process through targeted Account-Based Marketing (ABM) efforts, especially for high value accounts.
3. Assign an Executive Sponsor to Large Opportunities
Assigning an internal executive sponsor, such as a CEO, COO, or CRO, can significantly impact high-value opportunities. This sponsor can establish a "C-level to C-level" connection, contacting the prospect company's decision maker and offering assistance as needed. This proactive engagement builds trust and can help accelerate the decision-making process.
4. Implement Account-Based Marketing (ABM) for Top Opportunities
For high-value accounts, ABM can significantly enhance pipeline velocity by aligning marketing and sales outreach. With ABM, we tailor messages to specific accounts, creating content that resonates with each stakeholder identified in our close plan. This approach focuses on delivering:
Value-Engineered Messaging: Personalized content that speaks directly to the customer’s pain points, objectives, and potential ROI.
Enhanced Engagement Rates: By targeting key contacts with relevant content, we increase the likelihood of moving the opportunity forward.
ABM can be a powerful tool for keeping opportunities warm and relevant, reducing the risk of them slipping into the dreaded “black hole.”
Read : ABM Simplified
5. Collaborative Content Creation: Marketing and Sales Working Together
Content is crucial in influencing decision-makers and building trust. Marketing should collaborate closely with sales when creating bottom-of-the-funnel (BOFU) content, as sales teams offer insights into customer pain points that can shape effective messaging. Some impactful BOFU content types include:
Product Comparisons: Show how your offering stands out against competitors.
Case Studies: Highlight real-world results achieved by similar customers.
Demo Videos and FAQs: Anticipate common questions and demonstrate how the solution works in practice.
This BOFU content should include clear calls to action (CTAs) to guide prospects toward their next step. (More on that below)
6. Utilize Marketing Automation for Timely Engagement
One often-overlooked aspect of conversions is timing. Prospects can quickly go cold if follow-ups aren’t prompt and relevant. Marketing automation tools help maintain consistent engagement, delivering:
Personalized Nurturing Sequences: Automated emails based on lead behavior and sales funnel stage.
Real-Time Alerts for Sales Teams: Ensuring sales reps follow up immediately when a lead takes a key action, like watching a BOFU video or downloading content.
Automation ensures that leads don’t fall through the cracks, keeping engagement steady until they’re ready for conversion.
BONUS :Best Practices for Bottom-of-the-Funnel (BOFU) Content
BOFU content is specifically crafted for prospects near the final stages of their decision-making process. Here’s what effective BOFU content should include:
Audience Understanding: Know what the prospect needs to make a confident decision. Research their pain points and decision-making process.
Clear CTAs: Every piece of BOFU content should guide the prospect toward a specific action, such as requesting a demo or signing up for a trial.
Performance Tracking: Measure the effectiveness of BOFU content through conversion rates and sales feedback to ensure continuous improvement.
Examples of BOFU Content:
Product Comparison Pages
Example: “[Product] vs. [Competitor]: Which Solution Fits Your Business Needs?”
Highlight unique features, pricing, and benefits for prospects comparing solutions.
Customer Case Studies
Example: “How [Client] Reduced Costs by 30% with [Your Product]”
Show a relatable success story, emphasizing measurable results like cost savings.
Video Demonstrations and Walkthroughs
Example: “See How [Your Product] Solves [Customer Pain Point] in Minutes”
Provide a visual overview of key product features for prospects who prefer video content.
Detailed Pricing Pages
Example: “See How Our Pricing Plans Fit Your Budget and Scale with Your Needs”
Offer clear explanations of each pricing tier, building trust and easing concerns.
Testimonials and Review Pages
Example: “What Our Customers Say: Real Feedback on [Your Product]”
Use testimonials as social proof to help prospects feel confident in their decision.
FAQ Section Targeting Common Objections
Example: “Everything You Need to Know Before Choosing [Your Product]”
Address questions on implementation, support, pricing, and integrations.
Webinars with Interactive Q&A
Example: “Live Q&A: How [Your Product] Can Transform [Prospect’s Industry]”
Host live or recorded webinars that provide in-depth answers to prospects’ questions.
Free Trial or Limited-Time Offer Promotions
Example: “Start Your Free Trial of [Your Product] Today”
Offer trials or promotions to encourage immediate engagement.
Get the Complete Close Plan Checklist
The steps above highlight just a few elements of the comprehensive close plan. To help your teams stay aligned and maximize win rates, I’m offering a complete checklist as a downloadable resource . An effective close plan includes clear qualification standards, deliverables, and key accountabilities at each stage. Download it now and give your team a powerful tool to turn more opportunities into revenue. Note : Sample tailored for B2B SaaS.
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