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Introduction
Even the best marketing leads can stall if the sales process is slow, unclear, or inconsistent. The sales pipeline is where deals are won or lost, and as a B2B marketer you have more influence here than you might think.
By helping sales close faster, you directly impact revenue. That means creating clear qualification criteria, improving handovers, and providing the right tools and materials for each stage of the sale.
This page contains all my resources on optimising the sales pipeline from a marketer’s perspective. From meeting schedulers to proposal templates, you will find the playbooks, tools, and examples that help deals move forward quickly and consistently.
Playbooks
Go to playbooksMeeting scheduling
Choose the right scheduler. Set fair routing and buffers, send reminders that cut no shows, and ensure every booking creates the correct record, owner and follow up tasks in the CRM.
See playbook
Proposal & quotes
Use clear templates that pull data from the CRM, add price and terms blocks, automate approvals and e signature, and track status so deals move forward without copy and paste work.
See playbook
Tools
Go to tools
Calendly
Well known meeting scheduler with simple routing and reminders that reduce no shows and make booking easy for buyers.
HubSpot
All in one CRM with marketing, sales and service, strong when you want one system that teams adopt.
Pipedrive
Sales focused CRM with clean pipelines and activity tracking, ideal for small teams that value speed.
Cal.com
Open scheduling tool with routing rules and brand control, useful when you want flexible booking that plays nicely with your stack.
PandaDoc
Proposal and document tool with templates, pricing tables and e signature that speeds closing.
Justuno
On site promotions and forms that help capture leads and run offers with targeting and design control.
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Folk
Simple CRM for relationships and outreach lists, useful for partnerships and light sales without heavy setup.
Keap
Small business CRM with email automation and invoicing, good when you want sales and marketing in one light tool.
Lemcal
Clean scheduling tool with branded pages and smart availability, good for teams that want polish and control.
Salesforce
Enterprise CRM with deep customisation and ecosystem, powerful but requires clear design and governance.
DocuSign
E signature platform with robust templates and audit trails, trusted for closing deals cleanly and quickly.
Dropbox Sign
Lightweight e signature tool with easy templates and clean UX, good for small teams that need fast signatures.
Monday.com
Work OS with boards, automations and dashboards, flexible for marketing and ops when configured with restraint.
Books
Go to booksThe Science of Selling
David Hoffeld
Research backed techniques for discovery, framing and closing that marketers can support with better assets.
Spin selling
Neil Rackham
A clear walkthrough of Situation, Problem, Implication, Need payoff with examples that match complex deals.
The 10X rule
Grant Cardone
A filter for action and attitude. Use big goals wisely, pair with systems and avoid noisy busyness.
The Goal
Eliyahu M. Goldratt
A novel that teaches constraint thinking. Apply it to backlogs, reviews and handoffs to speed delivery.
The Ultimate Blueprint
Keith J. Cunningham
A practical summary of how businesses really grow. Clear levers, simple maths and actions you can take this quarter.
Blog posts
Go to blogClear proposal copywriting
Write proposals that are easy to say yes to by removing fluff, framing outcomes and setting expectations.
Structure your sales call
Run a consultative sales call that uncovers real needs, handles objections and builds trust from the first question.
Proposal design improvements
Use layout, spacing and visual structure to make your proposal easier to read and more persuasive.
Handle objections with proof
Address common client doubts inside your proposal so you close faster and with less back-and-forth.
Create your proposal structure
Set up a repeatable proposal framework that’s fast to build and easy for clients to understand and approve.
Closing deals and handing over
Bring structure to your closing process so it feels natural, confident and aligned with buyer needs.
Handle objections with confidence
Support your sales team with structured content that removes blockers and builds trust.
Follow up to close deals
Keep deals moving by ending every call or email with a clear next action—no exceptions.
Define your pipeline stages
Clarify what each stage in your sales pipeline means so everyone works from the same structure.
Separate leads from deals
Don’t treat every inbound contact as a deal. Separate leads from pipeline so you can focus your efforts.
Qualify and prepare for the call
Strengthen your pipeline by ensuring every deal is qualified the same way, every time.
Wiki articles
Go to wikiBANT
Qualify leads fast with budget-authority-need-timing.
MQL
Generate high-quality leads with Marketing Qualified Lead frameworks.
SQL
Streamline SQL processes to increase conversion rates and close deals faster.
Further reading
You’re not growing fast enough and it’s time to fix that.
You’ve hit a ceiling. You need a structured approach that moves the needle without overwhelming your team.
