The plan worked backwards from the target into what each team has to produce. New logos and the installed base are planned in separate lanes and meet at one reconcile step.
Boxes marked ↗ open the page for that part of the model.
How to read this
- New business starts from what has to close and works back: wins, then pipeline, then when that pipeline has to exist. A deal that closes in June has to be created one sales cycle earlier, which is why the pipeline line is set by month and not by year.
- The source mix turns one pipeline number into four commitments. Each team signs its own line and owns it in the weekly pipeline review.
- Retain and grow starts from a base that already exists. The planning work is coverage and realistic loss, not lead generation, and expansion pipeline is planned like new business because it re-enters Sell as a new opportunity.
- The reconcile step is where plans usually get fudged. When required pipeline exceeds what the sources can produce, the honest moves are a lower target, a different mix or more capacity. Raising the conversion rates to close the gap only pushes the miss into the third quarter.
Where it connects
Diagram source: 19-demand-plan.drawio 19-demand-plan.svg
