
Pipeline context
Separate inquiries, accepted leads, opportunities, and closed business. Long sales cycles need reporting that allows for delay. Agree whether the evidence supports keeping, changing, or stopping the approach.
Identify users, budget owners, technical reviewers, and final approvers. Each may need different evidence before a purchase moves forward. Use the findings to update the brief for the next stage.
- A written brief
- Named responsibilities
- Agreed review points




