Pipeline Engine

A B2B sales process that survives the quarter.

Sales process, CRM and pipeline management for B2B teams of 50 to 500 employees. We design pipeline stages with clear exit criteria, establish data discipline on deal fields, and give sales managers a forecast that does not get rewritten every month.

Book a sales call Take the Maturity scan first

What do we deliver?

01
Pipeline architecture Deal stages, exit criteria and forecast categories your team actually uses
02
Sales automation in CRM Routing, tasks, sequences and notifications in HubSpot, no manual puzzle work
03
Forecast & dashboards Weekly pipeline review, win rate per stage and quota attainment per rep

Sales work delivered for

The observation

The forecast deviates because the pipeline is not managed consistently.

In most sales teams we take over, a 70% deal from rep A means something completely different from a 70% deal from rep B. Exit criteria per stage are absent, deal fields are filled in on gut feel, and reps lose approximately 30 per cent of their time to CRM admin that nobody reads back afterwards.

We do it differently: we design pipeline stages, exit criteria and deal discipline as a working system, not as a diagram in Figma. A predictable pipeline is not a tool choice, it is a design choice.

20-40%

Forecast deviation per quarter

Forecast deviation per quarter in B2B teams without stage discipline. The board receives a new number every month.

12+

Deal stages without discipline

Deal stages reps do not follow. Too many stages, too few exit criteria, and a pipeline that can point in any direction.

30%

Rep time lost to CRM admin

Rep time disappears into CRM admin that nobody reads back. Reps fill in fields that are never used for steering decisions.

Exit criteria per stage on paper only

Exit criteria per stage exist only on paper. A deal moves because the feeling is right, not because the evidence is there.

We build Sales not as a standalone department, but as a pipeline engine connected to Marketing at the front (the handover of a qualified lead) and to Service at the back (the handover of a won deal to onboarding). A leaky transition at either of those two points costs more pipeline than most teams realise. For teams that want to fill the top of that pipeline more systematically, we place the Prospecting Agent on top of the sales process, so that research and initial outreach no longer end up in your AE's evenings.

Our sales architecture is vendor-agnostic at strategy level. We write the design out as a data model and process flow, not as a HubSpot manual. We are a HubSpot Platinum Partner and do most of our work there, but the architecture must also work in Salesforce or Pipedrive. Because that choice does not stay fixed on its own. For the implementation itself, see our HubSpot Sales Hub implementation under the CRM pillar.

What you get in a sales engagement

Sales process on one page
Pipeline stages with exit criteria
Lead routing and qualification model
Internal sales playbook
Forecast reporting in your CRM
Pipeline review cadence

Our disciplines

Where we deliver sales work

Six disciplines. Each a self-contained engagement, or combined into an ongoing sales retainer. Click a discipline to learn more.

Process

Sales process design

Pipeline stages that match how your buyer buys, exit criteria that are explicit per stage, and handovers that do not leak between Marketing, Sales and Service. We design the process on one page and only then translate it into your CRM.

Not twelve stages that nobody follows, but five to seven stages with clear ownership. Per stage: what has been proved, what is the next objective, who is responsible, which fields are required.

Sales Playbooks

Playbook structure that reps actually use. Pitch decks, battle cards, one-pagers, demo scripts and talk tracks for discovery and demo. Not a document in a folder, but a living set that your reps open on Monday morning before their first call.

We write in line with your positioning, keep it in a central sales library and update quarterly based on win/loss data. Plus role-play sessions so reps know when to use what.

Sales Enablement

The tools and training that enable reps to run the playbook. Sequences in HubSpot, deal room templates, automatic follow-ups on silence, and the objection handling library so the wheel is not reinvented every time.

We build the stack so reps need to remember as little as possible and receive as much as possible by default. Plus a short training cadence of 30 minutes per week to keep the routine in place.

Prospecting and outbound RevOps

The measurement and iteration system around outbound. Execution lies with your team or an SDR agency; we build the foundation underneath: ICP definition, messaging discipline, sequence architecture, intent signals, reporting and the feedback loop between pipeline data and the next cadence.

Tooling via HubSpot, Apollo, Lemlist or a combination. We choose based on team size and budget, not based on who runs the nicest ads. Qualification discipline first, then cadences. The other way around rarely works. At higher volumes we include the Prospecting Agent to take over routine discovery.

Lead routing and qualification

Routing rules that ensure every lead reaches the right rep: within five minutes when the score is high, on the nurture track when the timing is not right yet, and in the correct pipeline when the account already belongs to someone. Round-robin, account-based, geography or expertise, whichever fits your organisation.

We build the routing logic in HubSpot, connect it to your lead scoring model and provide an audit trail so you know why a lead landed there. Plus SLA reporting, so speed of follow-up is a KPI and not an assumption.

Pipeline Management and Forecasting

Pipeline coverage, win rate analysis, slip tracking and a weighted forecast that does not rely on gut feel. Managing on pipeline rather than on individual deals, with a weekly cadence that is sustainable.

We build the forecast dashboards in your CRM and train the sales manager to read them. No forecast that gets rewritten every month, but a number that is defensible to the board.

Van losse tools naar een pipeline die de directie vertrouwt

From three separate tools to a pipeline the board trusts.

Special Cargo is a logistics organisation with sales and operations data spread across three tools: a legacy CRM for sales, a planning tool for operations, and separate spreadsheets for quotes. Pipeline visibility was absent. The board received a forecast every quarter that was rewritten twice.

We set up HubSpot as the central source: deal pipeline connected to the planning tool, quotes integrated, and custom objects for the logistics data that does not fit in a standard CRM. Sales, operations and the board now work in the same system, with a shared definition of what a deal is and when it moves.

Result: a pipeline that means the same thing across all three teams, a real-time forecast, and no more rewrite rounds at the end of the quarter.

Read the full story

Logistics, Sales and RevOps · Client contact

1 hub

for data, teams and systems

3 to 1

tools for pipeline visibility

Realtime

forecast and deal tracking

The sales team

Who delivers sales work at Addmark.

For sales engagements you work with Yoni and Carsten. Yoni designs the pipeline architecture and sales process, Carsten builds and trains the team on the new discipline.

Yoni Lammens

Strategist & Sales Architect

Yoni designs sales processes and pipeline architectures. Switches between go-to-market strategy and sales execution, with a focus on stage design, exit criteria and deal discipline. Works primarily for B2B teams making the transition from founder-led to a repeatable sales model.
Carsten Huiskamp

RevOps Consultant

Carsten implements sales flows in HubSpot and handles the hands-on execution. Builds pipelines, deal properties and automations, and trains reps on the new discipline. Ensures that a design on one page actually lands in the weekly pipeline review.

Frequently asked questions

Frequently asked questions about Sales.

The questions sales leaders and CROs ask us most often, with answers you can use to get your management team on board.

Do you work with HubSpot or Salesforce?

Both. We are a HubSpot Platinum Partner and do most of our work there, but our sales architecture is vendor-agnostic at strategy level. For enterprise or complex product lines we also work in Salesforce or Pipedrive. We handle migrations between either, in both directions, when there is a good reason for it.

What is a good pipeline coverage ratio for B2B?

Rule of thumb: 3x for inbound-heavy teams, 4 to 5x for outbound-heavy teams. Below that your forecast becomes unreliable; above that you over-commit on deals that will not close. This number should be on the table every week, not only at the end of the quarter.

How do you design exit criteria per pipeline stage?

First make explicit what must be demonstrated before a deal can advance to the next stage. For example: budget confirmed, decision-maker spoken to, demo given, proposal sent. Then lock those criteria as required fields in your CRM, so a deal cannot move without the evidence being in place.

Do you work with BANT, MEDDIC or another qualification framework?

No preference for a specific framework. For SMB and transactional deals we often use a light variant with four to five criteria. For enterprise it expands with multiple stakeholders and a mutual action plan. We adapt it to your deal cycle, not to the textbook. Main rule: the framework must fit in your CRM, otherwise nobody will use it.

How long does a sales process engagement take?

Four to eight weeks for the design, plus two to four weeks for implementation and training. For mid-market teams of eight to twenty-five reps this is a typical scope. For smaller teams it goes faster; for enterprise with multiple product lines it can extend to twelve weeks.

What is the difference between lead scoring and lead routing?

Scoring is how well a lead matches, measured on fit (does it match your ICP) and intent (is it showing buying signals). Routing is who it goes to, based on territory, account ownership or round-robin. Scoring is the measurement, routing is the action. You need both; they are two separate questions.

Do you also handle outbound engagements?

Yes, but only when the foundation is sound. Outbound on a broken pipeline is money wasted: leads that do come in get stuck in a process that cannot handle them. Qualification discipline first, then cadences. The other way around rarely works.

Can Breeze or other AI agents take over part of the sales work?

For research, follow-up and intent detection, yes. For pipeline discipline and stage transitions, no. An agent can help a rep move faster on a clean pipeline, but it does not solve missing exit criteria. We design the foundation first; then you can apply AI to the parts that are suited to it.

Ready to get started?

Ready to make your pipeline survive the quarter?

Book a no-obligation thirty-minute sales call. We look at your current pipeline, forecast discipline and stage architecture. No sales pitch, just a conversation about what will improve predictability in your situation.

Want to do a baseline assessment first? Take the Maturity scan and we will use the outcome as a starting point.