7:45 am — 9:15 am
Loading Events
  • This event has passed.

Sales & Marketing Leadership SIG

Topic:  Sales Pipeline-Why is it necessary and what should it do?
Facilitator:  Steve Mulch, President Veritas Training Group


For most companies, the sales organization is in place for two reasons; manage and optimize existing customer relationships and develop new business. Generally speaking, most sales people are at least adequate if not outstanding when dealing with existing accounts, however, new business development has always been the tougher challenge and “rain makers” are hard to find. Certainly, hiring the right people is paramount and sales leadership is critical but having a well-defined sales process in place and what we call an “actionable sales pipeline” will lift all sales people to a new level of performance, when properly executed.


To have an effective sales pipeline process you need the following:

  • Understand the four critical elements of sales process and pipeline management
    • Common language
    • Key sales ratios
    • Elimination of stalled or dead opportunities
    • Impact of selling cycle
  • THE sales formula and why it counts: A x E = $$$$
  • Advancing sales opportunities
  • The importance of making sales pipelines “visible”
  • The role of the sales leader in sales pipeline management
  • Identifying sales performance issues


The attendee will gain a solid understanding of the difference between their current sales pipeline method and what’s possible. They will understand the key elements that drive new business development and be able to work with their sales managers to create an actionable sales pipeline that will drive performance.  Understanding the sales process by marketing enhances the ability to develop and deliver content that supports each stage of the process.


Biography:  Steve Mulch is the owner of Veritas Training Group established in 2003. The Prospect Management system was developed by Stephen Schiffman and DEI Management Group in 1979. This system has been taught to over 10,000 companies and 500,000 sales people. Before starting Veritas, Steve spent thirty years in sales and general management. He was Director of Sales and General Manager for Packaging Corporation of America’s carton division before moving to James River where he served as Vice President-General Manager of the Specialty Products Group. Steve then joined a turn-around team at Multi-Color Corporation serving as Senior Vice President of Sales and Marketing. At Veritas, Steve has personally worked with over 130 companies helping them install a sales pipeline that drives results.



About this SIG: Leadership and community opportunity for Sales Leaders and Marketing Professionals that meets on the 3rd Tuesday of the month.


Eventbrite - March, 2017 SIGs


Thanks to our event partners!




PageLines- Acadia-home.png





PageLines- officekey-web150.png






March 21, 2017
7:45 am - 9:15 am
Event Categories:

Connect with AMA Cincinnati on social media:

Interact on the AMA Cincinnati Facebook Page to share your opinions and connect with others in the marketing community.

Follow @AMACincinnati to keep up with all the hot topics in marketing. Or join the conversation with the hashtag #AMACincinnati.

Join the AMA Cincinnati LinkedIn Group and follow our Company Page to connect with your peers, participate in timely discussions, and build your network.

Subscribe to the AMA Cincinnati YouTube Channel to view video updates.