Productize Your Pipeline: The $12.5M Playbook

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Welcome to Lesson 31 of The Purposeful Performer!

Stop treating your sales process like a checklist and start designing it like a product suite. The most successful strategic sellers don't just land big deals—they architect predictable revenue systems that compound over time.

By productizing your pipeline into distinct phases with assigned values, you transform from a reactive seller trying to just survive the chaos into a proactive owner of an eight-figure revenue machine. This isn't about grinding harder; it's about building smarter systems that generate asymmetric returns while you shift to more meaningful activities in your craft.

Total points up for grabs: 25 (+ 5 bonus points)

Stop selling, and instead, stay focused on designing a better buying experience

I've conducted over 500 one-on-one coaching sessions over the past three years.

The thing I've repeated the most across all of them is "Stop selling, and instead, focus on designing a better buying experience."

When you productize your pipeline, you're not just organizing your sales process—you're fundamentally shifting how customers experience value creation with you. Instead of feeling pushed through stages, they feel pulled toward transformation.

The most successful sellers treat their account list like it's their own company. They think and operate like business owners, not employees. And the best business owners don't just sell products—they design experiences that create compound value over time.

Think of yourself as an independent consultant or a startup

A helpful mental reframe is to stop thinking about yourself as an employee for your company, and instead think of yourself as an independent consultant or even a startup with your company acting as your "VC."

This forces you to take complete ownership of your results.

During a productive coaching session last week with Bobby, an Inner Circle member who recently moved from Enterprise to Strategic Accounts, we explored how productizing his sales process gives him the clarity and confidence to operate his account list like it's his own startup.

Here were some questions I asked Bobby as he prepared for his new role:

• What industries or verticals do you feel passionate about?

• How would you grade the effectiveness of the way you want your business to run on a daily basis?

• In a perfect world, what would your calendar look like if you could design it from scratch?

• When you fast forward to a year from now, what's being said about you and what are the things you're most proud of?

These questions zoom out (so you can develop an idea of where you want to go) before zooming in (so you can focus on the right next steps).

Remember: To become an impactful revenue generator, you need to first become an effective value creator. That's being a Purposeful Performer.

Let’s dive into a simple framework you can use that helped me build an average of $12.5M in annual pipeline (and that was just winnable business).

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