AMA: Counterpart Marketing Lead, Erika Barbosa on Funnel Science

Accurate pipeline forecasting requires moving away from static stage-weighted models that apply a single conversion rate to every deal in a given stage. The problem with ...

Governance without enforcement is just a style guide nobody reads. The only UTM and event schema frameworks that actually hold up across channels, regions, and teams are ...

Most teams discover channel saturation after the fact, when CPLs have already climbed and pipeline has already softened. The goal is to build systems that surface those s...

I default to expected value scoring over ICE or RICE because it forces you to think in revenue terms. ICE and RICE are fine for early-stage prioritization, but they break...

Product signals become meaningful funnel inputs only when you define thresholds that correlate with downstream revenue, not just activity. Many teams make the mistake of ...

Meetings booked is the single strongest predictor of win rate in every ABM model I've built, but the relationship only holds when you look at meeting quality, not just vo...

Cohort analysis only becomes useful for controlling seasonality and aging when you are consistent about which anchor date you use and why.First-touch month is the cut I r...