In the fast-paced world of sales, leaders and teams are constantly searching for ways to boost their numbers, improve conversions, and ultimately drive consistent growth. Yet, all too often, there's a tendency to accept falling conversion rates as the norm or get stuck in frustration when desired results don't materialize. In a recent episode of The Ownership Advantage, host Tanner O’Brien sheds light on two essential—but sometimes overlooked—tools for pinpointing and overcoming these challenges: regular pipeline reviews and call reviews.
Let's take a deep dive into why these practices matter, how to conduct them effectively, and the tangible benefits they offer for sales teams of all sizes.
Why Pipeline Reviews Matter
A sales pipeline is more than just a list of leads—it's the heartbeat of your sales process. As Tanner highlights, "If we don't take the time to do the pipeline review, it's very difficult to identify what specific problems need to be resolved."
Regularly reviewing your pipeline helps you:
- Identify bottlenecks: Are there steps in your funnel where prospects routinely drop off?
- Spot conversion anomalies: Are conversion rates higher or lower at certain points compared to expectations?
- Guide team focus: By zeroing in on areas with the biggest fall-off, you give your team clear priorities for improvement.
Conducting these reviews at least weekly (and even daily for high-volume teams) allows sales leaders to keep a finger on the pulse and proactively address troublesome trends before they impact overall targets.
The Anatomy of a Pipeline Review
So, how do you run an effective pipeline review? Tanner breaks it down into actionable steps:
Begin by looking at the overall health of your pipeline—volume of leads at each stage, conversion rates, and any concerning outliers. Are you converting from the initial conversation to the deep-dive sales meeting at the anticipated rate? If not, something needs investigating.
Next, go beyond the numbers to review names and stories. Sales reps share where each prospect stands, what’s been learned, and which objections have surfaced. This not only gives team members accountability but also allows for collaborative problem-solving on stubborn objections or stalled leads.
By looking for patterns—such as frequent objections or recurring drop-off points—teams can distinguish between skill gaps, process breakdowns, or marketing-sourced issues. For instance, if prospects routinely say yes to a first meeting but fail to show up for the second, there might be a flaw in how meetings are positioned or in nurturing the prospect between touchpoints.
The Power of Call Reviews
Pipeline analysis alone only tells half the story; reviewing actual sales calls fills in critical details. According to Tanner, call reviews can serve as invaluable feedback tools for both managers and individual rep development.
For Managers:
Sit in on calls, listen to recordings, or join virtual meetings to assess how reps handle objections, present value, and follow established processes. Use this as a training tool—not a “gotcha”—to celebrate strengths and identify specific coaching opportunities.
For Individual Reps:
Self-reviewing calls, though initially uncomfortable, pays massive dividends. Reps often notice gaps between what they thought happened and what actually occurred. Regular self-analysis sharpens skills, reveals hidden improvement areas, and boosts overall professionalism.
Building a Culture of Accountability and Growth
When pipeline and call reviews become part of your sales culture, several positive changes unfold:
- Greater accountability: Team members own their leads and share challenges openly.
- Collective problem-solving: Shared experiences help reps overcome common objections together.
- Continuous skill development: Regular feedback ensures everyone is always leveling up.
Tanner draws an analogy to professional athletes who review game tape to continuously hone their craft—top-performing sales teams do the same.
Taking Action
Whether you manage a large sales force or fly solo as a salesperson, the message is clear: Make pipeline and call reviews a regular habit. Start with one focused session each week, pair it with role-playing or skill drills, and be open to feedback from both yourself and your peers.
Embrace these practices, and you’ll soon find your sales process running smoother, your team more engaged, and your results trending upward.
Ready to unlock your sales potential? Just try one pipeline or call review this week—and see what you learn.
Check out the full episode on YouTube HERE
Listen to the full episode on Apple Podcasts HERE