Beyond the Pipeline: Finding the Right Opportunities for Growth

Sustainable growth takes more than simply filling the pipeline. It requires knowing where the greatest opportunities exist, understanding the potential within current customer relationships, and making deliberate choices about where to invest time and resources.

This article from McKinsey & Company offers a useful perspective on that challenge, outlining seven practical tests B2B leaders can use to evaluate whether their organizations are truly positioned for growth. Of particular relevance is the emphasis on understanding each customer’s potential and identifying where opportunities exist to expand share of wallet—ideas that closely align with building stronger, more intentional customer portfolios.

For leaders thinking beyond pipeline volume and toward more durable, strategic growth, it’s a worthwhile read.

Read the full article: Seven Tests for B2B Growth — McKinsey & Company