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Everyone’s Chasing, No One’s Creating (The REAL Pipeline Problem)

  • Writer: Beth Torres
    Beth Torres
  • Sep 9
  • 3 min read

TL;DR

Most sales teams spend too much time chasing late-stage deals that are already competitive and crowded, instead of creating a pipeline at the top of the funnel. The fix? Sharpen your messaging (“who we’re for” + “why it matters”) and adopt a consistent, proactive outbound rhythm. A daily 15-minute cadence—done right—compounds into real pipeline creation.

Close-up of a person holding a smartphone to their ear, wearing a large diamond ring. Background is out of focus, creating a calm mood.
Image by Taylor Grote on Unsplash

The Trap: Chasing Instead of Creating

Chasing late-stage deals is a lot like showing up at the airport gate just as the doors are about to close. Sure, you might make it on if the agent lets you through, but most of the time the seat’s already taken, the competition is fierce, and you’re left scrambling.


Creating a proactive pipeline, on the other hand, is like booking your ticket early. You pick your destination, choose the best seat, and control the journey from the start.

If your sales team is living inside the CRM, you’ve likely seen this play out: reps hyper-focused on a handful of late-stage opportunities, working tirelessly to close what’s already in play.


The problem is that by the time you’re chasing those deals, so is everyone else. Competitors are entrenched, buying cycles are defined, and differentiation gets harder.


The healthiest pipelines aren’t built in the red zone; they’re built by consistently creating new top-of-funnel opportunities. That means getting intentional about messaging and daily outbound motion.

 


Step 1: Fix Your Messaging at the Top of the Funnel

If your homepage, decks, or outreach templates sound like everyone else’s (“we provide innovative solutions for XYZ”), you’re already losing. Buyers need two things fast:


1. Who We’re For

Clarity accelerates fit. Visitors and prospects decide in seconds if they belong. Make it obvious.


Example: “We help Series A–C tech companies unlock revenue through consultative sales.”

  • Use specific customer traits (industry, size, pain points)

  • Focus on outcomes, not features

  • Make it impossible for the wrong fit to stay


2. Why It Matters

Stop listing services. Reframe around business impact.


Before: “Fractional CRO Services, Sales Enablement, Revenue Strategy.”

After: "Hit growth targets faster with senior-level sales leadership, without the full-time cost.”


This small shift takes your message from what you do to why anyone should care.

 


Step 2: A Daily 15-Minute Outbound Cadence That Works

Pipeline creation requires consistency, not hours of your life. Here’s a cadence your team can start tomorrow:


Minutes 1–2: Pre-Plan

  • Identify 3 high-fit targets using LinkedIn or your CRM.

  • Choose accounts that align with your ICP and pipeline priorities.


Minutes 3–8: Personalized Outreach

  • Send a LinkedIn voice message or short DM/email.

  • Anchor on a relevant hook: a trigger event, referral, or recent content they engaged with.


Minutes 9–12: Engage With Their Content

  • Comment on a recent post with something thoughtful (not just “great post!”).

  • Like/share with an insight that adds value.


Minutes 13–15: Log, Reflect, Improve

  • Track responses and engagement.

  • Adjust your hooks by ditching what’s flat, and doubling down on what works.


Pro Tip: Stack this into your team’s daily stand-up. In a week, that’s 75 new touches and every one of those is a seed for pipeline growth.

 


Why This Works

  • Consistency beats bursts. Daily compounding builds momentum.

  • Quality over volume. Three well-chosen targets daily outpace 30 generic blasts.

  • Real-time learning. Tracking and reflecting sharpens messaging faster than quarterly reviews.

 

Final Word

The real pipeline problem is that sales professionals are often chasing deals too late in the game. Shift the focus to creating a pipeline through clear messaging and a disciplined daily outbound cadence.


When you stop chasing and start creating, your pipeline grows by design, and not luck.

 


Ready to Build Predictable Pipeline?

At Apexium Growth, we help scaling businesses unlock revenue by aligning how they sell, deliver, and lead. If your pipeline is thin, or if your team is stuck chasing instead of creating, let’s talk.




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