How to Fix Your Reactive Pipeline Before It’s Too Late

Sales leaders often don’t realise their pipeline is reactive until it’s already hurting performance. Deals start slipping, forecasts become fiction, and the team is stuck in a cycle of chasing rather than closing.

By the time most sales teams acknowledge there’s a problem, it’s already critical. And while quick fixes might keep things afloat in the short term, they won’t build predictable revenue.

If your pipeline relies on luck, last-minute heroics, or one or two key accounts coming in ‘just in time’, you’re already at risk.

The good news? It’s fixable – if you act fast.

First: Do you have a reactive pipeline?

Here are five warning signs:

  1. Peaks and troughs in monthly pipeline value

  2. Inbound-heavy strategies with minimal outbound activity

  3. Late-stage pressure to “find” deals before quarter-end

  4. No structured prospecting rhythm across the team

  5. Sales forecasts based on gut feel, not verified data

If any of these feel familiar, your pipeline isn’t futureproof – and it’s time to take control.

Why reactive pipelines happen

Most reactive pipelines are the result of one thing: neglecting top-of-funnel activity. When prospecting is inconsistent or deprioritised, pipeline coverage becomes patchy. Add in over-reliance on marketing or referrals, and you’ve got a pipeline vulnerable to external market shifts.

There’s also a cultural factor. Sales teams often fall into ‘delivery mode’ – focused on closing or servicing existing deals, rather than fuelling the funnel for future months. By the time attention returns to new business generation, it’s already too late.

Fixing it: A practical playbook for regaining control

Diagnose the gaps

  • Analyse your pipeline by source, stage, and age.
  • Look for bottlenecks, drop-offs, or channels delivering diminishing returns.

Reset the prospecting culture

  • Daily outbound activity must be non-negotiable, not optional.
  • Equip the team with clear messaging, targeted data, and accountability frameworks.

Build an outbound motion that scales

  • Relying on individual effort alone won’t cut it.
  • Invest in a systematic outbound engine combining automation, personalisation, and multi-channel outreach.

Rebuild forecasting from the ground up

  • Start with pipeline coverage and conversion rates – not wishful thinking.
  • Hold regular, realistic pipeline reviews that focus on progression, not just volume.

Align sales and marketing on pipeline goals

  • Marketing should be focused on generating demand, not just leads.
  • Shared ownership over pipeline health drives consistency across channels.

The mindset shift: from reactive to repeatable

Fixing a reactive pipeline isn’t about finding a silver bullet. It’s about building a machine – one that prioritises daily pipeline activity, empowers your team with the right tools and insight, and aligns every effort to a consistent revenue rhythm.

Don’t wait for the next dry month to take action. The earlier you fix the foundation, the sooner you gain predictability – and the confidence that comes with it.

Ready to futureproof your pipeline?

Discover how Air Marketing helps sales leaders build sustainable, repeatable outbound strategies that deliver results.

Explore our sales services.

Sales team working on strategy to fix sales pipeline

Ep. 2 | The Resilient Seller: Lessons Beyond the Sales Floor (with Dan Brown) | ON AIR With O & J

“I’m constantly pushing to find points of failure. Because if you’re not failing, you’re not trying hard enough.”

Introducing our 2nd episode of ON AIR: With Owen & Josh – the podcast where two founders who’ve done their time in the sales trenches share refreshingly honest insights on what genuinely moves the needle when scaling revenue.

Meet Your Hosts: Owen Richards and Josh Smith

Owen Richards hails from Kent and began his sales career at Forrest Marketing Group (now Forrest Contact) in Sydney. After an 8-year stint, Owen returned to the UK and co-founded Air Marketing Group, growing it into a powerhouse offering specialist B2B sales and marketing solutions to businesses across the globe. Known for his relentless positivity and strategic foresight, Owen brings a wealth of experience and a knack for big ideas to the podcast.

Joshua Smith is the founder of CRO Connected, a fast-growing network on a mission to democratise the insight and experience Chief Revenue Officers need to scale. From startup scrappiness to boardroom strategy, Josh has seen the full spectrum on his professional journey. He brings sharp commercial acumen and a dry wit to the podcast, fuelled by a real-world understanding of what it takes to build, lead, and scale.

What to Expect in this Episode

In Episode 2, Owen and Josh are joined by Dan Brown, Executive Director at CDM Media – a sales leader with a personal story that challenges the conventional ‘hustle’ narrative.

This episode goes beyond sales frameworks and pipeline talk. Dan opens up about how his experiences outside of work – from adversity to mindset coaching – have shaped a stronger, more grounded approach inside the world of sales. Expect reflections that hit deeper than your average sales podcast.

Together, Owen, Josh and Dan explore:

🔸 Why resilience is the most underrated sales skill
🔸 The power of self-awareness in driving performance
🔸 Lessons from outside the office that build commercial strength
🔸 How to balance ambition with wellbeing
🔸 Why authenticity wins more than bravado in modern sales

This is a refreshing, real-world conversation for revenue leaders who know that mindset and mental stamina are as critical as sales tactics.

🔔 New episodes drop monthly – subscribe and follow the journey as we speak to the experts who are actually doing the work.

Watch: On YouTube or via Air Marketing’s Knowledge Hub.

Listen: On Spotify, Amazon Music, Apple Podcasts, TuneIn + Alexa, Deezer, and more.

Warning: Contains swearing

Air Marketing Relocates to New HQ to Support Hybrid Growth Strategy

PRESS RELEASE:

Air Marketing, a leading UK outsourced sales and marketing agency, has announced the relocation of its headquarters to a new site in Exeter, supporting the company’s transition to a more agile, hybrid working model.

Air Marketing can now be found at: Generator Hub, The Gallery, Kings Wharf, Exeter EX2 4AN.

The move reflects Air Marketing’s forward-thinking approach to work, designed to offer greater flexibility to its growing team while continuing to deliver exceptional outcomes for clients. The new space has been built to encourage collaboration, innovation, and a culture of high performance, aligning with the evolving needs of both employees and customers.

Owen Richards, Founder and CEO of Air Marketing, commented:

“Our new headquarters symbolises the next chapter for Air Marketing. It’s not about having more desks — it’s about creating the right environment for our team to thrive and for our clients to feel the benefit. As the world of work evolves, so too do we — ensuring we remain agile, connected, and relentlessly focused on delivering results.”

The relocation is part of a wider strategy that has seen Air Marketing continue to innovate its service offering, strengthen its training academy, and build strategic partnerships with organisations such as CRO Connected — further solidifying its position as a trusted partner for ambitious businesses seeking sustainable growth.

Ep. 1 | Professionalising Sales in SMBs (with Adam Philpott) | ON AIR With O & J

Introducing our 1st episode of ON AIR: With Owen & Josh – the podcast where two founders who’ve done their time in the sales trenches share refreshingly honest insights on what genuinely moves the needle when scaling revenue.

Meet Your Hosts: Owen Richards and Josh Smith

Owen Richards hails from Kent and began his sales career at Forrest Marketing Group (now Forrest Contact) in Sydney. After an 8-year stint, Owen returned to the UK and co-founded Air Marketing Group, growing it into a powerhouse offering specialist B2B sales and marketing solutions to businesses across the globe. Known for his relentless positivity and strategic foresight, Owen brings a wealth of experience and a knack for big ideas to the podcast.

Joshua Smith is the founder of CRO Connected, a fast-growing network on a mission to democratise the insight and experience Chief Revenue Officers need to scale. From startup scrappiness to boardroom strategy, Josh has seen the full spectrum on his professional journey. He brings sharp commercial acumen and a dry wit to the podcast, fuelled by a real-world understanding of what it takes to build, lead, and scale.

What to Expect in this Episode

In our very first episode, Owen is joined by Adam Philpott (CEO, Fingerprints). With co-host Josh unexpectedly out of action, the conversation doesn’t hold back. From leading sales in global enterprises to transforming sales operations in a small business, Adam shares unfiltered insight from both sides of the scale spectrum.

Together, Owen and Adam explore:

🔸 What it really means to professionalise sales in SMBs

🔸 The key differences between enterprise and startup sales culture

🔸 Building sales processes without stifling individuality

🔸 Balancing operational rigour with entrepreneurial flair

🔸 Why forecasting is not about reading the news—but creating it

This is an honest, sharp-edged chat for sales leaders, founders, and revenue professionals who want more than the same recycled advice.

🔔 New episodes drop monthly – subscribe and follow the journey as we speak to the experts who are actually doing the work.

Watch: On YouTube or via Air Marketing’s Knowledge Hub.

Listen: On Spotify, Amazon Music, Apple Podcasts, TuneIn + Alexa, Deezer, and more.

Warning: Contains swearing

Air Marketing Announces Strategic Partnership with CRO Connected to Strengthen Revenue Expertise for Clients

PRESS RELEASE:

Air Marketing, a UK leading outsourced sales and marketing agency, is proud to announce a strategic partnership with CRO Connected, an exclusive network of Chief Revenue Officers and commercial leaders from some of the world’s fastest-growing businesses.

The partnership brings together Air Marketing’s proven expertise in building high-performing sales and marketing programmes with CRO Connected’s unrivalled network of revenue strategists. Together, the organisations will offer clients enhanced access to real-world commercial insights, operational best practice, and the latest thinking in sales leadership.

Owen Richards, Founder and CEO of Air Marketing, commented:

“At Air, we’re passionate about delivering tangible results for our clients. Our partnership with CRO Connected allows us to go even further — connecting the expertise of our sales and marketing teams with frontline perspectives from the world’s top revenue leaders. It’s about helping our clients not just to grow, but to grow intelligently and sustainably.”

Joshua Smith, Founder and CRO of CRO Connected, added:

“CRO Connected was created to foster open, honest conversations among the people driving commercial growth. Partnering with Air Marketing — a business that shares our ethos for transparency, innovation, and performance — felt like a natural next step. Together, we’re bringing unparalleled value to the organisations we serve.”

Through the partnership, Air Marketing will connect with some of the most experienced go-to-market executives across sales, marketing, revenue operations, and customer success. CRO Connected’s peer network is centred on sharing insights, strategies, and real-world experiences to drive sustainable business growth.