SPOTLIGHT: Kyle Lacy of Jellyfish on Improving Pipeline Quality and Forecasting Predictability

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Feb 27, 2025

In this discussion, Kyle Lacy, CMO of Jellyfish and a seasoned SaaS marketer, shares insights on building a quality pipeline in B2B markets. He reveals why traditional metrics are outdated and discusses the impact of launching a Pipeline Council to align sales and marketing. The conversation also highlights forecasting pitfalls, the transformative role of AI in marketing, and the balance between technology and creativity. Kyle's journey emphasizes the importance of originality in copywriting and adaptation in a rapidly evolving landscape.

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ANECDOTE

Kyle's Quick Join

Kyle Lacy joined Revenue Collective quickly, saying "I'm in" before the pitch even finished.
This demonstrated his recognition of the need for such a community.

INSIGHT

Pipeline Predictability Challenge

Jellyfish lacked clear leading indicators beyond Stage 1 pipeline, hindering pipeline quality assessment.
They addressed this by implementing a Pipeline Council and detailed tracking per rep, source, and channel.

ADVICE

Forecasting Advice

Start tracking leading indicators for forecasting even with limited historical data.
Don't solely rely on MQLs; connect metrics to qualified pipeline conversion.

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How do you build a revenue engine that doesn’t just generate pipeline—but generates the right pipeline? In this episode, Kyle Lacy, CMO of Jellyfish, shares how his team tackled one of the biggest challenges in B2B go-to-market: pipeline predictability.

In this episode of Topline Spotlight, Kyle explains why traditional metrics like Stage 1 pipeline weren’t cutting it, how Jellyfish revamped its approach with deeper segmentation and leading indicators, and the impact of launching a Pipeline Council to align sales and marketing around quality, not just volume. Sam, Asad, and Kyle also touch on the biggest forecasting mistakes GTM teams make, why tracking pipeline per rep, source, and channel is a game-changer, how AI is reshaping marketing strategy, and what it takes to be a great CMO in 2025.

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Key chapters:

(00:00) - Introduction to Top Line Spotlight

(02:20) - Overview of Jellyfish and Its Purpose

(04:15) - Addressing Challenges with Leading Indicators

(09:50) - The Shift to Marketing for Engineers

(11:42) - The Role of AI in Modern Marketing

(16:22) - Inspiration and Closing Thoughts