How marketing leaders identify the upstream data failures that stall pipeline before sales does
Generating demand isn’t the hard part anymore. Keeping it moving is.
Most pipeline stall conversations start in the wrong place. Sales blames lead quality. Marketing defends volume. Leadership asks for a recovery plan. But by the time a deal is stalling in a sales stage, the damage was done weeks — sometimes months — earlier. In the attribution model. In the scoring logic. In the assumption that the playbook designed for one market works everywhere.
Join Pipeline360 for a fireside chat with Priscilla Lee, Global Digital Marketing Director at Nearmap, as we explore why the space between lead generation and closed revenue has become marketing’s biggest blind spot.
Drawing on nearly two decades building demand generation marketing functions — from global consumer brands including Pepsi and Unilever to enterprise technology leaders including ServiceNow, Slack, Miro, and Nearmap — Priscilla brings a rare cross-sector lens to how pipeline actually moves, and why it stalls.
Two principles from Japanese culture have shaped how she thinks about marketing across APJ. Omotenashi (おもてなし) — anticipating what is needed before it is expressed. And Ma (間) — the discipline of reading the meaningful silence, the gap where signal should be but isn’t.
Together they describe what separates marketing organisations that catch pipeline failure early from those that diagnose it too late. The best teams aren’t just reading what’s there. They’re reading what’s absent.
