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

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.   Are you being paid what you're worth? Help us refresh Pavilion's industry-standard compensation report for 2025 by taking our anonymous survey at joinpavilion.com/comp and get early access to the results!   Thanks for tuning in! Want more content from Pavilion?    New episodes of Topline drop every Sunday with new Topline Spotlight mini-episodes every Thursday. Subscribe to never miss an episode.   Stay ahead with the latest industry developments, emerging go-to-market trends, and valuable benchmarking data. Subscribe to Topline Newsletter for expert insights from Asad Zaman every Thursday.   Tune into The Revenue Leadership Podcast with Kyle Norton every Wednesday. He dives deep into the strategies and tactics that drive success as a revenue leader, featuring real operators like Jason Lemkins of SaaStr, Stevie Case of Vanta, and Ron Gabrisko of Databricks.   Your're invited! Join the free Topline Slack channel to connect with 600+ revenue leaders, share insights, and keep the conversation going beyond the podcast!   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