Pipeline Generation
Quick definition
All activities that add new qualified opportunities to your sales pipeline.
Detailed explanation
Pipeline generation is broader than lead generation - it is about filling your pipeline with qualified opportunities that have a chance to close. It includes inbound (content marketing, SEO, events, referrals), outbound (cold outreach, prospecting, account-based plays), and partnerships (channel partners, alliances, co-marketing). The difference from leadgen is the focus on quality and SQL/SQO conversion, not just volume of contacts. Effective pipeline gen requires: a clear ICP, multi-channel approach, close marketing-sales alignment, and constant measurement of cost-per-opportunity and conversion rates. The rule of thumb is that you need 3-4x pipeline coverage to hit your target (so €3M pipeline for €1M target at 30% win rate).
Synonyms
Examples
A company does pipeline gen through 4 channels: inbound website (30% of pipeline), SDR outbound (40%), partner referrals (20%), events (10%). They measure cost-per-SQL per channel and shift budget to the most efficient mix.
Pipeline review shows €400K gap for Q3 target. Team launches accelerated pipeline gen campaign: 2 webinars, SDR blitz on target accounts, promotional offer for quick deals → generates €600K extra pipeline in 30 days.
When to use this?
Measure pipeline generation weekly - how many new opportunities have been added? Segment by source and stage. Predict how much pipeline you need for future targets and work backwards to required gen activities. Act early when you see gaps.
Match-day approach
Match-day builds predictable pipeline generation machines. We help you define a multi-channel mix that fits your ICP and budget, build executional capacity (SDRs, content, campaigns), and implement dashboards that show in real-time if you are on track for your targets. We focus on qualified pipeline - not just volume but opportunities that actually convert. Monthly pipeline gen reviews ensure you proactively address gaps.
Related terms
Lead Generation
The process of attracting and identifying potential customers who have interest in your product or service.
Outbound Sales
A proactive sales strategy where you approach potential customers, instead of waiting for them to come to you.
Sales Qualified Lead (SQL)(SQL)
A prospect who has been qualified by sales and is ready for an active sales process.
Learn more
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