In today's competitive landscape, lead generation is no longer the sole focus for marketers. The shift towards measuring pipeline generation as a key performance metric is evident, with 82% of marketers now prioritizing pipeline initiation. But what exactly is pipeline generation, and why is it so important? In this comprehensive guide, we will delve into the concept of pipeline generation, its benefits, challenges, and the steps to create a successful pipeline generation strategy.


Lead generation has long been the primary focus for marketers, but the landscape has evolved. Today, marketers are increasingly prioritizing pipeline generation as a measure of success and revenue growth. In this article, we will explore the concept of pipeline generation, its significance, challenges, and the steps to develop a successful pipeline generation strategy.

Understanding Pipeline Generation

Lead Generation vs. Pipeline Generation

While lead generation and pipeline generation share similarities, they have distinct differences. Lead generation aims to collect as many leads as possible without considering lead quality or buying intent. On the other hand, pipeline generation focuses on attracting leads with a higher readiness to buy. It takes lead quality into account to ensure a steady stream of sales opportunities.

Pipeline generation offers numerous benefits, including a holistic view of customer journeys, improved communication between sales and marketing teams, and reliable insights for personalized and targeted campaigns.

Importance of Pipeline Generation

Quality over Quantity

While the logic of generating more leads for faster revenue growth seems reasonable, not all leads are created equal. Marketers often prioritize lead volume without considering the quality of leads and the effectiveness of different campaigns and marketing channels. However, when opportunity and revenue data are taken into account, it becomes clear that focusing on lead quality is essential.

Pipeline generation allows marketers to understand how their marketing efforts resonate with leads and opportunities. It enables them to allocate budget to the right areas and prioritize marketing channels that offer the highest returns.

Challenges of Pipeline Generation

Choosing the Right Tools

One of the significant challenges in pipeline generation is using the right tools. While many marketers rely on Google Analytics for measurement, it falls short in tracking identifiable data necessary for understanding the impact of marketing efforts on pipeline generation. Without the ability to track where opportunities originate, marketers struggle to attribute leads and revenue accurately.

Sales and Marketing Alignment

Sales and marketing teams often work in silos, leading to a lack of data transfer and hindered pipeline generation efforts. The disconnect between these teams makes it challenging to tailor marketing efforts to reach the right audience or personalize sales pitches effectively.

Creating a Successful Pipeline Generation Strategy

To develop a successful pipeline generation strategy, it is crucial to address the challenges and align sales and marketing teams. Here are the steps to build an effective strategy:

Aligning Sales and Marketing Teams

To ensure a successful pipeline generation strategy, sales and marketing teams must align from the beginning. Defining what a sales-ready lead looks like and setting a shared goal of pipeline generation helps create a cohesive approach. Open channels of communication between the teams facilitate collaboration and problem-solving.

Integrating Tools for End-to-End Visibility

While aligning teams is crucial, integrating the right tools enhances visibility across the entire pipeline. Tools like Ruler provide comprehensive tracking of customer journeys, attributing leads and revenue to specific marketing touchpoints. This integration enables marketers to enrich CRM leads with attribution data and make informed decisions about marketing efforts.

Building a Customer Profile

With the right tools in place, marketers can segment data and identify patterns among high-converting customers. These insights help in creating a customer profile that outlines the characteristics of the ideal target audience. By personalizing communications and products to meet the needs of this audience, marketers can attract similar leads and opportunities.

Tracking Marketing's Impact on Pipeline

Consistent measurement of campaign success is vital to evaluate the effectiveness of a pipeline generation strategy. Traditional metrics like traffic and leads alone do not provide insights into marketing's impact on the pipeline. Metrics such as the number of qualified leads, new opportunities, closed deals, and customer acquisition cost help connect marketing efforts to pipeline activity and revenue generation.

Embracing Change

A successful pipeline generation strategy requires adaptability. As businesses evolve, so does the target audience. Regularly refreshing customer insights ensures that marketing efforts continue to target the right audience. If the target audience profile no longer aligns with the characteristics of high-converting customers, it is essential to revisit and adjust the strategy accordingly.


In today's marketing landscape, pipeline generation has become the new priority for businesses seeking higher converting leads and customers. By shifting focus from lead volume to lead quality, marketers can make more informed decisions and allocate resources effectively. Overcoming challenges, aligning sales and marketing teams, and implementing the right tools are crucial steps in creating a successful pipeline generation strategy. Embracing change and consistently evaluating the strategy will ensure continued success in driving revenue growth.

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