Pipeline generation plan
Most pipeline generation plans start with a single multiple ("we need 3x") and hand marketing a number without saying when the pipeline has to exist. Pipeline created in week 10 of a quarter will not close in that quarter if the cycle is 14 weeks. This plan back-solves each source from its own win rate and cycle length, so every owner knows how much pipeline they owe and by when.
Download it
What you get
- A source split (inbound, outbound, partner, expansion) back-solved from the bookings target and source-level win rates
- A timing table showing how much of each source's pipeline must be created in the prior quarter
- A top-of-funnel back-solve from pipeline to opportunities to meetings, leads, or referrals
- An owner and weekly tracking sheet so shortfalls surface in week 3, not week 11
- A worked example where every total reconciles
Who it's for
- VPs of Sales and CROs setting the quarter's pipeline targets
- Marketing and demand generation leads who own inbound pipeline
- RevOps leads building the pipeline plan and weekly tracking
What's inside
7 sections, each listed with its own size. The first is previewed below; the remaining 6 come with the download, with blank rows ready to fill in.
| Section | Size | Previewed |
|---|---|---|
| Back-solve by source | 7 columns, 5 worked example rows | Below |
| Timing: when the pipeline must be created | 6 columns, 5 worked example rows | In the download |
| Top-of-funnel back-solve | 6 columns, 5 worked example rows | In the download |
| Formulas | 3 columns, 6 worked example rows | In the download |
| Weekly tracking | 6 columns, 2 worked example rows | In the download |
| Why the timing table matters most | Guidance notes | In the download |
| Plan sign-off checklist | 8-point checklist | In the download |
Preview of section 1
Back-solve by source
Worked example: 2,000,000 new bookings target for the quarter. Shares and win rates are illustrative; replace with your own four-quarter history.
| Source | Share of bookings | Bookings target | Win rate on created pipeline (by value) | Required pipeline | Average cycle (weeks) | Owner |
|---|---|---|---|---|---|---|
| Inbound | 40% | 800,000 | 25% | 3,200,000 | 10 | Marketing lead |
| Outbound | 30% | 600,000 | 15% | 4,000,000 | 14 | SDR leader |
How to use it
1. Start from bookings by source, not total pipeline
Agree with the CRO and marketing what share of new bookings each source is expected to deliver, based on the last four quarters. Then derive pipeline from that. Starting from one blended pipeline number hides the fact that outbound needs far more pipeline per dollar booked than expansion.
2. Use win rates by source, measured on created pipeline
Required pipeline = Bookings target / Win rate. The win rate must be measured on pipeline created from that source (by value), not on late-stage deals, or the required number will be too low.
3. Place the pipeline in time using cycle length
A deal can only close this quarter if it is created at least one average cycle before quarter end. For long-cycle sources, most of the pipeline has to be created last quarter. Put that number in last quarter's plan, not this one.
4. Name one owner per source and track weekly
Each source has one accountable owner (marketing for inbound, the SDR leader for outbound, partnerships, account management for expansion). Track pipeline created against plan every week and act when a source is behind by week 3.
Frequently asked questions
What is a pipeline generation plan?
A plan that sets how much new pipeline each source (inbound, outbound, partner, expansion) must create, by when, to hit a bookings target, with a named owner for each source.
How do you calculate how much pipeline you need?
Required pipeline = Bookings target / Win rate, calculated per source using the win rate on pipeline created from that source. 600,000 of bookings at a 15% win rate needs 4,000,000 of pipeline.
When does pipeline need to be created to close this quarter?
At least one average sales cycle before quarter end. With a 13-week quarter and a 14-week cycle, the pipeline has to be created in the prior quarter.
Who owns pipeline generation?
Each source should have one owner: typically marketing for inbound, the SDR or sales development leader for outbound, the partnerships lead for partner-sourced, and account management for expansion. The CRO owns the total.