Pipeline generation plan

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

1. 1

   Back-solve by source

   7 columns, 5 worked example rows

2. 2

   Timing: when the pipeline must be created

   6 columns, 5 worked example rows

3. 3

   Top-of-funnel back-solve

   6 columns, 5 worked example rows

4. 4

   Formulas

   3 columns, 6 worked example rows

5. 5

   Weekly tracking

   6 columns, 2 worked example rows

6. 6

   Why the timing table matters most

   Guidance notes

7. 7

   Plan sign-off checklist

   8-point checklist

The preview shows part of section 1. The full template has all 7 sections (6 not previewed here), with blank rows ready to fill in. Download the full template

How to use it

1. 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. 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. 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. 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