Pipeline should be 3-4x revenue target. Less = shortfall risk. Track coverage monthly.
By The Ad Spend
The total value of all active sales opportunities currently being worked. Represents potential future revenue if deals close.
Formula
Sum of All Open Opportunity Values
Benchmark range
Healthy pipeline: 3-4x revenue target. Less = potential shortfall. More may indicate velocity problems.
Why it matters
Pipeline value is probabilistic—$100K opportunity at 50% probability = $50K in forecast. Track pipeline coverage (pipeline ÷ quota) monthly. B2B average journey is 211 days from first touch to revenue.
