Pipeline generation

Anything that produces a new qualified opportunity: outbound prospecting, inbound conversion, partner referrals, event leads, expansion conversations. Pipeline generation is the umbrella; channels are the means.

Roughly 4x to 5x quota in created pipeline over the period. Some of that will slip, some will lose, some will close. And quota gets hit. Lower ratios mean rep time is misallocated.

Sales-led: SDRs and AEs generate pipeline through outreach. PLG: product usage generates pipeline through signups and engagement signals. PLG-heavy companies have small SDR teams; sales-led have large ones. The mix shifts continuously.

Treating pipegen as a numbers game divorced from quality. SDR teams hitting touch quotas while pipeline shrinks are doing motion. The right metric is qualified-opportunities-per-rep.

By making the upstream targeting layer (which accounts to work) sharper, so SDR touches go further. Most pipegen lift from Landbase customers shows up as higher reply rate at the same volume.