WHY GREAT MARKETERS LOOK AT PIPELINE COVERAGE, NOT JUST PIPELINE GENERATION

Summary from the TLDR Marketing newsletter

StartCo hit 105% of its pipeline generation goals, but its sales team only achieved 82% of their new logo ARR plan, indicating a misalignment between marketing and sales success. While marketing celebrated exceeding pipeline generation targets, the real problem was a decline in starting pipeline coverage, which fell from 3.1x to 2.4x over six quarters. Great marketers focus not just on generating pipeline but ensuring there's enough starting pipeline coverage to give sales a fair shot at hitting their targets each quarter.