Sales-Sourced Pipeline
Sales-sourced pipeline measures the pipeline value originating from sales-driven activities — outbound prospecting, cold outreach, sales-led referrals — the primary metric for SDR and AE prospecting effectiveness.
Why This Matters
Sales-sourced calculation: opportunities originally sourced from sales-controlled activities (cold outbound, network referrals from sales, conferences attended by sales reps), aggregated by individual SDR, AE, or sales segment. Healthy B2B SaaS organizations source 30-60% of pipeline through sales activities. Sourced pipeline metric drives SDR comp planning, AE prospecting expectations, and sales process accountability. Sales-sourced opportunities typically convert at higher rates than marketing-sourced (more direct prospect intent qualification).
Frequently Asked Questions
Frequently Asked Questions
Why are sales-sourced opportunities often higher-converting?
Direct prospect interaction during sourcing enables real-time qualification. Inbound marketing leads include many low-intent contacts; sales-sourced leads filtered through interaction rejection of low-intent prospects. Quality bias toward sales-sourced.
What's the SDR sourcing benchmark?
Healthy SDR generates 8-15 qualified opportunities monthly through outbound activities. Lower productivity signals issues; higher productivity often signals lead quality concerns (too easy = not actually qualified).