Your Forecasted Pipeline
Configured for: Series B SaaS · $11M new ARR target · Video Level 5
The sum of all open opportunities in your pipeline. New Business plus Expansion, across every stage.
Why it mattersThe single number every executive wants to know first. Sets the ceiling on what's achievable this year. The composition matters more than the headline (see below).
SourceSalesforce or HubSpot, summed across all open opportunity stages.
Pipeline tied to net-new logos. Tracked separately from expansion because the two have very different unit economics, new business carries longer cycles, lower win rates, and full CAC.
Why it mattersThe growth engine. Most SaaS targets 60-75% of new ARR from net-new logos in growth years. Trust-formation work compresses the cycle and lifts win rates here, where the impact is biggest.
SourceSalesforce opportunity type = New Business, summed across stages.
Pipeline from existing customers. Upsell, cross-sell, seat growth, multi-product expansion. Sized as ARR × NRR growth × expansion coverage, bounded by your install base, not your top-of-funnel.
Why it mattersThe compounding engine. Trust-formation content keeps customers engaged, fuels QBR conversations, and gives champions assets to share internally. Healthy NRR (110-115%) means the engine is working. Best-in-class (122%+) requires customer-led video.
SourceSalesforce opportunity type = Expansion or Renewal, plus customer marketing platforms.
Benchmarked againstProductQuant NRR Benchmarks by Segment
Fiscallion NRR by Stage
SaaS Capital 2025 Private SaaS Growth
New business pipeline ÷ new business target. NOT total pipeline ÷ revenue (or gross profit). Coverage measures your top-of-funnel engine against the net-new logos you're trying to win this year.
How the target is setSaaS: new biz target = your stated new ARR goal. Services / VAR: new biz target = gross profit × 30% turnover (since 70% of GP is retained year-to-year from existing engagements).
Why not pipeline ÷ revenue?A $400M services firm isn't trying to replace $400M of revenue every year, most of it is recurring or carried-over work. They're trying to win ~$18M in net-new business (30% of $60M gross profit). Coverage at 4x against that target = $72M of pipeline, which is what's healthy.
Industry healthy3-5x. Below 2.5x is concerning. Above 4.5x is strong execution. The trust layer compounds this by filling the funnel earlier.
SourceSalesforce new business pipeline ÷ new biz target.
Benchmarked againstDrivetrain Pipeline Coverage Ratio Benchmark
2025 B2B SaaS Funnel Benchmarks
The percentage of pipeline marketing can credibly claim it sourced. Multi-touch attribution can inflate this; conservative attribution defends it.
Why it mattersThe number CFOs use to evaluate marketing's contribution to revenue. Higher = marketing is generating real demand. Lower = marketing is in support mode.
SourceSalesforce campaign attribution + Fibbler + GA4. Conservative floor that survives an audit committee review.
Benchmarked againstBenchmarkit B2B Marketing Benchmarks
Pavilion 2025 B2B SaaS Performance
The number of months it takes a new customer to generate enough gross profit to recover what you spent acquiring them.
Why it mattersShorter is better. SaaS median is 18 months. Below 12 months is best-in-class. Trust-formation work compresses this because warm cohort deals cost less to close.
SourceFinance team owns this. CAC ÷ (ARR × gross margin) ÷ 12 = payback period in months.
Benchmarked againstFirst Page Sage 2025 CAC Payback Report
Benchmarkit 2025 Performance Metrics
Optifai 939-Company Dataset
Monthly engagements (views, comments, shares) from accounts on your top-250 target list. Not impressions. Real interactions from real buyers.
Why it mattersThe leading indicator of pipeline by 6-12 months. When a CISO from a target account engages with three pieces in 90 days, they're in your funnel, sales just doesn't know it yet.
SourceFibbler for paid LinkedIn, Shield/Taplio for organic, cross-referenced against ICP list.
Pipeline where trust-formation touchpoints (video, content, ads) appeared in the buyer journey before the form fill or first sales touch.
Why it mattersCaptures dark social, the conversations, video views, and content consumption that the standard attribution model misses entirely. Often 2-3x larger than marketing-sourced.
SourceMulti-source attribution: Salesforce + Fibbler + GA4 + LinkedIn analytics, stitched together.
The difference in win rate between cohorts who engaged with your trust-formation content before the deal, and cohorts who didn't.
Why it mattersThe single cleanest proof of trust-formation ROI. Champify's published benchmark is ~18 points for known-contact deals. Anything above suggests your trust layer is actively closing deals.
SourceSalesforce win-rate analysis, segmented by content engagement history.
Benchmarked againstSalesmotion 2026 (citing Champify 37% vs 19%)
Optifai Win Rate by Deal Size (939 cos)
Your brand's share of conversation in your category, measured against a fixed list of 10-12 named competitors.
Why it mattersSlowest-moving metric on the dashboard, which makes it the most honest. You can't fake your way to share-of-voice growth, it requires consistent presence over months. The board prices this in.
SourceKlue, Crayon, or manual tracking against a fixed competitor set. Quarterly cadence.
Monthly Google searches for your company name. Includes variations and product names.
Why it mattersThe trailing indicator boards love. When branded search grows, it means buyers heard your name somewhere else and came to find you. Cannot be gamed by paid spend. Compounds over years.
SourceGoogle Search Console + Ahrefs/SEMrush. Tracked monthly, reported quarterly.
Demo or meeting requests this quarter from accounts on the Fortune 1000 list. Inbound only, outbound is a different metric.
Why it mattersLogo quality, not lead volume. A board sees four F1000 inbounds and understands the brand is showing up at the right altitude. The metric every Series C+ raise gets graded on.
SourceSalesforce inbound opportunity report, filtered by Fortune 1000 company list.
Generative Engine Optimization, the percentage of category-relevant prompts where your brand appears as a cited source or named recommendation in LLM answers (ChatGPT, Perplexity, Claude, Gemini, Google AI Overviews).
Why it mattersBy 2026, 40%+ of B2B research traffic that used to start with a Google query starts with an AI chat. If buyers ask "what are the best [your category] tools" and your brand isn't in the answer, you're invisible to the next-generation funnel. This is the new SEO, slower to move than ads, faster to move than SOV.
SourceRun a fixed set of 50 category prompts across the major LLMs monthly. Count brand mentions and citation rate.
Suggested toolsProfound, Athena HQ, Otterly.ai, Peec AI, or a manual prompt audit with a tracker spreadsheet.
Benchmarked againstData-Mania AI Search Visibility 2026
Digital Applied 500 SaaS Site Audit
Averi ChatGPT vs Perplexity vs Google AI
Monthly sessions from linkedin.com to your website, GA4-tracked. The visible portion of LinkedIn-driven intent, the click that happens at the end of a dark-social conversation.
Why it mattersLinkedIn is the #1 B2B pipeline-influencer most attribution models can't see. Comments, DMs, and feed scrolling never appear in your CRM, but the moment a buyer clicks through to your site is GA4-trackable and clean. Growing LI→Web traffic alongside flat ad spend is the cleanest proof your organic trust layer is working.
SourceGA4 → Acquisition → Source/Medium → linkedin.com / referral. Filter by month, segment by landing page to see which content pulls.
GA4 (free), Plausible, or Fathom for the referral data. Pair with Shield/Taplio to correlate to posts.
Monthly sessions from companies on your top-250 ABM list, identified via reverse-IP and visitor-resolution platforms. The traffic that actually matters.
Why it mattersThis is the bridge between marketing and sales, and the metric every revenue team wishes they had on day one. When a Director of Security at Microsoft visits your pricing page, sales should know within an hour. Named-account traffic is the highest-fidelity signal that trust-formation work is reaching buyers, and it's the input that turns trust into pipeline.
SourceVisitor-identification platform cross-referenced against your ABM target list. Sessions from identified companies on the list, segmented by intent (homepage vs. pricing vs. content).
Suggested toolsClearbit Reveal, RB2B, 6sense, Demandbase, Warmly, or Albacross. Pipe the identified-company stream into Slack to alert sales in near real-time.