12 pages
Glossary
The words of pipeline work, defined once, the way this site uses them.
Terms
A
- Account-based marketing
- Account-based marketing defined: the one-to-one, one-to-few and one-to-many tiers, how to measure target account pipeline, and common mistakes.
C
- CAC payback
- CAC payback is the months a customer's profit takes to repay acquisition cost. Formula, worked example, B2B benchmarks and the usual mistakes.
- Content syndication
- Content syndication defined: how to measure it by MQL rate and cost per MQL, a $250 benchmark worked case, and the usual mistakes.
D
- Demand capture
- Demand capture converts in-market B2B buyers into pipeline. How to measure it, a cost per qualified opportunity formula, and the usual mistakes.
I
- Incrementality
- Incrementality is the pipeline a marketing activity actually caused, measured against a holdout group. Formula, worked case and common test mistakes.
- Intent data
- Intent data shows which accounts are researching your category. How first- and third-party signals work, how to score them, and the usual mistakes.
L
- Lead scoring
- Lead scoring ranks leads by fit and behavior points and routes them to sales at a threshold. The formula, a worked case and the mistakes that inflate MQLs.
M
- Marketing-qualified lead (MQL)
- What a marketing-qualified lead (MQL) is, how to measure the MQL to SQL rate, a worked B2B SaaS example, and the definition mistakes that skew it.
P
- Pipeline coverage
- Pipeline coverage divides open pipeline closing in a period by quota for that period. Formula, worked example, win rate math and the usual mistakes.
- Pipeline velocity
- Pipeline velocity defined: the formula, a worked case, common calculation mistakes and when B2B demand gen teams should track it alongside coverage.
S
- Sales-qualified lead (SQL)
- Sales-qualified lead (SQL): what sales must verify, how to calculate MQL to SQL conversion, cohort timing, channel benchmarks and common counting mistakes.
- Service level agreement
- A service level agreement sets the lead volume marketing commits to and the follow-up time sales commits to, with ratios, an example and common mistakes.
Elsewhere
- Guides (4): Explanations of the ideas demand teams argue about, with the definitions and the numbers on the table.
- Calculators (5): Each calculator shows its formula and a worked example before you touch an input, so you can check the arithmetic by hand.
- Funnel benchmarks (5): Stage-by-stage conversion, cost and cycle numbers from published sources, with the median, the middle half and where each number came from.
- Playbooks (6): Programs written as steps, each ending in the number it should move and how to read it.
- Templates (3): Working documents to copy: service levels, scoring sheets, dashboards. Each one explains every field.
- Methods (3): How to measure: attribution, scoring, service levels between marketing and sales, and the definitions behind them.
- Tools (11): every calculator and template, with its formula and a worked example.
- Agencies: demand and pipeline agencies, listed alphabetically and never ranked, with facts from their own pages.
- Voices: what practitioners published that a reader can learn from, with our take.
How pages are made
Pages are written by the Take the Market Desk, which uses AI models to find sources, read them and draft, and are edited before they are published. Every factual sentence is checked against a passage on a source page that was read for that page, numbers are computed in code from those sources, and each page lists its sources. Every page shows the day it was first published and the day a fact last changed. How we work