Pipeline Generation (Pipegen)
The ongoing work of creating new qualified opportunities to fill the pipeline. Because pipeline converts over time, consistent pipegen is what protects future quarters’ revenue.
Related terms
Revenue Operations (RevOps)
The function that unifies the operations, systems, and data behind marketing, sales, and customer success to drive predictable revenue. RevOps aligns the full go-to-market engine around a single source of truth.
Customer Relationship Management (CRM)
The system of record for customer and prospect interactions, deals, and accounts. The CRM is the backbone of GTM data, powering forecasting, reporting, and workflow across teams.
Lead-to-Account Matching
Connecting individual leads to the correct company record in the CRM so they can be routed and reported at the account level. Accurate matching is foundational to ABM and clean pipeline data.
Multi-Touch Attribution
A model that distributes credit for a conversion across all the marketing touchpoints a buyer interacted with. Multi-touch attribution gives a fuller picture of what drives pipeline than single-touch models.
First-Touch Attribution
An attribution model that credits the very first interaction a buyer had with the brand. First-touch highlights which channels are best at creating initial awareness.
Last-Touch Attribution
An attribution model that credits the final interaction before conversion. Last-touch emphasizes the channels that close deals but ignores everything that built up to them.
Find AI tools for your GTM stack
Browse the best AI tools for lead gen, demand gen, outbound, SEO, and more.
Explore Tools