How to calculate pipeline by source
Pipeline by source shows where your future revenue comes from. A healthy business usually draws pipeline from several sources; heavy dependence on one is a concentration risk if that source softens.
Beyond the mix, comparing each source's pipeline to the revenue it eventually produces reveals which sources create pipeline that actually closes, not just pipeline that looks good.
- Source value / total The formula
- Diversify sources Reduce dependence
- Pipeline vs closed Quality check
Short answer
Pipeline by source breaks total pipeline into the share each acquisition source contributes. Sum pipeline value by source (inbound, outbound, partner, marketing), then divide each by total pipeline for its percentage. If outbound is 3,000,000 of 10,000,000 dollars, outbound is 30 percent of pipeline. The mix reveals your dependence on each channel.
Step by step
Attribute pipeline to sources
Assign each opportunity to its acquisition source: inbound, outbound, partner, marketing, referral. Use a consistent sourcing rule.
Sum pipeline value by source
Add the pipeline value within each source for the period.
Divide by total pipeline
Each source's share equals its pipeline value divided by total pipeline, times 100. Together the shares sum to 100 percent.
Compare to closed revenue
Check each source's win rate and closed revenue, not just its pipeline. A source can generate lots of pipeline that rarely closes, inflating its share without producing revenue.
Worked example
Total pipeline is 12,000,000 dollars: inbound 5,000,000 (42 percent), outbound 4,000,000 (33 percent), partner 2,000,000 (17 percent), and referral 1,000,000 (8 percent).
Inbound looks dominant, but if inbound closes at 30 percent and outbound at 15 percent, inbound produces far more revenue per pipeline dollar. Comparing pipeline mix to closed revenue reveals which sources are efficient, not just large.
How Ardovo handles it
Ardovo attributes pipeline to source and compares each source's pipeline to its win rate and closed revenue. Rook flags sources generating pipeline that rarely closes and warns when the mix grows too dependent on one channel.
Frequently asked questions
How do you calculate pipeline by source?
Attribute each opportunity to its acquisition source, sum pipeline value by source, and divide each by total pipeline for its percentage share. The shares sum to 100 percent and reveal your dependence on each channel.
Why compare pipeline by source to closed revenue?
Because a source can generate a large share of pipeline that rarely closes, inflating its apparent importance. Comparing each source's pipeline to its win rate and closed revenue shows which sources actually produce revenue.
Why does source diversity matter?
Because heavy dependence on one source is a risk: if that channel softens, pipeline collapses. A healthy mix across inbound, outbound, partner, and referral makes future revenue more resilient to any single channel weakening.