What is Pull-Through Rate?
Pull-through rate follows created pipeline all the way to its fate, answering how much of what you build actually becomes revenue.
It is the accountability metric for pipeline generation, exposing sources that create impressive volume that quietly never closes.
Short answer
Pull-through rate is the percentage of pipeline created in a period that eventually converts to closed won, tracking a cohort of created deals through to their outcome. It measures the true quality of generated pipeline, not just its volume: a source can create lots of pipeline with a low pull-through, meaning much of it never closes. It ties pipeline generation to real revenue.
Key takeaways
- Share of created pipeline that closes won.
- Tracks a created cohort to its outcome.
- Measures pipeline quality, not just volume.
- Ties generation to real revenue.
Why it matters
Pipeline volume is easy to inflate and easy to fool yourself with. Pull-through rate reveals which generated pipeline actually converts, so you invest in the sources that produce real revenue, not just impressive numbers.
How Ardovo handles it
Ardovo tracks pull-through by tracing created pipeline cohorts to their outcomes by source and segment, so Rook can show which generation sources produce pipeline that actually closes versus pipeline that just looks good.
Frequently asked questions
What is pull-through rate?
It is the percentage of pipeline created in a period that eventually converts to closed won, tracking a cohort of created deals through to their outcome. It measures the real quality of generated pipeline, not just its volume.
Why measure pull-through rate?
Because pipeline volume alone can mislead. A source can create lots of pipeline with a low pull-through, meaning much of it never closes. Pull-through reveals which generated pipeline actually becomes revenue, guiding where to invest.
How is pull-through rate different from win rate?
Win rate measures the share of closed deals that are won. Pull-through rate follows a cohort of created pipeline over time to see how much converts, tying pipeline generation quality directly to eventual revenue.