Definition
Pipeline coverage is the ratio of pipeline value to quota for a time window (often a quarter). It's a sanity check that you have enough opportunity value to produce the target outcome given your win rate.
Key formulas
- Coverage = pipeline / quota.
- Expected bookings = pipeline * win rate.
- Rule of thumb: coverage ~ 1 / win rate (before buffer for slippage).
- Buffered coverage = required coverage * (1 + slippage buffer).
Coverage ratio vs pipeline quality
- High coverage with low quality is worse than moderate coverage with clean qualification.
- Validate close dates and next steps to keep pipeline time-bound.
- Exclude low intent or pricing-only deals from coverage math.
How to make coverage actionable
- Use time-bound pipeline (closing in the period), not total open pipeline.
- Track coverage by segment (SMB vs enterprise) because win rate and deal size differ.
- Watch slippage: deals that push out reduce effective coverage.
Common mistakes
- Counting early-stage, unqualified deals as real pipeline.
- Using a win rate from a different stage definition.
- Ignoring sales cycle length and timing (coverage must match the period).
Coverage checks
- Compare coverage by segment to find weak spots.
- Review pipeline age to spot stale deals.
- Add buffer if slippage or discounting is rising.
- Track coverage weekly and flag drops early (before late-stage scramble).
Scenario stress test
- Test win rate up and down by 5 points to see pipeline sensitivity.
- Apply a slippage buffer to quantify push-out risk.
- Use the scenario range to set realistic pipeline creation goals.
Pipeline quality filters
- Use stage-entry criteria and disqualify deals with no next step.
- Require a defined close date inside the period for coverage math.
- Exclude pipeline created solely for pricing requests or vendor checks.
How to improve coverage
- Increase qualified pipeline creation, not just raw lead volume.
- Fix weak stages first (for example, discovery to demo).
- Tighten ICP and messaging to lift win rate and reduce slippage.
Coverage benchmarks (directional)
- High win rate teams can operate with lower coverage.
- Lower win rate or longer sales cycles need more coverage buffer.
- Benchmarks vary by motion; validate with your own history.