Overview
Pipeline generation audits fail when they analyze lead volume rather than lead quality. A marketing team that reports "we generated 500 MQLs last month" is reporting a vanity metric if 400 of those MQLs never book a meeting, 80 book but disqualify on the first call, and 20 enter the pipeline — 12 of which close. The metric that matters is the 12 closed deals and the 8 that stalled: which lead sources produced the closers vs. the stallers, and why?
The Pipeline Generation Audit traces every deal backward from closed-won and closed-lost status to its originating lead source, calculating the true cost-per-closed-deal by source and identifying the sources that deserve more investment and those that are consuming budget while producing low-quality pipeline.