Weighted Pipeline
Sales pipeline value adjusted by stage-specific win probabilities.
Weighted pipeline is the total value of opportunities in a sales pipeline, multiplied by stage-specific win probabilities. A $100K opportunity at 'Discovery' (10% close rate) contributes $10K to weighted pipeline; a $100K opportunity at 'Negotiation' (60%) contributes $60K. Weighted pipeline is the better forecast input than raw pipeline because it acknowledges different stages have different conversion rates. Best practice: tie stage probabilities to historical conversion rates from your CRM, not gut estimates. Empire325 builds pipeline forecasting models that combine weighted pipeline with capacity, seasonality, and external factors.
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Performance Analytics
Marketing measurement, MMM, and incrementality testing to prove ROAS at the channel and creative level.
Explore Performance Analytics →Related terms
Marketing Attribution
The practice of assigning credit for a conversion to specific marketing touchpoints across the customer journey.
Customer Acquisition Cost (CAC)
Total marketing and sales investment divided by new customers acquired in a period.
Customer Lifetime Value (LTV)
Total revenue (or gross profit) a single customer generates over the entire relationship.
Conversion Rate Optimization (CRO)
The systematic discipline of increasing the percentage of visitors who complete a desired action.