So, you’ve heard of the velocity pipeline. Maybe a consultant dropped it in conversation and nodded sagely, daring you to ask what it meant. Maybe you saw it in a LinkedIn post sandwiched between buzzwords like ‘alignment’ and ‘synergy.’
Either way, here you are, trying to figure out if it’s another hollow phrase or something that might actually help you measure the success of your Account-Based Marketing (ABM) efforts. Spoiler: it’s the latter.
What Is Velocity Pipeline? (And Why Should You Care?)
Velocity pipeline is exactly what it sounds like: the speed at which leads move through your sales pipeline. More specifically, it measures how quickly an account progresses from first touch to closed-won.
If your ABM program were a rock band, velocity pipeline would be the drummer, keeping everything on tempo. And if the drummer is slow? Well, the whole song drags, and your pipeline stalls. Nobody wants that.
In the context of ABM, velocity pipeline helps you understand:
- How efficiently your targeted accounts move through the sales funnel
- Where bottlenecks occur (because let’s face it, there are always bottlenecks)
- If your personalization and engagement strategies are actually working
- How long it takes for marketing and sales efforts to turn into revenue
Simply put, if your velocity pipeline is sluggish, your ABM strategy might need some fine-tuning. If it’s moving at a healthy clip, congratulations – you’re not wasting time or money.
How to Measure ABM Success (Beyond Just Closed Deals)
Most marketers make the mistake of measuring ABM success purely in terms of deals closed. That’s like judging a book’s success only by how many people read the last page.
There’s so much more happening before that moment.
Pipeline Velocity
Since we’ve established that pipeline velocity is important, let’s break it down. The formula looks something like this:
Pipeline Velocity = (Number of Qualified Opportunities × Win Rate × Average Deal Size) ÷ Sales Cycle Length
This metric tells you how fast revenue is being generated. If your sales cycle is too long, you may need to refine your ABM tactics, improve outreach, or adjust lead qualification.
Account Engagement Score
An engaged account is a warm account. Measure engagement by tracking:
- Website visits
- Email interactions
- Content downloads
- Meeting requests
- Social media interactions
If your engagement scores are low, you might be targeting the wrong people, or your content just isn’t hitting the mark.
Account Progression Rate
Look at how many accounts move from awareness to decision-making. If leads are getting stuck in the ‘consideration’ phase for too long, your messaging may not be persuasive enough, or sales follow-ups may be lacking.
Marketing Influence on Revenue
Instead of measuring ‘marketing-sourced revenue’ (which is just a way for marketing to take credit), look at marketing-influenced revenue. This means assessing how many closed-won deals interacted with marketing materials or campaigns before making a decision.
Multi-Touch Attribution
Most ABM journeys involve multiple touchpoints. Use attribution models (first-touch, last-touch, linear, etc.) to determine which touchpoints had the most impact on conversions.
How to Improve Your Velocity Pipeline
If your pipeline velocity is slower than a DMV line, here’s how to speed things up:
- Tighter Sales and Marketing Alignment. No more ‘marketing threw us bad leads’ or ‘sales didn’t follow up.’ Get both teams on the same page.
- Better Data and Targeting. Use intent data to identify accounts that are actually in buying mode.
- Automate What You Can. Personalized doesn’t mean manually sending every email. Use automation tools to keep engagement timely and relevant.
- Shorten the Sales Cycle. If accounts get stuck in the same stage for too long, diagnose the issue and fix it, whether that’s weak follow-up, unclear messaging, or bad timing.
Refine Your Ideal Customer Profile (ICP)
If your sales team is spending too much time chasing leads that aren’t a perfect fit, you’re slowing down the entire process. Regularly reviewing and updating your ICP based on real sales data can help focus efforts on high-probability accounts.
Use Predictive Analytics
AI-driven insights can identify accounts showing increased engagement or buying intent, allowing for more timely and targeted outreach. A data-driven approach ensures that no high-value prospect gets overlooked.
Enhance Post-Sale Engagement
A smooth handoff from sales to customer success can reduce churn and drive upsell opportunities, both of which contribute to long-term revenue growth.
Happy customers can also become brand advocates, influencing new prospects and shortening their decision-making timelines.
Experiment with Different Content Formats
Some prospects respond well to in-depth whitepapers, while others prefer quick video explainers or interactive tools. Experimenting with various approaches and analyzing the results can provide insights into what works best for your audience.
Use Social Proof to Build Trust
Case studies, testimonials, and user-generated content can build trust faster than any sales pitch. If decision-makers see that their peers are experiencing success with your product or service, they’ll be more inclined to move through the pipeline quickly.
Velocity pipeline isn’t just another marketing term designed to make PowerPoint decks look impressive.
It’s a real, measurable way to track the effectiveness of your ABM strategy. Faster pipeline movement means better revenue efficiency, fewer wasted efforts, and a marketing strategy that actually drives results. If your pipeline is slow, fix it. If it’s fast, optimize it further.
And if anyone at your next meeting tries to use ‘velocity pipeline’ to sound sophisticated without actually understanding it, now you can explain it to them. Or just let them nod sagely while you go close another deal.
Want to get your ABM strategy up to speed? Our team at DevriX specializes in account-based marketing solutions that help you build momentum, eliminate bottlenecks, and drive measurable results. Let’s make sure your pipeline isn’t just moving, but moving fast.
Team DevriX
This article is crafted by DevriX's seasoned marketing team, boasting over four decades of collective expertise in crafting sophisticated marketing funnels, devising comprehensive content frameworks and pillars, implementing engaging email campaigns, and creating impactful social media content designed for scalability.
Our marketing experts specialize in the complete spectrum of inbound marketing strategies. As an accredited HubSpot Agency Partner and a Semrush Partner, we engage in meticulous research, blending our extensive experience with the unique insights of our highly skilled team.
We set benchmarks in content creation by incorporating cutting-edge marketing trends, leveraging in-depth industry research, and utilizing state-of-the-art AI tools for data segmentation and captivating content hooks. Our proficiency extends across a diverse range of sectors, including working with SMEs, Fortune 1000 companies, global B2B brands, major publishing entities, WooCommerce platforms, business directories, and affiliate networks.
