As we continue this series on leading KPIs, I hope you're starting to see that sales really is a framework.

And when one component of that framework stops working... Eventually, it all stops.

By now, you're probably realizing that I love analogies, so think about dominoes .If one domino is slightly out of place and the space is too far for it to reach the one in front of it, everything stops.

Sales works the same way! If you stop doing one of the critical activities long enough, eventually you feel the impact somewhere else.

Which brings us to Pipeline Creation.

Are You Replacing What You Close (or what fell out)?

If we aren't consistently adding new conversations and opportunities to the top of the funnel, we create a problem that may not show up for another 90–120 days.

That's what makes pipeline creation so dangerous to ignore.

You can have a GREAT month…

Deals are closing, you're hitting your number…you're busy working proposals and contracts.

Everything looks good. Until it doesn't.

Because while you were focused on closing everything at the bottom of your funnel, what was happening at the top?

If you stopped creating new opportunities, you may not feel it today. But 90–120 days from now, your pipeline starts getting thin.

And here's the bigger problem: once you recognize it, it may take another 90–120 days to rebuild it. Now you're not just behind. You're chasing revenue.

Why Do We Stop Creating Pipeline?

Well...It's not FUN!

Pipeline creation usually requires doing the harder stuff.

Reaching out.
Starting conversations.
Following up.
Hearing no.
Trying again.

And when we have warmer opportunities already moving through the funnel, it's really easy to convince ourselves that those activities can wait.

That's how we create what I call the peaks and valleys of sales.

We prospect hard and build pipeline. Then we get busy working those opportunities. We either  close them or they fall out completely and then we look up and realize there's nothing behind them.

So we go back and start prospecting again. Up. Down. Up. Down.

And that is exactly why your sales activity metrics are so important.

"How Many Do I Need to Do?"

I've heard some version of this question from sales professionals throughout my entire career:

"How many ______ do I need to do to hit my number?" (Fill in the blank)

Calls?
Emails?
Conversations?
Demos?
Proposals?

Here's the answer nobody loves: It's different for everyone.

There isn't one magical activity number that works for every salesperson, every company, or every sales cycle.  But there IS a magical number for YOU. You just have to figure it out.

Finding Your "Magic Number"

This is where I teach sales professionals to stop guessing and start using what I call reverse math.

Instead of starting with: "How many calls should I make today?"

Start with the result you're trying to achieve and work backward. Your annual revenue or income goal is at one end. Your daily and weekly activities are at the other.

And there are a lot of important numbers connecting the two.

For example:

• What's your average deal size?
• What's your proposal-to-close ratio?
• What's your demo-to-proposal conversion?
• How many conversations turn into demos?
• How many attempts does it typically take to create a real conversation?

And that's just the beginning.

Notice that I didn't say, "Make 50 calls a day." Because activity for the sake of activity isn't the goal. The goal is understanding which activities actually create revenue for you  and how much of each one you need to consistently perform.

Does That Sound Complicated?

Maybe.

But it doesn't have to be.

In fact, this is one of my favorite things to teach because once you understand your numbers, sales starts to feel a lot less random.

You have a roadmap and you know what needs to happen annually…You know what needs to happen monthly...You know what needs to happen weekly.

And ultimately, you know what YOU need to do today to give yourself the best chance of hitting your number.

That's the secret sauce.

Now Let's Bring It Back to the KPI

Remember, this series is about leading KPIs,  the numbers that can tell us what's coming before it shows up in our revenue.

Pipeline creation is one of those numbers.

The easiest place to start is simply: How much net-new pipeline are you creating?

You can measure that weekly, monthly, quarterly  or  whatever makes sense for your sales cycle. But don't stop there. Because the next question is:

Are you doing enough of the RIGHT activities to consistently create that pipeline?

That's where your magic numbers come in. Once you've worked backward and identified the activities and conversions that matter in your sales process, you can start measuring them. Now you don't have to wait until the end of the quarter to discover there's a problem.

You can see it happening.

• Maybe you're creating plenty of activity, but not enough conversations.
• Maybe you're having conversations, but they're not turning into qualified opportunities.
• Maybe you're creating opportunities, but not enough of them are progressing to the next stage.

Those numbers are telling you something. And more importantly, they're giving you time to do something about it.

That's what makes this a leading KPI.

If you're measuring it correctly, you should know daily or weekly whether you're meeting, exceeding, or struggling with the activities that ultimately create your pipeline.

If You're a Sales Professional

• Find your magic numbers.
• Know what activities you need to consistently perform and hold yourself accountable to them.
• Don't wait for your manager to tell you that your pipeline is light. By then, you already know what happens — you're behind.

If You're a Sales Leader

• Help your team identify the metrics that actually matter.
• Don't simply give everyone an arbitrary activity goal and assume it will produce the same result.
• Define the right metrics. Measure them consistently. Coach to what the numbers are telling you.

Because the sooner you can measure what's happening at the front of your sales process, the sooner it becomes a leading indicator of what's coming at the end. And that's really the point of leading KPIs:

They give you the opportunity to change the outcome before it becomes the outcome.

Can't I Just Wing It?

Sure.

But then don't be surprised when your results  ( and your paycheck ) look like a roller coaster.

Peak. Valley. Peak. Valley.

Or...

You can understand the activities that actually drive your results, build a rhythm around them, and stop waiting until your pipeline is empty to start filling it again.

That's what we work through in Lesson 4 of Pivot 2 Performance: Sales Activity.

Because your revenue goal tells you where you want to go.

Your activity tells you how you're going to get there.

About Pivot 2 Performance 

Pivot 2 Performance was created to help sales professionals and sales leaders build the foundation behind the numbers  from daily activity and weekly rhythm to pipeline discipline, accountability, value, and more.

It's practical, affordable, online training you can work through at your own pace.

Explore  Pivot 2 Performance