Fix that mid-funnel blind spot: New Pipeline Creation Analytics

Your sales team is doing work. But are they doing the right work? How do you know? How do they know? Most sales orgs have a mid-funnel blind spot, especially for outbound.

Today, we’re excited to launch Pipeline Creation Analytics, a new suite of tools inside Gradient Works that gives everyone on the sales team - from SDR to CRO - deeper visibility into how account coverage and rep activity translate to pipeline creation.

But more than that, Pipeline Creation Analytics gives teams the ability to easily operationalize this information to quickly adjust strategy. The result? More focused reps, more deeply engaged outreach, and ultimately increased pipeline.

Pipeline Creation Analytics helps sales teams understand that mid-funnel between when an account is assigned and when an opp is created.

Sales teams can: 

• Track rep performance across engagement, coverage, and opp creation

• Set activity thresholds to measure coverage breadth and depth

• Provide personalized, data-driven coaching to reps 

• Automatically retrieve and redistribute accounts that aren’t being worked

• Customize activity and pipeline tracking to their specific needs and goals, all inside Salesforce

• Filter by team, time period, or segment to identify what’s working

This goes for everyone on the team:

• CROs get executive-level dashboards connecting rep execution with account coverage to see exactly how pipeline gets created

• Sales Managers get deep coverage insights down to the rep and account level to aid coaching and accountability

• Reps get one view that helps them prioritize, find coverage gaps and measure progress

• RevOps gets real visibility and customization without having cobbling together clunky Salesforce dashboard

Understand and adjust outbound with Pipeline Creation Analytics

Lots of sales teams used Gradient Works to manage their sales territories, many of them adopting dynamic books. Gradient Works keeps rep books balanced and filled with the highest-potential accounts, enables account returns, and gives ops better data on account fit. With Gradient Works, sales leaders can quickly and easily adapt rep territories - or books - to changing market conditions. 

New Pipeline Creation Analytics helps sales teams understand that period between when an account is assigned to a rep and when an opp is created so they can identify and improve bottlenecks in pipeline creation.

How does outreach activity actually convert to pipeline? How can reps work their books more effectively and create more pipeline? 

Outbound is responsible for half of new business pipeline for most sales teams, yet most teams still struggle to measure more than simple activity counts, much less tie those activities to pipeline creation. Until now. 

Pipeline Creation Analytics allows sales teams to: 

• Instantly understand rep performance across account engagement, territory coverage and opportunity creation

• Set activity thresholds to understand how deeply reps are working accounts

• Provide more personalized and actionable coaching with detailed rep-level reporting 

• Give every sales rep ownership and visibility into their books of business with rep-level permissions to access reporting

• Hold reps accountable for working their book by automatically retrieving accounts after a period of inactivity

• Asses account coverage and easily redistribute high-potential accounts to reps with the capacity to work them

• Filter by team, time period, or segment to pinpoint what’s driving results

"This system is absolutely amazing, especially for any type of outbound sales motion. It is going to make coaching so much easier and accountability so much clearer. I want to know what good looks like; my reps ask me all the time. Now we can see what leads to opp creation and have those conversations."

-Director, Emerging Enterprise Sales

Learn more about Pipeline Creation Analytics here. 

Who's Pipeline Creation Analytics for?

There's a little something for everyone on the sales team in this. Before now, Gradient Works was limited to ops and sales leadership. But with this release, there are now views for frontline managers and sales reps. Managers get access to reporting for the team, and reps can see reporting on their performance as well as their peers. 

RevOps: Scalable execution, automation, and clean data

“We don’t need to rebuild Salesforce dashboards or guess who’s working what. It’s just there.”

1. Rep accountability without manual work. Automate returns, refresh books, and track execution in one platform.

2. Cleaner CRM data, automatically. Engagement and disposition data flow into Salesforce to improve data hygiene.

3. Simplified reporting. Eliminate the need for custom dashboards or BI tools—Manager View handles it.

4. Built for your logic and segmentation. Prioritize, assign, and report using your ICP, intent data, and firmographics.

5. Segment and team-level filtering. Evaluate performance by vertical, campaign, or rep group to identify bottlenecks.

CROs: Visibility, accountability, execution

“This is the first time we’ve been able to connect account selection, rep execution, and reporting in one platform. This system is absolutely amazing, especially for any type of outbound sales motion.”

1. Connect activity to pipeline creation. Translate coverage effort into new pipeline by fully understanding how rep activity leads to opportunity creation.

2. Full visibility into account coverage. See where engagement is happening and where it’s missing so you can redirect sales efforts.

3. Track pipeline creation, not just activity. Connect rep actions to actual results.

4. Rep view drives accountability. Reps can monitor their own performance and stay aligned with priorities.

5. Flexible, fast and aligned with your GTM motion. Bookbuilder easily supports complex team structures and real-time market shifts.

Sales Managers: Pipeline creation, rep performance and focus, coaching efficiency

“This is going to make coaching so much easier and accountability so much clearer. The whole thing is incredible.”

1. Real-time insight into how activity translates to pipeline creation. Instantly see who's working what and how effectively.

2. Know if reps are working the right accounts. Know whether reps are covering the right accounts and going deep enough.

3. Prep for 1:1s in minutes, not hours. Focused coaching based on actual behavior and performance.

4. Detailed activity analytics. See how reps are multi-threading and how deeply they're engaged accounts, on a rep and account level.

5. Fully embedded in Salesforce. No extra tools or tab-switching; access everything in your workflow.

Sales Reps: Confidence, focus, prioritization  

“I like this… I want the reps to start reporting week over week—what they created last week, where they are this week. Then they can own it.” 

1. Work the right accounts, not just more. Dynamic books keep you focused on high-fit accounts. Idle or unworkable ones are swapped out so your book stays fresh and opportunity-rich.

2. See wins and gaps. Which accounts you’ve touched, worked deeply, or let go cold, with clear thresholds for attention.

3. Know why an account isn’t worked. Drill into engagement data—calls, emails, meetings, LinkedIn—to see if gaps come from prioritization, fit, or freshness.

4. Simplify pipeline creation. Connect daily activity to pipeline outcomes and see how much of your book turns into opportunities—this quarter and the next.

5. Daily command center. Sort accounts by ICP, engagement, or opp status to focus on what yields results, without dashboards or spreadsheets.

How does the new reporting fit in with the rest of the Gradient Works platform? 

New Pipeline Creation Analytics connects account coverage → rep activity → pipeline creation. It includes: 

• Pipeline creation reporting: Detailed insight into how activity translates to pipeline creation, with reports at every level of your sales org
• Manager view: In-depth metrics for coaching
• Rep view: Daily command center to increase focus and efficiency 
• Activity thresholds: Customizable definitions of what it means to fully work an account 

Pipeline Creation Analytics are now part of Bookbuilder, which is the backbone of how Gradient Works manages dynamic books. Bookbuilder teams can: 

• Automate regular account distributions and retrievals
• Give reps the ability to return and disposition accounts they can no longer work
• Manage capacity to keep territories balanced

And in addition to Pipeline Creation Analytics and Bookbuilder, we offer several other powerful tools to complete our full commercial sales pipeline platform: 

• Assign inbounds with our Automation Builder Kit (ABK) and Routing functionality
• Segment and score accounts with our Account Research tools, built to help you be sure you're identifying the highest potential prospect accounts

Together, they help sales teams select the right accounts, assign them intelligently, and drive execution, all inside Salesforce.

If you'd like to learn more about how Pipeline Creation analytics could work for your team, book a demo here.