It's 2025 and you're staring down a big new pipeline target, and you might be wondering "Where is all this pipeline going to come from?" Welcome to Pipeline Month, where we're kicking off the year by addressing one of the most existential challenges for B2B sales: your pipeline might not be where you need it to be.
Why does this matter? These pipeline problems—whether it’s ICP drift, ineffective outbound, or missed prioritization—are the killers of revenue growth. They’re some of the main reasons teams miss their marks, fail to hit goals, or end up scrambling at the last minute to make up for lost ground. But here’s the good news: once you recognize the problems, you can fix them.
In this series, we’ll break down the core pipeline challenges, show you how to diagnose them, and—most importantly—help you fix them to generate more pipeline in 2025. Oh, and by the way, Gradient Works is built to solve many of these exact problems. From dynamic books to smarter account research, we make sure your team is targeting the right accounts, at the right time, in the right way.
Let’s dive into some common pipeline pitfalls to see where things might’ve gone off the rails.
1. ICP drift: Are we even targeting the right people?
Your Ideal Customer Profile (ICP) is like the North Star for your sales team—but what if your compass is off?
Questions to ask yourself:
- Is your ICP still accurate? When was the last time you checked it against recent sales data?
- Does everyone agree? Or are some reps operating off a slightly different definition because, let’s be honest, it wasn’t well-communicated?
- How much time is wasted? What percentage of your team’s effort is spent on ICP-fit accounts versus random Hail Marys?
When your ICP isn’t dialed in or it’s drifting—your team wastes time chasing accounts that’ll never convert. This isn’t just a misstep; it’s a pipeline killer.
2. Ineffective outbound: More isn't more
Let’s talk outbound. Your reps are sending a ton of emails, making calls, and touching all the things—but it’s not working. Why?
Here’s the deal: quantity without relevance is noise.
- Reps are playing the spray-and-pray game, throwing generic messaging at long lists, hoping something sticks. Spoiler: it doesn’t.
- Even worse, some teams don’t even recognize the issue. They see “low response rates” and think, “we need more volume.” Nope. You need better targeting and messaging that actually resonates.
Market Map can help teams break free from the spray-and-pray rut by identifying high-potential accounts and helping you create targeted, relevant outreach strategies.
3. Your CRM is a goldmine
Your CRM holds valuable insights, but many teams fail to fully harness its potential, leaving critical opportunities overlooked.
- Data gaps: Missing or outdated account details mean missed opportunities.
- Surface-level usage: If your team isn’t using CRM insights to prioritize accounts, what’s the point?
Pro tip: AI Researcher can fill those data gaps in your CRM, giving you a clearer picture of where the best opportunities lie.
4. Prioritization? Never heard of it
Reps are overwhelmed. They’re either staring at endless lists or fumbling through accounts without any real direction.
- Are your accounts properly scored and segmented?
- Do reps know where to focus their time, or are they spinning wheels trying to figure it out themselves?
- Are reps wasting valuable selling time disqualifying accounts they never should have been assigned in the first place?
Without clear prioritization, your team is leaving pipeline gold on the table. Gradient Works helps you dynamically assign priority accounts to the right reps, so no high-potential prospect is left untouched. If you need a hand on account scoring or segmentation, check out these resources to help you get started.
5. Territory misalignment: Reps gone rogue
Static, outdated territories are the silent killer of pipeline. Some reps are drowning in accounts, while others are just… chilling.
- Are your territories balanced? Are some reps working off a better list of accounts than others?
- Are you making real-time adjustments based on rep capacity and market shifts? Can you?
If your territories aren’t dynamic, your pipeline efficiency isn’t either. Our 2025 territory planning assessment helps you gauge your team’s adaptability, identify improvement areas, and refine your territory strategy.
6. Chasing the wrong metrics
Activity doesn’t equal progress. Sure, calls and emails are important, but if your reps are focusing on how many instead of how effective, they’re doing it wrong.
- Pipeline progression matters more than just setting meetings. Look at conversion metrics on how reps move opps from stage to stage.
- Are you tracking the quality of pipeline creation and its actual movement down the funnel?
It’s time to ditch vanity metrics and focus on what drives results. Find the bottlenecks in your pipeline, and work to improve them.
7. Neglected coaching: Managers this one's on you
Dashboards don’t close deals; your reps do. If you are buried in reports instead of spending time coaching reps, you’re missing a massive lever for success.
- Are you helping reps identify where they’re struggling?
- Are you equipping them with tools and strategies to improve?
Remember: coaching isn’t just a feel-good activity—it’s a pipeline multiplier.
8. Over-reliance on inbound
Inbound leads are great, but they’re not enough. If your team was overly reliant on inbound in recent years, you probably felt the pain when the flow slowed.
- Inbound is unpredictable. Outbound is controllable.
- Did your team have a solid outbound strategy to fill the gaps?
Relying on what comes to you is easy. Building what you need? That’s where the magic happens.
Wrap it up: Let's fix this
Pipeline issues don’t happen overnight, and they’re not solved overnight either. But the first step is understanding where things went off the rails.
Throughout Pipeline Month, we’ll tackle these challenges head-on—diagnosing the problems, offering actionable fixes, and showing you how Gradient Works can help you build a scalable, high-performing pipeline.
