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The Madison Avenue Field GuideA field guide to marketing & advertising, by Brandon Mina

GlossaryB2B & GrowthPipeline Coverage Ratio

B2B & Growth

Pipeline Coverage Ratio

Total open pipeline value divided by the revenue target for a period, used to judge whether there is enough pipeline to hit quota.

By Brandon MinaCEO, BrandPilot AIUpdated November 2026

Short answer

Pipeline coverage ratio is total open pipeline value divided by the revenue target for a period, used to judge whether there is enough pipeline to hit quota. A ratio of three, for example, means pipeline is three times the target. The right ratio depends on historical win rates, deal sizes and sales cycle length.