1. Pipeline Velocity: The Science of Closing Faster
- Claudius
- Jul 10
- 3 min read
A CRO once told me, “We’ve got the biggest pipeline we’ve ever had... and we’re still behind on revenue.”
They had leads. They had meetings. They even had deals in negotiation. But nothing was moving.
That’s when we pulled up their pipeline velocity. It told a different story. One of bloated deals, single-threaded contacts, and sales cycles that dragged out past 90 days.
The problem wasn’t pipeline size. It was pipeline speed.
If this sounds familiar, this post is for you. Let’s break down how to increase pipeline velocity and actually close faster.
What Is Pipeline Velocity and Why It Matters?
Pipeline velocity is the rate at which qualified deals move through your funnel and convert into revenue.
The formula:
(Number of Opportunities × Win Rate × Average Deal Size) ÷ Sales Cycle Length
Each lever contributes:
More opportunities = More volume to work with
Higher win rate = More efficiency per rep
Bigger deal size = More revenue per conversion
Shorter sales cycle = Faster time to cash
The goal is simple: Increase everything except sales cycle length.
The 4 Levers That Drive Pipeline Velocity
1. Improve Lead Qualification
Bloated pipelines kill momentum. If your team is chasing low-fit leads, deals will drag or die.
Fix it with:
A clear, data-backed ICP
Qualification frameworks like MEDDIC or SPICED
The discipline to say no to misaligned deals
Pro Tip: No decision is your real competitor. If a deal sits untouched for more than 60 days, reframe it or retire it.
2. Speed Up Sales Cycles with Multi-Threading
Deals stall when they hinge on one contact. If that person ghosts, the whole thing collapses.
Fix it with:
Early engagement of at least three stakeholders
Understanding their internal buying process (legal, finance, IT)
A Mutual Action Plan that outlines every step
Pro Tip: Ask in every deal, “Who else needs to be involved to move this forward?” No answer is a red flag.
3. Create Real Urgency Without Discounts
Discounting isn’t urgency. It’s a delay tactic with a price tag.
Fix it with:
Messaging tied to business pain or risk
Trigger events like funding, hiring, or churn
Options like pilot programs to reduce perceived risk
Pro Tip: Ask, “What’s the cost of not solving this now?” Make the pain of delay real.
4. Remove Friction From Closing
You’ve got verbal yes. Great. Now legal and procurement want to take a three-week vacation.
Fix it with:
Shorter, cleaner contracts
Aligned pricing with no surprises
Tools and decks that help your champion sell internally
Pro Tip: Ask upfront, “What usually slows down internal approvals?” Then preempt the delay.
Case Study: 52% Faster Pipeline in 4 Months
A growth-stage SaaS company came to us with strong lead flow but sluggish sales velocity.
What We Changed:
Cut low-fit leads by 40% using tighter ICP and qualification
Engaged multiple stakeholders early in the process
Created deal-specific Mutual Action Plans
Shifted messaging to tie directly to revenue impact
What Happened:
Sales cycle dropped from 90 to 60 days
Win rate jumped 30%
Pipeline velocity increased by 52% in just four months
Why it worked: Less friction. More urgency. Better deal targeting. Tighter execution.
STRATEQS' Perspective: Faster Revenue Starts With Focus
Pipeline velocity is how you turn potential into actual revenue.
Winning teams:
Qualify smarter, not just faster
Thread deeper, not just wider
Create urgency tied to pain, not discounts
Make closing frictionless, not frantic
Let’s Turn Stalled Deals Into Closed Revenue
On our first strategy session, we’ll:
Audit where your pipeline is leaking speed
Build velocity levers into your current GTM motion
Create a clear plan to shorten cycles and increase conversions
Let’s stop sitting on pipeline and start moving it.
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