Understanding Pipeline Predict Scores

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The Pipeline Predict Score tells you how likely it is that an account will become a pipeline opportunity in the near future. This insight tells you which accounts are ripe for targeting, provides insights into pipeline planning, and is a crucial insight in determining when an account is ready for sales outreach.

You can also set up multiple Pipeline Predictive Scores according to account fit and interest in your different product offerings. See Understanding Multiple Predictive Scores for more information.


How Does It Work?

Pipeline Predict is a machine learning model that looks at past opportunities, learns account properties and activity patterns that are leading indicators of new opportunities being created at accounts, and then identifies those leading indicators in other accounts.

Important: Only Accounts that are NOT in the Pipeline or Customer journey stage get a Pipeline Predict score. 

Quick Facts

  • >=95: Highly Likely
  • >=50 and <95: Likely
  • <50: Unlikely
Initial Model Build Time 24 hours
Model Re-Training Time 24 hours
Score Update Automatic (nightly)
Customer Connection Modes
  • Connected Mode (Integrated with Marketing Automation System (MAS) and CRM) - Full Scoring Capability
  • CRM Hybrid Connected Mode (Integrated with CRM) - Full Scoring Capability
  • MAS Hybrid Connected Mode (Integrated with MAS) - Requires a CSV file upload with opportunities

Factors Used When Calculating Pipeline Predict Score

Demandbase uses the data in the following table:

Past Opportunities
  • Opportunities (these can still be open, closed/won or even closed/lost) from 10 distinct customers. Use at least 100 opportunities for best results.
  • Recently opened opportunities (past 6 months) are recommended but the date range can be expanded if you have longer sales cycles. 
  • We aren’t excluding all closed/won from training data, only those that are from more than 6 months ago (date range can be expanded if you have longer sales cycles.) 
  • Out of the box settings use opportunity Created Date and entered Pipeline Date fields.
All Activity Logged in CRM (account/contacts/leads)

Uses activity type/category and role. It doesn't use activities details.

Engagement Minutes

Uses activity type/category and role. It doesn't use activities details.

Sales Inbox/Calendar Events

Uses email open and click and the existence of calendar events. It doesn’t use the title or details in email/calendar events.

MAS: All email activity

Uses email open and click. It doesn’t use the title and content.

Firmographics Uses country, state, industry, revenue range, and number of employees.
Trending Intent (daily update)

Uses daily intent signals.

Historical Intent

Uses intent behavior up to one year prior to the opportunity creation date. 

Known Website Visitors Uses which job role visits the website and their number of visits. It doesn’t use what pages were visited.
Unknown Website Visitors

Uses the number of anonymous page visits. It doesn't use what pages were visited.


The image below shows an example of how the Pipeline Predict Score is calculated for an account. 


Accessing Pipeline Predict Score Results

After an Administrator configures the Pipeline Predict Score, you can access Pipeline Predict score results.

From the left navigation bar, go to Analytics2.png Analytics > Dashboard and select an account list from the drop-down list. Scroll down to the Accounts section and view the Pipeline Predict tab. This tab shows the accounts recommended using the Pipeline Predict Model. 


Top Factors that Determine the Score

To see the top factors that determine the Pipeline Predict Score, from the left navigation bar, go to Analytics > Dashboard and select an account list from the drop-down list. Scroll down to the Accounts section and hover over the Pipeline Predict tab. In the pop up, click Learn More About Pipeline Predict.

The following example shows some of the Top Factors that determine the Pipeline Predict Score across the accounts. Each account will have different “top factors” that determine its score.

The Likelihood Chart shows the likelihood of accounts generating an opportunity based on the Pipeline Predict model.


Take Action with Recommended Accounts

You can take action to engage the recommended accounts. For more information, see Taking Action with Accounts and People.

  1. From the Pipeline Predict tab, click See all accounts.
  2. On the Accounts page, select the accounts you want to take action on and click Take Action.
  3. Select the action you want to take for the selected accounts. For example, you can create a task in Salesforce to have these accounts assigned to a person on your Sales Team for follow up. 


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