If there’s one thing the 2023 State of Pipeline Generation Survey made clear, is the pipeline forecasting and generation remain a daily uphill battle for marketing teams. With input from over 400 marketing professionals, the survey explored pipeline practices, forecasting challenges, and the confidence gap between executives and practitioners.

And as it turns out, the struggle is real.

Marketers named five persistent roadblocks that prevent them from building predictable, revenue-ready pipelines. Each challenge feeds into the next, creating a cycle of misalignment and missed opportunities.

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Challenge 1: Inadequate Data

Nearly 4 in 10 marketers say they lack sufficient reliable data to make informed decisions. The consequences are costly: wasted spend on underperforming channels, blind spots in customer engagement, and internal friction when sales and marketing can’t agree on results.

RevSure’s Data Harmonization & Entity Resolution helps here by unifying fragmented CRM, MAP, and ad platform records into clean, complete datasets. With a single source of truth, teams can finally trust the data driving their pipeline forecasts.

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Challenge 2: Inability to Scale

Without clarity on which programs, keywords, and sources perform best, scaling becomes guesswork. A third of marketers admit they can’t replicate success efficiently enough to hit growth targets—resorting to trial-and-error that drains resources.

By applying AI, RevSure’s Deep Funnel Optimization identifies which campaigns accelerate deals and where leads stall, so teams can confidently double down on what works.

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Challenge 3: Budget Misallocation

A full 33% of respondents cited budget allocation challenges as a major reason they miss pipeline goals. With lead sources varying drastically in both cost and conversion rates, money often ends up in the wrong places.

RevSure’s Marketing Mix Modeling removes that guesswork, showing which channels deliver the highest ROI and where shifting spend can create the biggest lift in revenue contribution.

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Challenge 4: Misaligned Targeting

Twenty-nine percent of marketers admitted their ICPs and personas don’t match reality. This disconnect means campaigns fail to resonate, and conversion suffers.

RevSure’s Account & Lead Intelligence keeps targeting grounded in data, not assumptions. By analyzing who’s actually engaging and converting, teams can sharpen ICPs, align with sales, and tailor outreach that lands.

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Challenge 5: Broken Conversion Funnels

Finally, 28% of marketers struggle to move buyers through increasingly complex journeys. With more stakeholders involved and tracking gaps resulting from privacy changes, too many opportunities slip through the funnel unnoticed.

RevSure’s Funnel Health Intelligence surfaces leaks and bottlenecks in real time, while Customer Journey Analysis ties early signals to pipeline impact, even across “dark funnel” activities like Slack communities.

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Moving Forward

Every challenge circles back to one root issue: marketers can’t forecast pipeline with confidence unless their data, budgets, targeting, and funnels are connected. The good news? Solutions exist. By adopting RevSure’s AI-driven intelligence, GTM teams can finally generate a pipeline that’s predictable, measurable, and tied directly to revenue. Book a Demo.