Sidney Waterfall joins Collin Stewart on this episode of the Predictable Revenue podcast to discuss pipeline sources and how to use them to accurately predict pipeline ROI.

Sidney is the SVP of Growth at Refine Labs, the world’s first Revenue R&D laboratory. Highlights include: aligning your inbound and outbound strategies for a more holistic view of revenue (2:28), why Refine Labs takes an “all bound” approach to revenue (3:00), common B2B pipeline sources (5:38) how to accurately measure different pipeline sources (12:52), how to attribute leads that interact with multiple channels (21:48), three categories to measure and create demand (27:28), why sales reps and leaders should have a role in creating demand (31:30), how to test out and develop new pipeline sources (40:00), and the five stages of developing a new pipeline source (43:01).