Influenced pipeline is the easiest number in B2B to inflate.
Set the touch definition too loosely and every opportunity you ever opened was influenced. Kairo makes the definition explicit, shows you what the number becomes under three stricter ones, and puts them side by side.
| Touch definition | Opportunities | Pipeline | Share of total |
|---|---|---|---|
| Any impression, any timeThe number vendors quote | 61 | £4.20m | 100% |
| Impression within 90 days of openDefensible in most orgs | 44 | £3.05m | 73% |
| Engagement (not just impression), 90 daysKairo default | 29 | £2.11m | 50% |
| Two functions engaged before openThe strict one | 17 | £1.34m | 32% |
Illustrative figures. The point is the spread: the same quarter is worth £4.2m or £1.3m depending entirely on a definition most decks never state.
Account-matched, not session-matched
An opportunity is joined to the account, not to a cookie that survived a browser and a two-month sales cycle. This is the only join that holds up over a B2B buying window.
Cost per account moved
Pipeline arrives late and lumpy. Cost per account moved into Engaged, and into In market, is available weekly — which makes it the metric you can actually steer a campaign on.
Multi-channel timeline
LinkedIn, Google, Reddit and organic in one account chronology, so a self-reported source on the form finally has something to be checked against.
What you take into the QBR
The programme view
Coverage, movement and cost for one named-account programme. Answers “is this working” without requiring the reader to know what a CPM is.
The creative view
Which ads moved accounts between stages, at what cost per movement. Kills the ads that earn clicks from people who will never buy.
The segment view
Everything above, cut by tier, industry, region or size band — the cut that usually explains an average that looked fine.
The export
Slides-ready summary, CSV, or an API call. Kai will write the narrative paragraph if you want one; you will still want to edit it.
Report a pipeline number you can defend line by line.
Pick your touch definition, see what it does to the total, and take the honest version into the review.