Your sales team is following up on leads generated from a campaign. The quarter closes with a favorable win rate, but the pipeline for the next quarter is thin. This is the trap most B2B organizations fall into, over-focusing on the 5% of in-market buyers, while neglecting the 95% who aren’t ready yet but will be in the future.
A revenue engine needs both today’s demand and tomorrow’s opportunities. The 5% demand keeps your pipeline, while the 95% demand focuses on brand building, thought leadership, and consistent visibility. The 95-5 rule doesn’t just help with lead generation; it transforms how you approach the entire customer lifecycle.
This article will discuss how to build a revenue engine using the 95-5 rule.
How the 95-5 Rule is Reshaping Demand Generation
Here’s how the 95-5 rule is reshaping demand generation strategy.
1.Recognizing Buyer Readiness
Only 5% of buyers are in-market for your solution. The other 95% are not actively buying, but they are still critical to future revenue.
Example: A cloud security provider running only BOFU campaigns will compete for the same 5% of buyers as every competitor. But by investing in educating the 95% through webinars and brand content, they prime the market.
2.Beyond Lead Generation to Demand Creation
The immediate 5% cost is high and might not convert. The 95-5 rule shifts focus to building awareness, trust, and credibility so when the 95% move into-market, your brand is top of mind.
Example: A SaaS platform publishes thought leadership on industry trends, positioning itself as a trusted advisor.
3.Building a Revenue Engine, Not Just a Funnel
Funnels focus on immediate deals; revenue engine balances short-term wins with long-term growth. By engaging both the 95% (future buyers) and 5% (active buyers), you create a scalable revenue system.
Example: A professional services firm allocates 60% of its marketing spend on awareness campaigns, while 40% targets in-market accounts with ABM.
4.Rethinking Metrics of Success
Success should be measured through:
Share of voice in the market.
Brand recall among target accounts.
Engagement from future buyers (95%).
Example: Instead of reporting only on leads, a fintech firm tracks brand lift and pipeline velocity, proving how the 95% translates into future revenue.
5.Aligning Sales and Marketing Around the Buyer Journey
The 95-5 rule requires alignment, marketing warms the 95%, and sales capture the 5% when they signal intent. It eliminates wasted spending and ensures seamless buyer experiences.
How to Build a Revenue Engine That Works With the 95-5 Rule
Here’s how to build a revenue engine with the help of the 95-5 rule.
1.Shift From Funnel to Engine Model
Traditional funnels focus on short-term wins. A revenue engine is sustainable, converting both in-market and future buyers.
Example: An IT services firm redesigned its GTM approach. Instead of chasing leads quarter by quarter, it invested in educating the 95% through thought leadership while deploying ABM for the 5%.
2.Balance Demand Creation (95%) and Demand Capture (5%)
Allocate resources to both awareness and pipeline.
95%: Build trust through brand awareness, insights, and thought leadership.
5%: Focus on precision targeting, sales enablement, and intent-driven campaigns.
Example: A SaaS company split its budget 60/40, investing in brand campaigns while running ABM to capture high-intent leads.
3.Educate and engage the 95% continuously
Future buyers need consistent value, not aggressive sales pitches. Invest in reports, webinars, and communities that position your brand as the choice when the 95% move into-market.
Example: A cybersecurity company ran a quarterly “State of Cyber Threats” report. When target accounts later faced buying triggers, the company was the first call.
4.Use Data to Detect When the 95% Moves Into the 5%
Track intent signals to know when buyers are moving into-market. Align sales and marketing teams to act quickly on those signals.
Example: A payments provider used intent data to identify accounts researching compliance solutions. Marketing activated targeted campaigns, and sales reached out, converting those accounts into qualified opportunities.
5.Rethink Success Metrics for Long-Term Impact
Don’t just measure MQLs or closed-won deals. Track:
Brand recall in the industry.
Pipeline health and velocity across multiple quarters.
Example: A consulting firm shifted reporting from lead volume to market penetration. Within two years, awareness among the accounts grew.
6.Align Leadership Around the 95-5 Rule
For the revenue engine to work, leaders should align budgets, KPIs, and incentives across marketing, sales, and customer success. This prevents over-investment and ensures sustainable growth.
How to Align the 95-5 Rule with Growth
Here’s how to implement the 95-5 rule for growth.
1.Define Growth Beyond Quarterly Revenue
The 95-5 rule challenges leaders to expand their view to include future market share, brand strength, and long-term demand.
Example: A cloud provider redefined KPIs by tracking measured growth through brand recall among CIOs.
2.Build a Brand That Fuels Growth
95% may not be buying, but they are evaluating opinions, consuming insights, and identifying trusted partners. Brand-building ensures you are first in mind when they enter the 5%.
Example: A SaaS player invested in a consistent “State of the Industry” annual report. Over the years, it became the reference point for buyers and drove pipeline growth.
3.Use Data to Time Growth
Growth strategies require knowing when the 95% shifts into the 5%. That’s where intent data, predictive analytics, and buying signals become critical.
Example: A payment solutions company tracked industry shifts through buying intent platforms. When target CFOs started researching compliance tools, they activated tailored campaigns and sales outreach.
4.Invest in Leadership, Not Just Deals
By aligning with the 95-5 rule, you position your company as the default choice when demand matures.
Example: A consulting firm launched a thought leadership hub around digital transformation. While only 5% of prospects engaged with immediate sales content, the hub built credibility with the 95%.
5.Align Sales, Marketing, and Finance
The 95-5 rule requires C-suite alignment:
Marketing creates and warms demand.
Sales captures and accelerates opportunities.
Finance ensures investment is balanced between present revenue and future pipeline.
Conclusion
The 95-5 rule is a strategic growth framework. Align your teams, budgets, and metrics around this balance, and you’ll create a revenue engine that drives predictable growth. If your current strategy is focused on the short term, now is the time to rethink your approach. Start building a revenue engine that works with the 95-5 rule, and position your organization to dominate the market tomorrow.
