The prospects in your sales pipeline didn't get there automatically. It took time, marketing dollars, effort on behalf of your BDRs and SDRs, and a good product-market fit to drum up demand for your business. Needless to say, each person in your sales pipeline is valuable – especially if they fit your ideal customer profile and have the intent to purchase. Which is why it's always a bummer when sales-qualified leads go cold...and why sales engagement plays such an integral role in a business's sales process.