I believe that all integrated campaigns should exist to drive pipeline & revenue (there is an exception though: when this is not true is when you are creating a category).
The biggest difference between these two goals is the volume and the type of buyers you choose to ignore or add to your campaign strategy.
For example, an integrated campaign strategy that is focused on meeting pipe goals (assuming limited funds) is focused (more) on two buyer stages - Consideration & Intent. It therefore already assumes that the majority of buyers are aware of the product category and the existence of possible solutions in the market.
The strategy will differ by the tools, tracking, and performance reporting you’ll use. Since the desired impact differs (revenue versus awareness), the tactics too will typically differ. Here’s my perspective:
I’m personally not of the belief that there is only one approach to this. There are so many variables I would customize my recommendation based on the perspective above.