Marketing-Sourced Pipeline
Also: Marketing-Sourced
Pipeline from opportunities that marketing originated, where the first touch came from a marketing channel or program.
Why it matters
Marketing-sourced pipeline is the clearest way to show marketing's direct contribution to revenue: deals that would not exist without a marketing-originated first touch. It is a core accountability metric for a marketing function. It also reveals which programs actually start deals.
What good looks like
What share of pipeline marketing sources varies by motion, but the trend and the quality matter more than a fixed percentage. The honest version requires consistent attribution rules both teams agree on, otherwise the number is gamed.
Related terms
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