KPIMarketing

Marketing-Sourced Pipeline

Total value of sales pipeline attributed to marketing-generated leads

What is Marketing-Sourced Pipeline?

Marketing-sourced pipeline is the total value of sales opportunities that originated from marketing activity. It shows how much of the potential revenue in the pipeline marketing is responsible for creating.

It is a headline measure of marketing's contribution to growth. Unlike lead counts, it is expressed in the same currency as the revenue target, so it is easy for leadership to understand.

How this KPI is measured

Function: Marketing
Sub-function: Demand Generation
Industry: All Industries
Type: Leading
Impact: Revenue
Unit: $
Measurement frequency: Monthly / Quarterly
Formula: Sum of opportunity values where source is attributed to marketing

How to calculate it

Add up the value of all opportunities created in the period where the original source is attributed to marketing, such as a campaign, content download or event.

For example, if marketing sourced 40 opportunities in a quarter with a combined value of 800,000, marketing-sourced pipeline is 800,000.

Agree the attribution rule in advance. A common approach is to credit an opportunity to marketing when the first recorded touch came from a marketing programme, and to keep this separate from opportunities that marketing only influenced.

Where it is used

Setting marketing targets
Give marketing a pipeline goal that ties directly to the company's revenue plan.
Reporting to leadership
Show marketing's contribution in money terms rather than in leads or clicks.
Comparing programmes
See which campaigns and channels create the most pipeline value.

How to improve it

Agree the attribution ruleDecide with sales how an opportunity is credited to marketing, and record it in the system consistently.
Capture the source at creationMake sure the source is recorded when the opportunity is created, not reconstructed later.
Focus on high-value segmentsDirect campaigns at the accounts likely to produce larger opportunities.
Work with sales on follow-upQuick, relevant follow-up turns more marketing leads into opportunities.
Track coverage against targetCompare pipeline with the amount needed, using historic win rates to judge whether it is enough.

Tips and common mistakes

Pipeline is not revenue. Read it with the win rate and the average sales cycle.
Keep sourced and influenced pipeline separate, or the figure overstates what marketing created.
Watch for opportunities created only to hit a target. Check that they are genuine.

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