How to calculate marketing-influenced pipeline
Marketing-influenced pipeline captures marketing's full contribution, including deals sales originated but marketing helped advance through content, events, or nurture. It is the broader counterpart to sourced pipeline.
Because almost any deal has some marketing touch, influenced pipeline can be a large number. Used honestly, it shows marketing's reach; used loosely, it can overstate credit, so pair it with sourced pipeline.
- Influenced value / total The percentage
- Any touch Contribution, not origination
- Pair with sourced For balance
Short answer
Marketing-influenced pipeline is the total value of opportunities that marketing touched at any point in the journey, not just those it originated. Sum the pipeline value of deals with at least one marketing touch, then divide by total pipeline for the influenced percentage. It is broader than sourced pipeline and credits contribution, not just origination.
Step by step
Define an influencing touch
Decide what counts as marketing influence, any tracked marketing touch on a deal, and over what window. Document it to keep the number honest.
Sum influenced pipeline value
Add the pipeline value of every opportunity with at least one qualifying marketing touch.
Divide by total pipeline
Marketing-influenced percentage equals influenced pipeline value divided by total pipeline, times 100.
Report beside sourced pipeline
Show influenced pipeline alongside sourced pipeline, so credit for origination and contribution stay distinct and neither overstates marketing's role.
Worked example
Total open pipeline is 10,000,000 dollars. Marketing originated 4,000,000 dollars (sourced). Of the remaining 6,000,000 dollars of sales-sourced deals, marketing touched 3,000,000 dollars through nurture and events.
Marketing-influenced pipeline = 4,000,000 plus 3,000,000 = 7,000,000 dollars, or 70 percent, versus 40 percent sourced. Reporting both shows marketing originated 40 percent and touched 70 percent, a fuller and fairer picture than either alone.
How Ardovo handles it
Ardovo records every touch on the path to a deal, so sourced and influenced pipeline both compute from the same data. Rook shows which programs originate versus influence pipeline, so you credit each fairly and invest accordingly.
Frequently asked questions
What is marketing-influenced pipeline?
The total value of opportunities marketing touched at any point in the journey, not just those it originated. Dividing it by total pipeline gives the influenced percentage, a broad measure of marketing's contribution.
What is the difference between influenced and sourced pipeline?
Sourced pipeline is deals marketing originated; influenced pipeline is deals marketing touched at any point. Sourced credits origination and is stricter; influenced credits contribution and is broader. Report both for a fair picture.
Can marketing-influenced pipeline overstate credit?
Yes, if any minor touch counts, influenced pipeline can balloon and exaggerate marketing's role. Define the qualifying touch carefully and always report influenced beside sourced pipeline, so origination and contribution stay distinct.