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Marketing Sourced Pipeline vs. Marketing Influenced ...
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Connect marketing and CRM data “The system needs consistent campaign naming, account matching, and stage definitions.” Compare influenced and non-influenced opportunities
Marketing sourced pipeline used to be the metric every B2B CMO led with in the boardroom. That's over. In 2015, 70% of B2B marketing organizations reported it as a KPI. By 2020, that number had dropped to 47%. Forrester projected it would fall to roughly 14% by 2025, and that mark has now passed, with the decline holding. One senior Forrester analyst has gone further, arguing that sourcing indicators have simply outlived their usefulness. “Sourced pipeline answers a narrow question (where did this opportunity start?) in a buying environment that rarely produces a clean answer.” This is where marketing influenced pipeline enters the conversation and where most CMOs get the relationship between the two metrics wrong. The two numbers aren't competitors. They're incomplete on their own, and stacking them into a single number is worse than reporting either one alone.
Marketing sourced pipeline used to be the metric every B2B CMO led with in the boardroom. That's over. In 2015, 70% of B2B marketing organizations reported it as a KPI. By 2020, that number had dropped to 47%. Forrester projected it would fall to roughly 14% by 2025, and that mark has now passed, with the decline holding. One senior Forrester analyst has gone further, arguing that sourcing indicators have simply outlived their usefulness. “The click gets the credit. The podcast, the LinkedIn presence, and the AI citation get nothing.” This is where marketing influenced pipeline enters the conversation and where most CMOs get the relationship between the two metrics wrong. The two numbers aren't competitors. They're incomplete on their own, and stacking them into a single number is worse than reporting either one alone.