HomeResearch Articles Measuring Marketing-Sourced Pipeline and Revenue: Getting Specific

Measuring Marketing-Sourced Pipeline and Revenue: Getting Specific

  • Seventy percent of b-to-b marketing organizations measure and evaluate their performance via sourced pipeline and revenue
  • Determining whether opportunities were sourced by marketing is not always clear cut; organizations must establish rules to create consistency
  • For sourcing metrics to become a trusted expression of marketing’s contribution, the rules for sourcing must be clear and mutually agreed upon by sales and marketing
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