Marketing sourced pipeline is the total value of open opportunities that originated from marketing-generated leads. Unlike marketing-sourced revenue, which counts closed deals, this measures the pipeline marketing is currently feeding, making it a leading indicator of marketing's future revenue contribution.

Marketing sourced pipeline is the number that shows marketing's contribution before deals close, which matters because closed revenue lags by a full sales cycle. If marketing sourced pipeline is growing, marketing-sourced revenue follows. If it is flat while spend rises, you have an early warning that closed revenue will disappoint next quarter. It is the forward-looking version of proving marketing works.

Example:

Marketing generates leads that become $600k of open pipeline this quarter. That pipeline, weighted by close rate, forecasts marketing's revenue contribution next quarter.

How is marketing sourced pipeline different from marketing-sourced revenue?

Pipeline measures open opportunities marketing originated; revenue measures closed deals. Pipeline is the leading indicator, revenue the lagging one.

Why track marketing sourced pipeline?

It shows marketing's contribution before deals close, giving an early signal of future revenue that closed-deal metrics only reveal a sales cycle later.