Marketing-sourced revenue is the portion of closed revenue that originated from a marketing-generated lead or opportunity. It credits marketing for deals where the first qualifying touch came from a marketing channel. It is a direct measure of marketing's contribution to the top line.

This is the number that ends the is-marketing-worth-it argument. Marketing-sourced revenue ties spend directly to closed deals, not to leads or clicks. If marketing sources a meaningful and growing share of revenue, it is an investment. If it sources almost none while spending heavily, you have your answer. Track it as a percentage of total revenue.

Example:

 Of $1,000,000 in closed revenue this quarter, $350,000 came from deals that began as marketing-generated leads. Marketing-sourced revenue is 35% of the total.

What is the difference between marketing-sourced and marketing-influenced revenue?

 Sourced revenue comes from deals that marketing originated. Influenced revenue includes any deal marketing touched at some point, even if it began elsewhere. Sourced is the stricter measure.

Why track marketing-sourced revenue?

 It connects marketing spend directly to closed revenue, giving the clearest answer to whether marketing is generating real business rather than just activity.