Influenced Pipeline
Influenced pipeline measures the pipeline value touched by specific marketing programs or sales activities — broader attribution than sourced pipeline — capturing engagement contribution beyond origination credit.
Why This Matters
Influenced pipeline attribution: opportunity flagged as 'influenced' by activity if any contact within account engaged with activity at any point during deal cycle. Captures supporting engagement that sourced attribution misses. Example: account originally sourced from outbound (sourced credit), but multiple contacts attended webinar during cycle (influenced credit for webinar program). Useful for understanding cumulative go-to-market contribution; less directly actionable than sourced pipeline for specific investment decisions. Standard component of marketing program analysis alongside sourced metrics.
Frequently Asked Questions
Frequently Asked Questions
Why measure influenced pipeline alongside sourced?
Sourced pipeline credits originating activity but ignores supporting engagement. Influenced pipeline captures broader contribution. Together, both metrics provide complete view of program impact.
What's the relationship between sourced and influenced pipeline?
Influenced pipeline always larger than sourced pipeline (every sourced opportunity also influenced; many influenced opportunities not directly sourced by program). Ratio of influenced to sourced indicates program touchpoint breadth across customer journey.