Marketing / Revenue Operations
Marketing-Sourced vs Marketing-Influenced Pipeline sourced pipeline, influenced pipeline, marketing contribution
Two ways to say "pipeline marketing helped create", one strict, one broad.
The fork, why two teams get different numbers
SOURCED pipeline credits marketing only when it created the ORIGINAL contact or opportunity (a first-touch, single-attribution view), the strict number a CFO trusts.
In the Metric Library
- The full fork, both definitions worked all the way through
- The trap that makes the number lie, on a real export
- Every formula variant, spelled out
- The reconciliation anchor, what to tie it to and when to refuse
Reference: SiriusDecisions/Forrester (pipeline attribution frameworks ยท reference)