REVOPS TRAINING

Marketing Sourced Pipeline

Pipeline where marketing originated the first meaningful contact with the account, according to a documented rule.

Sourced versus influenced

Sourced means marketing created the opportunity. Influenced means marketing touched it at some point. Influenced numbers are almost always larger and almost always less meaningful, because with enough touchpoints marketing influences nearly everything.

The rule has to be written down

Whether an outbound-worked account that once downloaded a paper counts as marketing sourced is a decision, not a fact. Undocumented, it will be decided differently by whoever is reporting, and the number will move without the business changing.

Report both, labelled

Sourced for accountability, influenced for understanding. Problems start when one is quietly presented as the other.

RELATED TERMS

Attribution

The methodology connecting marketing touchpoints to revenue outcomes, so investment can be allocated on evidence rather than on preference.

Marketing Qualified Lead (MQL)

A lead that marketing considers ready for sales attention, according to a definition both teams have agreed. Without that agreement it is a marketing activity metric wearing a pipeline costume.

Revenue Funnel

The staged model describing how prospects progress from first awareness to closed revenue, used to locate where volume is lost between stages.

FURTHER READING

Attributed Credit and Incremental Effect: What Multichannel Attribution Models Can Establish

Attribution models assign credit; they do not measure causation. The distinction is established in the marketing research literature and is routinely lost in practice, with consequences for how budget is allocated.

Learn how to apply this: RevOps 101: Revenue Operations Foundations

Definitions are the vocabulary. The courses are where you learn to operate it, with the interactive audit tools.

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