Marketing-Sourced Pipeline

The value of sales opportunities whose origin is credited to marketing activity, a common B2B measure of marketing's revenue contribution.

By Brandon MinaCEO, BrandPilot AIUpdated November 2026

Short answer

Marketing-sourced pipeline is the value of sales opportunities whose origin is credited to marketing activity, such as a webinar, ad or content download. It is a common B2B measure of marketing's revenue contribution. Results depend heavily on how first-touch credit and opportunity creation rules are defined, so consistent definitions across teams matter.