Marketing Qualified Pipeline
The total dollar value of sales opportunities that originated from marketing activities. A revenue-focused metric that measures marketing's contribution to pipeline rather than counting leads.
Pipeline Is the Metric That Ended the MQL Debate
Counting MQLs led to years of arguing about lead quality. Marketing hit their MQL target. Sales said the leads were garbage. Nobody was aligned. Marketing qualified pipeline ended the debate by measuring the thing that actually matters — how many dollars of real sales opportunities did marketing create?
How to Track It
An opportunity is marketing-sourced if the first meaningful touch came from a marketing channel — organic search, paid ad, webinar, content download, or event. Use first-touch attribution for sourced pipeline and multi-touch for influenced pipeline. Your CRM should tag every opportunity with its source.
Setting Pipeline Targets
Work backward from revenue. If you need $4M in new revenue this quarter and your win rate is 25%, you need $16M in pipeline. If marketing is responsible for 50%, that is $8M in marketing-sourced pipeline. Break that down by channel and you have your marketing targets — in dollars, not leads.
Frequently Asked Questions
How is marketing qualified pipeline different from MQLs?
MQLs count people. Marketing qualified pipeline counts dollars. Ten MQLs could generate $500K in pipeline or $50K — the MQL count tells you nothing about revenue potential. Pipeline is the metric that aligns marketing with revenue outcomes and proves marketing's business impact.
What percentage of total pipeline should come from marketing?
For B2B SaaS with a blended GTM, marketing should source 40-60% of total pipeline. PLG companies may see 70-80% marketing-sourced. Enterprise companies with heavy outbound may see 20-40% marketing-sourced. Track both marketing-sourced and marketing-influenced pipeline for the full picture.
