Setting Marketing-Sourced Targets: Key Factors

Marketing-sourced metrics describe the percentage of pipeline and revenue initiated by marketing efforts. B2B marketing functions commonly use the achievement of marketing-sourced pipeline and revenue targets to evaluate their overall success. To set reasonable expectations, an organization must consider a series of primary, secondary and supporting factors about its operating environment.

For marketers, achieving expectations is the equivalent of reaching the finish line. However, to set reasonable expectations, marketers must understand key performance drivers. This is especially important when setting targets for marketing-sourced pipeline and revenue — where marketing functions often struggle and arrive at misaligned and unattainable expectations. In this report, we describe the factors necessary to develop reasonable targets for marketing-sourced pipeline and revenue.