Pipeline source mix (mktg- vs sales-sourced)

Formula

Pipeline (or won ARR) by source / total

Unit

%

Models

SaaS

What it is

Pipeline source mix measures the share of pipeline (or won ARR) attributable to marketing-generated vs. sales-generated sources, expressed as a percentage of total pipeline. The formula is: Pipeline (or won ARR) by source / total. It is a directional signal, not a rigorous benchmark, because attribution definitions vary significantly across companies.

How to calculate it

Segment all open or closed-won pipeline by originating source (e.g., inbound marketing, SDR outbound, field sales, channel), then divide each segment's value by the total pipeline value. Track this as a percentage over time against your own baseline, since attribution logic is rarely comparable across organizations.

Why it matters

For B2B SaaS, understanding how much pipeline originates from marketing vs. sales helps balance investment between demand-generation spend and headcount. A heavy skew toward sales-sourced pipeline may signal under-investment in inbound, while an over-reliance on marketing can expose the business to campaign volatility. The mix also shifts with ACV — higher ACV deals typically require more sales involvement.

Benchmarks & pitfalls

According to Bridge Group / Blossom Street (2024), approximately 74% of AE pipeline comes from marketing plus inbound/outbound SDRs combined. Marketing-sourced pipeline specifically runs ~48–60% at $5–25k ACV and falls as ACV rises. These are directional rules of thumb, not findings from a rigorous controlled study — treat them as reference points, not targets. Attribution-model dependency is the central pitfall: first-touch, last-touch, and multi-touch models will produce materially different source splits from identical pipeline data. Always track your own baseline and document your attribution definition.