GTM Metric

Measure marketing campaign pipeline impact

Track how marketing campaigns influence pipeline creation and deal progression. Understand multi-touch attribution and optimize campaign spend for maximum pipeline impact.

Campaign Influence on Pipeline Dashboard

• Campaign Influenced: 78% (+11.4%)
• Influenced Pipeline: $3.2M (+14.3%)
• Multi-Touch Attribution: 65% (+8.3%)
• Average Touches: 4.2 (+20%)

Trend Analysis

• Current: Connected to HubSpot, Salesforce
  Updated 2m ago

Why Campaign Influence on Pipeline Matters

Essential insights for optimizing your go-to-market strategy

• Key Insight #1: Most B2B deals involve multiple marketing touchpoints before closing
• Key Insight #2: Webinars and content typically have highest pipeline influence
• Key Insight #3: Track first-touch, last-touch, and multi-touch attribution for complete view

How to Calculate

Formula

Campaign Influenced Pipeline Value ÷ Total Pipeline Value × 100

Benchmarks

• Industry Average: 60-80%
• Good Performance: 80-90%
• Excellent Performance: > 90%

Implementation Guide

How to track this metric effectively with Airbook's integrated platform

1. Connect Your Data
   • Connect your CRM, marketing tools, and analytics platforms with Airbook's 150+ connectors. Data syncs automatically and gets transformed into analysis-ready tables.
2. Build Your Analysis
   • Use our collaborative workspace to calculate this metric with SQL or no-code tools. Create segments, time periods, and cohort analyses across all your data sources.
3. Track & Act
   • Build auto-refreshing dashboards, set up threshold alerts, and track trends over time. Share insights across teams and trigger actions based on your metrics.

Effortless, direct connections

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