Understand how marketing influences pipeline across the full funnel

Summary

As a marketing leader, it’s difficult to clearly explain how marketing efforts contribute to pipeline. Top-of-funnel activity lives across multiple platforms, leads come in through different motions, and pipeline data often sits separately in the CRM. Without visibility across the full funnel, answering leadership questions can quickly turn into guesswork.

This example shows how you can bring awareness, reach, engagement, and marketing-driven pipeline into a single view to connect the dots. Teams can answer pipeline questions faster, understand which channels are driving meaningful results, and confidently communicate marketing’s impact on revenue.

Ali’s tips and best practices

“Build shared funnel definitions before analyzing performance.” 

Clear agreement on what counts as awareness, engagement, and leads ensures everyone interprets the numbers the same way. Consistent definitions reduce debate and keep conversations focused on decisions, not data validity.

“Separate lead motions to understand what’s really working.”

Product-led and sales-led leads behave differently. Viewing them together hides important signals, while separating them clarifies which channels are driving self-serve growth versus sales-assisted pipeline.

“Always connect top-of-funnel trends to pipeline impact.”

Early-stage growth only matters if it influences pipeline. Evaluating awareness and engagement alongside marketing-driven pipeline keeps optimization aligned with revenue outcomes.