Marketing Generated Pipeline Maturity

The more Marketing Generated Pipeline a company produces, the more mature it likely is. This is why Marketing Generate Pipeline is a good way to quickly map a company’s Marketing sophistication.

It’s rare to find companies that have Marketing Generated Pipeline north of 50%. In Product-Led companies, this is more common of course. But most B2B companies have Sales-Led motions and Marketing Generate Pipelined is almost always below 25% in those instances.

In most Sales-Led companies, Marketing is just not a priority. Every time there is more capital available to invest, the decision is always weighed against hiring another sales rep and inevitably sales gets the funding. Over time, a company can easily grow north of $10M (or even $50M) without ever having more than 3-5 marketers or more than 15% Marketing Contribution to Pipeline (we've seen this countless companies).

The problem with this kind of thinking is that it eventually catches up. Closed Won Revenue is a function of how many Opportunities are in the pipeline. Opportunities are a function of how many qualified and good fit Prospects enter the top of the funnel. And Prospects are a function of how much we spend on Marketing.

How can we close more deals if we don’t have more pipeline?