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What Your Pipeline Sources Reveal


Pipeline source breakdowns reveal a lot about a company's marketing maturity.


Companies at earlier stages of maturity:

-Have an abnormal proportion of pipeline sourced to the (None) category

-Do not get enough pipeline coming in via Direct / Organic sources (revealing that not enough people know about the brand)


Companies with some maturity:

-Have better distribution across sources

-Still not enough contribution from Direct / Organic / Paid

-Contribution from Email is often too high as most marketing efforts are focused on emailing existing customers / traditional activities


Companies in a good place:

-Have significantly higher pipeline being generated from Direct / Organic / Paid sources

-Have far better data tracking in place to avoid large numbers in the (None) category

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