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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