How much revenue is coming from marketing?

MetricShare of pipeline or closed revenue attributed to marketing as first touch (sourced) and as any touch (influenced)

Unit% of pipeline or closed revenue

Stack of revenue sources (paid, organic, direct) over time. Paid layer becoming dominant means unhealthy dependency. Build from attribution data tagged per source. Organic growing is the strongest signal of brand strength. Example: Paid $420K + Organic $380K + Direct $200K ($1M); Paid grew to $1.62M of $3M total.

B2B SaaS and B2B, 2025 to 2026, sourced defined as first known touch attributable to marketing and influenced as at least one marketing touch during the buying cycle including post-creation touches; enterprise ABM motions sit at the low end and PLG or inbound-led at the high end · Confidence is low by construction, not by lack of sources. The published ranges disagree because attribution methods differ, not because performance differs: ZoomInfo cites 5 to 20% for ABM and enterprise contexts, Pedowitz reports a 20 to 30% cross-stage average, Growthspree a 25 to 45% band, and Martal a 30% floor with 40 to 50% healthy. Forrester's data also shows the metric being abandoned, from 70% of B2B marketing organizations tracking it in 2015 to 47% in 2020 and a projected 14% by 2025, so a declining share of the market even measures it. The only defensible use is your own trend on a fixed, documented method. None of these are large-sample Tier 1 datasets.

The sourced line drops sharply between two quarters with no change in marketing activity, which almost always means lead source logging changed rather than marketing performance, and the influenced line staying flat is the tell.

Sourced pipeline falls 38% to 19% quarter on quarter while influenced holds at 71%, spend and campaign volume unchanged, after sales began logging self-sourced on accounts marketing had first touched.

• Report sourced and influenced on the same chart with the attribution window written on the axis; a healthy sourced-to-influenced ratio sits near 1:2.0, above 1:2.5 usually means trivial touches are being counted as influence and below 1:1.8 means post-creation touches are being missed (Growthspree 2026).
• Move the primary board metric from sourced percentage to absolute pipeline dollars against target; pipeline generated is already the top-reported marketing metric at 62% of Benchmarkit respondents, and absolute dollars do not move when sales changes its logging habits.
• Set coverage rather than share as the commitment: source 2 to 3x the revenue quota in pipeline, since win rates run roughly 19 to 21%, which converts the attribution argument into an arithmetic one (ZoomInfo heuristic, Ebsta x Pavilion win rates).
• Freeze the attribution method for four quarters before drawing any trend conclusion; with 13 internal stakeholders and 9 external influencers in a typical B2B decision (Forrester 2026), any single-touch model will be noisy enough that method changes dominate real movement.

1. GrowthspreeMarketing-Sourced vs Marketing-Influenced Pipeline for B2B SaaS and B2B in 2026 · 2026 · agency client benchmark set with documented definitions and attribution windows Marketing-sourced 25 to 45% of pipeline with median 35%; marketing-influenced 60 to 85% with median 72%; healthy sourced-to-influenced ratio near 1:2.0 growthspreeofficial.com ↗
2. The Pedowitz GroupRevenue Marketing Benchmarks for B2B: What Good Looks Like in 2026 · 2026 · TPG work with 1,500+ B2B companies, supplemented with 2025 to 2026 HubSpot, Gartner and Forrester research Average across B2B at all maturity stages is 20 to 30% of pipeline sourced by marketing; mature stage 40 to 55%; below 15% marketing is operating as a cost centre pedowitzgroup.com ↗
3. ZoomInfoMarketing-Sourced Pipeline: Benchmarks and Measurement Framework · 2026 · ZoomInfo analysis citing Forrester Research longitudinal KPI adoption data Forrester: 70% of B2B marketing organizations tracked marketing-sourced pipeline in 2015, 47% by 2020, projected 14% by 2025; sourced attribution runs 5 to 20% in ABM and enterprise contexts; coverage heuristic is 2 to 3x revenue quota pipeline.zoominfo.com ↗
4. MarqeableMarketing-Sourced Pipeline Benchmarks for B2B SaaS (2026) · 2026 · synthesis of Benchmarkit 2025 B2B Marketing Benchmarks with Emergence Capital, Ebsta x Pavilion GTM benchmarks and practitioner estimates Practitioner median 25 to 50%, PLG and inbound-led up to 60 to 80%, enterprise outbound roughly 15 to 35%; win rates run 19 to 21% per Ebsta x Pavilion marqeable.com ↗
5. Martal GroupB2B Digital Marketing Benchmarks 2026 · 2026 · aggregation of Gartner, HubSpot and industry benchmark sources Marketing-sourced pipeline tiering: floor 30%, healthy 40 to 50%, stretch above 60%; MQL to SQL floor 10%, healthy 20 to 25% martal.ca ↗
6. Benchmarkit with Emergence Capital2025 SaaS B2B Marketing Benchmarks · 2025 · B2B SaaS marketing organizations, self-reported survey Marketing budget falls from a median 14% of revenue below $5M ARR to 4% above $150M ARR; pipeline generated is the top marketing metric at 62% of respondents benchmarkit.ai ↗
7. DreamdataB2B Customer Journey benchmarks · 2025 · Dreamdata platform data across B2B SaaS accounts, LinkedIn Ads Benchmarks Report cut Average 272 days from first touch to revenue; a deal is influenced by an average 76 touchpoints across 3.7 channels dreamdata.io ↗
8. 4M Digital ConsultingThe Average Buyer Now Needs 6 Touchpoints Before They Convert · 2026 · Forrester 2026 State of Business Buying and Gartner March 2026 buyer survey Typical B2B buying decision now involves 13 internal stakeholders and 9 external influencers; 67% of B2B buyers prefer a rep-free experience and 45% used AI tools during a recent purchase 4mdigitalconsulting.com ↗