How does Metadata measure sourced versus influenced pipeline?
##### Post Metadata - Posted at: about 1 month ago - Author title: Account Manager - Net upvotes: 1 ## Comments ### Comment 1 Metadata measures both sourced pipeline and influenced pipeline through deep CRM integration, providing complete visibility into how paid campaigns contribute to revenue at every stage of the buyer journey. Sourced pipeline refers to opportunities where Metadata campaigns were the first touch that brought the account into the system, meaning marketing originated the relationship through a paid ad click, form fill from a campaign, or other paid-driven engagement. Influenced pipeline refers to all opportunities where Metadata campaigns had any meaningful touchpoint with the account during the buying journey, regardless of whether paid was first touch — including accounts originally generated by sales outbound or other channels but touched by paid campaigns along the way. Both metrics matter for proving marketing's full revenue contribution. Sourced pipeline shows paid media's ability to generate net new opportunities and is typically what sales-led organizations focus on. Influenced pipeline shows paid media's full contribution to deals that close, including those sourced elsewhere, and is typically 80-95% of closed deals because most B2B opportunities involve multiple touchpoints. Metadata tracks both automatically by integrating with HubSpot, Salesforce, and other CRMs to attribute first touches to sourced pipeline and any subsequent campaign touches to influenced pipeline. The reporting shows percentage of total pipeline that is sourced by Metadata campaigns indicating lead generation capability, total influenced pipeline value showing complete revenue contribution, pipeline acceleration showing how paid touches speed up deals already in motion, and per-campaign breakdown showing which specific campaigns drove which accounts forward. This dual measurement matters because it answers different questions for different stakeholders. Marketing leaders use sourced pipeline to prove marketing generates demand independently of sales. Finance teams use influenced pipeline to understand marketing's full ROI contribution. Executive teams use both to make budget allocation decisions. Compared to platforms that report only on first-touch attribution, Metadata's full-funnel attribution provides more complete and credible measurement of marketing's revenue impact. ##### Comment Metadata - Posted at: about 1 month ago ## Related Product [Metadata.io](https://www.g2.com/products/metadata-io/reviews) ## Related Category [Account-Based Advertising](https://www.g2.com/categories/account-based-advertising) ## Related discussions - [How well does Trello scale into a larger team?](https://www.g2.com/discussions/1-how-well-does-trello-scale-into-a-larger-team) - Posted at: about 13 years ago - Comments: 6 - [Can we please add a new section](https://www.g2.com/discussions/2-can-we-please-add-a-new-section) - Posted at: about 13 years ago - Comments: 0 - [Quantifiable benefits from implementing your CRM](https://www.g2.com/discussions/quantifiable-benefits-from-implementing-your-crm) - Posted at: about 13 years ago - Comments: 4