# How does the platform distinguish marketing-sourced pipeline vs marketing-influenced pipeline vs marketing’s contribution to revenue?

How does the platform distinguish marketing-sourced pipeline vs marketing-influenced pipeline vs marketing’s contribution to revenue?

##### Post Metadata
- Posted at: about 2 months ago
- Net upvotes: 1


## Comments
### Comment 1

RevSure distinguishes marketing-sourced pipeline, marketing-influenced pipeline, and marketing’s contribution to revenue through configurable attribution rules, lookback windows, activity classification, and AI-based attribution models.

Marketing-sourced pipeline can be defined using custom sourcing logic, such as identifying opportunities where a qualifying marketing touchpoint, like an MQL or first-touch campaign, occurred within a defined lookback window before opportunity creation. Teams can also use first-touch attribution to assign sourcing credit to the campaign or touchpoint that initiated the buyer journey.

Marketing-influenced pipeline is measured using influenced or any-touch attribution, which captures every campaign or marketing touchpoint a lead or account engaged with across the journey. This helps teams understand the broader impact of marketing beyond only the first or sourcing touchpoint.

Marketing’s contribution to revenue is measured through RevSure’s Sales vs. Marketing Attribution framework. RevSure ingests activities from CRM, marketing automation, website, advertising, and sales engagement systems, then classifies them into tactical channels and broader Sales or Marketing categories. This enables dashboards that separately report pipeline, bookings, and closed-won revenue attributed to marketing versus sales.

For more advanced measurement, RevSure’s AI-based multi-touch attribution uses Markov Chain models to estimate the true contribution of each campaign or touchpoint to conversion, pipeline, and revenue outcomes.

##### Comment Metadata
- Posted at: about 2 months ago




## Related Product
[RevSure](https://www.g2.com/products/revsure-ai-revsure/reviews)

## Related Category
[Revenue Operations & Intelligence (RO&I)](https://www.g2.com/categories/revenue-operations-intelligence-ro-i)

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