Pipeline influence measures how marketing activities contribute to opportunities that may not originate from a marketing-led source. Rather than focusing solely on first-touch or lead creation, it captures the broader set of interactions, such as content engagement, events, nurture programmes, and retargeting, that help progress an account toward qualification.
Understanding pipeline influence is critical because modern buying journeys are nonlinear and involve numerous touchpoints across channels. A prospect might enter the funnel through outbound outreach but later engage with thought leadership, attend a webinar, or respond to nurture content before becoming an opportunity.