In Stairoids, one of the most important indicators of marketing effectiveness is the Marketing Touched Pipeline. This metric helps your team understand how much of the sales pipeline has been influenced — or touched — by marketing activity.
This article explains what the term means, how Stairoids measures it, and why it matters for aligning sales and marketing.
📌 What Is “Marketing Touched Pipeline”?
Marketing Touched Pipeline refers to:
The total value of pipeline opportunities where marketing has influenced the account or contacts involved.
In other words, it shows how much of your sales pipeline contains leads or companies that engaged with marketing before or during the sales process.
This includes interactions like:
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Clicks from email campaigns
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Engagement with LinkedIn Ads
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Website visits after a content touchpoint
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Contacts reacting to organic LinkedIn content
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Campaign downloads or event sign-ups
💡 It’s not about claiming credit — it’s about measuring impact.
📡 How Stairoids Tracks Marketing Touches
Stairoids automatically detects when a marketing signal overlaps with pipeline activity using:
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Contact engagement data (ads, emails, website, LinkedIn)
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Company-level IWS scores
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CRM opportunity status (if integrated)
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Filters like “engaged with campaign + in pipeline”
When marketing-generated or influenced signals appear before or during a deal, it counts as “touched.”
🧠 Why This Matters
| Value Provided | What It Helps You Do |
|---|---|
| Align sales & marketing | Proves marketing’s role in driving pipeline |
| Measure campaign ROI | See which campaigns contribute to revenue |
| Optimize handoff timing | Know when marketing should pass leads to sales |
| Refine targeting strategy | Focus on channels that influence deals most effectively |
📊 Where to See It in Stairoids
You’ll find Marketing Touched data in:
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Filters → create views like “Accounts in pipeline with ad engagement”
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Activity Feed → see which pipeline accounts were influenced by marketing
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Reports (if enabled) → marketing attribution snapshots by campaign or signal source
🛠️ How to Use This in Practice
For Marketing:
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Show influence on closed-won deals
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Prioritize campaigns that lead to sales signals
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Build always-on audiences from previously touched accounts
For Sales:
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See if a prospect was warmed up by marketing
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Use campaign context to personalize outreach
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Prioritize follow-up with recently engaged accounts
✅ Best Practices
| Action | Why It’s Smart |
|---|---|
| Track contacts per opportunity | Understand who in the DMU engaged with marketing |
| Refresh filters weekly | Catch new activity on existing pipeline accounts |
| Don’t focus only on last-touch | Early-stage touches often influence outcomes too |
| Report jointly with sales | Builds shared ownership and trust |
🟢 Summary
| Concept | Meaning |
|---|---|
| Marketing Touched Pipeline | Sales pipeline influenced by marketing engagement |
| How it’s tracked | Cross-channel signal + deal status match |
| Why it matters | Proves value, aligns teams, improves conversion |
Marketing doesn’t just create awareness — it opens the door to conversations that become revenue.