Track & Report Marketing Impact on Building Pipeline

In B2B environments with large deal sizes and long sales cycles, marketing rarely closes deals directly. But marketing still plays a crucial role in building and closing pipeline:

• Builds trust with prospects
• Adds value by positioning your team as experts
• Educates about product offerings
• Highlights pain points and how you solve them
• Shares pricing information over time
• …and more

Yet, tying those efforts to actual revenue remains a challenge. This blog explains our proven HubSpot implementation for quantifying marketing’s true contribution to pipeline revenue.

Who Is This For?

This approach is designed for B2B companies that:

• Sell high-value solutions (average deal around $100k+)
• Operate with 20–30+ touchpoints in their marketing + sales cycle
• Need clear metrics to justify marketing spend against revenue goals

The Problem

It’s difficult to convert marketing-driven engagements into tangible revenue credit. While marketing efforts generate trust, education, and awareness over many touchpoints, those interactions don’t map neatly to dollars.

Without a clear method to attribute a percentage of each deal’s value back to marketing, you can’t accurately demonstrate marketing’s ROI. 

Our Approach

We built a HubSpot system that is justifiable and has a great track record of organizational buy-in across multiple accounts.

The following diagram visually breaks down each step of our HubSpot implementation:

Benefits & Next Steps

• Full visibility into marketing’s percentage of pipeline revenue
• Clear ROI justification for marketing budgets
• Actionable insights on which campaigns drive high-value interactions
• Ongoing optimization by tweaking caps or credit rules as your model evolves

Ready to give marketing a quantifiable seat at the revenue table? Schedule a strategy call today to see a live demo and custom pricing.