219 - 3 Things to Avoid When Using Self-Reported Attribution | Demand Gen Live S2 x59
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The Hero Definition of Pipeline
Every pipeline definition I hear is about deal stages or some type of box checking exercise from sales. We put $2 million of hero pipeline in last month, we win 27% of those deals. It also creates major alignment with sales. And lastly, it creates major accountability for marketing because if the win rate from that stage goes down, then marketing's goal changes. But by centering on a place where you have predictable, consistent win rates that are higher than 25%, so it actually matters to your sales team.
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