Optimizing pipeline is essential for B2B SaaS companies, but that does NOT mean that everything should be measured against pipeline. On this episode of The Demand Podcast, Jonathan Bland, the Co-Founder of Omni Lab, and Blake Strozyk, the Sr. Demand Gen Manager at Transfix, chat about how to optimize for pipeline, whether or not all campaigns should drive pipeline, and how to measure success when attribution isn’t straightforward.