Today’s guest Andrea Kayal asks an important question—is pipeline dead? Another way to put this is, what’s the benefit of tracking pipeline? Where does this data get us? And if we don’t track pipeline, how do we understand marketing’s contribution to the business? To Andrea, it’s important to keep metrics simple and tangible. Influence is important, but it’s even more important to understand what is driving sales. While multi-touch attribution is important, we can’t over justify every touch point because ultimately, every touchpoint extends your sales cycle.  

• Multi-touch attribution is great but ensuring as few touches as we can have is going to create a more efficient sales cycle and a more efficient company overall.
• Rather than tracking everything and pulling the numbers that make us look the best it’s important to look at the data behind successful sales cycles and figure out what led to the successes.
• There are benefits to marketing both “painkillers” and “vitamins.” With vitamins, you need to convince a market of the viability of your product and with painkillers, the need is already established but the market may be over saturated.

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