What is the sourced vs influenced pipeline app?
Classify each deal by what happened on its account before the deal was created, then compare win rates. Accounts that engaged with marketing first may win more often, but only a large enough sample shows it. This shows whether early engagement deserves more investment. The sourced vs influenced pipeline app compares engaged and not engaged accounts across four motions.
Opens the live app on demo data. No sign-up needed. On your own N.Rich account, it reads accounts and deals from HubSpot or Salesforce.
- Win rate when marketing came first Two 10 by 10 grids show wins per 100 closed deals for engaged and not engaged accounts, with the multiple between them.
- A replay and a trend A 14-second replay of deals created and closed in two lanes, and the share of deals where marketing came first, by quarter.
- A ladder and three tables Win rate by what came before the deal, a table of the four motions, and a deal table with CSV export.
- Built for
- Marketing, RevOps, Leadership
- Category
- Pipeline & revenue
- Reads from
- N.Rich and your CRM (HubSpot or Salesforce)
- Built by
- N.Rich
- Cost
- Free on demo data. No credit card.
Prompt to build it
Prompt
I'm the CMO, and I need to know whether marketing engagement before a deal exists is worth more investment. Build me a 'Pipeline Engagement Attribution' app. Classify every deal by what happened on its account before the deal was created. An account engaged when it had an ad-driven site visit, an article read to half its length or a qualified video view in the marketing lookback, 90 days by default. A sales touch is an outbound call, email, LinkedIn message, SMS, WhatsApp or meeting in the sales lookback. That gives four motions: sourced, influenced, sales-led and neither. Compare win rate, average won deal, sales cycle and monthly velocity for engaged and not engaged accounts. Win rate is won divided by won plus lost. Flag any group with fewer than 5 closed deals as a thin sample. Default to target accounts and the last 4 quarters. Lead with two 10 by 10 grids showing wins per 100 closed deals for engaged and not engaged accounts, with the multiple between them. Add a 14-second replay of deals created and closed in two lanes. Add a win rate ladder, a quarterly trend of the marketing-first share, a deal table with CSV export, and filters for accounts, pipeline and both lookbacks. Add a period picker for latest quarter, previous quarter or last 4 quarters.
Results may vary. N.Rich AI can build a different version of the app from the same prompt.
Change the prompt to fit your team, then build your own in the N.Rich AI playground. Build your own
What questions does the sourced vs influenced pipeline app answer?
What is the difference between sourced and influenced pipeline?
Both start with an account that engaged with marketing before the deal was created. Sourced means no sales touch came first. Influenced means a sales touch came too. Companies define these terms in different ways, and a mixed definition makes reports hard to trust, so write yours down. The sourced vs influenced pipeline app uses these two, plus sales-led and neither.
In the app: By motion tableDo accounts engaged by marketing win more deals?
Compare the win rate of deals whose account engaged before creation with deals whose account did not. Win rate is won divided by won plus lost, from closed deals only. This shows if early engagement is linked to better results. The sourced vs influenced pipeline app shows the result as two 10 by 10 grids of wins per 100 closed deals, with the multiple between them.
In the app: Win rate gridsHow do I measure whether marketing came before a deal?
Look at each deal's account in a set period before the deal was created. Count an ad-driven visit, an article read to half its length or a qualified video view as engagement, and do not count impressions. This keeps the test about real attention. The sourced vs influenced pipeline app offers marketing lookbacks of 30, 60, 90 or 180 days.
In the app: FiltersDoes early marketing engagement speed up the sales cycle?
Compare the average days from creation to close for won deals in each group. Add monthly velocity: average won deal times win rate, divided by cycle in months. Speed matters because slow deals tie up pipeline. The sourced vs influenced pipeline app shows cycle, deal size and velocity for both groups, and flags a cycle when half the won deals closed within a day.
In the app: Engaged vs did not engage tableHow many closed deals do I need before I compare win rates?
A group with very few closed deals can swing the result, so set a minimum and mark groups below it. Otherwise a lucky quarter can look like a pattern. The sourced vs influenced pipeline app marks any group with fewer than 5 closed deals as a thin sample, gives it no velocity and says there are too few deals to compare.
In the app: Thin sample flagsHow can I see if marketing engagement is growing over time?
Track the share of new deals whose account engaged with marketing first, by quarter. A rising share suggests marketing reaches buyers earlier, which supports the case for more investment. The sourced vs influenced pipeline app draws this share as a line by calendar quarter and marks the quarter still in progress.
In the app: Marketing-first share over time
What data does the sourced vs influenced pipeline app use?
From N.Rich
| Source | What the app reads | Where you see it |
|---|---|---|
| Ad engagement | Ad-driven site visits, article reads and qualified video views, by account | Which accounts count as engaged |
| Segments | The members of your ICP segments | The target accounts filter |
From your CRM HubSpot or Salesforce
| Source | What the app reads | Where you see it |
|---|---|---|
| Sales activity | Calls, emails, LinkedIn messages, InMail, SMS, WhatsApp and meetings, by account | Whether a sales touch came first |
| CRM deals | Created and close dates, value, stage, status and pipeline | Win rate, deal size, cycle and velocity |
| Exchange rates | Rate from USD to your reporting currency | The currency label next to every figure |
In the playground, every source holds demo data.
How does it work?
- You write one prompt, shown below. The app sorts each deal by what happened on its account before the deal was created.
- In the marketing lookback, an account engaged if it had an ad-driven site visit. An article read to half its length counts too, as does a qualified video view. A sales touch is an outbound call, email, LinkedIn message, InMail, SMS, WhatsApp or any meeting in the sales lookback.
- That gives four motions. Sourced means engaged with no prior sales touch. Influenced means engaged and a sales touch too. Sales-led means a sales touch with no engagement. Neither means neither.
- Win rate is won divided by won plus lost, from closed deals only. A group with fewer than 5 closed deals is flagged as thin and gets no velocity. Deal size, sales cycle and monthly velocity sit beside it.
- Filters set the accounts, pipeline, period and both lookbacks. Periods count back from the latest deal creation date in the data. The default is target accounts, the last 4 quarters and a 90-day lookback.
Before you start
Is it free?
Yes. Every app runs free in the N.Rich AI playground on demo data. You do not need a credit card.
Do I need my own data?
No. The playground runs on a demo dataset, so you can try the app before you connect your own data.
Which CRMs does it work with?
On your own N.Rich account, apps read accounts and deals from HubSpot or Salesforce.
Can I change it?
Yes. Ask N.Rich AI to add a column, change a filter or focus on one segment, and it rebuilds the app.