How Does TPG Tie Deals Back to Sourced vs. Influenced Revenue?
TPG links deals to sourced vs. influenced revenue using clear rules, HubSpot data hygiene, and repeatable attribution reporting.
TPG ties deals back to sourced revenue by identifying the first attributable marketing touch that created demand, and to influenced revenue by measuring marketing touches that occur while a deal is active and help it progress. In HubSpot, we operationalize this by standardizing UTMs and campaigns, enforcing contact, company, and deal associations, aligning lifecycle and pipeline definitions, and publishing dashboards that show sourced, influenced, and overlap views side by side so leaders can trust the story.
What TPG Standardizes Before Reporting Sourced vs. Influenced
The TPG Method to Connect Deals to Sourced and Influenced Revenue
This playbook keeps attribution consistent, explainable, and usable for budget, pipeline reviews, and GTM planning.
Define → Instrument → Associate → Classify → Report → Validate → Govern
- Define sourced vs. influenced: Document rule language, including what qualifies as a marketing touch and what does not.
- Instrument tracking: Standardize UTMs, campaign naming, paid channel parameters, and form capture so touches are attributable.
- Harden associations: Require deal-to-company and deal-to-contact associations, and map additional stakeholders to the same deal.
- Classify revenue: Label deals as sourced, influenced, both, or neither using consistent time windows and touch criteria.
- Report by stage and outcome: Track sourced pipeline, influenced pipeline, sourced revenue, influenced revenue, and overlap with stage progression.
- Validate with spot checks: Sample deals each month to confirm touch history matches the classification and fix gaps at the root.
- Govern continuously: Maintain a single source of truth for definitions and update windows only through agreed change control.
Sourced vs. Influenced Revenue Mapping Matrix
| Reporting Need | HubSpot Inputs | Rule | Output Metric | Primary Owner |
|---|---|---|---|---|
| Prove deal origin | First campaign touch, UTMs, first conversion, lifecycle timestamps | Assign sourced to the first attributable touch that created demand | Sourced pipeline and sourced revenue | Marketing Ops |
| Show deal acceleration | Engagement history during deal-active window, campaign membership | Count influence when marketing touches occur after deal creation and before close | Influenced pipeline and influenced revenue | RevOps |
| Explain overlap | Sourced flag, influenced flag, deal create and close dates | Allow both when a sourced deal also has meaningful in-cycle marketing touches | Sourced and influenced overlap | Revenue Leadership |
| Improve win rate | Deal stage history, meetings, content engagement, sequences, ads | Compare influenced vs not influenced cohorts by stage movement | Win rate and velocity lift | Growth Marketing |
| Allocate budget | Costs by channel, campaign performance, pipeline by source and influence | Optimize by cost per sourced dollar and cost per influenced dollar | Efficiency scorecards | Finance and Marketing |
| Support buying groups | Multiple contacts on deals, persona roles, engagement across stakeholders | Measure influence across engaged stakeholders, not a single contact | Engaged contacts per deal | ABM or Field Marketing |
Client Snapshot: One View of Sourced, Influenced, and Overlap
TPG implemented standardized UTMs, campaign governance, and association rules so leadership could see sourced revenue, influenced revenue, and overlap without debating definitions in every forecast and QBR.
The goal is not a perfect model, it is a consistent model that teams can explain, audit, and improve without rewriting history.
Frequently Asked Questions about Sourced vs. Influenced Revenue
Make Sourced and Influenced Revenue Reporting Trusted
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