TPG’s Loop aligns marketing with sales by governing a shared revenue system. We define one metric dictionary (MQL/SQL/SAO, stages, lookbacks), enforce SLA-based handoffs with acceptance and recycle rules, and lock a single attribution model for sourced revenue alongside association-based influence. A monthly revenue council reviews a joint scorecard and issues start/stop/scale decisions—tying funding and compensation to pipeline, velocity, win rate, and revenue.

Two Loops, One Accountability Model

The Pedowitz Group Revenue Marketing Loop diagram
TPG Loop: governance, scorecard, and decisions that bind both teams to revenue.
HubSpot Loop Marketing diagram with Express, Tailor, Amplify, Evolve
HubSpot Loop: rapid iteration on messages and channels that the TPG Loop measures and governs.

Accountability Checklist

One Scorecard — Sourced & influenced pipeline, velocity, win rate, ASP, and revenue by segment.
Shared Definitions — Standard MQL/SQL/SAO criteria, buying groups, and rejection codes.
SLAs & Handoffs — Time-bound first touch, acceptance, and recycle paths with alerts and ownership.
Clean Credit — Executive attribution model for sourced; association-based influence with an overlap view.
Comp & Cadence — Variable comp and weekly stand-ups tied to accepted meetings, pipeline, and win rate.

Accountability Map — Outcome → Marketing → Sales → Joint → HubSpot/CRM → Guardrail

Outcome / KPI Marketing accountable for Sales accountable for Joint responsibility HubSpot / CRM features Guardrail
Accepted Meetings Audience & offer; instrumented CTAs First-touch within SLA; meeting set Definition of “accepted” and no-shows Forms, CTAs, Workflows, Meetings 24h response; rejection codes required
Pipeline Created (Sourced) Programs that generate opportunities Accurate stage creation & products Attribution model & taxonomy Revenue Attribution, Campaigns, Deals One exec model; locked dates
Pipeline Influenced Targeted touches to buying groups Associate contacts to deals Overlap view with sourced Campaign members, Lists, Associations Do not sum with sourced
Stage Velocity Content & proof to unblock stages Accurate dispositions; next-step dates Exit criteria by stage Playbooks, Sequences, Pipelines Time-in-stage targets per segment
Win Rate & ASP Competitive proof, ROI assets Mutual close plans; multithreading Deal reviews on one dashboard Forecast, Deal Splits, Products Cause analysis in council

Frequently Asked Questions

Who “owns” the MQL?
Marketing owns the definition and qualification; sales owns acceptance within SLA. Ownership shifts to sales at SAO/SQL with clear exit criteria.
What if reps reject qualified leads?
Rejections require a standardized code. Codes trigger recycle paths and surface coaching opportunities in weekly revenue stand-ups.
How do we keep regions consistent?
The metric dictionary is global. Regions can add local plays but must report to the same scorecard fields and definitions.
How is compensation aligned?
Marketing variable comp ties to sourced/influenced pipeline and velocity; SDR/AE comp includes accepted meetings, pipeline, and win rate.
What meetings enforce accountability?
A monthly revenue council makes start/stop/scale decisions; weekly stand-ups address SLA breaches, content gaps, and forecast risk.

Run the Accountability Playbook

We’ll deploy shared definitions, SLAs, and the executive scorecard—then coach your revenue council to make decisions that stick.

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