Quantifies the portion of overall sales revenue directly influenced by marketing efforts.

What it Measures ?

How much of the sales increase is because of marketing.

Relevant StakeHolders 

CMOs, Sales & Marketing Alignment Teams

Why it Matters ?

Measures impact of marketing on sales growth.

In-depth Use Case / Real-world Example

This KPI helps evaluate how much of your revenue growth is driven by marketing campaigns and programs. It is typically measured as: (Revenue Influenced by Marketing ÷ Total Sales Revenue) × 100. For example, if your total sales last quarter were ₹50 crore and ₹15 crore came from leads nurtured by marketing (via email campaigns, webinars, SEO, or social), then the KPI equals 30%. This figure proves marketing’s direct contribution to business outcomes and justifies continued investment. In manufacturing, sales cycles are often long and require multiple interactions across departments. That’s why marketing attribution models (first-touch, multi-touch, last-touch) are essential to calculate this accurately. Say a lead attended a webinar, downloaded a catalog, and then spoke with sales — each of these touches is part of marketing’s influence. This KPI empowers marketers to fine-tune campaign strategy, content investment, and channel priorities. For example, if digital campaigns are delivering high-attribution revenue while print ads are not, budget reallocation becomes clear. It also fosters alignment between marketing and sales, especially in account-based marketing (ABM) models where both teams work together on key accounts. Over time, an increasing percentage indicates that marketing is not just generating awareness but actively driving conversion and pipeline growth.