Marketing-Sourced Pipeline

Marketing-sourced pipeline is revenue opportunity that marketing originated, not deals sales dug up themselves. The first touch was a campaign, a page, or a channel you own. It's the cleanest number for proving marketing actually builds pipeline.

Why it matters for the ChatGPT funnel

The buying journey is moving into ChatGPT and Claude. Buyers ask the assistant, get an answer, and decide who makes the shortlist before they ever hit your site.

If that conversation never turns into a tracked opportunity, the pipeline it created shows up as sales-sourced or as nothing at all. You did the work and lost the credit.

To count AI search as marketing-sourced, you need a first touch you can name. A booked meeting beats a stray session that lands as dark traffic you can't tie back to a campaign.

How drio fits

drio is the conversion layer that turns AI-search intent into booked leads inside the chat. When the assistant picks your app at the moment of intent, the meeting is captured as a real first touch. The pipeline it creates lands in your CRM as marketing-sourced, with the origin attached.