Marketing Contribution to Revenue - Any Guidelines/Averages?

[Anonymous]

Is there an average marketing revenue contribution that we could use in forcasting the number of MQLs that we need to generate to support Sales? For example, what percentage of a company's software bookings should ideally be driven by marketing (via a combination of marketing influenced and marketing originated wins)? We are a relatively new to Marketo and would like to set realistic expectations with Sales and the management team of the marketing department's contribution to revenue.

[Anonymous]

Below is a slide from Marketo's 2012 Marketing Benchmarks: Awesome Stats and Essential Guidance to Rock Your Revenue Performance webinar that has some benchmark percentages depending on the maturity of your marketing organization.  There are other great stats in this webinar that may be of interest.

[Anonymous]

Great - thanks for your quick reply!

[Anonymous]

any insights into the differences of the above with respect to B2B?  B2C?   SaaS vs point product/solution?   What about enterprise level with multiple buyers?    

Since Marketo manages many companies of all types, they must have this benchmark, no?