What is MRR/ARR from Marketing?

This metric tracks the total recurring revenue generated from deals that originated through marketing channels (e.g., content, paid campaigns, webinars).

• MRR = Monthly Recurring Revenue from marketing-sourced deals
• ARR = MRR × 12 (for annual view)
• This metric ensures marketing isn’t just driving “leads”—it’s contributing real, booked revenue.

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Why It Matters in B2B SaaS

• Moves marketing from a cost center to a revenue engine
• Proves marketing’s impact on actual revenue, not just top-of-funnel activity
• Drives budget justification and prioritization of high-performing channels
• Informs sales-marketing alignment by showing who sources high-quality opportunities
• Enables better campaign forecasting tied to revenue, not vanity metrics

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How to Measure MRR/ARR from Marketing

1.Define marketing-sourced

• Typically means first-touch or lead-creation via marketing (e.g., inbound form fill, ad click)

2.Use CRM attribution models

• Ensure proper tracking from lead source through deal close using tools like HubSpot, Salesforce, or attribution platforms

3.Tag and report on closed-won deals from marketing sources

• Filter your CRM reports by original lead source = marketing

4.Calculate recurring revenue from those deals

• MRR = Monthly subscription revenue
• ARR = MRR × 12

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Best Practices

• Use a clear and consistent definition of “sourced” across Sales and Marketing
• Track by channel and campaign to understand which sources drive high-value revenue
• Separate new business vs. expansion revenue if marketing contributes to both
• Align attribution rules with your GTM motion (e.g., PLG, inbound, ABM)