What other metrics can we consider when it's hard to tie certain campaigns or assets to the pipeline generation?

1. Pipeline coverage ratio – ensures enough opportunities relative to sales targets.

2. Sales cycle length – measures how long deals stay in the pipeline. 

3. Opportunity conversion rate – tracks how many leads turn into closed deals.

4. Deal stage progression – monitors how opportunities move through each pipeline stage.

5. Rep-sourced pipeline – evaluates pipeline created directly by sales teams. 

These metrics emphasize the health and movement of the pipeline independent of marketing influence.

Attribution is challenging but ideally your martech system and scoring models can provide you with coverage in most cases. I am certainly not an expert on marketing attribution, but I think the team launching a campaign or building an asset should have an idea what benefit it will drive and where that might show up in the metrics.

If you're only changing that one thing (i.e., a controlled experiment), it may be best to show an uplift in a few metrics vs. a baseline and attribute the change to that campaign or asset. Then even without direct attribution, can you see movement in the metrics the marketing team expected? Maybe that's an uplift in brand recognition vs. the pre-campaign baseline. Maybe that's an increase in visits to your website or increased time spent on the website / viewing videos. Perhaps it's an increase in pipeline generated for sales or more self-serve trials starting. If you can think through what you expect will happen after launch, then you can at least see if that metric moves vs. the prior level and point to success or failure. Even if imperfect, it's better than not measuring at all.

Perhaps this will not be a helpful comment based on the way the question is posed, but my opinion is that you still try to tie it to pipeline generation AND pipeline progression. On pipeling generation, two interesting facts to know are:

1. Did the campaign/asset generated the first touch with a contact/lead and/or the organization, and the alue of such a contact/lead and/or the organization (based on your scoring)

2. Was the campaign/asset the touch point immediately preceding the opp being generated (last touch before opp generation)

If neither is the case, it is still helpful to track whether the campaign/asset is correlated to pipleine progression and eventually closed won. Just please be mindful that correlation does not necessarily equate to causation, and further A/B testing is still instructive if you've got the data.