Marketing Operations Manager: How to make QBR reporting easy

But tracking exactly how much pipeline marketing sourced, which campaigns are driving true opportunity creation, or why opportunities are getting lost in the funnel is often easier said than done.

In this guide, we’ll walk through how Marketing Ops leaders can use RevSure to confidently answer strategic questions like:

• How much pipeline has marketing sourced this quarter?
• How much of that pipeline has turned into closed-won revenue?
• Are we generating high-quality opportunities that match our ICP?
• Which campaigns are driving the most opportunities, and which aren’t?
• Where can we reallocate the budget for better ROI?

1. Quantify Marketing-Sourced Pipeline Fast

“We’ve wanted to understand how much of the pipeline marketing has sourced...”

To surface the volume of pipeline created by marketing across regions, segments, or campaign types:

What to do in RevSure:

• Use the Pipeline Health widget to view marketing-sourced pipeline volume in real-time.
• Filter by Opportunity Source = Marketing to isolate impact and you can also overlay new business, renewal or all opportunities
• Break down by segment using the Pipeline Stage Breakdown and Pipeline Composition widgets.

This gives you a full-funnel, stage-specific view of where marketing-sourced deals sit and how they’re progressing.

2. Measure Closed-Won Pipeline Sourced by Marketing

“...how much of the closed-won pipeline we’ve sourced as things are closing out.” It’s one thing to track sourced pipeline—it’s another to prove that marketing drove revenue.

What to do in RevSure:

• Navigate to the Funnel Snapshot view to see the current state of your funnel lead to closed-won.
• Apply a filter for the lead first touch channel and select Marketing Sources, such as paid social, paid search, to isolate what’s closed recently.
• Use the Cohort Intelligence view to see progression, velocity, open, and leakage across the funnel

This helps you validate marketing’s impact on the current state of the funnel, essential for QBRs and board reporting.

3. Analyze Opportunity Quality and Understand Loss Drivers

“Why are we losing opportunities? Are they part of our ICP?”

You’ve created pipeline, but are the opportunities high quality? Are they converting?

What to do in RevSure:

• Use the Stage Deep Dive widget to identify funnel leakage and loss rates.
• Overlay Loss Reason splits to understand where and why deals are falling out.
• Apply filters for ICP attributes like industry, company size, or persona to spot quality mismatches.

This level of granularity helps your team pinpoint and fix issues at the lead-opportunity handoff or campaign level.

4. Spot Your Top and Bottom Performing Campaigns

“Here’s the top five campaigns that we’ve seen that have led to opportunity creation in the previous quarter.”

What to do in RevSure:

• Access your Campaign Performance report filtered by Opportunity Created count.
• Identify the Top 5 Campaigns that generated the most opportunities.
• Flip the view to spotlight the Bottom 5 Campaigns to monitor and optimize.

Use this to inform reallocation decisions, campaign debriefs, and creative refinements—backed by real pipeline data.

5. Reallocate Budget to Maximize ROI

“Now we have the quick ability to adjust spend as needed... and truly optimize the dollars that we have.” With RevSure, you don’t need to wait until the end of a quarter to optimize your budget.

What to do in RevSure:

• Navigate to the Campaign Reallocation widget.
• View ROI, spend, and opportunity creation across all campaigns.
• Reallocate budget equally or proportionally to high-performing campaigns—with a few clicks.

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This gives you a fast, data-backed mechanism to protect ROI and optimize in-flight campaign investment.

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For Marketing Ops leaders, RevSure transforms attribution from reactive reporting into real-time, actionable intelligence. Whether you’re justifying spend, analyzing performance, or fine-tuning execution across teams, RevSure equips you with the visibility and flexibility to turn insight into impact.

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