Account Progression

Overview

This dashboard delivers a comprehensive, account-centric view of your funnel—from engagement to pipeline and beyond—empowering teams to understand what’s working, where progress stalls, and how channels or campaigns influence movement. It turns data into insightful decision-making, guiding strategy across marketing, sales, and operations by spotlighting progress, friction points, and ROI—at the account leve

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Purpose

A holistic, account-level view of engagement, funnel progression, pipeline dynamics, and channel impact—enabling GTM teams to monitor account movement, identify trends, and inform strategy.

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Audience & Use Cases:

• ABM / Demand Gen → Monitor account-level progression and act on engagement shifts.
• Sales / RevOps → Prioritize accounts needing attention, reduce leakage, and accelerate deals.
• Marketing & Leadership → Evaluate campaign impact and alignment with pipeline movement.

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Key Benefits:

• Pipeline Momentum → Highlights where pipeline is gaining or slowing.
• Attribution Insights → Reveals channels and tactics impacting account progression.
• Data-Driven Actions → Enables strategic decisions

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Tab: Pipeline

Purpose: Understand pipeline structure and deal distribution.

• Pipeline Stage Breakdown → Shows pipeline value/age by stage and quarter.
  Insight: Clarifies where pipeline is concentrated and where deals stagnate.
• Pipeline Composition by Size → Segments pipeline by account size with key metrics.
  Insight: Helps prioritize efforts based on deal value, velocity, and win propensity.

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Tab: Pipeline Analytics

Purpose: Track pipeline flow over time with added context.

• Booking Trends → Actual vs projected bookings aligned to close quarter.
  Insight: Measures forecast accuracy and sales momentum.
• Pipeline Generation Trends → Shows pipeline added each quarter.
  Insight: Tracks growth pace and alert signals when ramp slows.
• Push vs Pull Trends → Differentiates pipeline creation (push) vs deals closed (pull).
  Insight: Balances demand gen vs deal execution efficiency.
• Pipeline Created vs Closed → Compares new vs closed pipeline.
  Insight: Evaluates net pipeline growth or contraction.
• Tab: Channel Effectiveness

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Tab: Channel Effectiveness

Purpose: Measure account-level impact of marketing channels.

• Channel Effectiveness Overview → Maps channels to pipeline movement and engagement.
  Insight: Identifies which channels drive deeper funnel progression.
• Channel Drill-down (e.g., Google Ads) → Detailed ROI and influence metrics per channel.
  Insight: Prioritize high-efficiency channels and optimize spend.

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Tab: Opportunity Analysis

Purpose: Explore opportunity dynamics and loss points.

• Pipeline Addition Trend (Stage Deepdive) → Shows monthly pipeline growth.
  Insight: Spot fluctuations in opportunity creation and campaign effectiveness.
• Opportunity Leakage Reasons (Stage Deepdive) → Visualizes lost opportunities by cause.
  Insight: Diagnoses friction or process issues to correct dropout drivers.
• Open Opportunities Composition (Stage DeepDive) → Distribution of open deals across stages.
  Insight: Highlights where deals land in the funnel—enables targeted pipeline actions.
• Opportunity Prioritization Table → Lists accounts with key opportunity details.
  Insight: Helps reps prioritize prospects based on duration, size, or status.

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Tab: Lift Analysis

Purpose: Understand marketing tactics’ incremental impact.

• Top & Bottom Campaign Performance → Shows campaign types ranked by ROI and volume.
  Insight: Quickly spot high-value tactics vs underperformers.
• Individual Campaign Lift Analysis → Measures conversion lift contributed by specific campaigns.
  Insight: Validates causal impact of campaign approaches.

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Tab: Conversion Lift Analysis

Purpose: Assess the conversion impact of specific touches.

• Touchpoint Conversion Lift → Shows conversion difference between touched and control groups.
  Insight: Identifies which interactions effectively advance accounts.

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Tab: Organic Social

Purpose: Evaluate raw engagement from organic social content.

• LinkedIn Posts Table → Metrics for post engagement and reach.
  Insight: Surface high-performing content types and messages for amplification.

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Tab: Email Performance

Purpose: Monitor engagement across digital channels.

• Engagement Trends Table → Tracks LinkedIn, email volume, open rates, visits per month.
  Insight: Highlights peaks, dips, or anomalies to inform content or timing strategies.

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