Marketing Performance

Overview

A centralized full-funnel dashboard tracking TOFU through closed revenue—visualizing pipeline, bookings, ROI, and campaign effectiveness across channels. It supports cohort segmentation, dynamic toggles, and campaign-level insights, enabling both executive oversight and tactical optimization.

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Purpose

This dashboard delivers a cross-channel view of marketing performance—from TOFU → BOFU, through pipeline and bookings, to revenue attribution and ROI analysis. It combines full-funnel visualization, cohort segmentation, and campaign-level ROI modelling, and supports both executive performance review and tactical campaign optimization.

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Audience

• Marketing managers & specialists: track funnel efficiency and ROI metrics.
• Cross‑functional teams (Sales, Finance, CS): align on pipeline contributions and forecasting.
• Executives (CMO, VP Marketing, CEO): monitor revenue impact and strategic execution.

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Key Customer Benefits

Global Filters

Date selector, comparison mode (prior period), attribution model, opportunity attribution (account/contact), campaign source, region.

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Tab & Widget Architecture

Tab: Overall

Purpose: Executive-level snapshot of cross-channel performance and spend efficiency.

• KPI Scorecards (Marketing Attribution Performance Overview)
  Displays Spend, Cost‑per‑Lead, Pipeline Value, Booking Revenue, and ROI. Fast insight into overall marketing health and efficiency.
• Demand Generation Effectiveness Table
  Breaks down spend vs outcomes (pipeline/bookings) by campaign channel and type to support budget decisions.
  

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Tab: Paid Spend Performance Tab

Purpose: Shows spend trends across fiscal periods.

• Spend Trend Chart ( Demand Generation Effectiveness )
  Highlights spending patterns in the last 365 days, the previous fiscal year, and current fiscal year.

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Tab: Channel Effectiveness

Purpose: Compares efficiency and ROI across marketing channels.

• Channel Effectiveness ( Demand Generation Effectiveness Table )
  Summarizes spend against pipeline and booking metrics per channel and campaign type. Identifies high-performing channels vs underperformers.

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Tab: LinkedIn / Sendoso / Google Ads Campaigns

Purpose: Platform‑specific campaign performance at high granularity.

• Campaign-Level Tables ( Demand Generation Effectiveness Table )
  For each platform, it shows spend, lead volume, pipeline/bookings, ROI, and engagement metrics per campaign. Enables tactical optimization at the campaign level.

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Tab: Impact of Increasing LinkedIn Spend

Purpose: Evaluates the causal impact of LinkedIn spend on funnel outcomes.

• Funnel Health Metrics Widget
  Visualizes LinkedIn spend vs SAL (Sales Accepted Leads) volume trends month-over-month.
• Conversion Trends Widget
  Tracks how changes in spend align with meeting bookings over time.
• Pre- & Post-Analysis Widget
  Quantifies pipeline/pipeline value uplift before vs after spend shifts, including statistical significance.

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Tab: Journeys

Purpose: Illuminates top multitouch sequences and touchpoint influence on conversions.

• Journeys Visualization
  Shows common engagement pathways (e.g., Paid Social → Content → Paid Social) with associated opportunity counts.
• Touchpoint Insights Table
  Aggregate performance metrics by touch type, such as average touches per opportunity and coverage of unique sequences. Helps inform attribution modelling.

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Tab: Conversion Deep Dive

Purpose: Deep insight into funnel conversion performance by segment.

• Conversion by Industry
  Shows conversion percentages between selected funnel stages across industries, current vs prior fiscal year.
• Conversion by Company Size
  Same conversion metrics segmented by company headcount buckets. Highlights which verticals and firm sizes move fastest through the stages.

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