Template - Marketing Performance

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.

Overview

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.

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.

Key Customer Benefits

Benefit	Description
Holistic Visibility	Centralizes marketing funnel stages and channel performance for full transparency.
Data-Driven Optimization	Cohort/funnel views plus toggles for dynamic insights and budget decisions.
Strategic Alignment	Perfect for QBR use: ties performance to business goals and forecast tracking.
Clear Stakeholder Experience	Visual storytelling supports leadership insights and cross-team alignment.
ROI & Spend Efficiency	Helps assess and reallocate campaigns based on ROI and conversion velocity.

Global Filters

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

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.

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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Documentation Index