Build the dash using the Manual and answer questions like:
- How is this campaign performing against the budget forecast and our target KPI?
- Do personalization and account research result in a higher engagement rate and conversion to deal than other campaigns?
- Are our TOFU tactics bringing our target accounts to our site
- Are our SDRs/AEs doing their part on activity and coordinated outreach against high intent accounts / based on signal?
- Are our high-effort / high-cost channels impacting conversions at any better rate (events, direct mail, etc)
Key takeaways:
- Create views that give you different performance vantage points. It’s easiest to spot outliers and anomalies when you have different perspectives on the same data (line and table, top and bottom of funnel, different attribution models, etc.).
- Follow accounts through the lifecycle to understand where they are excelling or falling off, ensuring alignment between top-of-funnel efforts and bottom-of-funnel results.
- Identify accounts where top and bottom of funnel metrics are misaligned and make a hypothesis around why they are failing. For example, if you spot issues at top of funnel, it could be audience or messaging issues. If at bottom of funnel it could be caused by poor account fit, poor follow, or a need for better sales enablement.
- Use channel-specific insights to optimize resource allocation, replicate successful tactics, and make data-driven decisions about high-cost channels.
- Focus outreach on high-value accounts with strong engagement, re-engage underperforming accounts via SDRs or AEs, and refine targeting to disqualify or adjust campaigns for low-interest accounts.
Dashboard Template
