Build the dash using the Manual and answer questions like:
- What does the customer journey look like?
- What content resonates at each funnel stage? / what kind of content is being consumed and at what stage?
- How do our key pages perform in the journey and lead to expansion?
- What content is missing (gap analysis) or needs to be improved to drive conversions?
- Which customers are at risk and how can we gauge adoption and usage at our top customer accounts?
Key takeaways:
- Combining journey maps and lift can provide a full picture of the effect of different content types and channels towards expansion. Use stage-based journey breakdowns to better align with your pipeline instead of time ranges, which can fluctuate deal to deal.
- Use lift to understand where along the journey content types are most impactful or detract from conversion. If you see a negative lift rate, it's an immediate red flag!
- Always check your cohort and anti-cohort sizes (anti-cohort equal or greater to 5% of cohort size) before making any snap decisions. Lots of lift reports will give you directionally accurate information but shouldn't be taken as absolutes unless the results are statistically significant.
- Look at the impact of in-application pages by URL and by grouping to see how they are contributing to upsell, expansion and feature adoption or usage. If you see conversions or usage fluctuating over time, this is a good time to chat with the product team or your CSMs to make sure those accounts stay happy!
- If you run specific channels or campaigns for customers, look at the impact of those email campaigns, webinars, events or content on your customer group as well as your prospect group. Run the same analysis to see if there are better journeys required or more sales enablement materials needed, depending on weak conversion points.
- Keep your eye on the prize with NRR and GDR! If you see both rising over time, this is the strongest downfunnel metric to use to show success across the board and in partnership with your product, sales and/or customer success teams!
Dashboard Template
