Build the dash using the Manual and answer questions like:
- How is our pipeline and revenue trending to goal?
- What sources are contributing to and influencing pipeline this quarter?
- How are our TOFU - BOFU metrics trending over a longer window of time like 18 months?
- How are heavy-lift assets like an interactive demo influencing pipeline and dollars?
- Are any periods of time standouts for conversion rates or cost pers?
- How are our value, retention and business health metrics like LTV and CAC trending over time?
Key takeaways:
- Use large windows of time to spot cyclical trends or potential season up or downturns ahead of time and work with other teams to plan accordingly.
- Keep an eye on gaps in pipeline or lowpoints in leading indicators like web traffic to key pages or form fill conversion rates to provide an early warning system for others on your team!
- Watch for proportion changes as a signal that something positive or negative is occurring. Correlate global marketing campaigns on content or organic social media to provide the most complete picture of why things might be changing for the better or worse.
- Monitor the impact of high maintenance or key assets like an interactive demo. It can be time consuming to proactively keep these items fresh, especially if they are performing well, so look for the first signs of fatigue or outdated information in those assets to give them a revamp or drill into key components within that need optimization.
- Look for swings or correlary changes in the raw or absolute counts of key points in your lifecycle (form fills, deal creation) alongside their conversion rates.
- If you see quantity and lowered quality, this gives you an immediate way to problem spot. If you see both increased quantity and quality, you're doing it all right, double down!
- Look at values (dollars per) with cost pers and overall health metrics like NRR and LTV to see how upstream efforts and process changes are reflecting downstream. These are the most lagging of indicators, but are the best window into the growth of the business!
Dashboard Template
