Build the dash using the Manual and answer questions like:
- Are we pacing to goal for our KPIs from TOFU to BOFU?
- What proportion of our deals are product-led and how is that changing over time?
- What channels are driving signups and how are those converting to deals over time?
- How long does it take before someone will sign up, and how long before they are closed won?
- Is there a point in our funnel that we need to optimize because we are seeing drop off?
- Does our product have virality?
- What is the value of a signup, activation product-led deal over time?
Key takeaways:
- Set all of your product funnel stages as goals so they are easy to monitor for absolute counts as well as conversion rates between stages.
- If your funnel is set up in a fully linear manner, cohorted waterfall conversion rates are great, otherwise, make sure you also keep an eye on non-linear conversion points (ex: signup -> PQL)
- Look at linear full funnel performance to see which channels are driving the most signups or opportunities proportionally. Check a linear model to ensure any channel with spend or effort is showing up at some point in the journey - if it's not, cut it!
- Look for spikes in cohorted conversion rates to model audience targeting, channels used or programmatic efforts and exploit positive trends. Any downturns that are not easily associated with spend decreases might mean audience fatigue, incorrect targeting or a need to refresh messaging or creatives.
- Identify customer accounts with high usage and referrals to start building your case study and content flywheel. Top referrers are great for looking into deeper for feature usage, use case and persona grouping so you can refine audience targeting and messaging at scale!
- Watch for signs of inefficiency like increases in TOFU cost pers (signup, activation) over time if your downfunnel cost pers aren't decreasing (PQL, deal, win).
- If your cost per and value are rising together, you have a working machine and should standardize current practices. Know you'll probably need to switch them up in a few months, but for now look for ways to allocate budget to drive more at efficient rates!
Dashboard Template
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