What does this dashboard measure?

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This dashboard provides insights into:

• Key Performance Indicators of acquisition metrics
• Overview of funnel metrics along the customer and account journey
• Marketing channel effectiveness
• Pacing and benchmarking against marketing goals

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Funnel Performance Dashboard 

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Marketing Metrics

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This template starts with a report showing key marketing metrics and how the company is pacing against them, as well as benchmarks based on 3 or 6 months' average. Knowing this data is a great starting point for understanding the full funnel, and once you know your KPIs, you can improve along the funnel to influence bottom-of-the-funnel metrics.

It's a great way to ensure your marketing efforts are aligned with business goals, allowing you to make data-driven decisions that optimize each stage of the customer journey, ultimately driving higher conversions, more efficiency, and increased revenue.

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Sales Metrics

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Next, we have a report showing the progression of leads down the funnel to where they are handed over to the sales team.

In addition to showing key metrics, you can monitor conversion rates between stages in the funnel, as well as pacing against set goals. Please note that these metrics don’t take into account the cohort reporting; meaning that if sales cycles are long, you should be mindful of these conversion rates as these rates are subject to change. 

Consolidating this view helps you efficiently reach your set goals and KPIs by improving conversion rates at each funnel stage, which can help you to achieve business objectives faster.

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Service Metrics

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Once the customer is acquired, there's another key stage along the journey that not many marketers seem to speak about -- retention. Seeing CAC, Renewal, and Churn rate can help understand how effective your retention strategies are and identify areas for improvement. 

By monitoring these metrics, you can gain insights into customer satisfaction, loyalty, and the Lifetime Value of your customers.

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User Journey 

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Next, we have a funnel report showing how accounts move through the customer journey. This report shows the same KPIs as the reports above, however, it's visualized differently to show change across different stages along the journey.

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Key Channel Metrics

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The Key Channel Metrics report is crucial, as it helps with understanding predictability, scalability, and efficiency of each marketing channel. This helps Bryttney determine which channels are driving the most revenue at healthy costs, allowing her to allocate more budget to those channels to drive more revenue more predictably.

When analyzing the data, Bryttney aims to have a deep understanding and answer three questions:

• Are we investing in channels that have predictable outcomes?
• Can we scale that effort in a sustainable way?
• How efficient is each channel in driving revenue for the business?

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Lead Quality Data

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The Lead Quality report is a great feedback loop for marketing teams to see the quality of leads generated. This report shows leads rejected and change over time, as well as the reason for leads rejected - helping marketing teams to refine their messaging and marketing efforts over time.

If you click on this report, you will be able to dive deep into account data and account journey to understand how the account became the lead.

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Self-Reported Attribution Data

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Finally, this dashboard ends with a report showing Self-Reported Attribution responses, which is a great way to understand how prospects heard about the brand beyond first-touch and last-touch data.

Although, on average, it takes 54 touchpoints to generate a lead, this form helps get an extra visibility on which touchpoint prospects remember as the one that led to the conversion, which can be a great indicator of the marketing efforts.

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Full Dashboard:

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About the Author:

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Bryttney is a seasoned B2B marketing leader with over a decade of experience helping businesses drive revenue through impactful marketing initiatives. She is a fractional Demand Gen Leader who specializes in delivering comprehensive demand generation strategies and a team to help execute on that strategy, ensuring clients achieve substantial revenue growth without doubling their budgets, workload, or time spent in useless meetings. Follow her on LinkedIn and check out her B2B Advertising Foundations course here. 

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