Kyle Lacy's CMO Dashboard
The following dashboard for Kyle Lacy, CMO of Engineering Management Platform, Jellyfish, measures and reports on customer journeys and golden paths, pipeline source velocity comparisons, buying committee insights and closed lost account revivals.
What does this CMO Dashboard include?
The following dashboard for Kyle Lacy, CMO of Engineering Management Platform, Jellyfish, measures and reports on:
- Customer journeys and golden paths
- What are the most prevalent touchpoints along the Enterprise buyer’s journey from first impression to meeting booked?
- How does this number change when measuring first impression to closed-won revenue?
- How often did the customers we won this year visit the site and what pages did they visit the most?
- Pipeline source velocity comparisons
- How long does it take to go from first engagement to meeting booked?
- How does that time change if the touch was inbound or outbound sourced as first touch?
- Does that time change by the marketing channel used as first touch?
- Buying committee insights
- When an account becomes qualified (MQA), what is the average number of touchpoints before a meeting is booked?
- How does this number change when measured against pipeline creation?
- High-effort touchpoints like events
- When a prospect attends a tradeshow, what percentage previously engaged with us?
- For pipeline where an event isn’t the first touch, did the prospect convert faster on average?
- Revivals
- When a closed-lost account re-engages, what content brings them back?
- How does this change if it's an Enterprise versus Mid-Market account?
What insights can I surface from this dashboard?
Whether you’re an individual contributor or executive, this dashboard can help you understand which touchpoints and channels are leading to positive outcomes, where to allocate resources, and which campaigns produce pipeline the fastest. You’ll be able to answer questions like:
- Which channel mix drives the most pipeline and revenue?
- What parts of our website are most successful at attracting our ICP?
- How can we reduce the time from first impression to pipeline creation?
- How many contacts make a deal successful, and should our sales team be multi-threading to get buy-in?
- Are events worth the time and money when measured against meetings, or should we look at them as brand awareness efforts instead?
- Do our Enterprise and Mid-Market segments behave the same way?
- How do we bring closed-lost deals back from the dead?
Kyle Lacy’s CMO dashboard breakdown
How would Kyle Lacy prove marketing’s contribution to revenue, get buy-in to scale channels that work, and report these findings to the rest of the executive team, as well as the board? Let’s find out!
Key pipeline touchpoints and customer journeys
Through a simple pipeline visualization, Kyle can see at a glance paid social, paid search, organic advertising, and other channels across the entire customer sales pipeline, from first impression to meeting booked and closed-won revenue.
Not only does this take an otherwise complex strategy and make it accessible for anyone, it gives him and his team a starting point for next moves: The more you know about where, when, and how much customers are engaging, the easier it becomes to shift resources toward and away from various touchpoints. It also offers explanation and argument for marketing’s role in overall sales and revenue.
Closed-won revenue site visits
Where a customer lands on your website can enable future product development. It can also inform your strategy for re-engaging and winning back closed-lost accounts without having to lean on external sources.
Below, Kyle can view the top-viewed pages, total sessions across various pages, and average sessions count for closed-won customers.
Consider, too, the value each page can provide depending on where in the pipeline a customer is. A content library might turn a prospect deeply familiar with your product into a buyer, but be confusing for a newer visitor. A homepage or demo, on the other hand, could get more eyes and engagement from top-of-the-funnel customers. Kyle’s team can leverage this data to build out content strategies, iterate on existing content, and explore new site channels and touchpoints for fresh audiences.
Pipeline source velocity
The faster you can convert first — and subsequent — impressions into meetings, the better return on investment you can get for your marketing efforts. But to accelerate this, you need to uncover which touches generate leads, and at what rate. Kyle looks at the time between first impression and meeting booked against the same two metrics for inbound and outbound sourced deals. This can be used to work back into pipeline modeling by team and to set expectations around time to pipe generation based on team activity.
Buying committee insights
This set of reports shows the marketing time lag by channel, as well as the average number of touches and contacts worked to convert a MQA into a meeting. Marketing teams like Kyle’s might discover that multi-threading or investing in certain channels over others can decrease the time it takes to close a deal.
High-effort touchpoints
Tradeshows, roundtables, and other events take a lot of time, money, and energy to execute. Which is why marketers are keen to see these opportunities turn into revenue down the line — or at least are eager to measure their success as a way to prove their worth.
It’s also important to know whether a prospect had previously engaged with the company before the event, and whether that had an impact on the rate at which they converted. Kyle’s dashboard offers numbers around engagement at first touch to last touch for these high-effort channels. Low or slow impact may indicate that events should be treated less like lead-generating sources and more like opportunities to educate and boost awareness for current and potential customers.
Revivals
Smart marketers don’t let closed-lost accounts fall to the wayside. Where sales drop off can serve as a key learning lesson, and when those customers do return, it’s crucial to measure and track the channels that re-engage them. Enterprise and Mid-Market revival accounts might be drawn in through different sources at different rates, so Kyle’s dashboard breaks this information out to inform Jellyfish’s tiered approach.
Learn more about how HockeyStack helps marketing, revenue, and sales teams surface and action insights like the ones in this template by playing with the interactive demo or booking a demo with our team.
Full dashboard
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