The following dashboard for Melissa Rosenthal, Co-Founder of Outlever, measures and reports on:
Marketing, sales, and operations leads can utilize this dashboard to track progress toward their quarterly and annual goals, streamline spend and efforts across channels, and clarify the impact of brand awareness and lift. You’ll be able to answer questions like:
How exactly would Melissa Rosenthal and others use this dashboard to improve upon brand, sales, and marketing strategy QoQ? Let’s find out!
Campaign success naturally fluctuates each quarter depending on where a team focuses their energies, their budget, and other factors such as market trends.
Here, Melissa can view in a simple visual the largest contributors to pipeline and revenue over the course of the last couple of years and compare that to what she knows about her team’s priorities during those periods. A decrease in impact from say, a competitor takeout, might indicate that they’re better off pursuing another route — or, more likely, that that specific strategy in drawing customers away from the competition just isn’t working. Alternatively, consistency may be a signal to stay the course.
Spend for each touchpoint and the visitors, pipeline, and deals they draw in tells Melissa where she can cut costs or lower efforts without sacrificing performance or long-term success. A channel that takes a large chunk of budget to maintain — but attracts a significant percentage of ICP visitors compared to other channels — might still be worth the investment. On the other hand, she could also increase spend on a cheaper option that still drives notable prospects.
When you know where your ideal consumers tend to go, you can then plan out or rearrange your approach to keep them engaged. Melissa might also use this aspect of her dashboard to understand the effectiveness of certain funnels in driving conversations and closed-won revenue, and why someone might drop off at an early or later stage.
Lift data allows Melissa’s team to quantify the impact of potential customer interactions on demo requests and deals. Through this report, she can see how her company is tracking towards their goals across social media, search, podcasts, and other touchpoints.
Search and direct traffic to your website can be a reliable and affordable way to boost brand awareness and land clients, which is why Melissa felt it was important to have a clear view of this information over time. If this is trending upwards, she can feel confident in their content and user experience. If she witnesses a dip, that’s her indication to shift focus and diagnose the problem before it gets worse and she loses a key touchpoint.
In this part of the dashboard, Melissa can compare the success of word-of-mouth marketing against other means customers report brand awareness through, such as video or audio. Capturing those dark social interactions or understanding when someone first recognized your brand can be just as (or more!) impactful for determining what works as trackable data from other digital efforts.
As a co-founder, Melissa needs to have a pulse on her entire revenue team. These charts allow her to assess talent contributions to pipeline and sales every quarter, which then can inform where she needs to step in, hire, or pivot tactics.
Similarly, Melissa needs to be aware of what SQLs are currently in play, the value they offer, and how that measures against the cost of acquiring them in order to monitor her balance sheet. Additionally, with easy access to accounts coming down the pipeline, she can estimate growth for the year, and analyze data around deal size, length, and close probability to further tailor her approach by industry and company type.
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.
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