Marketing Funnel Dashboard

Bottom-of-Funnel Conversion & Revenue Realization

Mid-Market Offer Mismatch: 0.62 ICP Fit ROI Content: 78% Won-Deal Usage

Marketing-Sourced Pipeline

$2.1M

Q1 2024

Enterprise Win Rate

31%

+6% vs target

Mid-Market Win Rate

19%

-7% vs target 26%

SQL-to-Closed Rate

23%

Blended average

Avg Deal Cycle (Mid)

68d

Target 52d

Avg Discount Rate

22%

Post pricing-page fix

ROI Calc Usage (Won)

78%

vs 34% (Lost)

Offer-Match Index

0.62

ICP Fit Score

Event-Attributed Close

14%

of closed deals

Pipeline Coverage

3.2x

Healthy

Marketing ROI (ARR)

4.8x

Closed-won ARR

Conversion Trends

Segment Analysis

Content Impact

Win Rate by Segment (Last 90 Days)

Deal Cycle Length Trend (Days)

SQL-to-Closed Conversion Funnel (Last 30 Days)

Segment Performance Matrix

Segment	SQLs	Closed-Won	Win Rate	Avg Cycle (d)	Avg Deal ($K)	Offer-Match	Discount %
Enterprise	142	44	31%	89	$127	0.84	18%
Mid-Market	318	60	19%	68	$52	0.62	22%
SMB	476	119	25%	41	$18	0.71	15%

Revenue by Segment (Closed-Won ARR)

Discount Rate Distribution

Late-Funnel Content Usage vs. Close Rate

Content Asset	Used in Won Deals	Used in Lost Deals	Correlation	Avg Stage Velocity
ROI Calculator	78%	34%	+44pp	-12 days
Security Whitepaper	62%	41%	+21pp	-8 days
Case Study	71%	55%	+16pp	-5 days
Product Demo Video	84%	79%	+5pp	-2 days
Pricing Page (Old)	42%	68%	-26pp	+14 days

Event Attribution to Closed-Won

Content Engagement Timeline

Pipeline Coverage Ratio Trend

Revenue Realization Lag (SQL to Closed)

Critical Action Required: Mid-Market Offer Realignment

The 0.62 ICP fit score and 19% win rate signal a positioning gap. Week 6 pricing-page mismatch correlates with 22% discount rate spike and 68-day cycles. Immediate actions: (1) Revise mid-market packaging to align with ROI calculator use-case, (2) Gate ROI content behind qualification, (3) A/B test new pricing messaging. Projected impact: +7pp win rate, -16 days cycle time, $840K incremental quarterly ARR.