Customer Acquisition Funnel & First-Party Data Intelligence

Vanta Workflow · Last Updated: June 15, 2024 · 6-Month Cohort Analysis

North-Star Metric
3.1x
Blended LTV:CAC
Blended LTV:CAC Ratio (6mo)
3.1x
↑ 0.2x vs Q1
ICP Signal Capture Rate
68%
↑ 12% MoM
MQL→SQL Conv Rate
24%
↓ 3% MoM
Avg CAC Payback
8.2mo
↓ 1.1mo
First-Party Intent Score
72
↑ 8 pts
90d Product Adoption
61%
↑ 5% QoQ

Persona × Funnel Stage Conversion Rate Heatmap

Visitor→Lead
Lead→MQL
MQL→SQL
SQL→Opp
Opp→Close
IT Director
8.2%
42%
31%
58%
22%
RevOps Lead
6.1%
48%
28%
64%
26%
Product Manager
4.8%
34%
19%
51%
21%
VP Engineering
3.2%
52%
36%
68%
29%

Channel-Level LTV:CAC Ratio (12 Months)

First-Session Engagement Depth by Channel

Channel Performance Table (90 Days)

Channel Leads ICP Match LTV:CAC CAC MQL→SQL 90d Adopt Status
Partner Referral 214 81% 4.2x $1,850 32% 74% High
Organic Search 892 76% 3.8x $980 28% 68% High
Webinar 417 78% 3.6x $1,240 31% 71% High
Content Syndication 1,124 62% 2.9x $1,420 22% 59% Med
Paid Social 784 58% 2.4x $2,100 19% 54% Med
Paid Search 621 51% 1.8x $2,640 16% 48% Low
Display Ads 1,532 44% 1.6x $1,920 14% 42% Low
Direct 356 69% 3.5x $620 26% 66% High

Multi-Touch vs Last-Touch Attribution (by Revenue)

MQL-to-SQL Rate by Score Band

Funnel Volume Waterfall (Trailing 90 Days)

CAC Payback Period by Segment

ICP Signal Capture Rate by Source (12 Months)

Firmographic ICP Match Score × Account Volume