Demand Generation & Pipeline Attribution

Q3 2025 • Veloris Software • Mid-Market B2B SaaS CRM Platform

Sourced Pipeline
$4.7M
+18% vs Q2
MQL→SQL Rate
24.3%
-3.2pp
Avg CPO
$3,840
-8% Target
Influenced Pipeline
$8.2M
+22%
Program ROI Multiple
4.2x
Above 3.5x
Pipeline Velocity
$58K/d
Week 10 dip

Pipeline Attribution Funnel — Q3 2025

Sourced Pipeline by Campaign Cluster

MQL→SQL Conversion Rate by Channel

Pipeline Velocity Trend — 13-Week Rolling Window

CPO Heatmap: Segment × Channel

Segment Organic Paid Search Paid Social Display Webinar
SMB $2,340 $3,120 $5,890 $4,200 $2,950
Mid-Market $3,200 $3,640 $6,720 $5,580 $3,180
Enterprise $4,100 $4,580 $5,240 $7,390 $3,920
< $4.2K
$4.2-5.5K
> $5.5K

Opportunity Win Rate by Lead Source

Campaign Performance Detail

Campaign Name Cluster Spend MQLs SQLs Conv% Opps CPO Pipeline
SaaS Growth Summit Webinar Webinar $18,400 142 51 35.9% 6 $3,067 $420K
Google Brand + Competitor Terms Paid Search $42,100 238 64 26.9% 11 $3,827 $780K
LinkedIn Thought Leader Ads Paid Social $56,800 412 74 18.0% 9 $6,311 $610K
Organic SEO + Content Hub Organic $12,200 186 68 36.6% 9 $1,356 $640K
Display Retargeting Campaign Display $38,900 294 52 17.7% 7 $5,557 $380K
Content Syndication - TechTarget Content Synd $28,500 324 71 21.9% 8 $3,563 $520K
Account-Based Direct Mail ABM $21,800 47 18 38.3% 5 $4,360 $440K
Partner Co-Marketing Webinar Partner $9,200 89 28 31.5% 4 $2,300 $370K

ACV by Campaign Source

Time-to-MQL by Source

Landing Page CVR by Campaign

Top Converting Campaign
SaaS Growth Summit Webinar
35.9% MQL→SQL
Alert: Budget Pause Impact
Week 10 Finance Hold
-32% velocity drop
Action Required
Paid Social Audience Tuning
CPO $6.3K (target $4.2K)