Funnel Breakdown Analysis by Marketing Channel

A funnel analysis report that breaks down performance for each marketing channel, such as Direct, Events, Organic, Other, Paid Search, Paid Social, Review Sites, and Social, across key funnel stages. It shows the counts of leads and opportunities at each stage:

• Total Mktg LMS MCLs (Marketing Captured Leads)
• Total Mktg LMS MQLs (Marketing Qualified Leads)
• Total Mktg LMS SALs (Sales Accepted Leads)
• Total Mktg LMS SQLs (Sales Qualified Leads)
• LMS SQO Mktg (#) (Sales Qualified Opportunities)
• LMS SQO Mktg ($) (Value of Sales Qualified Opportunities)
• LMS Won Mktg ($) (Value of Deals Won influenced by Marketing)
• LMS Mktg Impact Created ($) (Pipeline value created by Marketing)
• LMS Mktg Impact Won ($) (Revenue won attributable to Marketing)

It tracks both volume, including lead and opportunity counts, and monetary impact, covering pipeline and revenue directly attributed to marketing-sourced leads.

This report enables marketing and demand generation leaders to:

• Evaluate how each marketing channel performs across the entire funnel, not just at the top.
• Spot where drop-offs happen, for example when channels deliver many MCLs but result in low SQLs or revenue.
• Identify underperforming channels to optimize spend and tactics.
• Tie marketing activities directly to revenue impact, making it easier to justify budgets and strategies in leadership meetings and QBRs.

It’s crucial for aligning marketing efforts with business growth and ensuring resources go to the channels delivering the most value.