> For the complete documentation index, see [llms.txt](https://docs.hockeystack.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.hockeystack.com/marketing-intelligence/hockeystack-201-turning-business-questions-into-reports-i.md). # HockeyStack 201: Turning Business Questions Into Reports I :tada: Now that you're an expert in reporting, it's time to put those skills to work on real business use cases! :bulb:This page maps common business questions (organized by team and function) to the reports that answer them. For each section, you'll find a curated list of questions your team is likely asking, along with a link to the full dashboard manual with step-by-step instructions on how to build those reports in HockeyStack. Use this as your go-to reference when a stakeholder comes to you with a question and you need to know where to start. *** ### CMO / VP / Head of Marketing A high-level view of marketing performance to help leaders make strategic decisions and spot anomalies early. **Business questions this dashboard answers:** * Are we on track to hit our pipeline and revenue targets this quarter? * Which channels are generating the most Closed Won revenue and at what cost? * Is marketing becoming more or less efficient over time? * Where are the biggest gaps or risks in our current pipeline? [View Manual and report-building instructions →](https://www.hockeystack.com/manuals/cmo-vp-head-of-marketing) *** ### Growth Measure the health of revenue and costs and identify positive trends to exploit across the full funnel. **Business questions this dashboard answers:** * How are pipeline and revenue trending against our goals over the long term? * Which sources are influencing the most pipeline this quarter? * Are key business health metrics like LTV, CAC, and NRR moving in the right direction? * How are high-investment assets like interactive demos contributing to pipeline? [View Manual and report-building instructions →](https://www.hockeystack.com/manuals/growth) *** ### ABM Manager Monitor ABM and ABX campaign performance, account progression, and which accounts are moving down the funnel. **Business questions this dashboard answers:** * Are our target accounts engaging and progressing down the funnel? * Which accounts should we add to or remove from our ABM list? * Are our ABM campaigns accelerating deal velocity for open opportunities? * Which channels are most effective at converting target accounts? [View Manual and report-building instructions →](https://www.hockeystack.com/manuals/abm-manager) *** ### PLG (Product-Led Growth) Understand the impact of product-led growth initiatives on pipeline and revenue. **Business questions this dashboard answers:** * What share of our pipeline and revenue is product-led, and is that growing? * Which channels are driving the most signups and how do those convert downstream? * Where are users dropping off between signup, activation, and becoming a deal? * How long does the product-led journey take from first touch to Closed Won? * What is the average revenue value of a product-led deal over time? [View Manual and report-building instructions →](https://www.hockeystack.com/manuals/plg-product-led-growth) *** ### Content Manager Understand which content is driving pipeline and where gaps are costing you conversions. **Business questions this dashboard answers:** * Which content pieces are directly influencing pipeline and revenue? * What formats and topics resonate at each stage of the funnel? * Where are the content gaps causing prospects to drop off? * Which personas are consuming what content and when? [View Manual and report-building instructions →](https://www.hockeystack.com/manuals/content-manager) *** ### Product Marketing Understand how product content and launches impact pipeline through journeys, lift, and campaign tracking. **Business questions this dashboard answers:** * How do prospects and customers engage with our product content across the journey? * Which product pages are driving conversion and which are losing prospects? * Which product launches generated pipeline and which fell flat? * What content gaps are preventing prospects from moving to the next stage? [View Manual and report-building instructions →](https://www.hockeystack.com/manuals/product-marketing) *** ### Paid Search Manager Understand the full-funnel impact of SEM campaigns and make smarter budget decisions. **Business questions this dashboard answers:** * Which campaigns and keywords are generating the most pipeline and Closed Won revenue? * What does it cost us to acquire an MQL, SQL, and customer through paid search? * Which campaigns should we scale, pause, or cut based on downstream performance? * How is paid search efficiency trending over time? [View Manual and report-building instructions →](https://www.hockeystack.com/manuals/paid-search-manager) *** ### Paid Social Manager Measure the revenue impact of paid social and understand which audiences and creatives are working. **Business questions this dashboard answers:** * Which campaigns, audiences, and creatives are generating the most pipeline? * What does it cost us to acquire an MQL, SQL, and customer through paid social? * How do different platforms compare in terms of pipeline and Closed Won contribution? * At which funnel stage is paid social having the most impact? [View Manual and report-building instructions →](https://www.hockeystack.com/manuals/paid-social-manager) *** ### Brand Tie brand efforts back to pipeline and revenue using organic traffic and self-reported attribution. **Business questions this dashboard answers:** * How are prospects discovering us and what is driving the most valuable traffic? * What is our impression footprint across paid and organic channels? * Which brand channels and sources are leading to the most pipeline and deals? * Is brand investment making us more efficient over time through lower cost-per metrics? [View Manual and report-building instructions →](https://www.hockeystack.com/manuals/brand) *** ### Web Monitor website performance and understand which pages are driving or blocking conversions. **Business questions this dashboard answers:** * Are we hitting our website traffic targets and where are the biggest gaps by source? * Which pages are converting visitors into pipeline and which are causing drop-off? * Is our site messaging resonating with our target persona? * Which pages should we prioritise for improvement based on conversion impact? [View Manual and report-building instructions →](https://www.hockeystack.com/manuals/web) *** ### Virtual Events Understand how webinars and virtual events are creating pipeline and which themes to double down on. **Business questions this dashboard answers:** * Are our virtual events generating net new pipeline or only influencing existing opportunities? * How well are we converting event attendees into active deals post-event? * Which webinar topics and themes are accelerating deal velocity? * Should we invest more or less in virtual events based on pipeline ROI? [View Manual and report-building instructions →](https://www.hockeystack.com/manuals/virtual-events) *** ### Live Events Understand how in-person events are creating new or expansion pipeline and which to prioritise. **Business questions this dashboard answers:** * Which events are generating the most pipeline and Closed Won revenue? * What is our cost per deal and ROI for each event? * Are event leads being followed up on quickly enough to convert? * Which events should we cut and which should we invest more in? [View Manual and report-building instructions →](https://www.hockeystack.com/manuals/live-events) *** ### Customer Marketing Understand how post-sale marketing campaigns are influencing expansion, upsell, and retention. **Business questions this dashboard answers:** * Which marketing campaigns and content are influencing expansion and upsell revenue? * What does the post-sale customer journey look like and where are the gaps? * Which customers are at risk of churning based on engagement and product usage? * Are NRR and GDR trending in the right direction and what is driving the change? [View Manual and report-building instructions →](https://www.hockeystack.com/manuals/customer-marketing) *** ### Sales/SDR Manager Monitor BDR team and individual rep performance and understand what is driving overachievement or underperformance. **Business questions this dashboard answers:** * Are we on track to hit our outbound targets for the week, month, and quarter? * Which reps are ahead or behind and what is causing the difference? * Which outreach activities and sequences are generating the most meetings and SQLs? * Which segments, personas, or territories are responding best to outreach? [View Manual and report-building instructions →](https://www.hockeystack.com/manuals/sdr-manager) *** :books: All manuals are available at [hockeystack.com/resources/manual](https://www.hockeystack.com/resources/manual) --- # Agent Instructions This documentation is published with GitBook. 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