HockeyStack 201: Turning Business Questions Into Reports I
🎉 Now that you're an expert in reporting, it's time to put those skills to work on real business use cases!
💡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 →
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 →
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 →
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 →
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 →
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 →
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 →
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 →
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 →
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 →
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 →
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 →
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 →
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 →
📚 All manuals are available at hockeystack.com/resources/manual
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