HockeyStack 201: Turning Business Questions Into Reports II
📔You've learned how HockeyStack works and how to build reports. The next step is knowing what to build. This is where many teams get stuck -- not because they can't use the tool, but because translating a business question into a report isn't always obvious.
🔍Use this directory as your starting point. Browse by dashboard or business question to find what you want to measure, then head to the Live Demo Video Library for step-by-step instructions on how to build it:
CMO Overview Dashboard
❓How is our marketing and sales funnel performing end to end, from channel engagement to pipeline to closed revenue?
Channels Overview
Across all channels, which ones are driving the most deals and pipeline, and what is the ROI and cost efficiency of each?
Inbound Pipeline
How much pipeline has our inbound motion generated?
CAC
How much does it cost to acquire a customer?
Inbound Deal ACV
What is the average contract value of inbound deals?
Qualified Deals
How much qualified pipeline do we have?
Deals Won by Quarter
How many deals are we closing quarter over quarter?
Inbound ACV by Quarter
How is the value of inbound deals trending quarter over quarter?
Quarter-over-Quarter Performance
How are our key metrics (companies reached, ACV, deal value, unique visitors, win rate, deals won) trending across quarters?
Cohort Conversion Rates MoM
How well are we converting leads through each funnel stage month over month?
Is our funnel efficiency improving or declining over time?
Inbound Win Rate
What percentage of inbound deals are we closing?
Customer Journey
Which channels are influencing prospects at each stage of the funnel, and where are prospects dropping off before creating a deal?
Won Deals by Type
What types of deals are we winning (new vs. existing)?
Inbound vs Outbound Deals Created
What proportion of our pipeline is inbound vs outbound sourced?
Sales Cycle Length
How long does it take to close an inbound deal?
Branded Search
How is our branded search traffic trending over time?
Number of Deals in Pipeline
How many active deals do we currently have in pipeline?
Deals in Pipeline
For each open deal, how engaged is the account across all touchpoints (web sessions, LinkedIn impressions, sales emails, calls, meetings), and what is the deal value?
Marketing Influence Dashboard
❓How is our marketing motion generating and influencing pipeline across all channels and programs?
Inbound Pipeline
How much pipeline is inbound marketing generating this quarter?
Organic Pipeline
How much pipeline is organic specifically driving?
Paid Pipeline
How much pipeline is paid specifically driving?
Events Pipeline
How much pipeline are events driving?
Marketing Funnel
How is our marketing motion converting from website visit to closed won?
Where are prospects dropping off at each stage?
Deal Trend
How are deals created, won, and lost trending over time?
Deal Value Trend
How is the value of deals created, won, and lost trending over time?
Marketing Channels Overview
Across all marketing channels, which ones are driving the most deals, qualified leads, pipeline value, and deal value in pipeline?
Self-Reported Attribution
Where do prospects say they first heard about us, and how does each self-reported source correlate to qualified leads, pipeline, and deals won?
Events Overview
How is each event performing on deals created, qualified lead rate, deal rate, deal value, and ACV won?
Metrics for Marketing Influenced Leads
How do marketing-influenced leads convert and what value do they generate in terms of qualified lead rate, deal rate, ACV won, and pipeline?
Metrics for Non-Marketing Influenced Leads
How do non-marketing-influenced leads compare to marketing-influenced leads on conversion and value?
Marketing Influenced Deals in Pipeline
Which open deals have been influenced by marketing, and what is their engagement (website contacts, LinkedIn impressions, Google Ads visits, etc.) and pipeline value?
Paid Acquisition Dashboard
❓How is our paid media investment performing, from spend efficiency to pipeline and revenue impact?
Spend
How much are we spending on paid this month?
Paid Traffic
How much traffic is our paid media driving?
Paid Influenced Leads
How many leads are influenced by paid channels?
Paid Influenced Pipeline
How much pipeline are influenced by paid channels?
CPM
How efficiently are we buying impressions?
CPC
How efficiently are we buying clicks?
Cost per Lead
How much does it cost to generate a lead from paid?
Cost Per Qualified Lead
How much does it cost to generate a qualified lead from paid?
Paid Influenced Deal Trend
How are paid-influenced deals created, won, and lost trending over time?
Paid Influenced Deal Value Trend
How is the value of paid-influenced deals created, won, and lost trending over time?
Cost Per Deal
How much does it cost to generate a deal from paid?
Cost Per Won Deal
How much does it cost to close a deal from paid?
ROAS
What is the return on our paid ad spend?
Paid Traffic Funnel
How is paid traffic from each ad platform (Google, LinkedIn, Facebook) converting through each stage of the funnel, and where are prospects dropping off?
Conversion Impact of Each Campaign
Which campaigns are making prospects more or less likely to create a deal, and by how much?
Ad Networks
Across all ad networks, which ones are generating the most impression and pipeline at the lowest cost per deal and cost per lead?
Campaign Groups
Across all campaign groups, which ones are generating the most impressions and pipeline at the lowest cost per deal and cost per lead?
Campaign Performance
Across all individual campaigns, which ones are generating the most impression and pipeline at the lowest cost per deal and cost per lead?
Creatives
Which creatives are driving the most efficient engagement and conversions?
Metrics for Paid Influenced Leads
How do paid-influenced leads convert and what value do they generate in terms of qualified lead rate, deal rate, ACV won, and pipeline?
Metrics for Non-Paid Influenced Leads
How do non-paid-influenced leads convert and what value do they generate in terms of qualified lead rate, deal rate, ACV won, and pipeline?
Organic Acquisition Dashboard
❓How is our organic motion performing, from traffic to pipeline and revenue impact?
Organic Traffic
How much organic traffic are we driving?
Organic Influenced Leads
How many leads are being influenced by organic?
Organic Influenced Lead Rate
What percentage of our leads are being influenced by organic?
Organic Influenced Pipeline
How much pipeline is organic influencing?
Organic Influenced Deal Trend
How are organic-influenced deals created, won, and lost trending over time?
Organic Influenced Deal Value Trend
How is the value of organic-influenced deals created, won, and lost trending over time?
Conversion Impact of Each Content Piece
Which content pieces are making prospects more or less likely to convert, and by how much?
Weekly Organic Traffic
How is organic traffic trending week over week?
Organic Traffic Funnel
How is organic traffic converting through each stage of the funnel, and where are prospects dropping off?
Organic Channels Overview
Across all organic channels and sources, which ones are driving the most pipeline, deals, and revenue at the highest win rate?
Content Performance
Across all content, which ones are driving the most pipeline, deals, and revenue at the highest win rate?
Metrics for Organic Influenced Leads
How do organic-influenced leads convert and what value do they generate?
Metrics for Non-Organic Influenced Leads
How do non-organic-influenced leads compare to organic-influenced leads on conversion and value?
Sales Engagement Dashboard
❓How effectively are we reaching and converting our target accounts through outbound and sales efforts?
Target Accounts Reached
How many of our target accounts have we reached?
Sales Penetration Rate
What percentage of our target accounts has sales successfully penetrated?
Target Account - Meeting Booked
Of our target accounts, how many are booking meetings each month, and how does that trend over time?
Target Account - Pipeline
How much pipeline and revenue are target accounts generating over time?
Outbound Deals
How many deals are being generated from outbound?
Outbound Deals Influenced by Marketing
How many outbound deals have had marketing touchpoints in their journey?
Outbound Pipeline Generated
How much pipeline is outbound generating?
Outbound ACV
What is the average contract value of outbound deals?
Sales Target Accounts
What is the engagement level and intent score for each target account?
Account Intelligence Dashboard
❓How are account intent scores changing over time, and how does score activity correlate to pipeline conversion?
Current Scores
What is the current distribution of our target accounts by intent level (Warm, Cold, On Fire, Hot)?
Score Changes Over Time
How is the mix of account intent levels (Cold, Warm, Hot) shifting week over week?
Are we building more high-intent accounts over time?
Time From >60 Score Surge to Opp Creation
How quickly does a high-intent score surge account translate into an opportunity?
CVR from >60 Score Surge to Opp Creation
How likely is an account to create an opportunity after a high-intent score surge?
CVR to Opp Creation without >60 Score Surge
How likely is an opportunity to be created without a high-intent score surge, as a baseline comparison?
Score Impact
Which channels and campaigns are contributing most to increasing account intent score?
Next?
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