> 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-ii.md).

# HockeyStack 201: Turning Business Questions Into Reports II

:notebook\_with\_decorative\_cover: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. 

:mag: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:

{% embed url="<https://www.notion.so/2fbf0197a55580ccad5ede06e373b54f?v=2fbf0197a55580229d91000cd38565d6&source=copy_link>" %}

***

## CMO Overview Dashboard

#### :question:How is our marketing and sales funnel performing end to end, from channel engagement to pipeline to closed revenue?

{% embed url="<https://live-demo.hockeystack.com/live-demo/custom/CMO%20Overview-000000000000000000000000000001>" %}

<table><thead><tr><th width="272.6990966796875">Report Name</th><th>Business Question</th></tr></thead><tbody><tr><td>Channels Overview</td><td>Across all channels, which ones are driving the most deals and pipeline, and what is the ROI and cost efficiency of each?</td></tr><tr><td>Inbound Pipeline</td><td>How much pipeline has our inbound motion generated?</td></tr><tr><td>CAC</td><td>How much does it cost to acquire a customer?</td></tr><tr><td>Inbound Deal ACV</td><td>What is the average contract value of inbound deals?</td></tr><tr><td>Qualified Deals</td><td>How much qualified pipeline do we have?</td></tr><tr><td>Deals Won by Quarter</td><td>How many deals are we closing quarter over quarter?</td></tr><tr><td>Inbound ACV by Quarter</td><td>How is the value of inbound deals trending quarter over quarter?</td></tr><tr><td>Quarter-over-Quarter Performance</td><td>How are our key metrics (companies reached, ACV, deal value, unique visitors, win rate, deals won) trending across quarters?</td></tr><tr><td>Cohort Conversion Rates MoM</td><td><p>How well are we converting leads through each funnel stage month over month?</p><p></p><p>Is our funnel efficiency improving or declining over time?</p></td></tr><tr><td>Inbound Win Rate</td><td>What percentage of inbound deals are we closing?</td></tr><tr><td>Customer Journey</td><td>Which channels are influencing prospects at each stage of the funnel, and where are prospects dropping off before creating a deal?</td></tr><tr><td>Won Deals by Type</td><td>What types of deals are we winning (new vs. existing)?</td></tr><tr><td>Inbound vs Outbound Deals Created</td><td>What proportion of our pipeline is inbound vs outbound sourced?</td></tr><tr><td>Sales Cycle Length</td><td>How long does it take to close an inbound deal?</td></tr><tr><td>Branded Search</td><td>How is our branded search traffic trending over time?</td></tr><tr><td>Number of Deals in Pipeline</td><td>How many active deals do we currently have in pipeline?</td></tr><tr><td>Deals in Pipeline</td><td>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?</td></tr></tbody></table>

***

## Marketing Influence Dashboard

#### :question:How is our marketing motion generating and influencing pipeline across all channels and programs?

{% embed url="<https://live-demo.hockeystack.com/live-demo/custom/Marketing%20Influence-000000000000000000000000000002>" %}

<table><thead><tr><th width="255.85858154296875">Report Name</th><th>Business Question</th></tr></thead><tbody><tr><td>Inbound Pipeline</td><td>How much pipeline is inbound marketing generating this quarter?</td></tr><tr><td>Organic Pipeline</td><td>How much pipeline is organic specifically driving?</td></tr><tr><td>Paid Pipeline</td><td>How much pipeline is paid specifically driving?</td></tr><tr><td>Events Pipeline</td><td>How much pipeline are events driving?</td></tr><tr><td>Marketing Funnel</td><td><p>How is our marketing motion converting from website visit to closed won?</p><p></p><p>Where are prospects dropping off at each stage?</p></td></tr><tr><td>Deal Trend</td><td>How are deals created, won, and lost trending over time?</td></tr><tr><td>Deal Value Trend</td><td>How is the value of deals created, won, and lost trending over time?</td></tr><tr><td>Marketing Channels Overview</td><td>Across all marketing channels, which ones are driving the most deals, qualified leads, pipeline value, and deal value in pipeline?</td></tr><tr><td>Self-Reported Attribution</td><td>Where do prospects say they first heard about us, and how does each self-reported source correlate to qualified leads, pipeline, and deals won?</td></tr><tr><td>Events Overview</td><td>How is each event performing on deals created, qualified lead rate, deal rate, deal value, and ACV won?</td></tr><tr><td>Metrics for Marketing Influenced Leads</td><td>How do marketing-influenced leads convert and what value do they generate in terms of qualified lead rate, deal rate, ACV won, and pipeline?</td></tr><tr><td>Metrics for Non-Marketing Influenced Leads</td><td>How do non-marketing-influenced leads compare to marketing-influenced leads on conversion and value?</td></tr><tr><td>Marketing Influenced Deals in Pipeline</td><td>Which open deals have been influenced by marketing, and what is their engagement  (website contacts, LinkedIn impressions, Google Ads visits, etc.) and pipeline value?</td></tr></tbody></table>

***

## Paid Acquisition Dashboard

#### :question:How is our paid media investment performing, from spend efficiency to pipeline and revenue impact?

{% embed url="<https://live-demo.hockeystack.com/live-demo/custom/Paid%20Acquisition-000000000000000000000000000004>" %}

<table><thead><tr><th width="277.03515625">Report Name</th><th width="431.96484375">Business Question</th></tr></thead><tbody><tr><td>Spend</td><td>How much are we spending on paid this month?</td></tr><tr><td>Paid Traffic</td><td>How much traffic is our paid media driving?</td></tr><tr><td>Paid Influenced Leads</td><td>How many leads are influenced by paid channels?</td></tr><tr><td>Paid Influenced Pipeline</td><td>How much pipeline are influenced by paid channels?</td></tr><tr><td>CPM</td><td>How efficiently are we buying impressions?</td></tr><tr><td>CPC</td><td>How efficiently are we buying clicks?</td></tr><tr><td>Cost per Lead</td><td>How much does it cost to generate a lead from paid?</td></tr><tr><td>Cost Per Qualified Lead</td><td>How much does it cost to generate a qualified lead from paid?</td></tr><tr><td>Paid Influenced Deal Trend</td><td>How are paid-influenced deals created, won, and lost trending over time?</td></tr><tr><td>Paid Influenced Deal Value Trend</td><td>How is the value of paid-influenced deals created, won, and lost trending over time?</td></tr><tr><td>Cost Per Deal</td><td>How much does it cost to generate a deal from paid?</td></tr><tr><td>Cost Per Won Deal</td><td>How much does it cost to close a deal from paid?</td></tr><tr><td>ROAS</td><td>What is the return on our paid ad spend?</td></tr><tr><td>Paid Traffic Funnel</td><td>How is paid traffic from each ad platform (Google, LinkedIn, Facebook) converting through each stage of the funnel, and where are prospects dropping off?</td></tr><tr><td>Conversion Impact of Each Campaign</td><td>Which campaigns are making prospects more or less likely to create a deal, and by how much?</td></tr><tr><td>Ad Networks</td><td>Across all ad networks, which ones are generating the most impression and pipeline at the lowest cost per deal and cost per lead?</td></tr><tr><td>Campaign Groups</td><td>Across all campaign groups, which ones are generating the most impressions and pipeline at the lowest cost per deal and cost per lead?</td></tr><tr><td>Campaign Performance</td><td>Across all individual campaigns, which ones are generating the most impression and pipeline at the lowest cost per deal and cost per lead?</td></tr><tr><td>Creatives</td><td>Which creatives are driving the most efficient engagement and conversions?</td></tr><tr><td>Metrics for Paid Influenced Leads</td><td>How do paid-influenced leads convert and what value do they generate in terms of qualified lead rate, deal rate, ACV won, and pipeline?</td></tr><tr><td>Metrics for Non-Paid Influenced Leads</td><td>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?</td></tr></tbody></table>

***

## Organic Acquisition Dashboard

#### :question:How is our organic motion performing, from traffic to pipeline and revenue impact?

{% embed url="<https://live-demo.hockeystack.com/live-demo/custom/Organic%20Acquisition-000000000000000000000000000003>" %}

<table><thead><tr><th width="267.19171142578125">Report Name</th><th>Business Question</th></tr></thead><tbody><tr><td>Organic Traffic</td><td>How much organic traffic are we driving?</td></tr><tr><td>Organic Influenced Leads</td><td>How many leads are being influenced by organic?</td></tr><tr><td>Organic Influenced Lead Rate</td><td>What percentage of our leads are being influenced by organic?</td></tr><tr><td>Organic Influenced Pipeline</td><td>How much pipeline is organic influencing?</td></tr><tr><td>Organic Influenced Deal Trend</td><td>How are organic-influenced deals created, won, and lost trending over time?</td></tr><tr><td>Organic Influenced Deal Value Trend</td><td>How is the value of organic-influenced deals created, won, and lost trending over time?</td></tr><tr><td>Conversion Impact of Each Content Piece</td><td>Which content pieces are making prospects more or less likely to convert, and by how much?</td></tr><tr><td>Weekly Organic Traffic</td><td>How is organic traffic trending week over week?</td></tr><tr><td>Organic Traffic Funnel</td><td>How is organic traffic converting through each stage of the funnel, and where are prospects dropping off?</td></tr><tr><td>Organic Channels Overview</td><td>Across all organic channels and sources, which ones are driving the most pipeline, deals, and revenue at the highest win rate?</td></tr><tr><td>Content Performance</td><td>Across all content, which ones are driving the most pipeline, deals, and revenue at the highest win rate?</td></tr><tr><td>Metrics for Organic Influenced Leads</td><td>How do organic-influenced leads convert and what value do they generate?</td></tr><tr><td>Metrics for Non-Organic Influenced Leads</td><td>How do non-organic-influenced leads compare to organic-influenced leads on conversion and value?</td></tr></tbody></table>

***

## Sales Engagement Dashboard

#### :question:How effectively are we reaching and converting our target accounts through outbound and sales efforts?

{% embed url="<https://live-demo.hockeystack.com/live-demo/custom/Sales%20Engagement-000000000000000000000000000019>" %}

| Report                                 | Business Question                                                                                    |
| -------------------------------------- | ---------------------------------------------------------------------------------------------------- |
| 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

#### :question:How are account intent scores changing over time, and how does score activity correlate to pipeline conversion?

{% embed url="<https://live-demo.hockeystack.com/live-demo/custom/Account%20Intelligence-000000000000000000000000000015>" %}

| Report                                      | Business Question                                                                                                                                           |
| ------------------------------------------- | ----------------------------------------------------------------------------------------------------------------------------------------------------------- |
| Current Scores                              | What is the current distribution of our target accounts by intent level (Warm, Cold, On Fire, Hot)?                                                         |
| Score Changes Over Time                     | <p>How is the mix of account intent levels (Cold, Warm, Hot) shifting week over week?</p><p></p><p>Are we building more high-intent accounts over time?</p> |
| 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?                                                                      |

***

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