Reporting Training: The Planning Dashboard

Plan Your Path to Success

Learn to use Funnel Metrics' Planning dashboard.

Video Transcript

Welcome to the Planning Dashboard review.

The Planning dash offers a historical view of the previous 12 months so that a marketing team has everything they need to plan for the future. This historical view of the velocity, conversion rates and average deal size data allows a marketing team to calculate exactly how many MQLs they need to fill their funnel with for the coming year, and by when, in order to make sure they meet their contribution to revenue goals.

If you know how many MQLs progressed to closed-won last year, and can project a similar percentage for current year, you will know how many MQLs you need in order to be on track for meeting the current year's targets.

As best practice, we recommend using this dashboard to fine tune your marketing plans, and we provide an explanation of how to perform this reverse waterfall analysis in our planning dashboard documentation. (1:00) There is a link to that below this video.

Be aware that by default, the data is always going to be the last full 12 months, so it won’t include the current month, because you want full months’ data, not partial months’.

The filters can always be adjusted to different date periods to suit your company’s reporting needs.

Here we are looking at the top half of the dash. On the left, Volume will be the total number of engagements that reached a given stage.

Conversion Rates, in the center column, is the percentage of engagements that progressed. For instance, for SAL to SQL, if it’s 33%, it means 33% of the MQLs have moved on to SQL stage or farther, and the remaining 67% are either still in SAL or have been dispositioned to a non-active status like Nurtured or Disqualified.

On the right, Velocity is based on averages: the average number of days from one stage to the next for each pair of adjacent stages, plus an MQL to Won overall velocity.

(2:00) This Sourced Revenue component shows the distribution of revenue by the organizational department. This is based on the campaign sources, and how they are set up in your organization. Most companies will see Sales and Marketing, but you may have other funnels, for example partners. This is not a weighted distribution, but the full amount of opportunity revenue is allotted to whatever department sourced the campaign of the active response on the opportunity.

For Top Performing Campaigns, these are derived from the same campaigns as sourced revenue, so we’re not looking here at influence models, but looking only at the primary campaign sources on the opportunity, and seeing which of those campaigns are bringing in the most revenue

The Average Number of Touches for Wins and Losses component compares the number of touches on won vs. lost opportunities, usually to verify that more touches are resulting in more won opportunities.

The last component we will highlight on this dashboard is the Touch Timing for Won Deals. This is the pattern of touches by campaign type (3:00) in 30-day increments prior to a won opportunity. For each time period, a marketer can visually understand the distribution of touches by campaign type and see what types of campaigns people interacted with during this time, and see how it compares to other 30-day periods.

Next up, please join us for the Achieving Dashboard. Thanks for watching.

Planning with the Reverse Waterfall: https://support.fullcircleinsights.c...ning_Dashboard