Overview

The Funnel by Lead Source report aims to give you a deeper dive into whether there are any major trend changes in your main marketing metrics over the past 6 months in terms of funnel metrics or lead source. The purpose is to give you a quick overview so that you can check for a major shift in trends that might warrant corrective actions to their marketing activities or processes.

Overall Funnel Metrics: Do I see any major trend changes in my main marketing metrics over the past 6 months?

This report looks at all funnel metrics by a weekly cohort of the created date of leads.

The funnel metrics are defined by:

• Lead: New lead in your CRM
• MKL: Leads scored as Very Good or Good MadKudu Fit
• MQL: Leads marked as MQL in your CRM
• Opps: New opportunity in your CRM
• SQO Opp: Opportunity marked as MadKudu SQO which is used to train the fit model => see the definition in the Conversion Mapping tab in the app
• Closed Won Opp: Opportunity closed won in your CRM

The main purpose of this report is to show if there are any major trend changes in your funnel metrics in the last 6 months in order to determine if you should focus more attention on converting more from one funnel step to the next.

Individual Funnel Metric by Leadsource: When looking at the metrics sliced by leadsource, is one of them accounting for most of the rupture in trend?

This report looks at all funnel metrics by weekly cohort based on the lead created date.

The main purpose of this report is to show if there are any lead sources that are significantly increasing or decreasing in terms of different funnel metrics, and then determine if you should invest more or less in certain channels. For example, if you see that there has been a steady growth in "SQO Opps" from the product signups channel, this is a great validation to invest further into driving more signups or moving the signups to the bottom of the funnel.

Funnel Conversion Rate Analysis by Leadsource: How are different sources performing in Lead, MQL, Opps conversion rates?

The main purpose of these reports are to compare conversion rates by source to determine if there are any useful tidbits to either correct efforts for a leadsource that should be converting more or invest more in certain leadsources.

Note that these reports only look at lead created date and not opportunity.

These reports look at how many leads are created by week and how many of those become MQLs.

These reports look at how many leads are created by week and how many of those become opportunities.

These reports look at how many opportunities are generated from leads created each week and how many of those become closed won deals.

These reports look at how many leads are created by week and how many of those become closed won deals.

F.A.Q.

Q: How do I get this set up?

As we have released this report in Beta, please contact your Customer Success Manager or head into the app -> insights tab, and click 'Request L3 Report to get access to this report.

Q: Is this part of my current subscription?

Yes, this specific report is part of your existing subscription with MadKudu. Moving forward, there will likely be specific reports that will come at a premium.

Q: How often is this refreshed?

This report (as all the MadKudu Insights reports) is refreshed daily.

Q: How do you build the reports?

The funnel metrics are defined by:

• Lead: New lead in your CRM
• MKL: Leads scored as Very Good or Good MadKudu Fit
• MQL: Leads marked as MQL in your CRM
• Opps: New opportunity in your CRM
• SQO Opp: Opportunity marked as MadKudu SQO which is used to train the fit model => see the definition in the Conversion Mapping tab in the app
• Closed Won Opp: Opportunity closed won in your CRM

There are a configurable elements on the report that are specific to your business such as:

1. How lead source is defined in the customer’s system
2. How to identify whether a lead has been MQL-ed? (typically this is done through the date)
3. What is the limit on the number of lead sources to show on the report?