Overview
The Division: B2B report tracks the full B2B marketing funnel ā from ad spend, through the CRM pipeline stages, to closed-won revenue ā highlighting stage volume, cost efficiency, and channel performance with period-over-period comparisons.
Built for B2B account teams and their clients, the report combines Salesforce CRM funnel data with paid-media performance in a single view. Funnel stages are configured per client, so each account sees its own stage names (up to five) alongside cost-per-stage, stage-to-stage conversion rates, and media efficiency.
Integrations Required
Salesforce CRM
Paid Media (eg. Google Ads, LinkedIn Ads, Meta Ads, etc.)
Sections
Overview - Funnel stage volume and cost-per-stage KPI cards for each configured stage, a Closed Won Revenue card, a lead source mix breakdown, and trends for won-stage revenue and ad spend versus leads. This answers: "How is each funnel stage performing compared to the prior period?" and "Which sources drive the most leads?"
Funnel Analysis - A Funnel Stage selector drives Stage Count, Cost per Stage, and Conversion Rate to Next Stage cards, paired with a stepped funnel visualization and cost-per-stage and conversion-rate trend lines. This answers: "Where are the biggest drop-offs in the funnel?" and "How is cost per stage trending over time?"
Media Performance - Spend, Impressions, Clicks, and Conversions KPIs with spend-by-channel and spend-by-platform breakdowns, a configurable Spend / CTR / CPC trend, and a campaign-level detail table. This answers: "Which channels and platforms consume the most budget?" and "Which campaigns drive conversions most efficiently?"
