CaliberMind Funnel Trend Dashboard
The Funnel Trend Dashboard – Purpose
The Funnel Trend dashboard is cohorted by the date the funnel stage occurred. A funnel trend dashboard analyzes and reports stage behavior over a defined period of time. The conversion rate is tracked over time and frequency. Based on observable factors, funnel trend analysis compares previous time frames, stages, and forecasts future cohort movements.
What is a Cohort?
Is a Cohort the same as demographics?
What is Cohort Analysis?
Why use cohort analysis?
The Funnel Trend Dashboard – Assumptions
The Funnel Trend dashboard assumes the following:
Your business is using the following standard CRM objects
Campaign
Campaign Manager
Lead
Contact
Account
Marketing automation platform integration
You have cohort identifiers within your system
Establihed time of lifecycle stages
Funnel Trend Dashboard – Description

Date Range Picker - Select date ranges interactively
Navigation Dropdown List - Navigate to other dashboards quickly via the dropdown list
Trend Metrics Selection Button – Interactive buttons of all available metric options
Funnel Selection Drop-down list – Select the desired funnel
Interactive Line graph – Visualization of the cohorts behavior over time
Funnel Stage Drop-down list - Interactive drop-down list of all available stage options
Date Aggregation – Drop-down list of date ranges: Quarter, month, week, day aggregation buttons
Interactive graph key - Identifies comparisons plotted on the graph
Funnel Trend Dashboard – Use Case Scenario and Analysis
The following use cases have been developed based on the perspective of the user type. An explanation of the type of information is provided, as well as a dashboard from where you can easily obtain that information.
Who Would Use the Funnel Dashboard?
Role: Sales Executives, Marketing Executives, Marketing Directors, Marketing Tacticians, and Operations
Funnel Trend Use Case Scenario
Q: What should I change to increase how much I am getting out of my funnel?

A: We need to consider the 3 keys to predictability – figuring out how much volume you need to convert into the next stage and how long it will take to move to that stage.

- Volume – I want to see the total number of qualified accounts month over month and how it's trending year over year?


- Conversion – I want to see what is happening with my conversion rate.



Analysis: Notice that at the end of the 2022 year our data shows that we are below the industry standard of 11% conversion rate.
Action: As a marketer we would ask the following questions:
- Do we have a good understanding of our target market?
- Are we trying to appeal to the correct personas?
- Do we have an offer that's compelling enough for them to engage with Sales?
Solution: Collaborate with sales and mitigate gaps and issues are found with tweaks to ICPs and offers. Watch data closely for changes both good or bad. Rinse and repeat.
- Time in Stage – How long does it take for leads to advance from one stage to another?



Analysis: Notice that at the end of the 2022 year our data shows that we are well above last years days to advance and we need to begin to investigate what is causing the blockage.
Action: As a Marketer I would begin by interrogating the targeting and messaging and conversion rate statistics earlier in the funnel to see whether or not there is a problem. Take a look at Sales and ask about lead follow up timelines (i.e. how long is it taking Sales to follow up on leads and how many leads are actually being touched?)
Solution: If the follow up time – as indicated in this dashboard above – has increased it is time to make sure you are targeting the right people – ask "am I bringing in low quality leads with low intent?" Look at what is converting well with accounts booking meetings and then gating the content that gates at a very LOW rate. A good idea is to determine what are the 3 highest converting channels and then apply and ICP filter to the ones below these. Also, there are some tactics that are not passed through to sales but are placed in a nurture program.
On the sales side of the house it's important investigate the need for gap sales training as well as develop or refine an SLA for lead follow up. Once all measures have been attacked it is important to closely manage both marketing and sales efforts and for improvements and needs to tweak the processes. Rinse and repeat.