TOFU & Cohort Performance Focused Dashboard for B2B SaaS Company
By Mariah Blackmore
•On May 31, 2023
The Opportunity & Challenge:
A client in the B2B SaaS space came to Obsessive Analytics wanting better insight into their sales, customer success, and marketing processes, as they were unable to do that effectively themselves given the disparate tools and workflows they had in place.
There were two main areas of focus that the client wanted to have more information at their fingertips: understanding their top of funnel leads who entered their sales process through their website and understanding how the nature of their customers changed over time, both from a trial, onboarding, and retention perspective.
The Process:
- We centralized the data from various sources like their CRM and Customer Success Systems, as well as product analytics tools. Following that we prepared a number of cleaned datasets which enabled us to prepare trendline and cohort analyses from joined data, rather than individual systems.
- We enriched those datasets with extra dimensions in order for the client to investigate in numerous methods what was working and what was not. These dimensions included: user type, source (Facebook Ads, Google Organic, etc.), department, sales rep individual, and product package.
- In order to relate current metrics to business objectives, we incorporated static data, such as their marketing budget and spend. This allowed for information access alongside the rest of the automated workflows we established for the client.
The Results:
We designed a dashboard that helped our client monitor, measure, and predict Key Performance Indicators (KPIs) all the way from lead acquisition, down to the entire sales process. Below you can find a selection of three pages of that dashboard.
Top of Funnel Performance
- The scorecards at the top provide metrics to the user on the current performance of their TOFU efforts. These have comparisons for MoM and YoY for a quick understanding of how current performance compares to previous efforts.
- The time-based graph displays new and returning user volume, alongside the two main TOFU conversion rates. This allows the client to adjust advertising spend per channel, as the volume of users doesn’t necessarily correlate to the successful conversion of their users.
- The pie graphs on the right display channel-based information for the total users and the website conversion rate for demo request form submissions to help the user identify the channels with the highest user intent.
Cohorted Pipeline
- The vertical scorecards on the right display all current stages for all opportunities to understand where potential customers are in their sales process.
- The Historical Cohort timeline graph displays all stages opportunities were in based on the month they became an MQL, as well as key conversion rates of the sales funnel.
- The Cohort Conversion table displays conversions by each cohort month to see historical performance and to help get a better understanding of the current month.
Funnel Cohort Opportunities
- The green coloured scorecards show the amount of opportunities that have entered each stage during the time period selected. These coloured scorecards are displayed in order of the steps in the client’s sales funnel.
- For each step in the sales funnel, a user can drop out of the sales process and become a disqualified or lost opportunity. These are visualized here with red arrows, to indicate the conversion rates for opportunities that are no longer active.
- When an opportunity moves through each step in the funnel, this is displayed with the conversion rate between the sales process stages.
We hope this case study was useful in understanding the kinds of data issues Obsessive Analytics can help our clients with. If you have any data problems that you need us to solve, please feel free to contact us anytime.