Purpose
To standardize reporting on lead conversions, funnel performance, and revenue attribution, ensuring clarity on how marketing activities translate into sales outcomes.
Structure
Section 1 – Funnel Overview
| Metric | Definition | Example (B2B SaaS) | Example (B2C Service) |
| Leads Captured | Raw leads from all channels | 1,200 | 850 |
| MQLs | Leads scoring ≥ 60 (qualified by marketing) | 400 | 300 |
| SQLs | Sales-validated leads | 220 | 180 |
| Opportunities | Leads with open deals/pipeline | 120 | 100 |
| Closed-Won | Converted customers | 40 | 60 |
| Closed-Lost | Deals rejected/lost | 80 | 40 |
| MQL → SQL Conversion Rate | SQL ÷ MQL | 55% | 60% |
| SQL → Win Rate | Closed-Won ÷ SQL | 18% | 33% |
| Overall Funnel Conversion | Closed-Won ÷ Leads | 3.3% | 7% |
Section 2 – Conversion by Channel
| Channel | Leads | MQLs | SQLs | Opportunities | Closed-Won | CPL | CAC | ROAS |
| Google Search | 400 | 180 | 100 | 55 | 20 | $35 | $420 | 3.8x |
| LinkedIn Ads | 250 | 120 | 70 | 40 | 12 | $50 | $600 | 3.1x |
| SEO (Organic) | 300 | 70 | 30 | 15 | 5 | $15 | $200 | 4.2x |
| Referrals | 250 | 120 | 90 | 60 | 25 | $0 | $120 | 6.0x |
| Facebook/Instagram | 350 | 160 | 90 | 60 | 35 | $22 | $150 | 4.5x |
Section 3 – Objections & Drop-Off Reasons
| Funnel Stage | Common Objection/Drop-Off Reason | Action |
| TOFU | “Not sure what you do” | Added explainer video + carousel |
| MOFU | “Competitor cheaper” | Case study email + ROI comparison ad |
| BOFU | “Timing not right” | Added “Book demo later” option / Retargeting nurture |
Section 4 – Revenue Attribution
| Metric | Value (B2B SaaS Example) | Value (B2C Service Example) |
| Total Revenue (Period) | $120,000 | $30,000 |
| Attributed to Paid Ads | $80,000 (67%) | $18,000 (60%) |
| Attributed to Organic | $25,000 (21%) | $7,500 (25%) |
| Attributed to Referrals/Other | $15,000 (12%) | $4,500 (15%) |
| CAC Payback Period | 3.5 months | 1.2 months |
Blank Reusable Template
Funnel Overview
| Metric | Value |
| Leads Captured | |
| MQLs | |
| SQLs | |
| Opportunities | |
| Closed-Won | |
| Closed-Lost | |
| MQL → SQL Conversion Rate | |
| SQL → Win Rate | |
| Overall Funnel Conversion |
Conversion by Channel
| Channel | Leads | MQLs | SQLs | Opportunities | Closed-Won | CPL | CAC | ROAS |
Objections & Drop-Off Reasons
| Funnel Stage | Common Objection/Drop-Off Reason | Action |
Revenue Attribution
| Metric | Value |
| Total Revenue (Period) | |
| Attributed to Paid Ads | |
| Attributed to Organic | |
| Attributed to Referrals/Other | |
| CAC Payback Period |