Revenue reporting and GTM dashboards
We build dashboards that answer leadership's questions from one data model, including pipeline generated, win rate, sales cycle, CAC, LTV, revenue by source and rep performance.
Dashboards we build
We build one dashboard per audience, each answering the questions that group actually asks, all calculated from the same data model.
- 01
Executive
One view of what leadership reviews together: pipeline generated, forecast vs actual, coverage and revenue by source
- 02
Sales
Pipeline health by stage, conversion between stages, win rate and sales cycle length
- 03
Marketing
Leads and revenue by source, cost per opportunity, and the pipeline each campaign produced
- 04
Rep performance
Activity, conversion and revenue per rep, measured on the same definitions as the executive view
GTM metrics defined
Every metric gets one written definition, so the same number means the same thing in every dashboard.
| Metric | Definition |
|---|---|
| CAC | The cost of winning a customer: sales and marketing spend divided by new customers in a period |
| LTV | The revenue a customer is expected to generate over the time they stay |
| LTV:CAC | Lifetime revenue compared with the cost of winning the customer, shown as a ratio |
| Win rate | Closed won deals divided by all closed deals in a period |
| Lead-to-opportunity rate | The share of leads that become qualified opportunities |
| Pipeline velocity | Opportunities x win rate x average deal size, divided by sales cycle length |
Data and tools
We bring your CRM, marketing and product data into one model, then report from it in the tools your team already opens.
- 01
CRM
Leads, opportunities, stages, owners, amounts and activity
- 02
Marketing
Spend, campaigns, traffic and the sources attached to each lead
- 03
Product
Usage and expansion events that explain retention and lifetime value
The data is modeled in SQL, then reported in Looker Studio, BigQuery or Google Sheets.
Example: Revenue Intelligence & Forecasting
Revenue Intelligence & Forecasting combines pipeline quality, attribution and forecast metrics into one revenue view, built on the same data model as the dashboards above.
See the full systemRevenue reporting FAQ
These are the questions we answer most often before a reporting build starts.
Which BI tool do you use?
The one your team already uses where possible. Otherwise Looker Studio.
Can marketing see revenue by source?
Yes. Attribution connects closed-won revenue in the CRM back to the original lead source.
Why don't our dashboards match?
Usually because each report defines its metrics differently. A single data model fixes that.
Start with a GTM Audit.
We review the questions your leadership asks and the data behind them, then define one reporting model.