Marketing to Sales (Leads) Pipeline Dashboard Overview (version 2022.2)


The purpose of this Marketing to Sales Pipeline Dashboard is to develop a turn-key report that helps clients align marketing and sales in one place. The audience for this report is someone who needs to understand how marketing is affecting their sales. Level 3 introduces CRM data. 


This report includes the following dashboards:

Pipeline Summary:

  1. How much am I spending in order to gain a lead/customer?
  2. What is the volume of a metric (impressions, interactions, etc) needed to gain a lead/customer?
  3. Are my overall number of leads/customers trending upwards?
  4. What channel/data source/campaign is contributing the most to leads/customers?

Forecast Summary:

  1. How much should I budget for in order to achieve X amount of leads/customers?
  2. Other iterations of this question can be asked. “If I spend X amount, how many leads/customers should I expect?
  3. As of today (mid-flight), am I on pace to achieve my goal?

Supported BI Tools

The Marketing to Sales Pipeline Dashboard is available in Tableau and Power BI.


This dashboard includes the following data sources:

  • Act-On
  • Apple Search Ads
  • Bing Ads
  • Bronto
  • Campaign Monitor
  • Digital Media via Google Sheet
  • El Toro
  • Emfluence
  • Exact Target
  • Facebook Ads / Social
  • Google Ads
  • Google Analytics
  • Google Campaign Manager
  • Google Search Console
  • Hubspot
  • IBM Watson
  • Instagram Ads / Social
  • LinkedIn Ads / Social
  • Mailchimp
  • MNTN (formerly known as SteelHouse)
  • ON24
  • Pardot
  • Pinterest Ads
  • Reddit Ads
  • Salesforce
  • Snapchat Ads
  • TikTok Ads
  • Traditional Media via Google Sheet
  • Twitter Ads / Social
  • Yahoo Gemini
  • YouTube Analytics

This dashboard is built on the following dataset:


Tracking Requirements:

ChannelMix Conversion Tracking implementation is required for this dashboard. Read more in the ChannelMix Conversion Tracking - Onboarding article.

Visualizing the data:

These aforementioned data streams are what powers the dashboard. Below is an illustration of how these different data points make up the pipeline summary. 


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