We are using Creatio version 8.3.2 (upgrading soon to 8.3.4) and are looking for best practices to build an executive-level marketing and sales dashboard that tracks the entire customer journey.
Currently, we can report on lead source, opportunity source, and order source within a single widget, and we also have separate dashboards for emails, events, campaigns, landing pages, forms, and other marketing activities. While these reports are useful individually, they don't provide a unified view of how marketing efforts influence pipeline and revenue.
Our goal is to create a single dashboard that both our Executive Leadership Team and Sales team can use to understand the complete marketing-to-sales funnel.
Ideally, this dashboard would answer questions such as:
- Where are our Marketing Qualified Leads (MQLs) coming from (Google, email, website forms, organic social, paid social, events, referrals, etc.)?
- What are the conversion rates between each stage (Lead → MQL → SQL → Opportunity → Order)?
- How long do leads remain in each stage before progressing?
- How many marketing touchpoints does it typically take before a lead converts?
- How many MQLs are currently inactive versus actively being worked by Sales?
- Which marketing activities and touchpoints influenced each qualified lead?
- How much revenue can be attributed to each marketing source, campaign, or channel?
- Which campaigns consistently produce the highest-quality opportunities and closed business?
Beyond reporting historical performance, we'd like this dashboard to help guide future marketing and sales decisions.
For example, if we identify that opportunities consistently stall in a specific stage, we'd like to use that insight to develop targeted marketing content and nurturing campaigns to help move prospects through the pipeline. Likewise, if certain channels consistently generate high-converting MQLs, we'd want that information to drive future marketing investment.
We're looking for guidance on how others have successfully designed this type of reporting framework within Creatio. Specifically:
- What objects and relationships should be used to connect marketing activities to opportunities and revenue?
- What dashboards or KPIs have proven most valuable?
- Are there recommended approaches for marketing attribution (first-touch, last-touch, multi-touch, or weighted attribution)?
- Have others successfully created a single executive dashboard that combines marketing performance, sales pipeline health, customer journey analytics, and revenue attribution?
Rather than building additional standalone reports, we're looking for advice on designing a comprehensive reporting framework that provides a complete picture of marketing's contribution to pipeline, revenue, and sales success.
