H O W H U B S P O T ’ S R E P O R T I N G A D D - O N W I L L R E V O L U T I O N I Z E Y O U R C O M PA N Y

T H E B I G G E S T C H A L L E N G E FA C I N G M A R K E T E R S T O D AY I S P R O V I N G A R E T U R N O N I N V E S T M E N T .

P R O B L E M

As our marketing and sales software becomes more powerful, we’re able to see new sets of data related to our activities.

T H E C H A L L E N G E I S N ’ T I N G E T T I N G D ATA , I T ’ S I N M A K I N G S E N S E O F I T .

B2B marketing budgets have been on the rise since 2011. Yet, according to Forrester, 45% of marketers surveyed say they still struggle to attribute spending to revenue. With so much data, it’s difficult to sift through it all to know what to act on.

?

T O D AY, H U B S P O T H A S TA K E N O N T H I S P R O B L E M H E A D - O N W I T H T H E N E W R E P O RT I N G A D D - O N A N D D A S H B O A R D .

S O L U T I O N

N O T Y O U R M A M A’ S D A S H B O A R D .

Many Reports can be set to automatically update within each dashboard.

While snapshots of the data can still be useful, looking at the live numbers is a much more exciting option.

The insights you can gain from this the new product are incredible. The only question is—

W H AT S H O U L D Y O U R R E P O RT S & D A S H B O A R D M E A S U R E ?

H O W T O O R G A N I Z E Y O U R D A S H B O A R D S T O G E T T H E M O S T O U T O F H U B S P O T

M A R K E T I N G D A S H B O A R D SIf you’ve been using HubSpot for a long time, there are many reports you can set up right away to get more insight into your contacts.

You can use the contact performance dashboard to see how many contacts are at each lifecycle stage, which can help identify your biggest opportunities for improvement.

C O N TA C T P E R F O R M A N C E D A S H B O A R D

Set up this dashboard

first!

S O M E O F T H E R E P O R T S T H AT H E L P Y O U L O O K AT T H I S A R E :

•C O N TA C T F U N N E L

•C O N TA C T S B Y S O U R C E W I T H

L I F E C Y C L E S TA G E

•P E R S O N A B Y L I F E C Y C L E S TA G E

This gives you an overview of where people are in your overall funnel. The conversion numbers can tell you where to start.

C O N TA C T F U N N E L

See how different sources convert compared to each other. Some sources may lead to higher customer numbers than average.

C O N TA C T S B Y S O U R C E W I T H L I F E C Y C L E S TA G E

Customize a report to see where you have contacts by each persona.

P E R S O N A B Y L I F E C Y C L E S TA G E

Is your marketing department organized by funnel? Set up a dashboard that’s wholly-focused on top of the funnel marketing performance.

T O P O F T H E F U N N E L D A S H B O A R D

G E T A G O O D I D E A O F T H E H E A LT H O F Y O U R T O P O F T H E F U N N E L A C T I V I T I E S W I T H T H E S E R E P O R T S :

• N E W S U B S C R I B E R C H A RT

• N E W L E A D C H A RT

• F I R S T C O N V E R S I O N R E P O RT

• S U B S C R I B E R C O N V E R S I O N

R AT E

Set up your monthly goal for new subscribers and see how you do month over month. This will give you a great idea of whether you’re bringing in enough people into your marketing funnel or not.

N E W S U B S C R I B E R C H A R T

Set this one up to filter by sources so that you always have a good idea of which sources are contributing the most to your new lead flow.

N E W L E A D C H A R T

Set this up to see which of your forms or landing pages have converted the most people.

F I R S T C O N V E R S I O N R E P O R T

See how many of your subscribers you are converting to leads by setting up a contact funnel.

Select only CREATED, SUBSCRIBERS, and LEADS to see the conversion from one to the other.

S U B S C R I B E R C O N V E R S I O N R AT E

If you are using the HubSpot CRM or have your CRM integrated with HubSpot, you can run reports based on

which marketing activities actually generate revenue.

S A L E S - M A R K E T I N G A L I G N M E N T D A S H B O A R D

#SMARKET ING

H E R E A R E S O M E R E P O R T S T H AT G I V E Y O U S O M E G O O D V I S I B I L I T Y I N T O T H I S P R O C E S S :

• L E A D C L O S E R AT E S

• O P P O RT U N I T I E S / C U S T O M E R S B Y

S O U R C E T Y P E

• R E V E N U E B Y S O U R C E

• R E V E N U E B Y AV E R A G E PA G E S V I E W E D /

N U M B E R O F F O R M S S U B M I T T E D

Look at how many leads, MQLs, SQLs, and Opportunities close (four separate reports). This will let you identify problems with the hand-off and think about solutions.

L E A D C L O S E R AT E S

Look into how many opportunities came in by which source. This can let you know whether certain lead sources perform better for your overall goals (revenue!).

O P P O R T U N I T I E S / C U S T O M E R S B Y S O U R C E T Y P E

This information can drive which elements of your marketing need more investment.

R E V E N U E B Y S O U R C E

If people who consume a lot of content drive a lot of revenue, then you can expand your efforts to get more content in front of your prospects.

R E V E N U E B Y AV E R A G E PA G E S V I E W E D / F O R M S S U B M I T T E D

You can set up 20 different dashboards with 10 reports per dashboard, so why not set up a lot? If you have good sales and customer data, you can dig in to see what marketing activities are your biggest drivers.

Now that you have some marketing dashboards set up, let’s look at some good sales dashboard to set up.

S A L E S D A S H B O A R D S

S A L E S P E R F O R M A N C E D A S H B O A R D

This is where you’ll want to set up the detailed activity reports that your sales reps are watching by the hour. Activity breakdowns should be prominently displayed.

S A L E S P E R F O R M A N C E D A S H B O A R D : S A M P L E R E P O R T S

• A C T I V I T Y L E A D E R B O A R D

• C O N TA C T S A D D E D B Y R E P

• L E A D S TAT U S

• N O T E TA K E R B O N U S

Track how many calls, emails, and meetings each rep has.

A C T I V I T Y L E A D E R B O A R D

If your sales reps self-source their leads, you'll want to track it. Set this up with a combination of a smart list with a rolling date range, and then break it out by sales rep.

C O N TA C T S A D D E D B Y R E P

If you aren’t using the lead status field to track how your salespeople work leads—you should. Start using it to see how successful your sales team is pre-deal.

L E A D S TAT U S

Note-taking is a discipline that’s critical for sales. You can set up a chart for how many notes people are taking if you want to encourage this.

N O T E TA K E R B O N U S

Here’s where you can see company-wide sales numbers. You’ll want to set up multiple reports based on any useful way to look at deals.

D E A L S D A S H B O A R D

G O O D S TA R T I N G P O I N T S F O R D E A L S D A S H B O A R D S :

• D E A L S B Y D I F F E R E N T D I V I S I O N S

• D E A L S B Y D I F F E R E N T

T E R R I T O R I E S

• D E A L S B Y D I F F E R E N T P R O D U C T

O R S E R V I C E T Y P E

Tailor the deals dashboard to your companies needs. Use it right and you can identify trends in the market before your competitors.

TA I L O R T H E D E A L S D A S H B O A R D

In the CEO Dashboard, you put all of your high-level numbers for your CEO to see.

C E O D A S H B O A R D

This is the most important dashboard!

G O O D S TA RT I N G P O I N T S F O R C E O D A S H B O A R D S S H O U L D I N C L U D E :

• C O N TA C T D ATA B A S E O V E R V I E W: A C O N TA C T F U N N E L

R E P O RT T H AT S H O W S H O W M A N Y C O N TA C T S A R E AT

E A C H L I F E C Y C L E S TA G E

• N U M B E R O F N E W C U S T O M E R S I N T H E L A S T M O N T H ( O R

Q U A RT E R )

• R E V E N U E G E N E R AT E D B Y I N D U S T RY

G O O D S TA RT I N G P O I N T S F O R C E O D A S H B O A R D S ( C O N T. ) :

• AV E R A G E D AY S T O C L O S E ( F R O M C R E AT E ) — Y O U C A N S E T

T H I S U P A S J U S T A N U M B E R

• H I S T O R I C A L D E A L S W O N V S . D E A L S L O S T D ATA : T H I S C A N

H E L P G I V E A C O M PA R I S O N O F H O W T H E C U R R E N T M O N T H

C O M PA R E S

This is just the first step. Being able to see new insights from your data is a powerful advantage for everyone.

T H E H U B S P O T D A S H B O A R D H A S N O S H O R TA G E O F P O S S I B I L I T I E S …

For a limited time receive a free assessment including HubSpot’s Reporting Add-On trial, three report set-ups, and a data review.

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