Section 04 · Marketing Funnel
Marketing Funnel
This funnel covers all marketing-sourced enquiries; web-specific detail lives in Web Leads & Calls.
Section A · The Funnel
Stage bands render this month's activity across all cohorts. Percentages appear only between Salesforce stages (matured cohorts ≥90 days). No percentage crosses the measurement boundary.
Zone 1 · Website behaviour · GA4
AcquisitionLiveGA4
Organic Search78,200
Paid25,920
Social6,280
Other48,020
Channel detail: Website Performance
Web Traffic — SessionsLiveGA4
158,420
+9.8%YoY
+4.1%MoM
Lead Actions — form submits + phone clicksLiveGA4
Behaviour events — not CRM records. Rate = lead actions ÷ sessions.
5,060
+12.1%YoY
+5.2%MoM
Measurement boundaryWebsite behaviour (GA4) above · CRM records (Salesforce) below. Different systems; no conversion rate is computed across this line.
Zone 2 · Pipeline records · Salesforce
MQL — total marketing-sourced enquiriesLiveSF
Web enquiries
962
detailed in Web Leads & Calls
Phone (tracked clicks — proxy)
3,820
Behaviour proxy — not a CRM record; not summed with web enquiries
Event leads
—
PendingPending: awaiting LeadSource confirmation
962
+8.1%YoY
+2.6%MoM
SQL rate — matured cohorts: 56.0%
SQL — sales qualified leadsLiveSF
Matured cohorts (≥90 days)
512
+9.8%YoY
+4.1%MoM
Contact conversion — matured: 73.8%
Converted to ContactLiveSF
378
+8.8%YoY
+3.4%MoM
Opportunity rate — matured: 55.6%
Opportunities CreatedLiveSF
208
+7.6%YoY
+2.8%MoM
Zone 3 · Commercial · Salesforce
Pipeline ValuePendingSF
Pending: Awaiting Opportunity Amount hygiene confirmation
—
Closed Won — count & valuePendingSF
Pending: Awaiting Opportunity Amount hygiene confirmation
—
ROIPendingSF
Pending: Awaiting Opportunity Amount hygiene confirmation + paid-media spend attribution window
Definition (ships before the number): Closed-won value from marketing-sourced opportunities ÷ paid media spend (media only, excl. fees); attribution: lead created within trailing 12 months
—
Section B · Activity vs Cohort
The funnel above shows this month's activity at every stage regardless of when each lead was created. The table below tracks each month's leads forward through the funnel.
| Created month | Enquiries | SQL | Contacts | Opportunities | Won | Maturity |
|---|---|---|---|---|---|---|
| May 25 | 890 | 502 | 372 | 210 | —Pending | matured |
| Jun 25 | 820 | 460 | 340 | 190 | —Pending | matured |
| Jul 25 | 850 | 480 | 355 | 200 | —Pending | matured |
| Aug 25 | 880 | 500 | 370 | 210 | —Pending | matured |
| Sep 25 | 905 | 512 | 380 | 218 | —Pending | matured |
| Oct 25 | 935 | 528 | 392 | 224 | —Pending | matured |
| Nov 25 | 940 | 532 | 396 | 228 | —Pending | matured |
| Dec 25 | 690 | 388 | 288 | 164 | —Pending | matured |
| Jan 26 | 715 | 402 | 300 | 172 | —Pending | matured |
| Feb 26 | 895 | 500 | 372 | 210 | —Pending | matured |
| Mar 26 | 950 | 528 | 388 | 220 | —Pending | 92% resolved — maturing |
| Apr 26 | 940 | 495 | 358 | 195 | —Pending | 78% resolved — maturing |
| May 26 | 962 | 470 | 332 | 178 | —Pending | 62% resolved — maturing |
Stage counts mature over months — recent cohorts will grow in later columns as leads progress. This is expected, not restatement error.
Section C · Stage Status
Stages activate as data dependencies are confirmed — this strip tracks the client's 2027 funnel reporting requirement to completion.
- LiveAcquisition
- LiveWeb Traffic
- LiveLead Actions
- LiveMQL
- LiveSQL
- LiveContacts
- LiveOpportunities
- PendingPipeline Value— Awaiting Opportunity Amount hygiene confirmation
- PendingClosed Won— Awaiting Opportunity Amount hygiene confirmation
- PendingROI— Awaiting Opportunity Amount hygiene confirmation + paid-media spend attribution window
- PendingEmail nurture— Awaiting confirmation of the marketing-automation platform (Account Engagement / Marketing Cloud)