Demo · Last 90 days
Pipeline created
€4.82M
+38.4%
2026-02-25 → 2026-05-25 · vs prior 90d
Closed-Won ARR
€1.31M
+22.6%
2026-02-25 → 2026-05-25 · vs prior 90d
Marketing-sourced %
62%
+8 pts
2026-02-25 → 2026-05-25 · vs prior 90d
Blended CPL
€84
-19.1%
2026-02-25 → 2026-05-25 · vs prior 90d
CAC payback
11.2 mo
-2.1 mo
2026-02-25 → 2026-05-25 · vs prior 90d
MQL → SQL conv.
34.6%
+5.2 pts
2026-02-25 → 2026-05-25 · vs prior 90d
SQL → Opp conv.
48.1%
+3.4 pts
2026-02-25 → 2026-05-25 · vs prior 90d
Demo-to-close cycle
58 days
-4 days
2026-02-25 → 2026-05-25 · vs prior 90d
What's working
LinkedIn ABM cohort outperforms by 2.4×
The Tier-1 named-accounts ABM segment (147 target accounts) generated €1.42M of pipeline at €68 CPL — 2.4× the program average. Sequencing into Outreach SDR after 2 ad impressions is the unlock.
What's working
Content syndication via TechTarget paying off
Q1 hypothesis confirmed — gated whitepapers on TechTarget produce SQLs at €94 CPL with a 41% MQL→SQL conversion (vs 28% program avg). Doubling spend next month.
Watching
Self-serve trials plateauing at ~210/month
Trial signups flat for 6 weeks despite +18% paid traffic. PLG funnel needs a closer look — friction likely in the 'connect first cluster' step on day 1.
Watching
Google brand defense CTR dropping
Brand search CTR fell from 19.1% → 13.4% over 6 weeks. Datadog + New Relic are bidding on 'northstream cloud' — 12 competitor impressions/day.
Needs decision
Sales accepting 31% of MQLs — below 60% SLA
MQL-to-SQL acceptance has slipped two quarters in a row. Either MQL scoring is too generous or sales rejection criteria need recalibrating. Recommend joint review next 1-on-1.
Trial signups
12
Demo bookings
7
New SQLs
9
Net-new pipeline
€198k
Ad spend
€1,420
Closed-Won ARR
€0
MQLs delivered
31
LinkedIn impressions
84.2k
Single-day snapshot · 2026-05-25 — pre-aggregated from HubSpot + LinkedIn + Google + Segment.
GA4 server-side
Live
Stape sGTM — 2026-03-12
Enhanced conv.
On
Google Ads + LinkedIn CAPI
Segment CDP
100%
All sources flowing
HubSpot sync
12 min
Bidirectional
6sense webhook
6h gap
Reconnect Q2 — non-blocking
Consent (CMP)
OneTrust
34 → 91% capture after fix
Form spam rate
4.2%
reCAPTCHA v3 score < 0.5
UTM coverage
98%
Outreach cadences fully tagged
Lead → CRM lag
<30s
Hubspot Forms native
Cookieless attr.
31%
Server-side proxy needed Q3
Open infrastructure actions
Alert
Stand up server-side proxy for cookieless attribution (Safari iOS 31% of traffic, currently dropped)
Amplio · Q3
Warn
Reconnect 6sense webhook (failed 2026-05-22, manual sync working but lag)
RevOps
Warn
Form spam — tighten reCAPTCHA threshold or add hCaptcha challenge
Marketing Ops
Info
Review MQL scoring model — sales acceptance below SLA two quarters running
Amplio + RevOps
Info
GA4 BigQuery export — backfill 90 days for cohort SQL
Amplio
| Platform | Access | Status | Last seen | Note |
|---|---|---|---|---|
| HubSpot CRM | Full | ok | 2026-05-26 07:48 |
Deals + contacts + lifecycle. Synced 12 min ago. |
| LinkedIn Ads | Read | ok | 2026-05-26 07:50 |
Sponsored Content + Lead Gen Forms. 6 campaigns live. |
| Google Ads | Read | ok | 2026-05-26 07:50 |
Search + Demand Gen. Enhanced conversions on. |
| GA4 | Full | ok | 2026-05-26 07:46 |
Server-side GTM via Stape — 2026-03-12 cutover. |
| Segment CDP | Read | ok | 2026-05-26 07:55 |
All product + marketing events flow through Segment. |
| G2 | Read | ok | 2026-05-26 06:00 |
Buyer intent signals + category placement (APM). |
| 6sense | Read | watch | 2026-05-26 06:30 |
Intent enrichment — webhook gap 6h on 2026-05-22. |
| Outreach (SDR) | Read | ok | 2026-05-26 07:30 |
8 cadences active. Reply rates feeding ICP loop. |
| HubSpot Marketing | Full | ok | 2026-05-26 07:48 |
Nurture workflows + email engagement. |
| Webflow CMS | Read | ok | 2026-05-26 07:50 |
Landing pages + blog. GTM container live. |
Total recommendations
10
+3
2026-02-25 → 2026-05-25 · vs prior 90d
Open / In progress
5
flat
2026-02-25 → 2026-05-25 · vs prior 90d
Actioned
4
+1
2026-02-25 → 2026-05-25 · vs prior 90d
Wontfix
1
flat
2026-02-25 → 2026-05-25 · vs prior 90d
NS-021
Reallocate €18k/mo from Demand Gen → ABM LinkedIn
High
In progress
Demand Gen has produced 84 MQLs at €212/MQL over 90d (above CPL target). The Tier-1 ABM segment hits €68/MQL at 2.4× pipeline yield. Shift budget into ABM Q3 — projected +€620k pipeline.
2026-05-22 · linked pattern
P-014
NS-020
Add 'request demo' CTA above the fold on /pricing
High
Pending
Heatmaps show 73% scroll-depth on /pricing but only 0.9% click any CTA. Current demo CTA sits below the 4th tier comparison table. Test sticky header CTA + inline demo widget at 200px scroll.
2026-05-21 · linked pattern
P-007
NS-019
Suppress 'datadog alternative' generic keyword — losing budget to broad match
Medium
Pending
Generic competitor keyword burning €1,420/week with 2.1% conv rate vs branded variants at 8.3%. Tighten match type to phrase + add 14 negative keywords. Saves est. €4.8k/mo for 0 lead loss.
2026-05-18 · linked pattern
P-022
NS-018
Fix product-led signup form — duplicate event firing
Medium
Actioned 2026-05-19
GTM was sending sign_up event twice (server-side + dataLayer push). Inflated trial-signup KPI by ~12%. Removed dataLayer push; HubSpot + GA4 reconciled.
2026-05-15 · linked pattern
P-001
NS-017
Webinar nurture sequence — re-engage 1,847 unconverted attendees
High
Actioned 2026-05-14
Q1 webinar registrants without a follow-up touch in 60d. Built a 5-step sequence (case study → ROI calc → demo offer). 142 SQLs surfaced in 10 days. €112k pipeline. Plan to systematise.
2026-05-12 · linked pattern
P-011
NS-016
Test long-form vs short-form LinkedIn lead-gen form
Low
Pending
Current long form (8 fields) converts at 4.1%. A/B test 3-field variant (email + company + role). Lower lead quality risk — score-gate in HubSpot before SDR routing.
2026-05-08 · linked pattern
P-018
NS-015
Move SDR cadences from generic → persona-led
Medium
Pending
VP Eng vs Platform Lead opens differ by 47% on opener-line variants. Split cadences by persona; project to lift reply rate from 4.2% → 6.5%.
2026-05-04 · linked pattern
P-009
NS-014
Disable Performance Max — cannibalising branded search
High
Actioned 2026-05-02
PMax was inflating branded ROAS by stealing organic + branded paid traffic. Cut spend by €3.2k/wk, brand search held flat at 19% CTR pre-PMax-pause levels.
2026-04-29 · linked pattern
P-022
NS-013
Add UTM standard to all Outreach SDR cadences
Medium
Actioned 2026-04-30
Replies were attributing to 'direct' source. Standardised utm_source=outreach + utm_campaign=<cadence>. Outreach now visible in MTA model — surfaces 18% of pipeline previously hidden.
2026-04-22 · linked pattern
P-001
NS-012
Migrate from Marketo to HubSpot Marketing Hub
Low
Wontfix
Considered for unification. Cost-benefit doesn't justify migration risk. Park until 2027 renewal cycle.
2026-04-18
Total pipeline (open)
€4.82M
+38.4%
2026-02-25 → 2026-05-25 · vs prior 90d
Weighted pipeline
€1.96M
+31.2%
2026-02-25 → 2026-05-25 · vs prior 90d
Avg deal size
€32.4k
+4.2%
2026-02-25 → 2026-05-25 · vs prior 90d
Win rate (closed/all)
31.4%
+2.1 pts
2026-02-25 → 2026-05-25 · vs prior 90d
Sales velocity (€/day)
€14.6k
+18.4%
2026-02-25 → 2026-05-25 · vs prior 90d
Cycle (median days)
58
-4
2026-02-25 → 2026-05-25 · vs prior 90d
| Stage | Deals | Pipeline | Win prob | |
|---|---|---|---|---|
| Discovery | 98 | €980,000 | 10% | |
| Demo scheduled | 71 | €840,000 | 20% | |
| Technical eval | 52 | €1,240,000 | 35% | |
| Proposal sent | 31 | €920,000 | 55% | |
| Procurement | 18 | €540,000 | 75% | |
| Verbal commit | 8 | €300,000 | 90% |
Open deals narrowing through commercial stages. Pipeline value labelled inside each chevron alongside the deal count and win probability.
Open pipeline value by acquisition source. LinkedIn ABM + Outbound = 52% of pipeline.
Marketing-sourced pipeline
62%
Of the €4.82M open pipeline, €2.98M is marketing-sourced (target: 60%). 38% comes from outbound SDR + customer referrals.
Net-new pipeline created per week. Q2 trend +38% vs Q1 baseline. Spike in week of 2026-05-12 from "Cutting MTTR" webinar follow-ups.
Total ad spend
€89.6k
+12.1%
2026-02-25 → 2026-05-25 · vs prior 90d
Blended CPL
€84
-19.1%
2026-02-25 → 2026-05-25 · vs prior 90d
Blended CAC
€2,184
-8.2%
2026-02-25 → 2026-05-25 · vs prior 90d
Marketing ROI
5.42×
+0.8×
2026-02-25 → 2026-05-25 · vs prior 90d
CTR (LinkedIn)
0.78%
+0.12pts
2026-02-25 → 2026-05-25 · vs prior 90d
CTR (Google search)
6.4%
+0.4pts
2026-02-25 → 2026-05-25 · vs prior 90d
| Channel | Spend | MQLs | CPL | SQLs | Pipeline | Pipeline / spend |
|---|---|---|---|---|---|---|
| LinkedIn Ads | €38,200 | 312 | €122 | 132 | €1,420,000 | 37.2× |
| Google Ads | €27,400 | 184 | €148 | 61 | €610,000 | 22.3× |
| Content Syndication | €13,200 | 142 | €92 | 58 | €490,000 | 37.1× |
| Webinars | €4,800 | 86 | €55 | 41 | €340,000 | 70.8× |
| G2 & review sites | €6,000 | 41 | €146 | 22 | €240,000 | 40.0× |
Weekly ad spend by channel. NS-014 paused PMax in week of 2026-04-30 (visible dip in Google). LinkedIn ramp ongoing.
Blended CPL trend — moving from €104 in Feb to €84 today. ABM segment doing heavy lifting.
| Channel | Sessions | MQLs | SQLs | Opps | Pipeline | Spend | Pipeline / spend |
|---|---|---|---|---|---|---|---|
| LinkedIn Ads | 18,420 | 312 | 132 | 64 | €1,420,000 | €38,200 | 37.2× |
| Organic Search | 42,180 | 248 | 98 | 41 | €890,000 | — | — |
| Google Ads | 11,240 | 184 | 61 | 28 | €610,000 | €27,400 | 22.3× |
| Content Syndication | 4,810 | 142 | 58 | 24 | €490,000 | €13,200 | 37.1× |
| Outbound (SDR) | — | 98 | 74 | 38 | €720,000 | — | — |
| Webinars | 3,210 | 86 | 41 | 19 | €340,000 | €4,800 | 70.8× |
| G2 & review sites | 2,480 | 41 | 22 | 14 | €240,000 | €6,000 | 40.0× |
| Direct / Brand | 8,120 | 64 | 28 | 10 | €110,000 | — | — |
Top 3 channels
63%
LinkedIn Ads + Organic Search + Outbound (SDR) concentrate 63% of pipeline. The other 5 channels split the remaining 37%.
Pipeline contribution by channel. LinkedIn ABM the clear leader.
Share of qualified lead volume by channel. Organic Search + LinkedIn Ads = 47% of MQLs.
Active campaigns
10
flat
2026-02-25 → 2026-05-25 · vs prior 90d
Total spend
€69,200
+12.1%
2026-02-25 → 2026-05-25 · vs prior 90d
Total leads
647
+22.4%
2026-02-25 → 2026-05-25 · vs prior 90d
Total SQLs
267
+18.1%
2026-02-25 → 2026-05-25 · vs prior 90d
Total pipeline
€2,830,000
+34.6%
2026-02-25 → 2026-05-25 · vs prior 90d
Avg cost/SQL
€259
-14.2%
2026-02-25 → 2026-05-25 · vs prior 90d
| Campaign | Channel | Spend | Clicks | Leads | SQLs | Pipeline | Verdict |
|---|---|---|---|---|---|---|---|
| LinkedIn — ABM Tier-1 named accounts | €12,800 | 3,240 | 98 | 48 | €620,000 | Top performer — scale +50% | |
| LinkedIn — VP Eng persona retarget | €8,400 | 2,190 | 78 | 34 | €480,000 | Holding strong, refresh creative | |
| Google — branded search | €6,200 | 4,100 | 86 | 29 | €310,000 | Defensive — keep on, monitor CPC | |
| Google — 'observability platform' cluster | €9,800 | 2,840 | 62 | 21 | €210,000 | Marginal — needs LP test | |
| TechTarget — Kubernetes monitoring guide | Syndication | €6,400 | 1,240 | 74 | 31 | €260,000 | Doubling spend Q3 |
| LinkedIn — DevOps community engagement | €4,200 | 1,480 | 52 | 18 | €180,000 | Growing — wider rollout | |
| Google — competitor conquest | €7,400 | 1,820 | 36 | 11 | €80,000 | Pause — see NS-019 | |
| Webinar — 'Cutting MTTR by 60%' series | Webinar | €4,800 | 980 | 86 | 41 | €340,000 | Replay nurture lifting tail |
| G2 — APM category sponsorship | G2 | €6,000 | 420 | 41 | 22 | €240,000 | High intent, low volume |
| LinkedIn — Open-source contributors LAL | €3,200 | 980 | 34 | 12 | €110,000 | Testing — promising early |
| Persona | ICP size | Pipeline | Opps | Win rate | Cycle | Verdict |
|---|---|---|---|---|---|---|
| VP Engineering | ~3,200 ICP accounts | €1,480,000 | 62 | 31% | 61d | Highest pipeline contribution — sequence-led ABM working. |
| Platform / Infra Lead | ~5,800 ICP accounts | €1,120,000 | 54 | 36% | 54d | Best conversion. Tech-deep content resonates. |
| DevOps Engineer | ~14,200 ICP accounts | €840,000 | 48 | 22% | 71d | PLG entry point. Most trial signups, lowest ACV (Pro tier). |
| SRE / Site Reliability | ~4,100 ICP accounts | €640,000 | 31 | 39% | 58d | Niche but premium — incident-management angle pulls. |
| CTO / Founding eng | ~1,900 ICP accounts | €410,000 | 18 | 44% | 42d | Fast cycle, smaller deal — Series A/B sweet spot. |
| Security / Compliance | ~2,600 ICP accounts | €330,000 | 14 | 36% | 77d | Long cycle, compliance-led. Need SOC-2 leaning content. |
VP Engineering · €1,480,000 pipeline
Visits
8,420 100.00%
Leads
412 4.89%
Demos
184 2.18%
Opps
62 0.74%
Won
19 0.23%
31% win-rate. Best persona-LP combo — VP-targeted hero copy on /platform.
Platform / Infra Lead · €1,120,000 pipeline
Visits
11,280 100.00%
Leads
384 3.40%
Demos
168 1.49%
Opps
54 0.48%
Won
19 0.17%
Tech-depth on /docs and /architecture pages converting well; 36% win rate.
DevOps Engineer · €840,000 pipeline
Visits
24,180 100.00%
Leads
612 2.53%
Demos
178 0.74%
Opps
48 0.20%
Won
11 0.05%
PLG-led. Trial-to-paid is the lever — see NS-021 onboarding fixes.
SRE / Site Reliability · €640,000 pipeline
Visits
4,220 100.00%
Leads
168 3.98%
Demos
92 2.18%
Opps
31 0.73%
Won
12 0.28%
Incident-mgmt content + on-call ROI angle drives high intent.
Website visits
98,420
Trial signups (PLG)
1,847 1.88% of visits
Activated trials (used product)
1,142 61.8% of trials
Marketing-qualified leads (MQL)
1,175 MQL = PQL ∪ form-fills with score ≥ 75
Sales-qualified leads (SQL)
514 34.6% of MQLs accepted
Opportunities created
248 48.2% of SQLs
Closed-Won
41 16.5% close rate · €1.31M ARR
Same data, classic chevron rendering. Width narrows step-to-step to emphasise drop-off.
Visit → trial
1.88%
+0.3 pts
2026-02-25 → 2026-05-25 · vs prior 90d
Trial → activated
61.8%
+4.2 pts
2026-02-25 → 2026-05-25 · vs prior 90d
MQL → SQL
34.6%
+5.2 pts
2026-02-25 → 2026-05-25 · vs prior 90d
SQL → Opp
48.2%
+3.4 pts
2026-02-25 → 2026-05-25 · vs prior 90d
Opp → Won
16.5%
+1.4 pts
2026-02-25 → 2026-05-25 · vs prior 90d
Visit → Won
0.04%
+0.01 pts
2026-02-25 → 2026-05-25 · vs prior 90d
Stacked bar — leads kept (purple) vs lost (coral) at each transition. The Visit → MQL drop is structural; the MQL → SQL drop is the lever (see NS-021).
Weekly MQLs and SQLs. MQL volume trending +14% — quality holding at 34% acceptance rate.
Grouped bars — MQL, SQL, Opp by channel. LinkedIn ABM dominates SQL volume; Outbound SDR shows the highest SQL-to-MQL ratio.
Weekly conversion rates at each step — Visit→MQL holding flat, MQL→SQL trending up after NS-018 MQL-scoring rework.
| Cohort | Visits | MQLs | SQLs | Opps | Won | Visit → Won | Status |
|---|---|---|---|---|---|---|---|
| Feb 2026 cohort | 25,400 | 312 | 138 | 78 | 28 | 0.110% | Mature · close-out window passed |
| Mar 2026 cohort | 31,200 | 384 | 178 | 92 | 18 | 0.058% | Maturing · 32 deals still open |
| Apr 2026 cohort | 24,800 | 298 | 134 | 58 | 4 | 0.016% | Mid-cycle · most deals open |
| May 2026 cohort | 17,020 | 181 | 64 | 20 | 0 | 0.000% | Early · still in qualification |
| Channel | Last-click | First-touch | Multi-touch (MTA) | Δ vs last-click |
|---|---|---|---|---|
| LinkedIn Ads | €1,180,000 | €1,640,000 | €1,420,000 | +€240,000 |
| Organic Search | €1,120,000 | €720,000 | €890,000 | €-230,000 |
| Google Ads | €740,000 | €540,000 | €610,000 | €-130,000 |
| Content Syndication | €380,000 | €610,000 | €490,000 | +€110,000 |
| Outbound (SDR) | €420,000 | €940,000 | €720,000 | +€300,000 |
| Webinars | €240,000 | €410,000 | €340,000 | +€100,000 |
| G2 & review sites | €380,000 | €140,000 | €240,000 | €-140,000 |
| Direct / Brand | €360,000 | €80,000 | €110,000 | €-250,000 |
Avg touchpoints to close
6.8
Median touchpoints from first-known to closed-won. 90% of deals see ≥3 channels in the path. 38% see LinkedIn at least once.
Side-by-side: last-click overweights LinkedIn + Direct; MTA surfaces SDR + Content syndication as true contributors.
Why models differ: Last-click compresses credit onto closing touchpoints — typically Direct/Brand and demo-request CTAs. MTA distributes credit across the full path (data-driven, U-shaped fallback). For B2B with multi-touch sequences, MTA is the load-bearing model. Use last-click only for in-session decisions.
| Journey pattern | Deals | Pipeline | Win rate |
|---|---|---|---|
| LinkedIn Ad → Webinar → Demo booked | 48 | €580,000 | 38% |
| Organic Search → Pricing page → Trial → Demo | 42 | €410,000 | 29% |
| G2 listing → Direct visit → Demo booked | 31 | €420,000 | 42% |
| Outbound SDR → LinkedIn retarget → Demo | 28 | €380,000 | 36% |
| Content download → 5-touch nurture → SQL | 24 | €210,000 | 24% |
| Brand search → Pricing → Trial → Paid conversion | 19 | €138,000 | 31% |
| Conference QR → Followup email → Demo | 12 | €180,000 | 41% |
Multi-touch deals
87%
87% of closed-won deals show 3+ channel touchpoints. Single-channel deals concentrate in branded search + direct.
Pipeline distribution across the top 7 journey patterns. Tail journeys (28%) are highly fragmented — single-channel deals.
Journey patterns are sequences of channel touches that historically convert. Captured via Segment + HubSpot timeline. Sequences are not strictly ordered — they represent the modal set of touchpoints per deal. Patterns are auto-clustered weekly.
Avg open rate
44.8%
+2.1 pts
2026-02-25 → 2026-05-25 · vs prior 90d
Avg click rate
11.4%
+1.4 pts
2026-02-25 → 2026-05-25 · vs prior 90d
Avg conv (→ SQL)
6.8%
+0.9 pts
2026-02-25 → 2026-05-25 · vs prior 90d
Total SQLs (nurture)
381
+14.2%
2026-02-25 → 2026-05-25 · vs prior 90d
Subscribers (engaged)
12,480
+612
2026-02-25 → 2026-05-25 · vs prior 90d
Unsubscribe rate
0.18%
+0.02 pts
2026-02-25 → 2026-05-25 · vs prior 90d
| Flow / sequence | Subscribers | Open | Click | Convert | SQLs | Status |
|---|---|---|---|---|---|---|
| PQL → Demo offer (5-step) | 1,142 | 48.2% | 14.1% | 8.4% | 96 | Active |
| Trial day-0 onboarding (8-step) | 1,847 | 71.4% | 28.6% | 18.2% | 62 | Active |
| Whitepaper download → ROI calculator | 612 | 42.8% | 11.4% | 6.1% | 37 | Active |
| Webinar attendee re-engagement | 1,847 | 38.4% | 9.2% | 5.4% | 142 | Active |
| Stale opp resurrection (60d quiet) | 184 | 31.4% | 12.0% | 4.8% | 12 | Active |
| Lost-deal win-back (3-step quarterly) | 312 | 28.4% | 7.1% | 3.2% | 8 | Active |
| Brand newsletter (weekly) | 12,480 | 34.2% | 4.8% | 0.8% | 24 | Active |
| Sent | Campaign | Audience | Open | Click | SQLs |
|---|---|---|---|---|---|
2026-05-22 |
Q2 Product launch — Distributed Tracing 2.0 | 12,480 | 42.1% | 8.4% | 18 |
2026-05-15 |
Case study — Klarna scales Kubernetes monitoring | 11,210 | 38.6% | 6.2% | 11 |
2026-05-08 |
Webinar invite — Cutting MTTR by 60% | 12,210 | 44.8% | 11.2% | 34 |
2026-05-01 |
ROI calculator — How much MTTR is costing you | 10,840 | 36.4% | 5.4% | 9 |
GA4 server-side
Live
Stape sGTM — 2026-03-12
Enhanced conv.
On
Google Ads + LinkedIn CAPI
Segment CDP
100%
All sources flowing
HubSpot sync
12 min
Bidirectional
6sense webhook
6h gap
Reconnect Q2 — non-blocking
Consent (CMP)
OneTrust
34 → 91% capture after fix
Form spam rate
4.2%
reCAPTCHA v3 score < 0.5
UTM coverage
98%
Outreach cadences fully tagged
Lead → CRM lag
<30s
Hubspot Forms native
Cookieless attr.
31%
Server-side proxy needed Q3
Open infrastructure actions
Alert
Stand up server-side proxy for cookieless attribution (Safari iOS 31% of traffic, currently dropped)
Amplio · Q3
Warn
Reconnect 6sense webhook (failed 2026-05-22, manual sync working but lag)
RevOps
Warn
Form spam — tighten reCAPTCHA threshold or add hCaptcha challenge
Marketing Ops
Info
Review MQL scoring model — sales acceptance below SLA two quarters running
Amplio + RevOps
Info
GA4 BigQuery export — backfill 90 days for cohort SQL
Amplio
| Event | Pipeline | Status | Volume (90d) |
|---|---|---|---|
page_view |
GA4 + Segment | Live | 1.4M / 90d |
trial_signup |
GA4 + HubSpot | Live | 1,847 |
trial_activated |
Segment | Live | 1,142 |
demo_request |
HubSpot + GA4 | Live | 869 |
mql_qualified |
HubSpot | Live | 1,175 |
sql_accepted |
HubSpot | Live | 514 |
opp_created |
HubSpot CRM | Live | 248 |
closed_won |
HubSpot CRM | Live | 41 |
webinar_register |
Zoom + HubSpot | Live | 1,847 |
g2_review |
G2 webhook | Live | 12 |
ad_click |
Server-side GTM | Live | 12.4k |
ad_impression |
Server-side GTM | Live | 1.42M |
LCP (75th pct)
1.9s
-0.2s
2026-02-25 → 2026-05-25 · vs prior 90d
CLS (75th pct)
0.04
-0.01
2026-02-25 → 2026-05-25 · vs prior 90d
INP (75th pct)
98ms
-22ms
2026-02-25 → 2026-05-25 · vs prior 90d
Mobile bounce
42.6%
-3.1 pts
2026-02-25 → 2026-05-25 · vs prior 90d
Engaged sessions
68.4%
+4.2 pts
2026-02-25 → 2026-05-25 · vs prior 90d
Avg time-on-site
3m 24s
+18s
2026-02-25 → 2026-05-25 · vs prior 90d
Demo form CR
14.2%
6,120 visits · 869 submits
Trial signup CR
19.1%
Onboarding email captures
Spam rate
4.2%
reCAPTCHA threshold low
Form time-to-complete
42s
6-field demo form
Mobile form CR
8.4%
vs 14.2% desktop
Pricing CTA CR
0.9%
see NS-020
| Page | Visits | LCP | CLS | Convert | Verdict |
|---|---|---|---|---|---|
/platform |
18,420 | 1.8s | 0.04 | 4.2% | Hero converts, scroll past 60% drops off |
/pricing |
12,180 | 2.1s | 0.06 | 0.9% | NS-020 — CTA buried below comparison table |
/use-cases/kubernetes |
8,420 | 1.9s | 0.03 | 3.8% | Strong intent traffic from TechTarget |
/integrations/datadog-alt |
4,280 | 1.7s | 0.02 | 5.4% | Highest intent — competitor switching content |
/demo (request demo) |
6,120 | 1.4s | 0.01 | 14.2% | Form conversion solid, watch spam % |
/blog/observability-101 |
11,280 | 2.3s | 0.08 | 1.2% | Top-of-funnel, needs in-content CTA test |
Total OKRs
8
flat
2026-02-25 → 2026-05-25 · vs prior 90d
Achieved
2
+2
2026-02-25 → 2026-05-25 · vs prior 90d
On Track
6
flat
2026-02-25 → 2026-05-25 · vs prior 90d
At Risk
2
flat
2026-02-25 → 2026-05-25 · vs prior 90d
O1
Hit €6M new pipeline in 2026 H1
On Track
€4.82M of €6M (80%) at 5 of 6 months
O2
Marketing-sourced ARR ≥ 60% of bookings
On Track
62% (target 60%) — ahead of plan
O3
Blended CPL ≤ €100
Achieved
€84 (target ≤ €100) — 19% below ceiling
O4
MQL → SQL conv ≥ 40%
At Risk
34.6% of 40% target — see NS-021
O5
CAC payback ≤ 12 months
Achieved
11.2 mo (target ≤ 12)
O6
Hit 200 net-new SQLs/month avg
On Track
171/mo avg (target 200) — +14% trajectory
O7
Achieve G2 Leader badge in APM category
At Risk
Reviews 41/100 target — review-ask sequence Q3
O8
Reduce sales cycle to 50 days median
On Track
58 days (target 50) — trending right direction
2026-05-25
INT Spike in 6sense intent — 'kubernetes observability' (Klarna account)
Klarna engineering team hit 14 high-intent pages in 7 days. Account already in pipeline as SQL — flag to AE for outreach acceleration. Est. €92k ACV.
2026-05-23
WIN Closed-Won: Hello Fresh DACH — €78k ACV
Originally MQL from LinkedIn ABM in March. Sales cycle: 64 days. AE: Marc Wagner. Tags as flagship customer story for case study.
2026-05-22
OB 6sense webhook stalled 6h
Webhook outage between 2026-05-22 02:00–08:00 UTC. ~140 enrichment events missed. Backfill applied via REST poll.
2026-05-21
COM Competitor: Datadog launched 'free' tier for K8s
Public competitor signal — Datadog announced free-tier K8s monitoring on 2026-05-21. Expect bidding war on 'k8s monitoring' keyword cluster. Brief sales on competitive messaging.
2026-05-18
INT Surge in /pricing visits from Series B fintech segment
43 unknown accounts in Series B fintech (Crunchbase enrichment) hit /pricing in 5 days. Pattern matches Q1 SVB-aftermath flight to consolidate vendors.
2026-05-15
DA GA4 + HubSpot reconciliation closed (NS-018)
Trial signup event dedup fix shipped 2026-05-14 — GA4 trial_signup now matches HubSpot lifecycle within 0.4%. Historical KPIs revised.
2026-05-12
WIN Webinar — 'Cutting MTTR by 60%' — 1,847 registrants
3.4× our average webinar registration. PMM team will turn this into a 4-part on-demand video series + sales-enablement asset.
2026-05-08
OB Form submissions spam-flag rate climbing
Spam-flag rate moved from 1.8% → 4.2% over 4 weeks. Pattern: same template across 12 disposable email domains. Recommend tightening reCAPTCHA score gate.
Tag legend · INT = buyer intent · WIN = closed-won milestone · COM = competitive move ·
OB = ops observation · DA = data/tracking note · IC = internal/client decision
2026-05-26
DA Amplio weekly: pipeline review + Q3 plan
Sync covering NS-021 (budget reallocation), NS-020 (pricing CTA test), Q3 OKR draft (move MQL-SQL target to 38%).
2026-05-22
IC NS-021 issued — reallocate €18k Demand Gen → ABM
Recommendation logged in tracker. Projection: +€620k pipeline at constant spend.
2026-05-19
DA NS-018 actioned — dedup trial_signup event
GTM dataLayer push removed. Reconciled GA4 + HubSpot. Q2 KPIs revised.
2026-05-15
DA NS-017 actioned — webinar re-engagement sequence shipped
1,847 attendees enrolled in 5-step sequence. T+10 report: 142 SQLs, €112k pipeline.
2026-05-12
IC QBR with NorthStream RevOps — Q2 plan agreed
Roadmap signed off: ABM expansion, MQL-scoring rework, server-side proxy investigation for Q3.
2026-05-02
DA NS-014 actioned — Performance Max paused
PMax cannibalisation confirmed. Brand search CTR held at 19% post-pause. €3.2k/wk redeployed.
2026-04-30
DA NS-013 actioned — Outreach SDR UTM standard live
All cadences now use utm_source=outreach. MTA model surfaces +18% pipeline previously hidden.
2026-04-22
IC 6sense + HubSpot intent score integration live
6sense buyer-intent scores now sync into HubSpot lifecycle. Used in MQL scoring model from 2026-05-01.
2026-04-15
DA Segment CDP — all marketing sources connected
Final source (Outreach) wired. Single customer view live across product + marketing + sales.
2026-03-12
DA Server-side GTM cutover (Stape)
Cookieless attribution baseline established. Enhanced conversions enabled on Google Ads + LinkedIn CAPI.
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| Sent | Section | From | Comment |
|---|---|---|---|
2026-05-24 |
Pipeline | sarah.chen@northstreamcloud.io | Can we add Win Rate by segment as a column? Need this for the Tuesday board update. |
2026-05-22 |
Channel mix | marc.wagner@northstreamcloud.io | Outbound (SDR) pipeline number looks low vs my HubSpot view — can you reconcile? |
2026-05-21 |
Recommendations | jamie.alvarez@northstreamcloud.io | Love NS-019. We saw this last quarter too. Logging the actioned recommendation now. |
2026-05-19 |
OKRs 2026 | jamie.alvarez@northstreamcloud.io | Add a Q3 OKR for trial-to-paid conversion? Currently invisible in OKR card. |
2026-05-15 |
Attribution | sarah.chen@northstreamcloud.io | MTA model swings G2 down vs last-click — directional or load-bearing? Will share with CMO. |