B2B Marketing Cohorts Inspector

Gain critical insight into how leads convert over time for both forecasting and optimization.

Kathleen Estreich & Emily Kramer

Founders @ MKT1

Use Template

Use Template

Improve forecasting & optimize spend.

Cohort reports look at customer conversions based on when they first entered your funnel. They are a critical part of your marketing toolkit for understanding how customers convert over time, for both forecasting and optimization purposes.

Most marketing funnel reports show you how many people got to each stage in each month. Meaning, if someone fills out a form in January and buys in March, they will show up as a lead in January and a closed won deal in March. This means that the conversion rates between stages can be a bit misleading (because sales cycles usually last more than a day!).

Brought to you by Emily Kramer and Kathleen Estreich, the founders of MKT1 and ex-marketing leaders from Asana, Intercom, Box & Carta.

Why is this template helpful?

  1. Improve forecasting. Gain an end-to-end understanding of how your marketing dollars and efforts convert to revenue.

  2. Optimize your efforts. Double down on channels that drive results, de-emphasize what's not working, and unblock choke points that get in your way.

  3. Bring together data sources. Connect your various marketing & sales platforms into a single, unified view.

What metrics are included?

Overall and by channel breakdowns of

  1. Your complete visitor to closed-won funnel

  2. Conversion between stages of your funnel

  3. Changes in both absolute numbers and conversion rates

All broken down by cohort

Why use Daydream?

Daydream is the BI tool built for Founders, Execs, & Ops.

For Marketing Executives and Founders:

  1. Fast set up without data work. Connect to all of your tools in a click and get best-practice metrics.

  2. Connect marketing efforts with sales, success, & product. Bring together all your teams and tools in one place.

  3. Make reporting a breeze. Generate written reports in 1 click so you can focus on executing.

  4. Support a culture of learning & executing quickly. Built for collaboration & async workflows with your full team that helps you quickly generate and act on insights.

  5. Intuitive and self-serve: Feels like a doc meets a spreadsheet.

More templates

Being able to see your sales data over time is essential for decision-making, forecasting, identifying issues, and more. But you can't do it easily in your CRM.

Stephen Daniels

Head of GTM Ops, Cresta

All you need as an early-stage founder or first finance/ops hire to build an efficient, growing b2b company.

Parker Gilbert

CEO @ Numeric

Want to hit plan every time? These scorecards are the cheat code used by the world's best growth stage companies to manage P&L and go-to-market health.

Sarah Riley

VP Finance & Strategy, dbt

Want to build an efficient marketing engine? Start with a firm grasp over your end-to-end funnel. 🚀

Kathleen Estreich & Emily Kramer

Founders @ MKT1

Pipeline coverage is essential for aligning sales & marketing and will improve both forecast accuracy & your funnel. But you can't build it with Salesforce.

Andy Mowat

Head of GTM Ops, Carta

Get to clean sales data in 90% less time. Essential for optimizing your GTM motion. A complete playbook with (optional) hands-on support.

Daniel Cohen-Arcamone

Ex-Chief of Staff & Biz Unit Head @ CloudKitchens

Being able to see your sales data over time is essential for decision-making, forecasting, identifying issues, and more. But you can't do it easily in your CRM.

Stephen Daniels

Head of GTM Ops, Cresta

All you need as an early-stage founder or first finance/ops hire to build an efficient, growing b2b company.

Parker Gilbert

CEO @ Numeric

Want to hit plan every time? These scorecards are the cheat code used by the world's best growth stage companies to manage P&L and go-to-market health.

Sarah Riley

VP Finance & Strategy, dbt

Want to build an efficient marketing engine? Start with a firm grasp over your end-to-end funnel. 🚀

Kathleen Estreich & Emily Kramer

Founders @ MKT1

Got Questions?

Got Questions?

What is Daydream?

How do I use Daydream templates?

What data or tools can I connect to Daydream?