VP, Demand Gen

Pipeline by segment, program contribution, lifecycle health, and attribution. Updated 6:00 AM ET daily.

Pipeline Health · QTD vs. Q1 plan · 76% attainment baseline

Pipeline Created

$32.4_M

+18% vs Q4 · 91% to plan

Marketing-Sourced

$19.8_M

61% of total · +4 pts

Pipeline Velocity

114_days

+9 days vs Q4 · enterprise drag

SAL → SQL

42_%

+3.1 pts vs Q4

Pipeline by Segment $ created QTD · attainment vs. plan

Mid-Market New Logo

$10K–$100K ACV · 60–90 day cycle

$11.6M

+8% vs plan · 108%

Opps187

Enterprise New Logo

$100K+ ACV · 180+ day cycle

$13.9M

−4% vs plan · 96%

Opps38

Customer Expansion

Existing accts · 90 day cycle

$5.3M

+12% vs plan · 112%

Opps94

ABM (Strategic)

Top 50 named · 120 day cycle

$1.6M

−22% vs plan · 78%

Opps11

ABM under-pacing driven by extended Q1 ramp on new account team. Forecast adjusted; intervention plan in Operational view.

Lifecycle Performance Stage health · trend · top-of-mind

Mid-Market New Logo

60–90 days · $10K–$100K ACV

On track

Created

$11.6M

Velocity

71d

Win Rate

26%

CAC Payback

12mo

Enterprise New Logo

180+ days · $100K+ ACV

Watch

Created

$13.9M

Velocity

203d

Win Rate

19%

CAC Payback

18mo

Customer Expansion

Existing · 90 day cycle

Outpacing

Created

$5.3M

Velocity

68d

Attach Rate

38%

NRR Contrib

+11pts

ABM (Strategic 50)

Top 50 named · 120 day cycle

Behind

Created

$1.6M

Engaged Accts

22 / 50

Mtgs Booked

Coverage

62%

Program Contribution to Pipeline $ sourced · Q1 QTD · multi-touch attribution

Integrated Campaigns

$8.2M

Paid Media & Search

$6.5M

Field & Events

$5.0M

Webinars & Virtual

$3.9M

ABM (1:1 + 1:Few)

$1.6M

Organic / Content

$2.7M

Multi-touch with 30/40/30 weighting (first / mid / closing). Iterable Data Sync feeds raw events to the warehouse; weighting applied in dbt before BI.

Demand Funnel · Mid-Market & Enterprise Combined QTD volume · stage conversion

MQL

4,820

Marketing-qualified leads

SAL

1,240

Sales-accepted

26% conv.

SQL

521

Sales-qualified

42% conv.

OPP

225

Stage 2+ opps

43% conv.

Closed-won

23% conv.

Operational

Channel-level performance, anomaly alerts, and tactical metrics for the demand team. Refreshed hourly.

Today · Real Time last refresh: 09:43 ET

MQLs Today

+18% vs 14d avg

Demos Booked

+3 vs yesterday

Webinar Reg

340

−2% vs target

Paid Search CPL

$184

+24% vs Q4 baseline

Channel Performance · QTD sourced MQLs · CPL · trend

Paid Search

1,420

$184 / MQL ↑ 24%

LinkedIn Ads

680

$240 / MQL ↓ 8%

Display / Programmatic

410

$310 / MQL ↑ 4%

Webinars

920

$74 / MQL ↓ 12%

Field / Events

340

$520 / MQL ↓ 6%

Content / Organic

560

$0 (owned) ↑ 31%

ABM 1:Few

$1,140 / MQL ↑ 18%

Partner Co-Marketing

220

$95 / MQL ↓ 3%

Active Alerts 3 open · 2 acknowledged

Paid Search CPL up 24% vs Q4 baseline

Driven by competitive bidding on enterprise terms. Recommended: shift 18% of paid search budget to LinkedIn ABM until CPL recovers.

02h ago

Strategic 50 ABM coverage at 62%

Below 75% target. 19 named accounts have not opened ABM creative in last 14 days. Field handoff in progress.

06h ago

Webinar reg slowed mid-week

'Agentic Lifecycle Marketing' webinar 8% under target with 4 days remaining. Push #2 going out 11:00 ET to lifecycle audience segment.

11h ago

Active Campaigns 12 live · 4 in QA · 3 wrapping

Campaign	Channel	Owner	MQLs	Pipeline	CPL	Status
2026 Benchmark Report Promo	Paid + Email	S. Patel	1,840	$2.1M	$92	Live
Agentic Lifecycle Webinar Series	Webinar	M. Rivera	920	$880K	$74	Pacing
Fintech Vertical Push (Q1)	ABM + LinkedIn	J. Tang	86	$640K	$1,140	Behind
Activate '26 Field Roadshow	Field / Events	K. Okafor	340	$1.4M	$520	Live
Retail Replenishment Playbook	Content + Email	R. Lee	410	$520K	$24	Outperforming
Marketplace Two-Sided Brief	LinkedIn + Email	S. Patel	240	$310K	$165	Ramping
Stack Consolidation Webinar	Webinar + Paid	M. Rivera	560	$680K	$110	Live

CMO View

Pipeline contribution to revenue, brand-to-pipeline, and forecast confidence. Quarterly cadence · 4-quarter trailing trend.

Marketing-Sourced Pipeline · QTD

$19.8_M

61% of total Q1 pipeline. Tracking ahead of the 55% strategic target set last fall, driven by agentic lifecycle programs in the consumer apps and retail verticals.

Mktg-Influenced Pipe

$28.6M

+12%

CAC Payback

14.2 mo

−1.8mo

Brand Search Lift

+38%

Post-rebrand

Pipeline Created · 8-Quarter Trend $M · marketing-sourced

$11.2

Q2'24

$13.0

Q3'24

$15.5

Q4'24

$14.8

Q1'25

$16.6

Q2'25

$17.8

Q3'25

$18.4

Q4'25

$19.8

Q1'26

Inflection in Q4'25 corresponds to the brand refresh and the agentic suite (Iterable Nova) launch.

Pipeline by Vertical $ created · % of mktg-sourced

Consumer Apps

$5.4M (27%)

Retail & Ecommerce

$4.8M (24%)

Online Marketplaces

$3.9M (20%)

Fintech

$2.6M (13%)

Travel & Hospitality

$1.9M (10%)

Other / Emerging

$1.2M (6%)

Forecast & Risks · Q2 Outlook commit · best-case · gap

Q2 Commit

$36.0_M

+11% vs Q1

Q2 Best Case

$41.5_M

+28% vs Q1

Coverage Ratio

3.4_×

vs 4.0× target

Pipe Gap (Ent)

$4.1_M

to close by mid-Q2

Closing the enterprise gap requires accelerating the Strategic 50 ABM motion and re-shifting display spend into LinkedIn — both flagged in the VP view.

Marketing System Health data flow · governance · attribution

Data Sync Lag

12_min

SLA: under 30min

Lead → Acct Match

94_%

+3 pts vs Q4

Attribution Coverage

88_%

marketing-sourced opps

Tools in Stack

−4 vs Q4 (consolidation)