Overview
I Built a set of Power BI dashboards that connected marketing initiatives, self-serve evaluations, and Salesforce opportunities to pipeline and revenue outcomes. This gave marketing and sales leadership full visibility into which campaigns drove new customers, renewals, and long-term revenue growth.
The Challenge
- Marketing impact was measured in siloed metrics (opens, clicks, eval requests) without clear tie to revenue.
- Renewal performance by campaign was difficult to track across sources.
- Leadership lacked visibility into which self-serve evaluations turned into real opportunities.
The Approach
Data Integration
- Connected 3 data sources (Salesforce, platform database, and Marketo datas).
- Cleaned and transformed disparate datasets into a unified reporting model.
Dashboard Design
- Opportunities Dashboard: tracked which campaigns converted evaluations to opportunities and tied them to revenue.
- Renewal Dashboard: measured renewal revenue tied to specific campaigns.
- Self-Serve Dashboard: ranked top evaluations that converted into customers.
Visualization & Communication
- Built Power BI dashboards with drill-downs for territory and campaign analysis.
- Created video walkthrough for stakeholders on how to use the dashboard
The Results
- Provided leadership with first clear attribution of quarterly marketing initiatives to revenue.
- Enabled sales teams to prioritize campaigns proven to drive new customer opportunities.
- Delivered visibility into top-performing self-serve evaluations by revenue impact.
- Created repeatable reporting framework for future quarters.
The Impact
This project established a direct link between marketing activities and revenue outcomes, transforming how success is measured. It not only improved pipeline accountability but also provided a framework for future attribution analysis.