Working the marketing reports
Marketing KPIs, Campaigns, Lead Flow Performance and New Pipeline Created as one monthly read, and what campaign data can and cannot attribute yet.
One question: is marketing building pipeline?
Four reports answer it between them. Marketing KPIs rolls every program up into one marketing-wide picture. Campaigns lists each program and the campaigns inside it. Lead Flow Performance shows how each lead flow is converting. New Pipeline Created, in the Pipeline category, shows how much pipeline was created in the period, by week and by owner.
The first three need View Marketing. They depend on Campaigns and AI Lead Management, which are on by default but can be switched off for a workspace, so if your workspace has them turned off the reports are not listed. New Pipeline Created needs View Pipeline. Marketing KPIs and Campaigns have no Team filter, because campaign programs carry no owner or team. Lead Flow Performance and New Pipeline Created do. On Home, a marketer opens on Lead Flow Performance and a marketing manager on Marketing KPIs.
New Pipeline Created: is the quarter building the next?
The cards read New pipeline, Deals created, Avg new deal and New accounts for the period. New pipeline by week stacks the amount created each week by deal type, and selecting a segment lists its deals. By owner ranks owners by new pipeline. New deals lists them, with amount and created date.
Know its three limits before you quote it. It reaches back 90 days, so an older period, or the older part of one, has nothing to show, and the page says so. "Created" is when RevTech first synced the deal, not the date in your CRM, so right after a CRM is connected the whole book reads as new. And it has no lead-source split yet, so it tells you how much was created but not which channel created it. Pipeline Source is the report for channels. Its quarters do follow your company's fiscal calendar, so a fiscal year that starts outside January reads correctly.
Marketing KPIs: attribution, read honestly
The cards read Marketing Sourced Revenue, Marketing Sourced Pipeline, Pipeline Influenced, Lead Quality, Campaign ROI, Total Leads, Total Deals and Active Programs, for the fiscal year and quarter you choose. Below them, the Conversion funnel runs from reached contacts through to customers with the drop-off at each stage, and the Program scorecard shows each program against its targets.
Three readings keep it honest. Attribution is influence, not exclusive credit: a contact in three campaigns credits all three in full, so these totals intentionally do not reconcile to company revenue. Campaign ROI is attributed won revenue divided by the budget someone entered, so it shows a dash until a budget exists. And Pipeline Influenced has no data source yet, so it reads as a dash rather than a measured zero. Meetings appear in the funnel only when there is a source for them.
Campaigns: from program to campaign
Campaigns is the reporting half of campaign management. The cards read Sourced Pipeline, Revenue (closed won, attributed), Leads and Active Programs. Programs & campaigns lists every program with its attainment against target, expands to the campaigns underneath, and searches by program or campaign name. Opening a campaign takes you to its overview, with its journey, accounts and assets.
It is read-only by design. Creating, editing and archiving campaigns happens in AI Agents, under Campaigns. One limit to know: a program carries a quarter label rather than dated results, so "revenue this quarter" means revenue from programs planned for this quarter, not revenue that closed in it.
Lead Flow Performance: where leads go
Lead Flow Performance reads the lead flows you configure in AI Lead Management. The cards include Total Leads, Total Opportunities and Avg Fit Score. Leads by flow charts each flow's leads in the period, with its lead-to-opportunity rate as a dot. Fit score by flow shows which flows bring the leads that fit. The flow table below opens any flow into its funnel, form conversions and the contacts that went through it.
Production limits: meetings, opportunities and revenue per flow often have no source yet, so they read as dashes and the funnel is hidden rather than drawn with invented stages. There is no weekly breakdown or speed-to-lead measure yet.
What campaign data cannot attribute yet
Some marketing measures have no data source in a production tenant today, and RevTech shows them as missing rather than as zero. Marketing funnel actuals such as MQLs, SQLs and meetings have no source at company scope, so marketing targets set for them have nothing to measure against. Influence has no source. Lead flows have no source for meetings, opportunities or revenue per lead, and there is no speed-to-lead figure.
That is also why the marketing cards on Home read sourced revenue to plan, leads, sourced pipeline, active programs and attributed deals, and not MQLs to plan or speed to lead. When you report upward, report what is measured and say what is not. A board that is shown a dash as a zero will make a decision on it.
A monthly read that ends in a decision
Read them in this order. New Pipeline Created first: was enough created, and by whom? Then Marketing KPIs: what did marketing source and influence against plan? Then Campaigns, to find the program behind the movement. Then Lead Flow Performance, to find where leads stall.
Each read should leave a decision behind it. Move budget toward the program that sources pipeline that closes. Change a flow's routing or treatment where leads stall. Launch a campaign or a RevPlay against the segment that is under-covered. Adjust a target in Goals & Targets if the plan no longer matches what you know. A monthly marketing review that ends with "pipeline is soft" and nothing launched has not finished.
What to take away
- Start with New Pipeline Created to see whether this quarter is building the next one, then read what marketing contributed to it.
- Attribution is influence, not exclusive credit. A contact in three campaigns credits all three, so totals do not add up to company revenue.
- A dash on a marketing card means there is no data source for that measure yet. Do not report it as zero.
- New Pipeline Created reaches back 90 days, dates deals by first sync and has no source split.
- The read ends in a decision: budget, a flow's treatment, a campaign or play against a segment, or a target.
See how the work gets done.
Explore how agents prepare work across your revenue teams, and how people review it, guide it and decide what happens next. Fictional data. Real product.
Explore the demo