Marketing Report Builder — B2B SaaS
Purpose: Turn raw marketing data into a clear, decision-ready report that shows what's working, what's not, and where to focus next.
Step 1: Gather Context
- Report period: Weekly / Monthly / Quarterly / Annual?
- Data available: Paste or share what you have (I'll work with whatever exists)
- Audience: Marketing team / CEO / Board / Investors?
- Primary goal: Pipeline / Revenue / Brand / Retention?
- Active channels: Email, paid, content, events, SEO, SDR, partnerships?
Step 2: Executive Summary (read this, skip the rest)
PERIOD: [Month / Quarter]
TOP-LINE:
├── Pipeline generated: $[X] ([+/-]% vs. prior)
├── MQLs: [X] ([+/-]%)
├── CAC (blended): $[X] ([+/-]%)
└── Marketing-influenced revenue: $[X]
3 THINGS THAT WORKED: [Channel/tactic + result x3]
3 THINGS TO FIX: [Issue + root cause + action x3]
THIS PERIOD'S PRIORITY: [One sentence]
Step 3: Demand Gen Funnel
Visitors -> Leads (CVR%) -> MQLs (CVR%) -> SQLs (CVR%) -> Opps -> Closed Won
[Show count + conversion rate at each stage]
[vs. Prior Period: % change | vs. Goal: actual vs. target]
Analysis: biggest drop-off? what explains changes?
Step 4: Channel Scorecard
| Channel | Investment | Leads | MQLs | CPL | Pipeline | ROI |
|---|---|---|---|---|---|---|
| LinkedIn Ads | $X | X | X | $X | $X | Xx |
| Google Ads | $X | X | X | $X | $X | Xx |
| Organic/SEO | $X | X | X | $X | $X | — |
| Email (outbound) | $X | X | X | $X | $X | Xx |
| Email (nurture) | $X | X | X | $X | $X | — |
| Events | $X | X | X | $X | $X | Xx |
| TOTAL | $X | X | X | $X | $X | Xx |
Insights: best (pipeline/ROI), worst (CPL/ROI), recommended budget shift
Step 5: CAC & Payback
Blended CAC = Total Spend / New Customers = $[X]
CAC by channel (if tracked)
Payback = CAC / (ARPA x Gross Margin %) = [X] months
<12 months good | <6 months great
LTV:CAC = [X] (>3:1 healthy for SaaS)
Step 6: Pipeline & Revenue Influence
Marketing-Sourced: $[X] pipeline ([X]% of total), [X]% win rate
Marketing-Influenced: $[X] pipeline, [X]% win rate uplift
Closed: $[X] marketing-sourced revenue, [X]% of new ARR
Step 7: Content & Email
Top 5 content by lead gen: [title — leads, pageviews, CVR]
SEO: sessions [X] ([+/-]%) | top 10 keywords: [X]
Email: list [X] | open [X]% (bench 25-35%) | CTR [X]% (bench 3-5%)
Step 8: Recommendations
PRIORITY 1 — [Action] | Impact: High | Effort: Low
Rationale: [data] | Owner: [role] | Timeline: [when]
PRIORITY 2-3 [same format]
EXPERIMENTS: [hypothesis + test design + success metric]
BUDGET: shift $X from [weak] to [strong channel] | protect $X for [proven]
Output Format
# Marketing Report — [Period]
## Executive Summary
## Funnel
## Channel Scorecard
## CAC & Payback
## Pipeline & Revenue Influence
## Content & Email
## Recommendations (prioritized)
## Appendix: Raw Data
Reporting Standards
- Every claim needs a number
- Always show trend (vs. prior period)
- Flag data gaps explicitly
- Recommendations must be specific and owned
- Executive summary is the report — everything else is backup