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

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