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B2B Marketing

OBT — Full-Funnel Attribution

Full-funnel attribution from impression to acquired customer, weighted by HQL and lifetime value — the working model behind the B2B funnel playbook.

Dashboard

Interactive KPI dashboard — the live working version embedded below.

Full Report

Full deep-dive analysis with methodology, findings, and recommendations.

Sample Data

A live preview of the raw sample data used in this analysis. Use the download tab for the full file.

Sheet Executive Summary · showing 16 rows.
OBT ADVANCED ANALYTICS | Full-Funnel Conversion & Attribution Analysis
Consulting Firm Marketing Performance | Monthly Snapshot | May 2026
Monthly ImpressionsWebsite SessionsLeads GeneratedMQLsClosed DealsAvg Contract ValueBlended ROASLTV : CACCAC (Fully Loaded)
2,400,00028,32084718612$184,00026.0x57.6x$10,583
See detail sheets belowSee detail sheets belowSee detail sheets belowSee detail sheets belowSee detail sheets belowSee detail sheets belowSee detail sheets belowSee detail sheets belowSee detail sheets below
FUNNEL OVERVIEWCHANNEL ROAS SUMMARY (DATA-DRIVEN)
StageMonthly VolumeConv Rate (prev stage)Overall Conv RateChannelMonthly SpendROASAttribution %
Impressions2400000--100.00%LinkedIn Ads2800027.5x34.8%
Website Sessions283201.18%1.18%Google Search1800023.6x19.2%
Engaged Sessions1132840.00%0.47%Content / SEO800067.9x24.6%
Leads Generated8477.48%0.04%Email Marketing420056.9x10.8%
MQLs18621.96%0.008%Referrals380037.1x6.4%
SALs9450.54%0.004%Events/Webinars230004.0x4.2%
Proposals Sent4750.00%0.002%TOTAL / BLENDED8500026.0x100.0%
Closed Won1225.53%0.001%
Sheet Funnel Overview · showing 20 rows.
FULL-FUNNEL CONVERSION ANALYSIS -- Stage-by-Stage Breakdown
Source: GA4 + Salesforce CRM + LinkedIn Campaign Manager | Period: May 2026
Funnel StageMonthly VolumeDrop-Off VolConv Rate (prev)Overall Conv%Avg CPL ($)Channel MixPrimary Tool
1. Impressions24000000--100.00%--LinkedIn / Google / OrganicLinkedIn CM / Google Ads
2. Website Sessions2832023716801.18%1.18%$3.00Paid 64% / Organic 36%GA4 / Adobe Analytics
3. Engaged Sessions113281699240.00%0.47%$7.50Content leads engagementGA4 Engagement Reports
4. Leads Generated847104817.48%0.04%$100Form / Download / DemoSalesforce / HubSpot
5. MQLs18666121.96%0.008%$457Score >= 65 in SFMCSalesforce Marketing Cloud
6. SALs949250.54%0.004%$904Sales accepted handoffSalesforce CRM
7. Proposals Sent474750.00%0.002%$1,809Active opportunity stageSalesforce CRM
8. Closed Won123525.53%0.001%$7,083Signed contractSalesforce CRM
INDUSTRY BENCHMARKS -- B2B Analytics Consulting
Stage TransitionOBT RateIndustry Avgvs. BenchmarkStatus
Impression -> Session (CTR)1.18%0.85%+0.33ppAbove Benchmark
Session -> Lead2.98%2.20%+0.78ppAbove Benchmark
Lead -> MQL21.96%15.00%+6.96ppAbove Benchmark
MQL -> SAL50.54%40.00%+10.54ppAbove Benchmark
SAL -> Proposal50.00%45.00%+5.00ppAbove Benchmark
Proposal -> Close25.53%20.00%+5.53ppAbove Benchmark
Sheet Channel Performance · showing 19 rows.
CHANNEL PERFORMANCE -- Acquisition Cost & Return on Ad Spend
Attribution: Data-Driven Model | Period: May 2026 | Tools: GA4, LinkedIn CM, Google Ads, Salesforce
ChannelMonthly SpendImpressionsSessionsLeadsMQLsClosed DealsAttributed RevCACROASPayback (mo)
LinkedIn Ads280008900008400312694769000700027.59.2
Google Search180001450007200198443424000600023.67.8
Content / SEO80006200008900187413543000266767.93.5
Email Marketing4200148000210084181239000420056.95.5
Referrals3800012004291141000380037.14.9
Events/Webinars23000597000520245093000040
TOTAL / BLENDED850002400000283208471861222080001058326
CHANNEL NOTES & TOOL MAPPING
ChannelPrimary ToolAudience TargetingKey MetricOptimization Lever
LinkedIn AdsLinkedIn Campaign ManagerJob Title + Industry + SeniorityCPL, MQL RateAudience refinement, InMail vs. Sponsored
Google SearchGoogle Ads + GA4Keyword intent (branded + non)CTR, Conv RateBid strategy, negative keywords
Content / SEOGA4 + Adobe AnalyticsOrganic search intentEngagement RateContent calendar, SEO optimization
EmailSalesforce Marketing CloudExisting leads + nurture segsOpen Rate, CTRSegmentation, send-time optimization
ReferralsSalesforce CRMPartner & client networkLead QualityPartner incentive program
EventsWebinar platform + SFMCRegistered attendees, ICP filterPipeline Inf.Follow-up sequence speed
Sheet Attribution Models · showing 20 rows.
ATTRIBUTION MODEL COMPARISON -- Revenue Credit by Channel
Monthly Closed Revenue: $2,208,000 | 12 New Clients | Avg Contract: $184,000
ATTRIBUTION CREDIT (% of Revenue)
ChannelLast-ClickFirst-ClickLinearTime-DecayData-DrivenRecommended Action
LinkedIn Ads41.2%18.4%28.6%22.1%34.8%Strong top-funnel driver -- increase budget
Google Search24.7%12.8%18.4%28.9%19.2%High intent close assist -- maintain
Content / SEO8.1%48.2%22.1%12.4%24.6%Undervalued in last-click -- invest more
Email Marketing14.6%8.4%12.8%18.7%10.8%Strong mid-funnel nurture -- optimize
Referrals8.3%7.1%9.4%11.2%6.4%High quality -- scale partner program
Events/Webinars3.1%5.1%8.7%6.7%4.2%Pipeline builder -- measure 90-day lag
REVENUE ATTRIBUTED ($) BY MODEL -- Monthly
ChannelLast-Click $First-Click $Linear $Time-Decay $Data-Driven $Delta (Last vs Data-Driven)
LinkedIn Ads909000406000631000488000769000-$140,000
Google Search546000283000406000638000424000-$122,000
Content / SEO1790001064000488000274000543000+$364,000
Email Marketing322000186000283000413000239000-$83,000
Referrals183000157000208000247000141000-$42,000
Events/Webinars6800011300019200014800093000+$25,000
TOTAL
Sheet ICP Profile · showing 26 rows.
IDEAL CUSTOMER PROFILE -- OBT Advanced Analytics
FIRMOGRAPHIC PROFILE
AttributeTier 1 (Primary)Tier 2 (Secondary)DisqualifierSignal to Find
Company Revenue$100M-$500M$50M-$100M< $20M10-K / LinkedIn
Employee Count1,000-5,000500-1,000< 200LinkedIn Company Size
IndustryMedia / TelecomRetail / FinServNon-profit, GovSIC / LinkedIn Ind.
Analytics MaturityHas data teamBuilding teamNo data infraJob postings, tech stack
Tech StackSalesforce + BICRM + spreadsheetsNo CRMBuiltWith / LinkedIn
Decision MakerVP Analytics / CMODir. MarketingIT-only buyerLinkedIn Title Search
GeographyNorth AmericaUK / AustraliaAPAC primaryHQ Location
Annual Mktg Budget$5M+$1M-$5M< $500KGlassdoor / LinkedIn
PRIMARY BUYER PERSONAS
PersonaTitlePain PointWhat They BuyAvg Deal Size
Analytics LeaderVP Analytics / CDOFragmented data, slow insightsAnalytics strategy + pipeline$220,000
The CMOChief Marketing OfficerPoor attribution, wasted spendCampaign analytics + attrib.$184,000
MarTech DirectorDir. Marketing AnalyticsManual reporting, no self-serviceBI dashboards + automation$148,000
Digital LeadVP Digital / Dir. DigitalLow ROAS, unclear channel mixFull-funnel channel analytics$162,000
SALES CYCLE & ENGAGEMENT PATTERN
StageAvg DurationKey ActionSuccess SignalDropout Risk
AwarenessDays 1-14Sees LinkedIn ad / finds contentVisits 3+ pagesNo engagement after 7 days
ConsiderationDays 15-30Downloads whitepaper / webinarSubmits lead formForm abandonment
EvaluationDays 31-50Discovery call + demoRequests proposalStakeholder not engaged
DecisionDays 51-67Internal review + legalContract sentBudget freeze / competitor
Closed WonDay 67Contract signedKickoff scheduled--
Sheet LTV & CAC Analysis · showing 18 rows.
CUSTOMER LIFETIME VALUE & ACQUISITION COST ANALYSIS
LTV MODEL | Avg Contract: $184,000 | Annual Upsell: 18% | Gross Margin: 85%
YearBase ContractUpsell RevenueTotal RevenueGross Profit (85%)Cumulative LTVChurn RiskNet LTV
Year 118400003%
Year 21840008%
Year 318400012%
Year 4*18%
TOTAL LTV (Net)
CAC BY CHANNEL -- Monthly Marketing Spend | 12 New Clients
ChannelMonthly SpendLeadsMQLsClosedMktg CACFull CAC (+Sales)LTV:CAC Ratio
LinkedIn Ads28000312694700011667
Google Search18000198443600010000
Content / SEO800018741326674444
Email Marketing42008418142007000
Referrals3800429138006333
Events/Webinars23000245000Pipeline
BLENDED8500084718612708310583

Downloads

Source artefacts behind this analysis — case study writeups, raw data, and deliverable templates.

XLSX
OBT_FullFunnel_Attribution_Data.xlsx Excel Data · ~16 KB Download →
DOCX
OBT_FullFunnel_Attribution_Report.docx Word Document · ~19 KB Download →