Funnel & Performance Metrics

Pipeline coverage: 3.4x [Marketing plan & notes.md]

The funnel is driven by two distinct tiers: compounding, lowest-cost channels that work quietly over time, and high-velocity channels that saturate as they scale.

Compounding channels carry the volume:

• channels drives 38% of quarterly pipeline at ~$4.8K CAC — the lowest cost and longest payback of 9 months, but compounds via organic backlinks and benchmark report assets. [Marketing plan & notes.md]
• Founder-led LinkedIn (organically earned, not paid) contributed ~30% of registrations in the flagship campaign at effectively $0 media cost. [Marketing plan & notes.md]
• Benchmark data (the "State of B2B Onboarding" report) anchors the content flywheel, earning SEO backlinks and feeding paid creative. [Marketing plan & notes.md]

Fast channels hitting saturation:

• channels contributes 18% of pipeline but faces a finite, in-market buyer pool with rising cost-per-click. [Marketing plan & notes.md]

The cheapest, best-compounding channels (SEO, founder-led LinkedIn, partnerships) are slowest to build, while the fastest channels (paid search, paid social) saturate as spend increases. This creates a strategic tension: scaling velocity and scaling efficiency pull in opposite directions. [Marketing plan & notes.md]