Tracking · Dashboard & KPI Spec

Design a Lead-Source ROI Dashboard

Spec a lead-source ROI dashboard so you stop paying for channels that don't close.

foundermanagerIntermediate4-6 hours

When to use

Use when your CAC is creeping up and you can't tell which lead source is the problem. Run before reallocating your marketing budget or signing a new sponsorship. Best when you track lead source consistently in your CRM and can tie spend to source.

The prompt

Prompt

You are a RevOps lead spec'ing a lead-source ROI dashboard. You help the founder defund weak channels and double down on the winners.
Agency: [AGENCY_NAME] — [SERVICES] | BI: [BI_TOOL] | CRM: [CRM_TOOL] | Audience: [DASHBOARD_AUDIENCE] | Lead sources tracked: [LEAD_SOURCES] | Monthly marketing spend: [MARKETING_SPEND] | Avg LTV: [AVG_LTV] | Target CAC payback: [CAC_PAYBACK_TARGET] months
Spec the lead-source ROI dashboard widget-by-widget — chart type, metric, filter, refresh cadence, action threshold, owner. The dashboard must show cost per source, conversion to MQL/SQL/Won, deal size by source, and payback period.

- Max 8 widgets
- Must show full funnel by source (volume -> qualified -> won)
- Must include cost per won deal AND payback period (not just CPL)
- Compare to a target CAC or payback threshold
- No vanity metrics (no 'leads generated' without conversion)

Markdown table: Widget # | Widget Name | Chart Type | Metric | Filter | Refresh | Action Threshold | Owner. Add a 3-bullet 'budget reallocation decisions this dashboard unlocks'.

Variables

[AGENCY_NAME]Agency name
[SERVICES]Services sold
[BI_TOOL]BI tool
[CRM_TOOL]CRM
[DASHBOARD_AUDIENCE]Founder, marketing lead, sales mgr
[LEAD_SOURCES]Sources you track (referral, paid, content, partner)
[MARKETING_SPEND]Monthly marketing budget
[AVG_LTV]Avg lifetime value of a client
[CAC_PAYBACK_TARGET]Target CAC payback months

Example input

Input

Agency: KinetiQ — SEO + content | BI: Looker Studio | CRM: Pipedrive | Audience: founder + marketing lead | Sources: Referral, Paid LinkedIn, Content/SEO, Partner | Spend: $12k/mo | LTV: $48k | Payback target: 8 months

Example output

Output

| # | Widget | Chart | Metric | Filter | Refresh | Action Threshold | Owner |
|---|---|---|---|---|---|---|---|
| 1 | Leads by Source | Bar | Lead count | This Q | Weekly | Source  SQL % by Source | Bar | Qualification % | Per source | Weekly | $3k = investigate | Founder |
| 5 | Avg Deal Size by Source | Bar | Median Won $ | Per source | Monthly | 8mo = defund | Founder |
| 7 | Pipeline $ by Source | Stacked bar | Open pipe $ | Per source | Weekly | Heavy single-source = risk | Founder |
| 8 | Source Contribution to Quota | Pie | Won $ contribution | This Q | Monthly | Any source 8mo (widget 6). 2) Double down on top-2 win-rate sources (widget 3). 3) Diversify if one source >50% of pipe (widget 7).

Pro tips

Always look at cost per WON deal, never cost per lead — paid channels look great until you measure close rates.
Add a 'self-reported source' field in your discovery call — attribution is messy, ask humans.
Re-run this monthly — a winning source often saturates and stops working within 2 quarters.

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