Marketing attribution reporting

- [Instructor] So now I'm going to go through…various important reports that you should have…on your marketing team that show different levels…of marketing attribution.…So one of the first and most fundamental types of reports…that you want to take a look at is the Demand Waterfall.…So the Demand Waterfall shows where everything is…in your funnel and how things move from stage to stage.…So this is a particular report…from the company, BrightFunnel,…that shows where everything is coming in…and then how it moves to each stage.…

So as you can see at the top we have the Inquiry stage…where there's,…11,000 leads,…and then you see how it goes down…to MQL, SAL, SQL, and onwards.…And between each of these stages…there is generally a conversion metric,…so a percentage of conversion.…Sow many inquiries turned into MQLs?…How many MQLs turned into SALs?…So this is a very important metric…because it shows the health of your funnel…and it shows how things move through it.…

So executives will often want to see this…because they will want to have a full picture…