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Sales & Marketing Overlap Efficiency
Dissect revenue credit. Identify how much revenue marketing actually supports vs sales efforts.
Multi-Touch Attribution (Shapley Value)
Marketing-Only
₹4.0 L
Self-serve / No Touch
Sales-Only
₹3.0 L
Outbound / High Touch
Overlap Revenue
₹3.0 L
Multi-touch attribution
Efficiency Score
65
Alignment Rating
Primary AnalysisLive Data
Main visualization of key metric drivers
Key Insights
- •30% of revenue touches both teams. 'Full Credit' attribution double-counts this.
- •Marketing 'Air Cover' increases Sales close rates by 40%.
- •Without multi-touch, we would over-invest in both teams by ₹{(overlapRaw).toLocaleString()}.
Logic Used
- We trace individual customer journeys (Leads -> Opps -> Closed).
- Marketing Only: Closed deals with 0 sales interaction (PLG/Self-serve).
- Sales Only: Outbound/Referrals with 0 marketing touches.
- Overlap: Journeys containing both signals.
Deep Dive
Attribution Breakdown
Data Transparency
Full breakdown of the underlying data points for verification.
| Date | Leads | Sales Touches | Mktg Rev | Sales Rev | Overlap Rev |
|---|---|---|---|---|---|
| Month 1 | 1000 | 500 | ₹40,000 | ₹30,000 | ₹20,000 |
| Month 2 | 1050 | 520 | ₹42,000 | ₹31,500 | ₹21,000 |
| Month 3 | 1100 | 540 | ₹44,000 | ₹33,000 | ₹22,000 |
| Month 4 | 1150 | 560 | ₹46,000 | ₹34,500 | ₹23,000 |
| Month 5 | 1200 | 580 | ₹48,000 | ₹36,000 | ₹24,000 |
Methodology
How SpendSignal calculates Sales & Marketing Efficiency
The Logic
Analyze **Sales & Marketing Overlap Efficiency**.
1. Compare the 'Unattributed' (Halo) revenue against direct paid attribution.
2. Are marketing dollars amplifying baseline sales, or just cannibalizing them?
3. If specific 'Sales' or 'Headcount' columns exist, compare their incremental lift vs. marketing lift.
Input Data Required
- Date Column
- Spend per Channel
- Revenue / Conversions
Output Deliverables
- Executive Dashboard
- Strategic Insights
- Downloadable PDF