Qase - MOFU Dashboard

Q2 · Pipeline Created — Quarter to Date Q2 2026 · Apr 1 – July 29 · vs Q1 2026 same-period pace · 24% of quarter complete

$177k

+19% vs Q1 pace

New Business Pipeline QtD

$148k

Q1 pace (22d)

$1,074k

Q1 full quarter

Monthly cohort breakdown

Each Q2 month vs the same month last quarter (Q1)

Apr

$307k

-16%

vs Jan

$367k

May

$254k

-20%

vs Feb

$318k

July (QtD)

$177k

—

vs

$0k

          12 deals QtD · New Business pipeline · createdate · Q1 pace at 22d = $148k
        

$0k

Q2 QtD

Expansion Pipeline QtD

Monthly breakdown

Apr

$28k

May

$48k

July (QtD)

$0k

          1 deals QtD · Mid-Term + Mid-Term Net New Contract · Existing Business pipeline · createdate
        

01 · July Pulse — 22 Days In July 1–22 · counts are 22-day totals · pace projections shown vs Jun full month

Trial Starts

1739

Demo Requests

44

All meeting types · meeting_creation_date_cp__c · July 1–22

Inbound Opps Created

12

Pipeline Created

$177k

Closed Won

$23k

Self-Serve : Sales Ratio

53 : 6

Self-serve Sales-led

02 · Conversion Engine Self-serve activation path and full sales funnel Marketable Contact → Customer

Self-Serve Path

Trial start → workspace activation → customer conversion · July 2026 (22 days)

Trial Starts

1739

↓ 80%

Workspace Activated

~1391 email confirmed

80%

↓ 3.0%

Converted to Customer

53 ChartMogul Active

3.0%

💡 53 companies with chartmogul_subscriber_since in Jul and status = Active — 3.0% 22-day conversion (53 of 1739 trials). Tracking well — July trials continue to convert as month matures. Total active ChartMogul customers all-time: 2,145. Source: chartmogul_customer_status = Active on Company object.

Lifecycle Stage Snapshot

Current contacts by furthest lifecycle stage · new funnel live since 2026-07-01 · snapshot as of Jul 2

Marketable Contact

435

Lead

226.5k

Machine Qualified Lead (MQL)

30.2k

Sales Accepted Lead (SAL)

13.6k

Opportunity

6.8k

Customer

63.3k

ℹ️ New lifecycle model (live 2026-07-01): Machine Qualified Lead (was “MQL”) is now gated on Fit ≥ 40 AND Engagement ≥ 40; Sales Accepted Lead (was “SQL”) is set when a rep logs outbound activity — it reflects rep effort, not sales-qualification. Counts are the current standing distribution by furthest stage reached (lifecycle is forward-only), so Customer accumulates all-time — this is not a monthly conversion funnel and is not comparable to pre-migration figures.

03 · Conversions by Channel Where trials and demos are coming from · July 2026 (22 days) · Warmly-assisted flag overlaid

Trial Starts by Lead Source

leadsource · 1739 total · July 2026 (22 days)

Direct

~614

35%

Qase App

~585

34%

Organic

~345

20%

Referral

~89

5%

Google Ads

~42

2%

Ai Referrals

~39

2%

Other Campaigns

~24

1%

Social Media

~1

0%

ℹ️ First-touch attribution (hs_analytics_source). Demo sources card uses last-touch. 22 days of data.

Demo Requests · Pipeline · Closed Won by Lead Source

leadsource · July 2026 (22 days)

DEMOS

PIPE $

CW $

Direct

~24

~24

$72k

$9k

Qase App

~9

~9

$80k

$13k

LinkedIn Ads

~6

~6

$15k

—

Organic

~3

~3

—

$1k

Google Ads

~2

~2

$2k

—

⚠️ 22 days of data. Pipeline ($177k, 12 deals). Top demo sources: Direct: 24, Qase App: 9, LinkedIn Ads: 6.

04 · Performance by Industry & Account Segment Company-level enrichment via Clay · clay_industry · hs_employee_range · hs_revenue_range · 2,214 companies enriched · open pipeline + customers

By Industry

Source: clay_industry on associated company · open pipeline + customers · July 2026

Industry	Trials	Demos	Pipe $	CW $	Demo→Opp
Computer Software	~210	~38	~$78k	~$18k	24%
Financial Services	~85	~18	~$52k	~$24k	33%
Information Tech	~95	~14	~$38k	~$9k	29%
Healthcare	~40	~9	~$14k	~$4k	22%
Construction	~25	~7	~$24k	—	14%
Insurance	~18	~5	~$9k	~$4k	40%
Other / Unknown	~312	~36	~$86k	~$22k	25%

⚠ Sample data — industry field populated on ~94k companies but contact-to-company association coverage for MOFU contacts needs validating. Build Clay enrichment flow to improve.

By Account Segment

Source: hs_employee_range (Clay enriched) · SMB <50 · MM 51–500 · ENT 500+

Segment	Trials	Demos	Pipe $	CW $	Demo→Opp
SMB <50 emp	~420	~38	~$42k	~$9k	21%
MM 51–500 emp	~240	~55	~$118k	~$28k	29%
ENT 500+ emp	~85	~28	~$128k	~$44k	32%
Unknown	~40	~6	~$13k	—	—

By Revenue Range

Source: hs_revenue_range (Clay enriched) · open pipeline + customer companies

Revenue Range	Demos	Pipe $	CW $	Demo→Opp
<$1M	~12	~$8k	—	17%
$1M – $5M	~28	~$34k	~$7k	25%
$5M – $25M	~32	~$72k	~$22k	31%
$25M – $100M	~22	~$94k	~$28k	36%
>$100M	~11	~$82k	~$24k	45%
Unknown	~22	~$11k	—	—

📊 All three enrichment fields (clay_industry, hs_employee_range, hs_revenue_range) are live via Clay on 2,214 companies in open pipeline + customers. Revenue range figures above are estimated from deal value patterns — connect to HubSpot cross-object report for exact counts.

05 · Channel Quality & Attribution Volume vs quality matrix · Original source vs self-reported attribution

Channel Quality Matrix — Demos

Demo requests vs opportunities created by source · July 2026 (22 days)

Lead Source	Demos	Pipe $	CW $	Demo→Opp	Quality
Direct	~24	$72k	$9k	33.3%	HIGH
Qase App	~9	$80k	$13k	11.1%	LOW
LinkedIn Ads	~6	$15k	—	16.7%	MED†
↳ Fibbler influenced	—	$56k	$0k	—
Organic	~3	—	$1k	—	LOW
Google Ads	~2	$2k	—	—	LOW VOL

Key insight (lead source view): LinkedIn Ads shows a low direct-attribution demo→opp rate, but Fibbler shows $56k of influenced pipeline in July so far — deals that touched LinkedIn before converting through another channel. No influenced revenue has closed yet this month. LinkedIn is building top-of-mind with ICP that closes elsewhere; the LOW rating reflects last-touch attribution only. † Direct attribution only — Fibbler influence shown separately.

Dark Traffic Decoded — Demo Requests

33 demos HubSpot labels Direct / Untracked · "how did you hear about us?" form response · July 2026 (22 days)

When UTMs are present HubSpot attributes correctly (Paid Search, Paid Social, etc.) — those 11 contacts are excluded here. This card isolates the 33 demos with no UTM captured and asks what they actually say. 44 total July demos · 12 of 33 direct contacts have no form response on file.

Search intent

Social / community

Referral / WOM

Review sites

Unknown

Online Search

10

48%

Referred

5

24%

Used it before / Referred

3

14%

Other / Unknown

3

14%

Social / Community

0

—

G2 or Capterra

0

—

Event / Meetup

0

—

Qase outreach

0

—

Advertisement / Social Ads

0

—

AIDEN Launch

0

—

⚠️ Only 22 days of data — too early to draw conclusions. Only 21 of the 33 unattributed demos have form responses. Check back end of month for meaningful patterns.

ℹ️ 11 demos attributed by UTM (6 LinkedIn Ads, 3 Organic, 2 Google Ads). 44 total July demos · 12 of 33 direct contacts have no form response on file.