Qase - MOFU Dashboard · September 2026

Q2 · Pipeline Created — Quarter to Date Q2 2026 · Apr 1 – September 29 · vs Q1 2026 same-period pace · 88% of quarter complete

$299k

-45% vs Q1 pace

New Business Pipeline QtD

$539k

Q1 pace (18d)

$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

$285k

-10%

vs Feb

$318k

September (QtD)

$299k

—

vs

$0k

          13 deals QtD · New Business pipeline · createdate · Q1 pace at 18d = $539k
        

$91k

Q2 QtD

Expansion Pipeline QtD

Monthly breakdown

Apr

$26k

May

$37k

September (QtD)

$91k

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

01 · September Pulse — 18 Days In September 1–18 · counts are 18-day totals · pace projections shown vs Aug full month

Trial Starts

1609

Demo Requests

37

All meeting types · meeting_creation_date_cp__c · September 1–18

Inbound Opps Created

13

Pipeline Created

$299k

Closed Won

$35k

Self-Serve : Sales Ratio

0 : 2

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 · September 2026 (18 days)

Trial Starts

1609

↓ 80%

Workspace Activated

~1287 email confirmed

80%

↓ 0.0%

Converted to Customer

0 ChartMogul Active

0.0%

💡 0 companies with chartmogul_subscriber_since in Sep and status = Active — 0.0% 18-day conversion (0 of 1609 trials). Tracking well — September 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 · September 2026 (18 days) · Warmly-assisted flag overlaid

Trial Starts by Lead Source

leadsource · 1609 total · September 2026 (18 days)

Qase App

~1,254

78%

Direct

~210

13%

Organic

~96

6%

Referral

~25

2%

Ai Referrals

~12

1%

Google Ads

~10

1%

Social Media

~2

0%

ℹ️ First-touch attribution (hs_analytics_source). Demo sources card uses last-touch. 18 days of data.

Demo Requests · Pipeline · Closed Won by Lead Source

leadsource · September 2026 (18 days)

DEMOS

PIPE $

CW $

Direct

~13

~13

$180k

$20k

Qase App

~10

~10

$56k

—

Google Ads

~6

~6

$18k

—

LinkedIn Ads

~4

~4

$30k

—

Organic

~2

~2

$15k

—

Referral

~2

~2

—

—

⚠️ 18 days of data. Pipeline ($299k, 13 deals). Top demo sources: Direct: 13, Qase App: 10, Google 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 · September 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 · September 2026 (18 days)

Lead Source	Demos	Pipe $	CW $	Demo→Opp	Quality
Direct	~13	$180k	$20k	53.8%	HIGH
Qase App	~10	$56k	—	30.0%	HIGH
Google Ads	~6	$18k	—	16.7%	MED
LinkedIn Ads	~4	$30k	—	25.0%	MED†
↳ Fibbler influenced	—	$56k	$0k	—
Organic	~2	$15k	—	—	LOW VOL
Referral	~2	—	—	—	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 September 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

23 demos HubSpot labels Direct / Untracked · "how did you hear about us?" form response · September 2026 (18 days)

When UTMs are present HubSpot attributes correctly (Paid Search, Paid Social, etc.) — those 14 contacts are excluded here. This card isolates the 23 demos with no UTM captured and asks what they actually say. 37 total September demos · 15 of 23 direct contacts have no form response on file.

Search intent

Social / community

Referral / WOM

Review sites

Unknown

Online Search

3

38%

Other / Unknown

3

38%

Used it before / Referred

2

25%

Social / Community

0

—

G2 or Capterra

0

—

Referred

0

—

Event / Meetup

0

—

Qase outreach

0

—

Advertisement / Social Ads

0

—

AIDEN Launch

0

—

⚠️ Only 18 days of data — too early to draw conclusions. Only 8 of the 23 unattributed demos have form responses. Check back end of month for meaningful patterns.

ℹ️ 14 demos attributed by UTM (6 Google Ads, 4 LinkedIn Ads, 2 Organic, 2 Referral). 37 total September demos · 15 of 23 direct contacts have no form response on file.