⚡ NB-Search_Competitors: spend up 37%, pipeline flat.
What I found
Over the last 30 days, NB-Search_Competitors raised spend 37% but pipeline didn’t move. The platform counts 12 conversions; only 2 became opportunities in the CRM.
Why it matters
Fires when a campaign’s cost per opportunity stays 30% above the account average for two weeks running. The average CPO is $2,300 per opp; NB-Search_Competitors is now $3,143.
Recommendation
- Cap NB-Search_Competitors to $150/day, down from $210, last month’s level.
- Add its competitor terms with no pipeline as exact-match negatives.
- Move the freed $1.7K/mo to Brand-Search_Exact; review day 7, flag if CPO holds above the $2,300 average.
🎯 412 target accounts. 261 engaged. 20 ready for sales hand-off.
What I found
How the 261 engaged: 168 on LinkedIn ads (55 clicked), 52 organic, 23 Google Ads, 12 Meta, 6 direct. 20 of them cleared the hand-off threshold.
Why it matters
Clears when an account’s engagement score reaches 85, built from touch count, recency, and channel mix. 20 of the 261 are there now.
| Account ready for hand-off | Engagement | Channels | Last touch |
|---|---|---|---|
| Northwind Systems | 96 | LinkedIn, Organic | 1 day ago |
| Orbital Foods | 93 | LinkedIn, Google | 2 days ago |
| Cassis Retail Group | 91 | LinkedIn, Organic, Meta | 2 days ago |
| Verge Analytics | 89 | LinkedIn, Google | 3 days ago |
| Katalyst Partners | 87 | Organic, LinkedIn | 4 days ago |
Recommendation
- Push the 20 accounts to the AE queue in Salesforce, routed to each account’s owner.
- Attach each account’s engagement timeline so the rep opens with the channels and last touch.
- Suppress all 20 accounts from retargeting so paid stops spending on accounts now with sales.
🔎 23 accounts match your golden path but have no opportunity.
What I found
Each has cleared 10 to 12 of the 12 steps on your golden path, the most recent 8 to 16 days ago, with no sales follow-up.
Why it matters
Fires when an account clears at least 10 of the 12 golden-path steps but goes 14 days with no opportunity. The path is built from the 34 deals you closed-won in the last 90 days.
| Account | Steps completed | Last activity |
|---|---|---|
| Northbeam Logistics | 12 of 12 | 16 days ago, no follow-up |
| Orbital Foods | 11 of 12 | 13 days ago, no follow-up |
| Cassis Retail Group | 10 of 12 | 9 days ago, no follow-up |
| Verge Analytics | 10 of 12 | 8 days ago, no follow-up |
Recommendation
- Route the 9 accounts that completed all 12 steps to their AEs, flagged “no follow-up since last touch.”
- Enroll the other 14 accounts in the won-path nurture, firing the step they’re missing.
- Watch all 23 accounts; if any rise in engagement, pull them from nurture.
📊 Your CRM credits LinkedIn for $90K. Multi-touch puts its real share at $410K.
What I found
Your CRM assigns each deal to its form fill, so LinkedIn earns credit only when the form click came straight from it. Multi-touch credits its share across every deal it touched — 47 of last quarter’s 90 wins, not the 18 it closed directly.
Why it matters
The full path, first ad impression to revenue, is stitched on your own definitions. Every touch traces back to the record behind it.
| Date | $48K closed-won, split by U-shaped model | Last-touch (per CRM) | Multi-touch |
|---|---|---|---|
| Mar 3 | LinkedIn · impression, matched-audience | $0 | $19K |
| Mar 9 | LinkedIn · thought-leader ad, video view | $0 | $3K |
| Mar 14 | Form · demo request | $48K | $4K |
| Mar 28 | SDR · discovery call | $0 | $3K |
| Apr 9 | Solutions call · technical eval | $0 | $19K |
| Total credited | $48K | $48K |