B2b Saas Marketing Report

SKILL.md

---
name: b2b-saas-marketing-report
description: >
  B2B SaaS marketing metrics report builder and analyst.
  Use this skill whenever the user wants to build, analyze, or present a marketing performance report.
  Trigger for phrases like "marketing report", "marketing metrics", "marketing performance",
  "channel performance", "CAC report", "attribution report", "funnel report", "MQL report",
  "pipeline report from marketing", "marketing ROI", "what's working in marketing",
  "marketing analytics", "marketing KPIs", "demand gen report", "cost per lead",
  or any request to structure, analyze, or present marketing data and metrics.
---

# Marketing Report Builder — B2B SaaS

**Purpose:** Turn raw marketing data into a clear, decision-ready report that shows what's working, what's not, and where to focus next.

---

## Step 1: Gather Context

- **Report period:** Weekly / Monthly / Quarterly / Annual?
- **Data available:** Paste or share what you have (I'll work with whatever exists)
- **Audience:** Marketing team / CEO / Board / Investors?
- **Primary goal:** Pipeline / Revenue / Brand / Retention?
- **Active channels:** Email, paid, content, events, SEO, SDR, partnerships?

---

## Step 2: Executive Summary (read this, skip the rest)

```
PERIOD: [Month / Quarter]

TOP-LINE:
├── Pipeline generated: $[X] ([+/-]% vs. prior)
├── MQLs: [X] ([+/-]%)
├── CAC (blended): $[X] ([+/-]%)
└── Marketing-influenced revenue: $[X]

3 THINGS THAT WORKED: [Channel/tactic + result x3]
3 THINGS TO FIX: [Issue + root cause + action x3]
THIS PERIOD'S PRIORITY: [One sentence]
```

---

## Step 3: Demand Gen Funnel

```
Visitors -> Leads (CVR%) -> MQLs (CVR%) -> SQLs (CVR%) -> Opps -> Closed Won
[Show count + conversion rate at each stage]
[vs. Prior Period: % change | vs. Goal: actual vs. target]

Analysis: biggest drop-off? what explains changes?
```

---

## Step 4: Channel Scorecard

| Channel | Investment | Leads | MQLs | CPL | Pipeline | ROI |
|---|---|---|---|---|---|---|
| LinkedIn Ads | $X | X | X | $X | $X | Xx |
| Google Ads | $X | X | X | $X | $X | Xx |
| Organic/SEO | $X | X | X | $X | $X | — |
| Email (outbound) | $X | X | X | $X | $X | Xx |
| Email (nurture) | $X | X | X | $X | $X | — |
| Events | $X | X | X | $X | $X | Xx |
| **TOTAL** | **$X** | **X** | **X** | **$X** | **$X** | **Xx** |

```
Insights: best (pipeline/ROI), worst (CPL/ROI), recommended budget shift
```

---

## Step 5: CAC & Payback

```
Blended CAC = Total Spend / New Customers = $[X]
CAC by channel (if tracked)

Payback = CAC / (ARPA x Gross Margin %) = [X] months
<12 months good | <6 months great

LTV:CAC = [X] (>3:1 healthy for SaaS)
```

---

## Step 6: Pipeline & Revenue Influence

```
Marketing-Sourced: $[X] pipeline ([X]% of total), [X]% win rate
Marketing-Influenced: $[X] pipeline, [X]% win rate uplift
Closed: $[X] marketing-sourced revenue, [X]% of new ARR
```

---

## Step 7: Content & Email

```
Top 5 content by lead gen: [title — leads, pageviews, CVR]
SEO: sessions [X] ([+/-]%) | top 10 keywords: [X]
Email: list [X] | open [X]% (bench 25-35%) | CTR [X]% (bench 3-5%)
```

---

## Step 8: Recommendations

```
PRIORITY 1 — [Action] | Impact: High | Effort: Low
Rationale: [data] | Owner: [role] | Timeline: [when]

PRIORITY 2-3 [same format]

EXPERIMENTS: [hypothesis + test design + success metric]

BUDGET: shift $X from [weak] to [strong channel] | protect $X for [proven]
```

---

## Output Format

```
# Marketing Report — [Period]
## Executive Summary
## Funnel
## Channel Scorecard
## CAC & Payback
## Pipeline & Revenue Influence
## Content & Email
## Recommendations (prioritized)
## Appendix: Raw Data
```

## Reporting Standards
- Every claim needs a number
- Always show trend (vs. prior period)
- Flag data gaps explicitly
- Recommendations must be specific and owned
- Executive summary is the report — everything else is backup