Sales and marketing analytics
How visitors become leads, leads become enrolments, and which sources and campaigns pay for themselves.
New leads
312
-9% vs previous 30 days
Lead to enrolment
29.5%
+6.7 points
Cost per enrolment
Down from EGP 1,180
Win rate, corporate deals
+4 points vs last quarter
Pipeline velocity
Expected won value per day
Sales measures against the annual plan
| Measure | Annual target | Planned YTD | Actual YTD | YTD variance | YTD plan achievement | Last year, same period | Forecast year-end | Forecast gap |
|---|
| Bookings by account owner (optional allocation) | Annual target | Planned YTD | Actual YTD | YTD plan achievement | Last year, same period |
|---|
Funnel, last 30 days
All customersFinal stage
Block widths use a square-root scale so the later stages stay visible. Qualified means scored 60 or above by lead scoring or accepted by a sales rep.
Where the funnel leaks. 62% of leads never reach qualified. Half of those came from organic search on beginner topics and asked about courses with no open batch. A waitlist offer on those course pages would keep them in play.
Leads by week
70, 98, 86 and 58 leads. The 13 Sep peak follows the B31.3 webinar. Webinars and events
Conversion by source
Open leads| Source | Visitors | Leads | Qualified | Enrolled | Lead to enrolment | Spend | Cost per lead | Bookings (order value) |
|---|
Campaign return
All campaigns| Campaign | Channel | Promotes | Spend | Leads | Seats | Bookings attributed | Return per EGP 1 | Return | Verdict |
|---|
Return is bookings attributed (order value, excluding VAT, by order date) divided by spend. It is not recognised revenue and not cash. Staff time is not included. Campaign costs come from Expenses.
Pipeline velocity
PipelineVelocity = open deals × win rate × average deal value ÷ sales cycle in days.
Average days in each stage
| Sales rep | Open deals | Pipeline | Win rate | Cycle |
|---|
Win rate by academy
Corporate deals closed this yearWhy Value Engineering loses. 3 of 4 lost deals name "no certificate recognised by our client" as the reason. The courses are short and priced low, so the deals are also small. Bundling ML504, ML505 and ML507 as one programme would raise deal size. Learning paths