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What Dashboards Unify Advocacy, Retention, and Expansion?

Use a revenue operating dashboard that ties advocacy (referrals, references, reviews) to retention (churn, NRR) and expansion (cross-sell, upsell)—so ELT sees the full impact on pipeline, CAC, NRR, and CLV in one view.

What Metrics Belong in a Revenue Marketing Dashboard? Revenue Marketing Index

The most effective unified dashboard is a multi-modal revenue view with three connected lenses: Advocacy → Retention → Expansion. It standardizes sources and SLAs, then rolls KPIs to executive outcomes: advocacy-sourced pipeline & win rate, NPS→churn hazard, expansion ARR & attach, and the CAC/NRR/CLV impact. Use matched cohorts and holdouts to show incremental effects instead of activity counts.

Core Dashboard Lenses & Must-Have Widgets

Advocacy Lens — Referral->SQL rate, win rate vs. non-referral, stage acceleration, CAC (Referral) vs CAC (Paid), review/reference volume with quality gates.
Retention Lens — Cohort survival curves, churn hazard by NPS/ticket backlog, save-rate from at-risk plays, gross & net retention (GRR/NRR).
Expansion Lens — Expansion ARR, products-per-account / feature adoption, attach/cross-sell matrix, expansion cycle time and payback.
Economics — CLV lift by advocacy participation, ROMI by play, discount/reward liability impact, NRR vs. CAC payback months.
Attribution — Uplift or MTA assigning credit to advocacy at opportunity creation and stage jumps; holdout flags on charts.
Ops Health — Data completeness, speed-to-first-meeting (referred), SLA adherence, duplicate & double-count guardrails.

The Unified Revenue Dashboard Playbook

Stand up an ELT-ready dashboard that connects customer love to durable growth.

Define → Instrument → Model → Attribute → Visualize → Govern

  • Define taxonomy & KPIs: Standardize advocacy subtypes, retention/expansion definitions; pick CAC, GRR/NRR, CLV formulas.
  • Instrument identity & capture: Referral codes/UTMs, review/reference IDs, NPS & product telemetry, financial tie-out.
  • Model cohorts: Pre/post enrollment and matched non-member cohorts; segment by product, region, size.
  • Attribute impact: Uplift/MTA for advocacy and expansion, churn models for retention; include holdout flags.
  • Visualize & drill: Executive rollups with drill-to-op dashboards for Marketing, CS, and Sales.
  • Govern monthly: Revenue council reallocates budget from low-ROI media to high-intent advocacy & expansion plays.

Unified Dashboard Capability Maturity Matrix

Capability From (Ad Hoc) To (Operationalized) Owner Primary KPI
Taxonomy & Identity Channel-siloed tags Unified advocacy/retention/expansion schema with customer ID RevOps / Data Data Completeness %
Attribution Last-touch Uplift & MTA with stage acceleration Analytics Incremental Pipeline / ARR
Retention Modeling Average churn Survival analysis with NPS & usage features Data Science NRR, Churn Δ
Expansion Analytics Ad-hoc reports Attach, cross-sell matrix, expansion cycle time CS Ops / Sales Ops Expansion ARR
Executive Rollups Activity counts CAC, NRR, CLV, ROMI with tie-out to bookings Finance CAC vs Payback, ROMI
Governance Quarterly syncs Monthly revenue council budget reallocation ELT Velocity & Win Rate (Referred)

Client Snapshot: Advocacy-to-Expansion on One Page

Organizations that unify referral capture, retention modeling, and expansion analytics show faster cycles and lower CAC on the executive dashboard. Explore a transformation example: Transforming Lead Management: How Comcast Business Optimized Marketing Automation and Drove $1B in Revenue

Start with incremental revenue and efficiency: advocacy-sourced pipeline & win rate, NRR, and expansion ARR—then drill to plays the field can action.

Frequently Asked Questions about Unified Revenue Dashboards

What KPIs should be on the executive view?
Advocacy-sourced pipeline & win rate, CAC (Referral) vs CAC (Paid), GRR/NRR, expansion ARR & attach, CLV lift, and ROMI—with finance tie-out.
How do we avoid double-counting across motions?
Use a shared taxonomy and uplift/MTA; enforce one opportunity ID and role-based credit so advocacy, retention, and expansion sum correctly.
What data is required?
Referral codes/UTMs, review/reference IDs, product usage & NPS, CS tickets, opportunity & revenue data, and customer master IDs.
What’s the fastest first version?
Three tabs: Advocacy (pipeline, win rate, CAC), Retention (survival, NRR), Expansion (attach, ARR). Add governance cards for SLAs & data quality.
B2B vs B2C—any differences?
KPIs are similar; B2B emphasizes account expansion, references, and contracts; B2C leans into loyalty/points economics and basket breadth.

Build the Unified Revenue Dashboard

We’ll map taxonomy, instrument identity, and design rollups so advocacy, retention, and expansion show up in CAC, NRR, CLV, and ROMI.

Revenue Marketing Assessment (RM6) Revenue Marketing Kit
Explore More
Execution & Playbooks: What Metrics Belong in a Revenue Marketing Dashboard? Key Principles of Revenue Marketing What Is Revenue Marketing? Pedowitz RM6 Insights Revenue Marketing Index

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