Squadra AI – Marketing dashboard

MLC pipeline • Live HubSpot & Monday • —

1 · 2026 pacing — YtD vs targets

2 · Quarterly overview — goal vs actual PowerSuite + Projects

All actuals live from HubSpot · goals from the KPI 2026 plan. H2 (Q3–Q4) fills in as the half progresses.

3 · Deal attribution

By product

PowerSuite vs AI projects · H1 2026 actual vs H2-to-date (live) vs full-year goal.

By channel (new deals · utm_source)

H1 2025 vs H1 2026 vs H2-to-date (live).

4 · H1 analysis

ChannelH1 2025H1 2026Change
New deals created, MLC pipeline.

Key takeaways H1

  • Intake down ~30%, all in scalable channels. Cold mail −39%, webinar −64%, website −46%; network flat and expansion +78%. The pipeline now leans on warm sources.
  • Quality up, volume down. Customers are running ahead of target while MQL and SQL sit well behind — fewer leads, but converting better (SQL→Customer up from 21% to 28% YoY).
  • AI projects are the biggest H2 lever: deals running behind their intake target, but conversion from SQL → Customer is high, so the potential is definitely there.

5 · SQL → Customer conversion YtD 2026

Customers won ÷ deals that entered the SQL stage in 2026 to date (live HubSpot) — includes deals later lost, so this is the true rate. "vs 2025" compares to the full-year 2025 rate. Target = KPI-plan customers ÷ SQL. Per-product uses the interest tag, so PowerSuite and Projects overlap slightly.

Key takeaways

  • Conversion is improving. SQL → Customer rose from 21% (2025) to 28% (2026) overall, the funnel converts better in 2026.
  • AI projects convert best. Projects turn SQLs into customers at a far higher rate than PowerSuite, which was already assumed in the 2026 targets.
  • Project wins are relationship-driven. Of the 14 AI-project customers won in 2026, 12 came through network or existing-client expansion.

6 · New customers YtD 2026 · …

Deal nameTypeChannel source
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Deals that moved to the Klant (customer) stage in 2026. Type from dealtype where set, otherwise inferred from the deal name; channel from utm_source.