VP View
Cross-lifecycle health for the four motions Jump runs in parallel: self-serve advisor, mid-market RIA, enterprise IBD/wealth, and integration partners. Channel contribution, attribution, and cost efficiency in one frame. Updated 6:00 AM MT daily.
Lifecycle Health Scorecards
Phase Funnel Comparison
Channel Contribution Heatmap
| Lifecycle | Webinar | Trade Press | Events | Partner | LP | |||
|---|---|---|---|---|---|---|---|---|
| Self-Serve Advisor | 52% | 88% | 48% | 22% | 34% | 18% | 20% | 96% |
| RIA Mid-Market | 86% | 52% | 74% | 58% | 45% | 42% | 28% | 94% |
| Enterprise IBD / Wealth | 82% | 26% | 78% | 48% | 62% | 71% | 35% | 85% |
| Integration Partner | 48% | 35% | 76% | 68% | 15% | 52% | 94% | 88% |
Cost Efficiency & 8-Week Trends
| Lifecycle | Channel | Spend (8w) | Entries | $ / Entry | Demo-Ready | $ / DR |
|---|---|---|---|---|---|---|
| Self-Serve | $58,400 | 8,420 | $6.93 | 386 | $151 | |
| Self-Serve | $22,800 | 2,140 | $10.65 | 142 | $161 | |
| RIA Mid-Mkt | $48,200 | 1,640 | $29.39 | 142 | $340 | |
| RIA Mid-Mkt | $8,400 | 920 | $9.13 | 68 | $124 | |
| RIA Mid-Mkt | Webinar | $24,800 | 680 | $36.47 | 34 | $729 |
| Enterprise | Events (T3 / FP) | $84,200 | 82 | $1,027 | 14 | $6,014 |
| Enterprise | LinkedIn ABM | $32,400 | 42 | $771 | 8 | $4,050 |
| Partner | Webinar (co-mkt) | $14,800 | 1,420 | $10.42 | 186 | $80 |
Pipeline & Revenue Attribution
Pipeline · trailing 90 days
| Lifecycle | Opps | Pipeline $ | Cost | ROI |
|---|---|---|---|---|
| Self-Serve | 1,420 | $3.8M | $248K | 15.3× |
| RIA Mid-Mkt | 86 | $6.4M | $268K | 23.9× |
| Enterprise | 12 | $8.2M | $184K | 44.6× |
| Partner | 94 | $2.4M | $42K | 57.1× |
Closed-won · trailing 180 days
| Lifecycle | Won | Revenue | Cost | ROI |
|---|---|---|---|---|
| Self-Serve | 1,840 | $1.2M | $248K | 4.8× |
| RIA Mid-Mkt | 38 | $2.6M | $268K | 9.7× |
| Enterprise | 3 | $1.8M | $184K | 9.8× |
| Partner | 142 | $680K | $42K | 16.2× |
Three calls this view forces.
Call 1. RIA Mid-Mkt is leaking at the demo stage (28% conv vs. 41% for entry — flagged). LinkedIn ABM cost-per-demo is up 18% with quality dropping. Hypothesis: the lift in Series-B-driven brand search is pulling tire-kickers into LinkedIn lookalikes. I'd kill the lookalike and rebuild the audience from the closed-won match-back, then ship within seven days.
Call 2. Partner-sourced ARR is the highest-ROI motion at 16.2× and it is under-funded. I would 3× the partner co-marketing budget out of cuts to the worst-performing RIA webinar slot, and propose moving Wealthbox/eMoney/Redtail co-marketing into a quarterly rhythm with the BizDev team Torie just started building.
Call 3. Enterprise is at 44× pipeline-ROI and the field doesn't trust the attribution. Fix is the CMO/CRO view (next tab) — I'd put closed-won revenue, sales velocity, and pipeline coverage in a single quarterly artifact that travels with the SVP Marketing into the leadership room.
Operational View
Channel-level performance, anomaly alerts, and tactical metrics for the demand gen team to run the day. Updated hourly. Built for the people doing the work, not the people reporting on it.
Live Anomaly Alerts
Channel Performance Detail
| Lifecycle | Channel | Asset | Impressions | Clicks | CTR | Spend | CPC | Entries |
|---|---|---|---|---|---|---|---|---|
| Self-Serve | "AI for financial advisors" — Search | 142,840 | 3,820 | 2.67% | $8,420 | $2.20 | 1,684 | |
| Self-Serve | "meeting notes for advisors" — Search | 68,240 | 1,840 | 2.70% | $3,820 | $2.08 | 912 | |
| Self-Serve | Trial Carousel — "Save 10 hours/wk" | 98,400 | 1,140 | 1.16% | $3,800 | $3.33 | 282 | |
| RIA Mid-Mkt | LinkedIn ABM | $500M-$5B AUM — Founder Lookalike | 88,400 | 920 | 1.04% | $12,720 | $13.83 | 142 |
| RIA Mid-Mkt | Webinar | "AI compliance: what your advisors need to know" | 42,180 | 680 | 1.61% | $8,640 | $12.71 | 128 |
| RIA Mid-Mkt | "Why 28K advisors picked Jump" | — | — | — | — | — | 186 | |
| Enterprise | LinkedIn ABM | Top-50 IBD — exec-level video | 28,400 | 142 | 0.50% | $3,640 | $25.63 | 8 |
| Enterprise | Events | T3 booth — discovery sign-ups | — | — | — | $8,400 | — | 14 |
| Partner | Webinar (co-mkt) | Wealthbox + Jump — "Notes to next steps" | — | — | — | $2,400 | — | 428 |
| Partner | Email (partner DB) | eMoney advisor newsletter — sponsored | — | — | — | $4,800 | — | 186 |
Nurture Performance by Stage
| Lifecycle | Stage | Sent | Open Rate | CTR | Unsubs | |
|---|---|---|---|---|---|---|
| Self-Serve | Trial Day 1 | "Get your first meeting summary in 5 min" | 1,684 | 62.8% | 28.4% | 8 |
| Self-Serve | Trial Day 4 | "What you're missing without Grow" | 1,242 | 38.4% | 11.2% | 14 |
| Self-Serve | Trial Day 10 | "Last chance — convert today" | 820 | 42.1% | 14.2% | 22 |
| RIA Mid-Mkt | Engaged Nurture 1 | "How Merit gave 80 advisors back 6 hrs/wk" | 2,840 | 31.4% | 5.8% | 28 |
| RIA Mid-Mkt | Engaged Nurture 3 | "Compliance review: Jump and the SEC AI guidance" | 2,420 | 19.4% | 3.1% | 18 |
| RIA Mid-Mkt | Demo'd Follow-up | "Your custom Jump deployment plan" | 412 | 68.2% | 22.4% | 3 |
| Enterprise | Targeted | "For [firm name] — Jump at 1,000+ advisors" | 142 | 72.8% | 31.4% | 1 |
| Partner | Co-mkt | "Wealthbox + Jump joint customers" | 3,420 | 38.6% | 9.2% | 42 |
CMO & CRO View
Lifecycle contribution to pipeline and revenue. Quarterly cadence with 4-quarter trailing trend. Built to travel with the SVP Marketing into board and leadership conversations — every number is defendable, every method is footnoted.
Lifecycle ROI Rollup
| Lifecycle | Cost | Pipeline $ | Revenue $ | ROI | QoQ | ROI Visual |
|---|---|---|---|---|---|---|
| Integration Partner | $168K | $2.4M | $680K | 18.3× | +42% | |
| Enterprise IBD / Wealth | $736K | $8.2M | $1.8M | 11.1× | +28% | |
| RIA Mid-Market | $1.07M | $6.4M | $2.6M | 9.7× | −4% | |
| Self-Serve Advisor | $992K | $3.8M | $1.2M | 5.0× | +12% |
Sales Velocity Comparison
Q3 Pipeline Coverage
Quarterly Pipeline Contribution
Buyer Tier Contribution
| Lifecycle | Solo / Small ($<500M) | Mid-Market ($500M-$5B) | Enterprise ($5B+) | Total Revenue | Avg Deal |
|---|---|---|---|---|---|
| Self-Serve | $1.1M | $0.1M | — | $1.2M | $652 |
| RIA Mid-Mkt | $0.4M | $2.0M | $0.2M | $2.6M | $68K |
| Enterprise | — | $0.3M | $1.5M | $1.8M | $600K |
| Partner | $0.4M | $0.2M | $0.08M | $680K | $4.8K |
The reporting layer is the work.
Attribution model. Assist-weighted, account-level. A "touch" requires either a tracked click (Google/LinkedIn UTM, email CTR, LP form) or an offline event (event scan, webinar registration, partner referral) within the 90-day window before opportunity creation. Multi-touch credit distributed using a U-shaped weighting (40% first / 40% last / 20% middle).
Pipeline definition. An opportunity counts as lifecycle pipeline if at least one demand-gen-attributed touch occurred before opportunity creation in Salesforce. Self-serve "opps" are paid conversions counted at first invoice. Enterprise opps require a confirmed exec champion in the deal record.
What this view does not show. Brand-search assist (Google Ads on "jump ai" trademark) is excluded — those are demand-capture not demand-creation. Branded search lift is reported separately to avoid double-counting Series-B-driven inbound. PR mentions (TechCrunch, ThinkAdvisor) are credited as one touch per published article, decayed at 30 days.
Refresh cadence. Operational tab refreshes hourly from HubSpot/Salesforce/Amplitude. VP and CMO tabs refresh daily at 6:00 AM MT. Quarterly trend is locked at quarter-end and signed off jointly by Demand Gen, RevOps, and the SVP Marketing.