Every sales and marketing leader knows the drill.
- MQLs are up.
- Cost per Lead looks good.
- Dials are hitting quota.
But revenue? Flat. CAC? Rising. Targets? Missed.
The truth is simple: your top funnel metrics are lying to you.
The Problem: Vanity Metrics at the Top
On paper, CPL, MQLs, and total dials look like signs of progress. In reality, they hide the problems that stall growth:
- Cheap leads that never close.
- High MQL volume masking poor conversion.
- Agents dialing like crazy but not moving deals forward.
These numbers make teams feel busy, but they don’t prove the business is winning.
The Metrics That Actually Matter
Perch surfaces the deeper KPIs that tell the real story of performance—metrics like:
- Cost per Closed Deal → Not what it cost to generate a lead, but what it cost to actually win one.
- Time-to-Revenue → How long it takes for a lead to turn into cash.
- Agent-level ROI → Which reps are converting effort into outcomes, and which aren’t.
- Funnel leakage → Where leads are falling out before revenue is realized.
These are the metrics that expose waste, highlight opportunities, and directly connect marketing spend to revenue outcomes.
From Lagging Reports to Real-Time Clarity
Instead of waiting for quarterly reviews, Perch gives leaders real-time visibility into where funnel performance is breaking down.
Imagine seeing alerts like:
- “Lead source X is generating MQLs but cost per closed deal is 3x higher—cut spend now.”
- “Time-to-revenue for Segment B has slipped by 12 days—investigate follow-up process.”
- “Rep productivity is high in dials, but conversion is lowest—coach on objections immediately.”
No more chasing vanity metrics. Just actionable insights tied to outcomes that matter.
Proof in Action
- A fintech client realized SEM leads looked cheap but were driving CAC through the roof—Perch helped reallocate budget and boost agent productivity by 20%.
- An education company saw MQLs were strong but funnel leakage was killing revenue—Perch surfaced weak follow-up patterns, driving a 23% lift in conversion while cutting CAC 17%.
- A telecom leader shifted focus from dials to deal quality—enrolling 15–20% more customers by aligning agents on outcomes, not activity.
The Fix: KPIs That Actually Drive Revenue
Top funnel metrics aren’t useless—but they’re incomplete.
Perch fixes the blind spots by connecting marketing, sales, and contact center data into a single source of truth. Then we surface the KPIs that tie effort to revenue—so leaders can act fast, cut waste, and drive growth.
That’s how you stop being lied to by vanity metrics, and start winning with actionable ones.
🔥 Want to know what your top funnel metrics aren’t telling you? Book a demo with Perch Insights today.