Recipe · Claude and ChatGPT

A lead-to-revenue dashboard from your favorite AI tools.

Run the recipe in Claude or ChatGPT and get a dashboard in the client portal that marketing and sales keep open: which ads produced SQLs, pipeline and closed-won deals, and what each one cost, from channel down to the ad.

Try the recipe in Claude Or in ChatGPT

What comes back

Cost per closed-won deal, not cost per lead.

What marketing and sales see when they open it, from the sample.

The whole funnel on one screen.
Six numbers up top, each against the month before, then every stage of the funnel with its step rate and its cost. Pick a date range, channel or segment and every number follows.
From channel to campaign to ad.
Open a channel to see its campaigns, then a campaign to see its ads with their images, ranked by cost per SQL or cost per closed-won deal. Cheap leads that never become SQLs stand out.
Pipeline, with the largest deal split out.
One enterprise opportunity can carry a channel. Switch it off and the summary and that channel’s pipeline per $1 show what’s left.
A check on the data underneath.
Each lead is matched to a CRM contact and account, and each platform’s returned SQLs and won deals are counted, so a data gap isn’t read as a weak channel.

The sample

10 views of Brisavel’s lead-to-revenue dashboard.

Brisavel, a cloud CRM company, its agency and its campaigns are fictional, and every number is illustrative. Each view is the dashboard with a filter, tab or drill-down applied. Open one to see it full size with its numbers.

View 1 of 10Overview

48 closed-won deals at $6,068 each, down 15% from August, with $12.96M of new pipeline.

Spend, the funnel by stage and outcomes by channel, for September against August.

Stage	Reached	Step rate	Cost per
Leads	2,755	100% from ads	$106 ▲ 1.5% vs Aug
MQLs	1,053	38.2% of leads	$277 ▲ 1.6% vs Aug
SQLs	323	30.7% of MQLs	$902 ▼ 3.7% vs Aug
Opportunities $12.96M pipeline	170	52.6% of SQLs	$1,713 ▼ 7.0% vs Aug
Closed-won $3.25M won	48	28.2% of opportunities	$6,068 ▼ 15% vs Aug

Channel	Spend	Per lead	Per SQL	Per closed-won	vs Aug
LinkedIn Ads	$104.2K	$232	$834	$4,342	▼ 22%
Microsoft Ads	$20.3K	$158	$1,014	$6,760	▲ 4.9%
Google Ads	$95.9K	$143	$880	$7,377	▼ 2.3%
Meta	$48.8K	$35	$1,085	$8,136	▼ 14%
Review site	$22.1K	$185	$919	$11,027	▼ 50%
All channels	$291.3K	$106	$902	$6,068	▼ 15%

Ad spend $291.3K ▲ 4.1% 53,044 clicks
Leads 2,755 ▲ 2.5% $106 per lead
SQLs 323 ▲ 8.0% $902 per SQL
Pipeline created $12.96M ▲ 39% 170 opportunities
Closed-won 48 deals ▲ 23% $3.25M won
Cost per closed-won deal $6,068 ▼ 15% Aug: $7,176

View 2 of 10Overview by channel

LinkedIn Ads had the most expensive leads ($232) and the lowest cost per closed-won deal: $4,342, against $6,068 overall.

The channel filter set to LinkedIn Ads: every number and table scopes to it.

Stage	Reached	Step rate	Cost per
Leads	449	100% from ads	$232 ▼ 3.0% vs Aug
MQLs	270	60.1% of leads	$386 ▼ 7.8% vs Aug
SQLs	125	46.3% of MQLs	$834 ▼ 13% vs Aug
Opportunities $8.64M pipeline	66	52.8% of SQLs	$1,579 ▼ 12% vs Aug
Closed-won $2.27M won	24	36.4% of opportunities	$4,342 ▼ 22% vs Aug

Campaign	Spend	Per lead	Per SQL	Per closed-won	vs Aug
Webinar – Live pipeline forecasting	$23.1K	$168	$412	$2,885	▼ 21%
ABM – Enterprise target accounts	$47.7K	$394	$1,163	$4,333	▼ 36%
Lead gen form – State of B2B Sales	$33.5K	$175	$1,195	$6,691	▲ 7.2%
All campaigns	$104.2K	$232	$834	$4,342	▼ 22%

Ad spend $104.2K ▲ 3.7% 7,349 clicks
Leads 449 ▲ 6.9% $232 per lead
SQLs 125 ▲ 19% $834 per SQL
Pipeline created $8.64M ▲ 88% 66 opportunities
Closed-won 24 deals ▲ 33% $2.27M won
Cost per closed-won deal $4,342 ▼ 22% Aug: $5,581

View 3 of 10Overview by segment

Enterprise deals averaged $181.1K, 3.6× mid-market, from 12% of leads.

The segment filter set to enterprise accounts. Ad spend is split by each ad’s lead share.

Stage	Reached	Step rate	Cost per
Leads	331	100% from ads	$202 ▲ 0.7% vs Aug
MQLs	218	65.9% of leads	$307 ▼ 1.0% vs Aug
SQLs	77	35.3% of MQLs	$868 ▼ 4.8% vs Aug
Opportunities $9.30M pipeline	41	53.2% of SQLs	$1,630 ▼ 6.9% vs Aug
Closed-won $1.99M won	11	26.8% of opportunities	$6,075 ▼ 16% vs Aug

Channel	Spend	Per lead	Per SQL	Per closed-won	vs Aug
LinkedIn Ads	$47.0K	$292	$921	$5,220	▼ 9.3%
Google Ads	$12.6K	$147	$742	$6,308	▼ 46%
Meta	$2,312	$44	$771	No deals
Microsoft Ads	$2,876	$144	$719	No deals
Review site	$2,039	$185	$1,019	No deals
All channels	$66.8K	$202	$868	$6,075	▼ 16%

Ad spend $66.8K ▲ 3.2% 6,945 clicks
Leads 331 ▲ 2.5% $202 per lead
SQLs 77 ▲ 8.5% $868 per SQL
Pipeline created $9.30M ▲ 39% 41 opportunities
Closed-won 11 deals ▲ 22% $1.99M won
Cost per closed-won deal $6,075 ▼ 16% Aug: $7,193

View 4 of 10Campaigns in a channel

Webinar – Live pipeline forecasting (LinkedIn Ads) led non-brand campaigns at $412 per SQL, with $85.2 of pipeline per $1.

Drilled from channel to LinkedIn Ads campaigns, ranked by cost per SQL.

Campaign	Spend	Leads	Cost / lead	SQLs	Lead → SQL	Cost / SQL	vs Aug	Cost / closed-won	Pipeline	Pipeline per $1	Won	Status
Webinar – Live pipeline forecasting Event	$23.1K	137	$168	56	40.9%	$412	▼ 15%	$2,885	$1.97M	$85.2	8	Scale
ABM – Enterprise target accounts Sponsored content	$47.7K	121	$394	41	33.9%	$1,163	▼ 24%	$4,333	$5.79M	$121.5	11
Lead gen form – State of B2B Sales Lead gen	$33.5K	191	$175	28	14.7%	$1,195	▲ 11%	$6,691	$878.9K	$26.3	5
All LinkedIn Ads	$104.2K	449	$232	125	27.8%	$834		$4,342	$8.64M	$82.9	24

Ad spend $291.3K ▲ 4.1% 53,044 clicks
Leads 2,755 ▲ 2.5% $106 per lead
SQLs 323 ▲ 8.0% $902 per SQL
Pipeline created $12.96M ▲ 39% 170 opportunities
Closed-won 48 deals ▲ 23% $3.25M won
Cost per closed-won deal $6,068 ▼ 15% Aug: $7,176

View 5 of 10Ads in a campaign

Lead form – Sales playbook ebook had the cheapest leads at $30, but 1.8% became SQLs: it ranks 11 of 11 on cost per SQL.

Drilled into one Meta campaign: its ads, with the images that ran.

Ad	Spend	Leads	Cost / lead	SQLs	Lead → SQL	Cost / SQL	vs Aug	Cost / closed-won	Pipeline	Pipeline per $1	Won
Carousel – 5 pipeline templates Carousel, guide	$14.4K	515	$28	9	1.7%	$1,596	▼ 29%	$14,362	$81.8K	$5.7	1
Static – The free sales playbook Image, guide	$15.1K	569	$27	9	1.6%	$1,677	▲ 106%	$15,096	$99.6K	$6.6	1
Reel – A day with your CRM Video, demo	$7,417	152	$49	4	2.6%	$1,854	▲ 3.7%	$7,417	$49.4K	$6.7	1
Campaign total	$36.9K	1,236	$30	22	1.8%	$1,676		$12,292	$230.8K	$6.3	3

Ad spend $291.3K ▲ 4.1% 53,044 clicks
Leads 2,755 ▲ 2.5% $106 per lead
SQLs 323 ▲ 8.0% $902 per SQL
Pipeline created $12.96M ▲ 39% 170 opportunities
Closed-won 48 deals ▲ 23% $3.25M won
Cost per closed-won deal $6,068 ▼ 15% Aug: $7,176

View 6 of 10Creative

Webinar ads turned 41% of leads into SQLs at $412 each; guide ads had the cheapest leads, and 2.4% became SQLs.

Every ad with an image, ranked by cost per SQL, beside the message themes.

Theme	Per lead	To SQL	Per SQL
Webinar	$168	40.9%	$412
Customer story	$208	21.8%	$955
Demo	$153	15.0%	$1,019
ROI	$111	10.7%	$1,039
Free trial	$172	15.7%	$1,099
Guide	$41	2.4%	$1,702

Ad spend $291.3K ▲ 4.1% 53,044 clicks
Leads 2,755 ▲ 2.5% $106 per lead
SQLs 323 ▲ 8.0% $902 per SQL
Pipeline created $12.96M ▲ 39% 170 opportunities
Closed-won 48 deals ▲ 23% $3.25M won
Cost per closed-won deal $6,068 ▼ 15% Aug: $7,176
1 Webinar 3 sales leaders Per lead $160 To SQL 44% Per SQL $362
2 Webinar Live in 30 minutes Per lead $175 To SQL 38% Per SQL $459
3 Demo See it in 20 minutes Per lead $71 To SQL 14% Per SQL $504
4 Customer story Our forecast calls got shorter Per lead $88 To SQL 16% Per SQL $539
5 Demo 2-minute tour Per lead $87 To SQL 12% Per SQL $745
6 ROI 31% more time selling Per lead $174 To SQL 22% Per SQL $797
7 Demo One view of every account Per lead $394 To SQL 36% Per SQL $1,100
8 Customer story 40 regions, one forecast Per lead $394 To SQL 31% Per SQL $1,251

View 7 of 10Pipeline

One $2.15M enterprise opportunity is 17% of September pipeline and 25% of the pipeline from LinkedIn Ads.

Pipeline created by channel, with the largest opportunity split out. Account names left out.

Opportunity	Stage	Amount	Share
Manufacturing, 12,000+ employees Enterprise, ABM – Enterprise target accounts	Solution review	$2.15M	16.6%
Logistics, 5,000–10,000 employees Enterprise, ABM – Enterprise target accounts	Proposal	$370.6K	2.9%
Logistics, 5,000–10,000 employees Enterprise, ABM – Enterprise target accounts	Proposal	$352.3K	2.7%
Energy, 10,000+ employees Enterprise, ABM – Enterprise target accounts	Discovery	$290.2K	2.2%
Manufacturing, 500–1,000 employees Enterprise, Search – Brand	Negotiation	$280.4K	2.2%
All 170 opportunities		$12.96M	100%

Ad spend $291.3K ▲ 4.1% 53,044 clicks
Leads 2,755 ▲ 2.5% $106 per lead
SQLs 323 ▲ 8.0% $902 per SQL
Pipeline created $12.96M ▲ 39% 170 opportunities
Closed-won 48 deals ▲ 23% $3.25M won
Cost per closed-won deal $6,068 ▼ 15% Aug: $7,176
Largest opportunity $2.15M Enterprise, manufacturing, solution review
Share of all pipeline 17% of $12.96M created
Share of LinkedIn Ads pipeline 25% of $8.64M
LinkedIn Ads pipeline per $1 $82.9 $62.3 without it

View 8 of 10Pipeline without the largest deal

Without the $2.15M opportunity, LinkedIn Ads falls from $82.9 to $62.3 of pipeline per $1.

The same view with the largest opportunity excluded, across the summary row and the pipeline tab.

Opportunity	Stage	Amount	Share
Logistics, 5,000–10,000 employees Enterprise, ABM – Enterprise target accounts	Proposal	$370.6K	3.4%
Logistics, 5,000–10,000 employees Enterprise, ABM – Enterprise target accounts	Proposal	$352.3K	3.3%
Energy, 10,000+ employees Enterprise, ABM – Enterprise target accounts	Discovery	$290.2K	2.7%
Manufacturing, 500–1,000 employees Enterprise, Search – Brand	Negotiation	$280.4K	2.6%
Healthcare, 500–1,000 employees Enterprise, ABM – Enterprise target accounts	Negotiation	$272.1K	2.5%
All 169 opportunities		$10.81M	100%

Ad spend $291.3K ▲ 4.1% 53,044 clicks
Leads 2,755 ▲ 2.5% $106 per lead
SQLs 323 ▲ 8.0% $902 per SQL
Pipeline, largest excluded $10.81M ▲ 16% 169 opportunities
Closed-won 48 deals ▲ 23% $3.25M won
Cost per closed-won deal $6,068 ▼ 15% Aug: $7,176
Largest opportunity $2.15M Enterprise, manufacturing, solution review
Share of all pipeline 17% of $12.96M created
Share of LinkedIn Ads pipeline 25% of $8.64M
LinkedIn Ads pipeline per $1 $62.3 $82.9 with it

View 9 of 10Attribution

Last touch credits brand search with 22 of 66 closed-won deals (33%); HubSpot original source gives it 7 (11%).

Closed-won deals by source under the CRM’s original source and under last touch.

Source	Original	Share	Last touch	Share	Change	Check
Brand search	7	11%	22	33%	+15	3.1× original
Google Ads, non-brand	8	12%	6	9%	−2
LinkedIn Ads	24	36%	18	27%	−6
Meta	6	9%	6	9%	0
Microsoft Ads, non-brand	1	2%	0	0%	−1
Review site	2	3%	0	0%	−2
Not from ads	18	27%	14	21%	−4

Ad spend $291.3K ▲ 4.1% 53,044 clicks
Leads 2,755 ▲ 2.5% $106 per lead
SQLs 323 ▲ 8.0% $902 per SQL
Pipeline created $12.96M ▲ 39% 170 opportunities
Closed-won 48 deals ▲ 23% $3.25M won
Cost per closed-won deal $6,068 ▼ 15% Aug: $7,176

View 10 of 10Data checks

971 of 2,755 ad leads never matched a HubSpot account; Meta matched only 43%.

Meta bids on lead form submits: none of its 45 SQLs reached the platform.

Channel	Leads	Matched	Unmatched	Check
Google Ads	670	84.8%	102	OK
LinkedIn Ads	449	92.2%	35	OK
Meta	1,389	43.5%	785	Below 75%
Microsoft Ads	128	85.2%	19	OK
Review site	119	74.8%	30	Below 75%
All channels	2,755	64.8%	971	Below 75%

Channel	SQLs	Sent back	Won	Sent back	Check	Bids on
Google Ads	109	94 86%	13	11 85%	Sent	SQLs (offline import)
LinkedIn Ads	125	114 91%	24	22 92%	Sent	SQLs (conversions API)
Meta	45	0 0%	6	0 0%	None sent	Lead form submits
Microsoft Ads	20	0 0%	3	0 0%	None sent	Demo form submits

Ad spend $291.3K ▲ 4.1% 53,044 clicks
Leads 2,755 ▲ 2.5% $106 per lead
SQLs 323 ▲ 8.0% $902 per SQL
Pipeline created $12.96M ▲ 39% 170 opportunities
Closed-won 48 deals ▲ 23% $3.25M won
Cost per closed-won deal $6,068 ▼ 15% Aug: $7,176

Get started

Three steps to your first lead-to-revenue dashboard.

Connect once and run the recipe. The dashboard stays in the client portal.

1
Connect the client’s accounts and CRM.
Ad platforms, the CRM and analytics, connected in Maven with each lead matched to its source and account.
Brisavel · connected in Maven
- Syncing
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2
Add Maven to ChatGPT or Claude.
Claude: Settings → Connectors. ChatGPT: Settings → Apps & Connectors, as a custom connector. The steps are in the Maven connector guide.
3
Run the recipe.
Open it in Claude or ChatGPT with the prompt filled in and name the client. You check the draft, then publish it to the client portal for their marketing and sales teams.
The recipe
Using Maven, build a lead-to-revenue dashboard for [client] as a report for the client portal, with filters for date range, channel and segment, and each number compared with the period before. Lead with ad spend, leads, SQLs, pipeline, closed-won deals and cost per closed-won deal. Then add the funnel by stage, a drill-down from channel to campaign to ad ranked by cost per SQL or cost per closed-won, a creative leaderboard with the ad images, pipeline with the largest deals split out, and last-touch credit against the CRM’s original source. Add a data check tab: leads matched to CRM contacts and accounts, and SQLs and won deals sent back to each ad platform. Show it to me before it’s published.