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Your Salesforce demand gen dashboard, every program measured to pipeline.

Lead volume, MQLs, SQLs, cost per acquisition, and pipeline contribution modeled from your Salesforce Leads, Contacts, Deals, and Activities, reconciled with Google Ads for spend and Stripe for revenue, so every program traces through to the pipeline it created.

See how to build one in Definite
What’s in a salesforce demand generation dashboard?

What’s in a salesforce demand generation dashboard?

A Salesforce demand gen dashboard is the single governed view of how marketing programs turn into pipeline: how many Leads each program generates, how they qualify through to Deals, what each acquisition costs, and how much pipeline results. The version worth investing on reconciles Salesforce Leads, Contacts, and Deals with Google Ads spend and Stripe revenue, so demand gen is measured by the pipeline it creates, not by the lead counts Salesforce reports in isolation.

Salesforce tracks Leads and Deals, but demand gen teams live in campaign reports that count form fills and lead status changes without tracing them to pipeline value. When lead volume, MQL-to-SQL, CAC, and pipeline contribution are all modeled from Salesforce objects with spend from Google Ads and revenue from Stripe, every program is measured by the pipeline and revenue it produces — not the Leads it claims.

Who it’s forHeads of demand gen, marketing leaders, and RevOps who use Salesforce and own the lead-to-pipeline handoff.

CadenceRefreshed daily; reviewed in the weekly demand gen review and at budget planning.

Built fromSalesforce, Google Ads, Quickbooks, Stripe

§ How it works

Describe your dashboard. Fi builds it.

Fi is the AI agent inside Definite. Tell it what you’re trying to understand, and it connects your sources, defines the metrics, and builds the dashboard. One conversation, not a project.

You
Show me demand gen performance from our Salesforce data — lead volume, MQL to SQL conversion, cost per acquisition, and how much pipeline each program is creating from our Leads and Deals.
✦ Fi
Here's your salesforce demand generation dashboard, on your Salesforce, Google Ads, Quickbooks and Stripe data.
Here’s what’s in it

The top row leads with the 4 numbers that matter most: Lead volume, MQLs, CAC, SQLs. Each shows a delta versus the prior period so you can see direction at a glance. Below that, 2 trend charts (Lead volume over time, CAC trend) show how the headline numbers have moved over time. A breakdown (MQLs by channel) splits the metric by dimension so you can see what's driving the total. A detail table (Demand gen efficiency) rounds it out with the secondary metrics and their deltas. Every number is computed from the exact formulas shown in the metric table below. Composites are derived from their components, not pasted in, so the KPI tiles, breakdowns, and totals all reconcile to each other.

Illustrative data

Lead volume

5.7K▲ 16.4%
Data ▾
PeriodLead Volume
Jan2.6K
Feb3.6K
Mar4.0K
Apr3.8K
May4.6K
Jun4.2K
Jul4.2K
Aug4.5K
Sep5.3K
Oct4.8K
Nov4.9K
Dec5.7K

MQLs

2.2K▲ 13.7%
Data ▾
PeriodMQLs
Jan1.4K
Feb1.5K
Mar1.8K
Apr1.5K
May1.7K
Jun2.0K
Jul2.2K
Aug2.3K
Sep2.3K
Oct2.2K
Nov1.9K
Dec2.2K

CAC

$2K▲ 11.0%
Data ▾
PeriodCAC
Jan$2K
Feb$2K
Mar$2K
Apr$2K
May$2K
Jun$2K
Jul$2K
Aug$3K
Sep$2K
Oct$3K
Nov$2K
Dec$2K

SQLs

724▼ 10.4%
Data ▾
PeriodSQLs
Jan350
Feb381
Mar493
Apr362
May459
Jun547
Jul477
Aug542
Sep632
Oct776
Nov809
Dec724

Lead volume over time

2,500 3,000 3,500 4,000 4,500 5,000 5,500 6,000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Data ▾
PeriodLead Volume
Jan2.6K
Feb3.6K
Mar4.0K
Apr3.8K
May4.6K
Jun4.2K
Jul4.2K
Aug4.5K
Sep5.3K
Oct4.8K
Nov4.9K
Dec5.7K

MQLs by channel

Paid Search Paid Social Organic Email Referral 0 100 200 300 400 500
Data ▾
ChannelMQLs
Paid Search360
Paid Social441
Organic465
Email469
Referral421

CAC trend

2,000 2,200 2,400 2,600 2,800 3,000 3,200 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Data ▾
PeriodCAC
Jan$2K
Feb$2K
Mar$2K
Apr$2K
May$2K
Jun$2K
Jul$2K
Aug$3K
Sep$2K
Oct$3K
Nov$2K
Dec$2K

Demand gen efficiency

MQL → SQL Rate33.6%▼ 21.2%
SQL → Close Rate16.7%▲ 51.1%
Ad Spend$246K▼ 13.8%
✦ Fi
Anything else I can do for you?
You
Which Salesforce campaign produces the most pipeline per dollar of ad spend?Show me MQL-to-SQL conversion by Lead Source in Salesforce over the last quarter.Why did pipeline contribution drop last month when Salesforce Lead volume was up?What would pipeline look like if I doubled spend on the top-performing Google Ads campaign feeding Salesforce Leads?Break pipeline contribution by Salesforce Deal owner instead of program.Trace this month's pipeline back to the Salesforce Leads and campaign sources that generated them.Break pipeline contribution by campaign source in Salesforce to see which programs create the most pipeline from Leads.Add CAC trend by Salesforce Lead Source over six months.Show me Salesforce Lead volume alongside pipeline contribution by campaign.
  • Which Salesforce campaign produces the most pipeline per dollar of ad spend?
  • Show me MQL-to-SQL conversion by Lead Source in Salesforce over the last quarter.
  • Why did pipeline contribution drop last month when Salesforce Lead volume was up?
  • What would pipeline look like if I doubled spend on the top-performing Google Ads campaign feeding Salesforce Leads?
  • Break pipeline contribution by Salesforce Deal owner instead of program.
  • Trace this month's pipeline back to the Salesforce Leads and campaign sources that generated them.
  • Break pipeline contribution by campaign source in Salesforce to see which programs create the most pipeline from Leads.
  • Add CAC trend by Salesforce Lead Source over six months.
  • Show me Salesforce Lead volume alongside pipeline contribution by campaign.
First version in a dayFree to start, flat pricingNo infrastructure to set up
§ Why the numbers tie out

Every metric traces back to your systems

This is the part a BI tool can’t fake. Each metric is defined once, in your warehouse, from a specific object in a specific source. Change the definition in one place and every tile, report, and answer moves with it. So the number on the screen is the number in the source.

Salesforce
◆ LeadLead VolumeMQLsSQLsMQL → SQL RateSQL → Close Rate
◆ ContactLead VolumeMQLsMQL → SQL Rate
◆ DealSQLsMQL → SQL RateSQL → Close Rate
Google Ads
◆ CampaignCACAd Spend
◆ AccountCAC
◆ Ad GroupAd Spend
◆ Ad (Creative)Ad Spend
Quickbooks
◆ General LedgerCAC
Stripe
◆ CustomerCAC
MetricWhat it measuresHow it's calculatedSources
CACWhat it costs in sales and marketing to win one new customer.S&M Spend ÷ New CustomersGoogle Ads, Quickbooks, Stripe
MQL → SQL RateThe share of marketing-qualified leads that sales accepts as qualified, the handoff health check between the two teams.SQLs ÷ MQLsSalesforce
SQL → Close Rate—Won Deals ÷ SQLsSalesforce
§ Then do something about it

Have our agent watch for you

A salesforce demand generation dashboard tells you what happened, and Fi tells you why. The last step is not having to remember to check. Point Definite at the one number you can’t afford to miss, and it watches that number for you off the same definitions as your dashboard. When it moves, you hear about it before the next review instead of during it. One metric, one action, always reversible.

Autonomous agent · watch churn
Watch
A metric you choose
net revenue churn
→
Judge
One condition
> 5% week-over-week
→
Act
One action
alert #revenue + open doc
◄──── then waits · cooldown 24h before it can act again ────
Scoped to a single metric and a single action. You arm it; you can disarm it anytime.
§ The data that powers it

Built from whatever you already run on

Connect the systems you already use. Any source of these types works, and you don’t move data into a warehouse, because Definite is the warehouse.

No warehouse to stand up or connect. See how the platform models your data →

§ Get started

Build your salesforce demand generation dashboard

From signup to a working dashboard in one sitting. No data team required.

01

Sign up

Free to start. No credit card, no infrastructure to set up.

Create your account →
02

Connect your sources

Stripe, your CRM, accounting. Definite syncs and models them automatically.

03

Decide your metrics

Pick the numbers that matter or let Fi propose them from your data. Every metric gets one definition, governed in one place.

04

Ask Fi to build it

Describe what you need in plain language. Fi builds the dashboard, and you refine by asking follow-ups.

§ FAQ

Common questions

Because Salesforce campaign influence counts a Lead as 'sourced' on the campaign member date, while pipeline measures the Deal on the close date. The same Lead can appear in multiple campaign influence reports. This dashboard reconciles Salesforce Leads, Deals, and Activities to one pipeline definition, so lead volume traces through to the pipeline it actually created.
Salesforce for Leads, Contacts, Deals, Activities, and pipeline value. Google Ads for paid program spend. Stripe for recognized revenue so CAC and pipeline contribution tie back to real dollars. Definite syncs and models all three.
It is a live ECharts dashboard running on a deterministic synthetic dataset, labeled illustrative. CAC is computed from spend over new customers, MQL-to-SQL from the formula in the metric table. Connect your Salesforce instance and Fi builds the same view from your data.
Tell Fi what you need, the way the prompt above reads. Fi connects your Salesforce, Google Ads, and Stripe, proposes the demand gen metrics, and you refine by asking follow-ups. The first version measures every program to pipeline without a spreadsheet.
Yes. Definite syncs standard and custom Salesforce objects, including Campaign Members, custom Lead fields, and any object you use for attribution. Fi models them into the same governed definitions, so your demand gen view reflects whatever Salesforce customization you run.

Your answer engine
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