A practical guide for translating content metrics into sales actions, coaching, and revenue.
What is the Buyer Engagement Dashboard and Why Does it Matter?
The Buyer Engagement Dashboard is a strategic intelligence center. It's not just a collection of numbers; it’s a narrative about how your knowledge is being used to influence customer decisions. It organizes and presents data across three critical pillars of sales enablement:
- Sales Efficiency & Adoption: How consistently and effectively your sales team is using the content you provide.
- Buyer Intent & Engagement: What content buyers are consuming, which companies are engaging, and when the ideal follow-up moment is.
- Revenue & Deal Influence: The direct financial impact of shared content on your sales pipeline and closed-won deals.
By understanding these connections, teams can shift from guessing what content works to knowing what drives revenue.
🔑 Access Requirements and Navigation
To start, ensure your organization has Trackable Links enabled and you have Account Admin, Team Admin, or Expert-level access.
- Step 1: Open the Spekit Web App.
- Step 2: Navigate to the Analytics tab.
- Step 3: Click on the Buyer Engagement dashboard to view all metrics.
1. Revenue Impact: Take a look at the pipeline you're driving 💰
This section is the first line of defense for demonstrating ROI. It uses high-level KPIs and charts to instantly show stakeholders the total value of the sales pipeline and revenue that has been directly influenced by content engagement.
Key Revenue Metrics
| Data Point | What It Measures | Actionable Insight |
|---|---|---|
| Influenced Pipeline | The total dollar value of active opportunities where content was shared. | Justify Investment: Use this as a leading indicator in weekly pipeline reviews. |
| Influenced Revenue Won | The total dollar value of deals that were successfully won with recorded content sharing. | Report ROI: Feature this number in QBRs as the ultimate proof point. |
| Total buyer views | The total number of external views (all Trackable Links). | Measure Reach: Tracks overall content consumption by prospects. |
| Influenced Pipeline Opportunities | The count of opportunities included in the Influenced Pipeline metric. | Monitor Funnel Health: Ensure the number of influenced opportunities is growing proportionally with your pipeline. |
| Total accounts sent content | The total number of unique accounts that received a Trackable Link. | Track Penetration: Use this to measure the breadth of content coverage across your target accounts. |
| Influenced Won Opportunities | The count of opportunities included in the Influenced Revenue Won metric. | Success Ratio: Pair this with 'Influenced Pipeline Opportunities' to track win rate effectiveness. |
| Pipeline Opportunities with Engaged Buyers | A line graph showing pipeline opportunities over the last couple of months compared to the number of pipeline opportunities. | Spot Trends: Identify if content engagement is driving accelerated pipeline growth over time. |
| Largest Influenced Deals Closed Won | A bar graph listing the opportunity name and its value ($). | Case Study Gold: Analyze the content used in these large deals for replication across all major accounts. |
| Which departments engage the most | A pie chart breaking down content engagement by department percentage. | Validate Audience: Ensure high-priority teams (e.g., Sales) are leading engagement, or identify gaps in internal adoption. |
| Top engaged accounts | A table listing account name, external views, time spent viewing, and total content shared. | Prioritize Follow-Up: Flag these accounts as high-intent for immediate, personalized communication. |
Action: When to Analyze Revenue Charts
| ✅ Use for (Effective Analysis) | ❌ Avoid for (Ineffective Analysis) |
|---|---|
|
QBR & Leadership Reporting Use Largest Influenced Deals Closed Won to provide concrete proof of content effectiveness to stakeholders. |
Daily Follow-Up Don't use these historical charts for daily actions; use the Top engaged Accounts list for immediate follow-up tasks. |
|
Sales Coaching Use Which departments engage the most to target low-engagement teams for specific training. |
Content Creation Prioritization These charts show who is engaging, not what content is resonating most; rely on Content Performance's tables for content strategy. |
2. Content Performance: Understand how content contributes to deals 🎯
This section is crucial for validating your content library's effectiveness. It shows precisely which assets are being consumed by buyers and are directly responsible for influencing pipeline and revenue metrics.
Top Performance Metrics
| Metric/Table Name | Data Points Included | Actionable Insight |
|---|---|---|
| Top pipeline impacting content | Content Name, Influenced Pipeline ($), Total accounts sent to, Customized (Y/N). | Identify content driving the most active revenue potential. |
| Top Revenue impacting content | Content Name, Influenced Revenue Won ($), Total accounts sent to, Customized (Y/N). | Prioritize content that has a proven track record of closing deals. |
| Top engaged content | Content Name, External views, Total shares, Time spent viewing, Content type, Customized (Y/N). | Validate content quality based on buyer time spent and total shares. |
Action: Companies Engaging with Trackable Links
| ✅ What to Do (Effective Follow-Up) | ❌ What Not to Do (Ineffective Follow-Up) |
|---|---|
|
Prioritize Warm Accounts Action: Immediately flag accounts listed in Deal Rooms with the most Buyer Engagement as "warm." They've demonstrated explicit, recent interest in your content. |
Generic Follow-Up Avoid sending a generic "just checking in" email. This misses the opportunity to leverage the explicit intent shown by their engagement. |
|
Personalize Your Next Touch Action: Reference the specific content they viewed (using the Top engaged content data). For example, "I saw you checked out our pricing guide – did you have any questions I could clarify?" |
Delayed Response Don't wait too long. The window of high intent closes quickly. Action: Follow up within the hour of a view notification for critical accounts. |
3. Deal Room Adoption 🤝
This section is vital for measuring collaborative selling effectiveness. It tracks the creation, usage, and revenue correlation of Deal Rooms, linking platform adoption directly to deal success.
Deal Room Metrics
| Data Point | What It Measures | Actionable Insight |
|---|---|---|
| Pipeline Influenced by Deal Rooms | Total dollar value of active pipeline influenced. | Measure the impact of Deal Rooms on active pipeline generation. |
| # of Deals Influenced with Deal Rooms | Count of active deals influenced. | Assess the scale of Deal Room usage within sales processes. |
| Won Opportunities with Deal Rooms | Total dollar value of won deals influenced. | Prove the financial value of collaborative sharing spaces. |
| # of Opportunities with Won Deal Rooms | Count of won deals influenced. | Monitor the efficiency of closing deals where Deal Rooms were utilized. |
| Users creating Deal Rooms | Count of unique users creating Deal Rooms. | Track adoption of collaborative selling tools among reps. |
| Total Deal Rooms created | Total count of all Deal Rooms. | Measure overall platform usage and collaborative output. |
| Deal Rooms Created | Shows Deal Room creation trend over the last few months. | Identify seasonal trends or spikes correlating to new initiatives. |
| Deal Room Won Opportunities | Shows deal room value vs. opportunity name. | Visually identify the highest value deals influenced by Deal Rooms. |
| Reps with most Deals Won with Deal Rooms | Shows total deals won vs. username. | Recognize top performers utilizing Deal Rooms to close the highest volume of deals. |
| Reps with most Revenue Closed Won by Deal Room | Shows total revenue won vs. username. | Identify reps generating the highest revenue using Deal Rooms. |
| Top Deal Room Users | Lists username, user type, and total Deal Rooms created. | Find the most active creators to share best practices organization-wide. |
| Deal Rooms with the most Buyer Engagement | Deal Room Name, Username, Total Content, Total Views, Last Viewed Date, Total Unique Buyers. | Audit which Deal Rooms are providing the best external buyer experience. |
| Deal Rooms Associated with Won Opportunities | Deal Room Name, Opportunity Name, Deal Size ($), Created By, Total Views, Last Viewed Date, Total Unique Buyers. | Analyze the common factors in Deal Rooms linked to successful deals. |
Deal Room Adoption: Consequences of Usage
| ✅ High Adoption (Positive Outcomes) | ❌ Low Adoption (Negative Outcomes) |
|---|---|
|
Increased Deal Transparency High Total Deal Room Created volume indicates reps are organizing content for buyers, leading to fewer follow-up questions and clearer deal progression. |
Stalled Pipelines & Risk Low Influenced Won Opportunities means reps are sending scattered content, creating buyer confusion and extending the sales cycle. |
|
Higher Revenue per Rep Charts showing Reps with most Revenue Closed Won indicate that Deal Rooms are accelerating the closing of high-value opportunities. |
Missed Coaching Opportunities Low Users creating Deal Rooms means managers lack visibility into content usage, making it difficult to coach and replicate success in the field. |
4. Trackable Link Adoption 🔗
This section provides foundational metrics on content distribution. It tracks the volume, penetration, and consistency of content sharing using standard Trackable Links across the team over time.
Trackable Link Metrics
| Data Point | What It Measures | Actionable Insight |
|---|---|---|
| Users creating trackable links | Count of users who have created and shared a link. | Measure penetration of the sharing feature among the entire user base. |
| Total sends with trackable links | Overall count of Trackable Links shared externally. | Tracks the overall intensity and volume of your team's content outreach efforts. |
| Trackable links sent | Shows sharing volume trend over the last few months. | Identify seasonal trends and correlate volume spikes to marketing campaigns. |
| Users creating trackable links | Username, Total Trackable Links Created. | Identify the most active users to recognize and share their successful strategies. |
Action: Measuring Penetration and Volume
| ✅ High Penetration (Effective) | ❌ Low Penetration (Ineffective) |
|---|---|
|
High Unique User Count A high count of Users creating trackable links compared to headcount means the feature is widely adopted. Action: Focus on refining content quality. |
Low Unique User Count A low count suggests training or awareness issues. Action: Focus coaching on the value of the tracking feature itself. |
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Consistent Volume The Trackable links sent bar chart shows consistent growth or stability. Action: Correlate volume spikes with successful campaigns to identify drivers. |
Volatile Volume The Trackable links sent bar chart shows sharp, unexplained drops. Action: Investigate if the drop is due to technical issues, training gaps, or lack of fresh content. |
5. Overall Content Engagement 📈
This final section acts as a comprehensive audit log. It provides a detailed, filterable view of every piece of content shared across the entire organization, often used for granular compliance and usage checks.
Shared Content and User Engagement Metric
| Data Point | What It Measures | Actionable Insight |
|---|---|---|
| Shared Content | Content Name, Content Type, Date Added, Username, User Type, Deal Room Name, Total Views, Customized (Y/N), Original (Y/N). | Audit Compliance: Conduct spot checks to ensure users are sharing content appropriately within their deal cycles. |
Action: Auditing Shared Content for Quality and Compliance
| ✅ What to Do (Effective Audit) | ❌ What Not to Do (Ineffective Audit) |
|---|---|
|
Prioritize Low-View Content Action: Use Total Views to retire or update content that consistently shows zero or very low views, saving resources and cleaning up the library. |
Ignore Content Age Don't assume content is fine if it has high views. Failure to check the Date Added or last update date risks sharing outdated or non-compliant information. |
|
Review Customization Quality Action: Review Customized vs. Original content. Encourage customization, as tailored content typically leads to higher buyer engagement and better outcomes. |
Neglect Compliance Checks Failure to check User Name & Deal Room filters risks compliance issues if sensitive content is shared by non-authorized users or teams. |
|
Track Rep Expertise Action: Use User Name and Content Type to identify which reps are heavily sharing specific product or sales content, marking them as subject matter experts. |
Generalize Usage Data Don't generalize usage across the whole team. Use the Account and Deal Room filters to see specific context for sharing errors or successes. |
Frequently Asked Questions (FAQ)
What is the difference between "Total sends with trackable links" and "Users creating trackable links"?
Total sends with trackable links is the cumulative count of every single link shared. Users creating trackable links is the number of distinct individuals who performed at least one share.
Example: 10 users each sending 10 links results in 100 Total Sends but 10 Unique Users.
How is "Influenced Pipeline" calculated?
This metric requires CRM integration. A deal is considered "influenced" when a Trackable Link is shared by a user associated with that opportunity or account before the deal closes, establishing a measurable touchpoint.
Why is my "Influenced Pipeline" high, but my "Total buyer views" are low?
This means links are shared (contributing to pipeline influence) but the recipient doesn't click or open them. Your team is sending correctly, but the buyer isn't engaging. Coach your team on improving email subject lines or initial content context.
Why are some teams missing from the "Team Content Send Analysis" chart?
This typically means those teams have not sent any Trackable Links during the specified time period. This signals a critical adoption gap for managers of those teams to address immediately.