Marketing Ops Command Center — Corvana Software

Viewing: Global · Lens: ops

Executive brief·Auto-drafted · updated 06:00 UTC

113%113% to plan

Gap is Atlas NA/EMEA, not global.

−1.8ptsFix in flight

mail2 re-warm underway · recovery ~3 weeks.

29/41Needs decision

EMEA routing coverage · leads waiting >48h.

AI insights

What needs attention

critical

Atlas MQL→SQL down — hidden by global average

Pardot mail2 deliverability dip on Atlas NA/EMEA.

−$671k

projected impact

Now whatIn flight

Pause N-04 on mail2, shift sends to mail1, re-warm mail2

+$1.1M pipeline by EOQ · Owner: J. Okafor

high

EMEA routing SLA gap slowing conversion

EMEA queue holds most leads waiting past 24h SLA.

−$320k pipeline / week

projected impact

Now whatNeeds decision

Add EMEA routing coverage 06:00–14:00 UTC or auto-reassign at 24h

+$310k / quarter · Owner: unassigned

opportunity

Halvern Logistics surging — no play assigned

+38 intent signals in 14 days · Tier 1 · EMEA.

$180k ARR

est. deal size

Now whatProposed

Launch play AB-2 on Halvern Logistics this week

$180k ARR opportunity · Owner: R. Vance

watch

Marketable database slipping below 60%

Decay is outpacing net-new acquisition ~1.4×.

Trend: 60.6% of database marketable · target 65%+

trend

Now whatProposed

Stand up re-permission campaign + enrichment refresh

protect Q+1 plan attainment · Owner: M. Tanaka

Pipeline & pacing

Are we on track to hit the number?

QTD · Q1 FY70

Marketing-sourced pipeline

$142k

113%of plan · $11.30M plan

Open pipe ÷ next-Q target

Pipeline coverage · next Q

3.4×

97%of plan · 3.5× target

QTD · Q1 FY70

MQLs

90%of plan · 1.4k plan

QTD · Q1 FY70

Marketing-sourced ARR closed

$47k

101%of plan · $4.20M plan

QTD · Q1 FY70

Trial signups (Relay + Atlas)

401%of plan · 1.1k plan

Funnel · QTD

Where the funnel is leaking

Visitors

5.6k

Leads

116

2.1%-0.0pt

2%–3% benchmarkin band

MQL

12.1%-0.2pt

10%–15% benchmarkin band

SQL

21.4%-0.4pt

28%–40% benchmarkoutside

Opp

trailing 90d

217

96.9%+0.6pt

50%–65% benchmarkoutside

Closed-Won

trailing 90d

0.0%0.0pt

20%–28% benchmarkoutside

Median days-in-stage · transition

Visitors→Leads

0.5dvs 0.5d prior

Leads→MQL

2.0dvs 2.0d prior

MQL→SQL

7.6dvs 6.8d prior

slower

SQL→Opp

12.0dvs 12.0d prior

Opp→Closed-Won

42.0dvs 42.0d prior

Live activity

What the systems did today

Live stream across Pardot, Braze, Salesforce and the middleware.

streaming

Salesforce

GDPR consent update · 5 records set HasOptedOutOfEmail=true

20700d ago

Warehouse

dedupe run · 35 lead pairs merged (email+company match)

20700d ago

Salesforcewarn

routing SLA breach alert · 5 leads waiting >48h in EMEA queue

20700d ago

Braze

canvas "Relay expansion · usage tier" triggered · 2,693 users

20700d ago

Pardot

campaign launched · "Atlas · MDM buyer's guide · Google Search" · 3,235 prospects

20700d ago

Braze

canvas "Relay trial · Day-3 activation" triggered · 1,764 users

20700d ago

Salesforce

ABM surge · Hollowpoint Aerospace · 6sense intent +32 signals in 14d

20700d ago

Pardot

A/B test complete · "Forge developer onboarding" · winner Variant B (+4.1% engaged)

20700d ago

n8nwarn

UTM hygiene flag · "Atlas · exec persona · LinkedIn Sponsored" · inconsistent casing on utm_source

20700d ago

Braze

canvas "Relay trial · Day-0 welcome" triggered · 1,080 users

20700d ago

Ops health

The plumbing behind the numbers

MAP ↔ SFDC sync health · per system

All systems · records / day

75,952

Total error backlog

245

Pipes healthy

2 / 2

Pardot ↔ SFDC

last sync 25m ago

Records / day

55,847

Error backlog

208

Status

Healthy

Braze ↔ SFDC

last sync 4m ago

Records / day

20,105

Error backlog

Status

Healthy

Field-mapping drift alerts

Lead Source picklist mismatch (SFDC ↔ Pardot)
Custom field `atlas_trial_tier` missing on 314 leads (Pardot sync)
Braze `subscription_state` → SFDC `HasOptedOutOfEmail` lag on 42 records

Routing SLA gauge

leads waiting >48h · SLA target 24h

41 past SLA200 total in queue

Matches Band 1 insight #2 · same underlying count.

Channels & campaigns

What's feeding the pipeline

Total leads

116

Total MQLs

Total pipeline $

$142k

Blended pipe / $

13.31×

Channel	Leads	MQLs	Pipeline $	Cost / MQL	Pipe / $
Paid search	16	2	$19k	$1,534	6.32×
Paid social	13	1	$12k	$2,467	4.92×
Organic / SEOHighest volume · steady	38	5	$51k	$173	58.43×
Events & fieldBest pipeline-per-$	9	2	$18k	$1,134	7.93×
Partner	6	1	$10k	$600	16.32×
Outbound-assist	34	3	$32k	$467	22.90×
Total (matches Band 3)	116	14	$142k	$762	13.31×

ABM · Atlas

Target accounts in play

SurgingEngagedCoolingDark

Cooling · engaged, not buying

Engaged · in cycle

Dark · dormant

Surging · buying, low touch

Intent →

Engagement →

Market coverage

How much of the market can we reach?

TAM48,000 accounts

SAM12,400 accounts · 26% of TAM

In database7,100 accounts · 15% of TAM

57.3% of SAM

Marketable4,300 accounts · 9% of TAM

60.6% of database · slipped below 60% (consistent with insight #4)

Database health

Marketable

60.6%

of database

Email validity

94.2%

verified

Enrichment

81.6%

firmographic

Weekly contact flow · net-new vs churned

Net-new168

Churned234

Churn outpaces acquisition by ~1.39× → marketable share erodes

Email · Pardot + Braze

One version of the truth

All systems · normalized blend

Share-weighted across Pardot (63%) & Braze (37%). Honest because both sides come from the same raw-event schema under one definition set.

Open rate

22.8%

Click rate

4.3%

Engaged recipient

9.0%

Deliverability

97.1%

Unsubscribe rate

0.31%

Per-system detail · native vs normalized, aligned by metric

Metric

Pardot1,650,000 sends · 63%

Braze990,000 sends · 37%

Open rate

native 38.3%→ normalized 21.6%Δ 16.6pt

native 31.2%→ normalized 24.6%Δ 6.6pt

Click rate

native 4.6%→ normalized 4.0%Δ 0.6pt

native 5.3%→ normalized 4.7%Δ 0.5pt

Engaged recipient

native 12.2%→ normalized 8.3%Δ 3.9pt

native 11.8%→ normalized 10.0%Δ 1.8pt

Deliverability

native 96.6%→ normalized 96.4%

native 98.5%→ normalized 98.3%

Unsubscribe rate

native 0.33%→ normalized 0.33%

native 0.29%→ normalized 0.28%

Per-domain deliverability · trailing 30 days · colored by system

PardotBraze

mail1.corvana.ioPardot

Pardot · brand & exec sends

Deliv.

98.3%

Rep.

Spam

0.09%

mail2.corvana.ioPardot

Pardot · Atlas nurture (IP warm-up dip)

Deliv.

93.9%

Rep.

Spam

0.41%

b1.corvana-mail.comBraze

Braze · Relay lifecycle

Deliv.

98.2%

Rep.

Spam

0.11%

b2.corvana-mail.comBraze

Braze · Forge lifecycle

Deliv.

98.1%

Rep.

Spam

0.16%

Bounce taxonomyBounces are re-classified from vendor-native codes into the IETF taxonomy (hard, soft-mailbox, soft-reputation, block) before any rate is computed. Pardot's `is_hard` and Braze's `bounce_reason` both resolve into the same four buckets — so a soft-reputation bounce on Pardot means the same thing as a soft-reputation bounce on Braze, and blends are honest.