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How to Create a Traffic & Leads Waterfall Chart to Track Your Marketing Progress


Being able to consistently hit your website’s traffic goal and provide the right number of quality leads to your sales team are two of the most crucial responsibilities of a marketing team.

But without the right tools in place, you could have wild variations in the number of visits or leads you actually generate. At the end of a month or quarter, you could end up way ahead or (more likely) way behind your goal.

Using daily traffic and leads waterfall charts is a great way to ensure you never fall far behind the pace you need to stay afloat. 

If you are a HubSpot customer, your marketing software has these reports built in. Just scroll down to the bottom of this post for more information on how to get them set up. If you’re not a customer, don’t worry. I’ll show you how to set up each of these waterfall digrams in Excel. 

First, download our free traffic and leads calculator to help determine your goals.

How to Create a Traffic Waterfall Chart in Excel

The purpose of the traffic waterfall graph is to compare your actual traffic to your traffic goal on any given day and month. Here’s how to set this up in Excel.

Step 1: Set a traffic goal for the month.

I recommend basing it on past traffic numbers and your SMART marketing goals. Our traffic and leads calculator can also be helpful here.

Step 2: Calculate a daily traffic goal.

A simple way to do this is to start with a total traffic goal and divide that by the number of days in the month you’re measuring. Boom: Your daily leads goal.

If you want to set a more realistic daily goal (which I’d recommend), then you can cater this daily goal to whether each day falls on a weekday or a weekend.

For example, let’s say there are 30 days in the month, and 22 of those are weekdays and 8 are weekend days. Let’s also say that, in the past, about 85% of a given week’s traffic comes during Monday through Friday. Finally, let’s set your monthly traffic goal at 8,000 visits.

  • Calculate the percentage growth you need to see on a weekday to hit your goal. Multiply your cumulative monthly traffic goal by the percentage of traffic comes on weekdays — in this case, 85% or 0.85. Then, divide that number by the number of weekdays — in this case, 22. So: (8000*0.85)/22 = 309 visits per weekday.
  • Next, calculate the percentage growth you need to see on a weekend. Multiply your cumulative monthly traffic goal by the percentage of traffic that comes on weekends — in this case, 15% or 0.15. Then, divide that number by the number of weekend days — in this case, 8. So: (8000*0.15)/8 = 150 visits per weekend day.

Step 3: Create the daily traffic waterfall.

Use this graph to plot your progress on a daily basis — not just at the end of the month or quarter. In addition, share this with your marketing team so everyone can check on the team’s progress and assess their own contributions. 

If you’re using Excel, create a table with the following columns:

  • Date: Dedicate a cell to each day in the month.
  • Weekday/Weekend: Label each day as a weekday or weekend day.
  • Daily Actual Visits: Plug in the number of visits you actually get each day.
  • Cumulative Actual Visits: Add that day’s actual visit number to the number of visits you’ve gotten so far that month.
  • Daily Goal Visits: At the beginning of the month, plug in your daily visits goal, depending on whether it’s a weekday or weekend. 
  • Cumulative Goal Visits: At the beginning of the month, sum your daily visits goal day over day. 

Here’s what it might look like:


Each morning, plot your progress by plugging in the actual visit number from the previous day and adding it to the traffic you’ve earned over the month in the “Cumulative Actual Visits” column.

Next, create a graph from this spreadsheet to create your daily leads waterfall graph. First, hide the “Weekday/Weekend” column by right clicking on the column and choosing “Hide.” Then, highlight the rest of your data, including the titles of your rows and columns but excluding the “Total” row that’s at the bottom. Click the “Charts” tab at the top and choose “Line” and then “Marked Line.”

You should see a graph that roughly resembles this one:


From there, you can add a title, label the lines, and change other visual elements. (And if you want more details on how to make a graph in Excel, this video tutorial is very helpful.)

Pro Tip: If you’re finding that your “Cumulative Actual Visits” line is extending beyond the current date (i.e. that line drops to zero for all future dates), then set the proper date range by right-clicking on the white space in your graph and choosing “Select Data.” Select “Cumulative Actual Visits” from the Series box, and edit the Y-values to only include the dates up until that day. Note that you will have to manually update this each day.

How to Build a Daily Leads Waterfall Chart in Excel

This process is very similar to setting up a traffic waterfall. Here’s what you need to do.

Step 1: Decide on the definition of a “lead.”

First thing’s first: You’ll need to work with your sales team to agree on the definition of a “lead,” the qualifying factors for a lead to be handed off from marketing to sales, and what leads “count” toward the goal.

To help you get started with this, check out these three resources:

Step 2: Set a monthly or quarterly goal for the total number of leads.

Whether you need to calculate monthly or quarterly lead goals, start with your sales goals and your conversion rates, and then work backwards to determine your lead goal. For instance, if you know you need 7 new customers next month and roughly 5% of your leads become customers, then you need 140 leads next month to hit your company’s sales goals.

To learn how to calculate a monthly lead goal in more detail, read this blog post.

Step 3: Set a daily leads goal.

Just like you did with the traffic waterfall, you should calculate how many leads you need to generate per day to hit your monthly or quarterly leads goals. Use the same process I outlined in the traffic section to find out how many leads you need each day.

Step 4: Create the daily leads waterfall graph.

Like with the traffic waterfall, use this graph to plot your progress daily, and regularly share it with the team. This is a great graph to share with your sales reps so they have a clear and realistic idea of what to expect from marketing.

If you’re using Excel, create a table with the following columns:

  • Date: Dedicate a cell to each day in the month.
  • Weekday/Weekend: Label each day as a weekday or weekend day.
  • Daily Actual Leads: Plug in the number of leads you actually got each day.
  • Cumulative Actual Leads: Add that day’s actual lead number to the number of leads you’ve gotten so far that month.
  • Daily Goal Leads: At the beginning of the month, plug in your daily lead goal, depending on whether it’s a weekday or weekend. 
  • Cumulative Goal Leads: At the beginning of the month, sum your daily lead goal day over day. 

Here’s what it might look like:


Then, you can graph it in Excel in the same way you created your traffic waterfall graph. You should see a graph that roughly resembles this one:


From there, you can add a title, label the lines, and add other visual elements. (And here’s that video tutorial on how to create Excel graphs again, in case you need a refresher.)

How to Use the Daily Traffic & Leads Waterfall Graphs

If Your Traffic or Lead Flow Is Below Goal

Unfortunately, this means you’re not on track to hit the traffic or leads goal, and you’re at risk of letting the sales team down. What to do?

It’s time to invest in some extra work. Try to come up with additional marketing offers, create more content on your blog, step up your social media engagement, repurpose some content on new channels, and generally increase the promotions you’re doing. To stay safe at all times, you may find it helpful to always have backup lead generation content you can publish at a moment’s notice.

In addition to pumping up your inbound marketing activities, you can also keep a reserve of cash around to give a boost to some of your paid marketing campaigns or supplement your inbound efforts when you’re falling behind the leads goal.

If Your Traffic or Lead Flow Is Above Goal

Congratulations: You’re ahead of the game! This gives you an opportunity to start planning more for the future.

Maybe you can push some of your planned activity for this month off until next month. For example, maybe you hold off on publishing that blog article right away and instead schedule it to be published a few weeks in the future. In the future, you may not find yourself so ahead of the goal line, so take this time to prepare a backlog of content and promotional components. 

How to Set Up Traffic & Leads Waterfall Graphs in HubSpot

If you’re a HubSpot customer, you’re in luck: HubSpot has a built-in waterfall chart template that will generated these graphs for you.

To track traffic, you can find the waterfall report right on your portal’s Dashboard in the Marketing Performance section. To create custom goals, simply select “Goals” from the graph’s dropdown menu, and click “Set Goals” when it appears.


Your HubSpot-generated traffic waterfall chart will look something like this:


To track leads, you can set up an Attribution Report by going to “Reports” and then “Reports Home.” Here are specific instructions for how to set up an attribution report in HubSpot. You can also set up automated emails that send this report out to specific contacts (like your sales and marketing teams).

Your leads waterfall chart will resemble this …


Do you track your traffic and/or lead flow daily? What techniques do you use to make sure you support the sales team properly?

Editor’s Note: This post was originally published in March 2012 and has been updated for freshness, accuracy, and comprehensiveness.

free traffic and leads calculator

free traffic and leads calculator




5 Ways Marketing Can Help Sales Through a Tough Month


A company won’t survive if it doesn’t meet its revenue goals. That’s why revenue isn’t just the sales team’s problem — it’s every department’s problem. An effective marketing team will set up the sales team for success by generating valuable leads and nurturing them until they’re ready to be passed to sales reps.

But the partnership doesn’t end there. When the sales team is struggling to make its goal towards the close of a tough month, marketers shouldn’t just stand around and twiddle their thumbs. They should get in the trenches and help their colleagues any way they can.

When the going gets rough, Marketing should have Sales’ back. Not sure how marketers can support salespeople when it gets down to the wire? Here are five ideas for how to support reps during crunch time.

5 Ways Marketing Can Help Sales

1) Jump on a call.

Are you a product expert? Get on a call. An industry veteran? Get on a call. An influential executive? Get on a call.

Depending on a prospect’s needs, one of the best ways you can help a rep struggling to close a deal is by joining a call and sharing your perspective. Consider setting up a system that allows sales reps to book people in the marketing organization or other departments based on their expertise. Sometimes all it takes to get a contract signed is 10 minutes with a subject-matter expert.

2) Do a demo.

Towards the end of the month, a rep might be so swamped that they can’t keep up with all their prospects. In this case, volunteering to give a demo is akin to a godsend.

Conducting a demo is also helpful if a prospect has technical questions that surpass the sales rep’s knowledge. If you’re a product expert, guiding or joining a demo can significantly accelerate the decision process. (Read this post for tips on how to give a great demo.)

3) Introduce prospects to customer references.

Maybe a prospect just needs to check your references before signing on. If Marketing sets up a shared document or calendar listing customers who are available to chat, sales reps can easily connect prospects with references. If Marketing does the legwork in identifying customers and managing their schedules, Sales can bring in the deals.

4) Crowdsource answers.

Occasionally, a prospect will have a question that the sales rep can’t answer. In these scenarios, it’s very helpful for a marketer to track down the correct response on the rep’s behalf so they can keep selling. A smart way to do this is to set up a dedicated email address sales reps can send their toughest questions to, monitored by someone from the marketing team.

5) Show love on social.

Who doesn’t like getting a shoutout on social? If a deal wavering in the balance might benefit from a little public recognition, implore your social media manager to send some love the prospect’s way. Highlight a recent company accomplishment, or help get the word out about a new initiative. Any way you can use your social reach to help your prospect achieve their objectives will be much appreciated. In addition, a social shoutout demonstrates the level of support and care the prospect can expect if they become a customer.

Growth is a team sport. At the end of the month, it doesn’t matter if you’re in marketing or sales: Everyone is on the same team working towards the same goal. Make sure your sales organization knows they can count on Marketing when the going gets tough, and they’ll have your back when the situation is inevitably reversed.

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What Our 15,000 Customers Taught Us About Business


As you may have seen, we shared some exciting news this morning: More than 15,000 customers now use the HubSpot Marketing Platform. As this is a pretty big milestone for the inbound marketing community, we wanted to make sure that we took the time to celebrate and thank all of our fantastic customers appropriately. 

So we got 15,000 ping-pong balls and decided to have some fun. As we set out to put together the video below, I started thinking about all the great insights we’ve learned from our customers over the last eight years. I decided to ask around: What was the most memorable thing you’ve learned from our customers? 

Check out the video and lessons below to find out what we’ve learned.

1) Even when you don’t think you have anything to teach, you probably do.

“Whenever people tell me they don’t have anything to blog about, I tell them something that one of our customers (Tom at told me: ‘What’s obvious to you is completely new to me. Don’t try to teach yourself, try to teach me.’ We’re all experts on things we don’t even realize, and odds are that even if something is obvious to you, it’s completely new information to your prospects.”

– Sam Mallikarjunan, HubSpot Labs

2) Inbound allows you to invest in the best people.

“In 2013, I had a call with a customer that’s stuck with me ever since. Steve at Yale Appliance told me about how inbound changed his business — not because he could turn the cost savings into profit, but because he could reinvest the savings in his team. He’s invested in better equipment, better training, and better people, and found a lot of ROI from all of those, too.”

– Rosalia Cefalu, Marketing

3) How your customers really use your product might be different than you imagined. (And that’s okay.)

“One of my customers (Seth at Longitude Media) uses HubSpot in an innovative way to not only to benefit his own businesses but to advance his customers as well. Seth uses HubSpot product to execute inbound campaigns that provide more qualified leads for his customers to nurture and close — completely transforming many of his longstanding partnerships.”

– Tim Cormier, Services  

4) Where there’s a will, there’s a way (to do inbound).

“I love working with customers who don’t have a marketing background, but are crushing it with inbound. I have one customer who’s a percussionist, but also a very successful with the HubSpot software. People like him have taught me that it’s less about how much you’ve been taught about marketing, and more about how much of a will you have to share everything else that you know.”

– Jill Fratianne, Sales

5) People will always be the key to success.

“People talk about business as business, but our customers teach us that it’s all personal. Many of our customers have built their own successful businesses because of the personal attention they give it, and they’ve told us that they chose HubSpot because we have the same philosophy from our support team all the way to our CEO.”

– Katie Burke, People Operations

6) You can get a great waffle at the Eiffel Tower.

“Last April I was flying to Paris to visit a friend. I emailed one of my favorite customers, Julie of Hoi Moon Marketing, because I knew she lived in Paris. I asked Julie how to get to my hostel from the airport. Instead of giving me directions, she came to the airport to pick me up and show me in person. It was incredible. She came and got me on the train, showed me how to buy a ticket, how to navigate the trains, and then took me to the Eiffel Tower for a waffle. She taught me a lot about Paris, and also gave me a huge reminder that our customers are the best!”

– Rachel Decker, Product

We still have a lot left to learn.

At last year’s INBOUND conference, we included 143 suggestions from our customers in our product updates. We love to learn from our customers, whether it’s about inbound marketing, the ins-and-outs of Paris, or how to make our product better. We’re very excited to learn even more together.




Free Advertising on Google


It may surprise some, but many small businesses new to inbound marketing are unaware that you can get some free advertising on Google through Google My Business (formerly known as Google Places) instead of paying for pay-per-click (PPC) ads on Google.

And because Google is always looking to increase the value of its local search results — as well as its Google Maps application — the search engine giant has a simple way for you to provide them with that valuable information about your business, which it infuses straight into its search engine results.

The benefit? Basically, a way to advertise your business on Google for free. And honestly, who doesn’t love some free advertising? This not only helps your business get found through searches; it can also help you get more traffic, leads, and customers.

(To learn how to advertise on Google for free and take advantage of Google’s other marketing tools, download our free guide here.)

Google My Business: Free Online Advertising

Consider this example: When you search for “hotels, boston,” the Boston Harbor Hotel ranks #1 in the Google My Business search results. Not too shabby a setup, is it? Especially considering it’s totally free!


So, are you ready to get some free online advertising in Google? Let’s get started.

How to Advertise on Google for Free

In order to set up your Google My Business free listing, you’ll need the following information at hand:

  • A brief description of your business.
  • Your phone number, address, website, hours of operation, and any other contact info you want to advertise.
  • A logo or image that represents your business (for example, a picture of your office, store, or restaurant).

To set up a Google My Business listing, follow these simple steps …

Step 1: Set Up Your Account

Visit To set up your business on Google My Business, click the ‘Get on Google‘ button below the text, “Get your business on Google for free.”


Keep in mind that your Google My Business account will be connected to your Google account. First, search to see if your listing already exists. Keep in mind that you can edit a current listing at any time to display new information about your business — you just have to access the Google account used to create the listing, or request access from the owner. If you don’t yet have a listing, create one from scratch by clicking ‘Add your business.’


Step 2: Provide Your Business’ Location Information

Once you click ‘Add your business,’ Google will initially prompt you to provide the location information for your business as well as your business’ main phone number and category.


If you don’t have a brick-and-mortar storefront (for example, if you’re an online business that sells goods and services to customers at their locations), check the box at the bottom of the form to list your company as a service area business on Google. This will enable you to set up service areas based on either the zip codes or cities you serve, or within a given area around your location. Then, when people search for a business similar to your listing, your business will appear on a map within this specified range.

If your business serves only certain cities or areas within a city, you can choose the first option and pick only the areas you serve. This option can be helpful for companies that are only able to serve a certain area (such as a pizza delivery company) or operate in a very niche market (like a jet ski company on a beach). 


Step 3: Confirm Your Business & Agree to Terms of Service

Before you complete your business’ full listing (which Google allows you to manage as a Google+ page), you’ll need to confirm that the information you’ve entered up until this point is accurate, as well as agree to the Google My Business Terms of Service.


Step 4: Verify Your Business

Before Google can make your listing visible to the public, it needs to verify that your business is legitimate. This helps Google avoid fake listings and advertisements. Google will mail you a postcard in 1-2 weeks with verification information and next steps. As an alternative, you can verify your business via phone. (Here’s how.)

You can skip this verification step for now if you want, but ultimately, you’ll need to verify your business if you want your free Google advertisement to be live.


Step 5: Complete Your Business’ Listing Information

As I mentioned earlier, Google now uses the information from your business’ Google+ Page to power its Google My Business listings in search results, so the next step is to start editing your Google+ Page. Click the red ‘Edit‘ button at the top of your page to get started.


Then, start filling out your business’ details. Here is a full look at the type of information you can include:


Some of these details will automatically populate from the information you previously provided in Step 2. You’ll also want to add your website, hours of operation, the profile photo for your business (for example, your logo or a picture of your storefront), and an “introduction.” Your introduction should be a brief description of your business. Think of it as a tagline. Be sure to add keywords you want to get found for in search, and try to keep your introduction short and sweet so it doesn’t get cut off in Google My Business search results.

Step 6: Optimize Your Business’ Google+ Page

While the information you provided above is all Google needs to include your business among its Google My Business listings in search results, it’s wise to take some extra time to optimize your business’ Google+ Page. To optimize your Google+ Page, click on the drop-down arrow at the top left next to ‘My Business‘ and select ‘Google+ Page.’


What to Optimize on Your Google+ Page:

  • Cover Photo: Upload a high-quality, compelling image as your page’s cover photo. This image should be representative of your business as well as eye-catching and visually appealing. Download a pre-sized template to create your Google+ cover photo here.
  • Your Story: Think of this as a mini ‘About Us’ page, and use it draw your visitors in with a clear and concise explanation of your business. Elaborate on your business’ description and the products/services you provide, and include any keywords you’re hoping to get found for in search.
  • Links: Add any additional links you want visitors to check out. In addition to your business’ website, do you have a blog you want to point people to? An event you’re trying to drive registrations for? A particular landing page you’re promoting?
  • Photos & Videos: To make your page more interesting to visitors, add photos and videos of your business, the products/services you offer, or anything else related to your company. If you own a restaurant or another business that lends itself to a virtual tour, you can hire a Google-certified photographer to create a virtual tour for your business that can be featured on your page as well.
  • Status Updates, Events, and Polls: Keep your business page fresh by regularly sharing status updates, posting about events your business hosts, and engaging with your followers by publishing polls.  
  • Reviews: Respond to reviews left about your business.
  • Settings: Manage your page’s settings via the left-hand drop-down navigation. Here, you can set up notifications, edit your page’s managers, etc.

To learn more about optimizing your Google+ Page and building a following for your business, download our free Google+ ebook here.

Google My Business allows marketers to provide existing and prospective customers with the information they need in the first place the majority of people look: Google Search. Good luck!

Editor’s Note: This post was originally published in June 2007 and has been completely updated for accuracy and comprehensiveness. 

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How to Structure a Marketing Team of Any Size

build-team-structureA few hours after giving my session at INBOUND 2014 on how to build an inbound team, a colleague of mine told me there was one slide in my presentation that caused around 80% of the audience to stand up and take pictures with their phones.

The slide illustrates exactly how marketing leaders should structure their teams in different team sizes and stages. This subject clearly struck a nerve with the audience in the room, so I’d like to address it here in more depth. (I’ll also be hosting a webinar on this topic on Thursday, November 20, 2014 — click here to register for it.)

When it comes time to adding headcount to your team, marketing leaders want to know which specialties they should hire for — and, more importantly, in what order they should hire them.

The question of who to hire next requires you to first take a look at your current team. Try placing each member of your team into the first three stages in the inbound marketing methodology: attract, convert, close. Here’s an idea of which roles belong where:

  • Attract: Your content writers, designers, SEO specialists, and social media managers.
  • Convert: Everyone involved in conversion optimization, including landing pages, calls-to-action, lead scoring, and nurturing.
  • Close: Your sales enablement marketers helping the sales team close opportunities.

Once you’ve categorized each person, you’ll have a better idea of which parts of the funnel you have been prioritizing when hiring. Next, compare your current team distribution to how you should organize a team of your size (this is that slide from my INBOUND presentation I mentioned earlier):


Notice how many fall under the "attract" bucket. Chances are this isn’t what your team looks like right now.

The biggest mistake I see marketing leaders make is over-investing in marketers who specialize in the bottom of the funnel. In fact, the best way to help your sales team is to build brand awareness and create content that generates a lot of leads over time. An increase of twice as many leads means twice as many quality leads — as long as you have software that lets you filter those incoming leads efficiently. That’s how you build a successful sales and marketing machine.

So if your team has three people on email marketing but only one content creator — who probably also runs social media and puts together design hacks on the side — then you’re not investing enough headcount in the "attract" stage. Your next hires should be top-of-the-funnel marketers. The more helpful and compelling content your team produces, the more effective you will be at driving traffic to your website and building a base of loyal followers and fans who eventually convert into customers.

No matter how small your marketing team is, build your "attract" team first and fastest. The long-term payoff of content is enormous. I promise you’ll kick yourself later if you aren’t investing in content now, for the same reasons you’d kick yourself for not contributing to your retirement fund until you’re 40.

Register for my webinar "Building and Scaling an Inbound Marketing Team" this Thursday, November 20 to learn more about structuring and growing your organization at every stage. At the end of the webinar, there’ll be a Q&A where you’ll have the opportunity to ask questions. Looking forward to chatting with you.

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CMO Warning: Don’t Tie Marketing Incentive Compensation to a Metric

Published by in category Management | Leave a Comment

dangling-carrotThe conventional wisdom around compensation is that you should tie it to specific, measurable goals to get the best results. And a lot of traditional marketing automation vendors and thought leaders will tell you this means a CMO should set a goal for number of leads generated, amount of marketing-influenced pipeline created, (more…)