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Sablefin
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Marketing · Leadership Edition
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The Weekly Ledger · Week 21 · May 25
$4.12M sourced.
74% of the
way there.
Eight weeks into the quarter, marketing-sourced pipeline sits
at $4.12M against a $5.6M goal — on pace, but only if
Enterprise keeps overperforming. Below: how each segment
engaged, the three gaps we'd raise in the room, and what we're
watching before the June 8 board read-out.
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01 — Engagement by Segment
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Enterprise carries the week.
Enterprise · Mid-Market · SMB
· Partner
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Enterprise engagement climbed for a fourth
straight week — 41.3% email open, 6.8% CTR, and a 21% reply
rate on the CFO-persona sequence. It's now generating 58% of
pipeline on 22% of send volume. Mid-market is
steady but unspectacular at 33.0% open / 4.1% CTR; the new ROI
calculator landing page is converting at 9.2%, roughly double
the old one.
SMB is the soft spot — opens fell to 24.7%
(−4.9 pts WoW) after the May 20 deliverability incident, and
demo requests are down 18%.
Partner co-marketing remains thin: 19.5%
open, two co-webinars on the calendar, neither yet promoted.
The blended engagement index sits at 31.2, up 1.4 WoW but
masking a widening spread between the top and bottom segments.
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02 — Pipeline vs Goal
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$4.12M
marketing-sourced pipeline QTD
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74%
attainment of $5.6M Q2 goal
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$1.48M
still to source over 5 weeks
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03 — Biggest Gaps
Three holes we'd raise in the room.
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SMB nurture stall
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−$310K vs plan · Owner: Maya Chen
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Partner-sourced shortfall
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−$240K vs plan · Owner: Tomás Reilly
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Maya is rebuilding the SMB welcome series after the
deliverability hit and re-warming two sending domains; she
expects opens to recover by Wk 23. Tomás has only one of
four planned co-marketing campaigns live — the Ferrystone
integration launch slipped to June. The third gap,
webinar → opp conversion (8.4% vs a 14%
target, roughly −$180K), sits with Priya on demand gen; she's
testing a 24-hour SDR follow-up SLA this week.
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04 — What to Watch
Four signals before the board read-out.
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Paid LinkedIn CPL creeping past $312 →
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Paid Media · Decision needed Wed
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Up 27% in three weeks while lead quality scores are flat.
We're holding budget but if CPL crosses $340 we'll
reallocate $40K to the CFO content syndication program,
which is converting at half the cost.
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"State of Reconciliation" report drops Jun 2
→
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Content · Upside lever
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Our biggest content bet of the quarter — 1,100
pre-registrations already, press embargo with two trades.
Modeled to add ~$380K of pipeline if it lands at last
year's conversion rate. Sales enablement deck ships
Friday.
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MQL → SQL acceptance dipped to 61% →
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RevOps · Investigating
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Down from a 68% trailing average. Early read: two new AEs
in West are rejecting at 2× the team rate. RevOps is
auditing 40 rejected leads with sales leadership before we
touch the scoring model.
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Competitor (Tidepool) shipped free tier on Thu →
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Market · Monitoring
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Branded search impressions for "Sablefin vs Tidepool" up
3× over the weekend. Comparison page is being refreshed;
no measurable pipeline impact yet but expect SMB noise.
PMM has a battlecard in review.
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"We don't have a volume problem — we have a
mix problem. Enterprise can't be 58% of
pipeline forever."
— Dana Iverson, VP Marketing
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Slack Draft — #leadership
Ready to post Monday 8:30a.
📊 Marketing — Wk 21. Pipeline at
$4.12M, 74% to the $5.6M Q2 goal —
tracking, but leaning hard on Enterprise (58% of total).
Engagement: Ent 41% open / Mid-mkt 33% / SMB 25%
(deliverability hit) / Partner 20%.
Three gaps: SMB nurture −$310K,
partner-sourced −$240K, webinar→opp conv at 8% vs 14%.
Watching: LinkedIn CPL at $312, State
of Recon report Jun 2 (~$380K upside), MQL→SQL accept
down to 61%, Tidepool free-tier launch. Ask: 15 min at
Thursday's staff to align on partner reallocation. Doc
& dashboard in 🧵.
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