AMA: Counterpart Marketing Lead, Erika Barbosa on Funnel Science

March 5 @ 10:00AM PT

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How do you forecast pipeline and revenue from current funnel health (probabilistic stage models, velocity distributions), and how do you stress-test scenarios?

Erika Barbosa•

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3mo

Accurate pipeline forecasting requires moving away from static stage-weighted models that apply a single conversion rate to every deal in a given stage. The problem with ...

390 Views

1 request

What governance do you enforce for UTM/taxonomy and event schema to ensure comparability of stage metrics across channels, regions, and teams?

Erika Barbosa•

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3mo

Governance without enforcement is just a style guide nobody reads. The only UTM and event schema frameworks that actually hold up across channels, regions, and teams are ...

383 Views

1 request

How do you detect and manage diminishing returns and channel saturation at TOFU (response curves, share-of-voice thresholds, budget reallocation rules)?

Erika Barbosa•

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3mo

Most teams discover channel saturation after the fact, when CPLs have already climbed and pipeline has already softened. The goal is to build systems that surface those s...

356 Views

1 request

What framework do you use for experiment prioritization (ICE/RICE/expected value), and how do you balance speed of learning with statistical rigor and risk?

Erika Barbosa•

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3mo

I default to expected value scoring over ICE or RICE because it forces you to think in revenue terms. ICE and RICE are fine for early-stage prioritization, but they break...

373 Views

1 request

How do you integrate product analytics into the funnel (PQL/PQA definitions), and how do you quantify the incremental lift of product signals on pipeline creation?

Erika Barbosa•

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3mo

Product signals become meaningful funnel inputs only when you define thresholds that correlate with downstream revenue, not just activity. Many teams make the mistake of ...

365 Views

1 request

For ABM, which account-funnel KPIs (coverage, awareness, engagement, meetings, pipeline, revenue) are most predictive of win rate in your models?

Erika Barbosa•

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3mo

Meetings booked is the single strongest predictor of win rate in every ABM model I've built, but the relationship only holds when you look at meeting quality, not just vo...

381 Views

1 request

Which cohort/vintage cuts (first-touch month, segment, offer, territory) do you rely on to control for seasonality and aging when comparing funnel performance?

Erika Barbosa•

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3mo

Cohort analysis only becomes useful for controlling seasonality and aging when you are consistent about which anchor date you use and why.First-touch month is the cut I r...

363 Views

1 request