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Last month — most relevant
April 2026 — what landed in your pipeline last month (63 new customers, $60K M1)
The most current picture: who came in, how much they spent, and what's flowing into each rep's territory. Compared against the last quarter and the full year so you can spot whether April was on trend or off.
New customers
63
vs March 86 −27%
Month-1 revenue
$60K
vs March $84K −29%
Avg deal size
$957
12-mo avg $854 +12%
Lead → customer
28%
12-mo avg 24% +4pp
Phone capture
48%
12-mo avg 39% +9pp
M1-3 revenue (April cohort)
$73K
tail still earning
What each rep received in April
Alexis Garcia
Customers23
M1 revenue$26,055
Avg deal$1,133
vs March40 → 23
Highest avg deal among reps in April. Volume eased, value held.
Dan Newhard
Customers21
M1 revenue$20,580
Avg deal$980
vs March23 → 21 ($14K → $21K)
Customer count flat but M1 revenue up 45%. Bigger accounts landed in April.
Parker Strong
Customers17
M1 revenue$13,436
Avg deal$790
vs March23 → 17 ($29K → $13K)
Step-down from a very strong March. Watch for tail-revenue catch-up in Q2.
Untracked (no rep)
Customers2
M1 revenue$216
Avg deal$108
Trendself-service web
Small accounts that came through the web without rep attachment.
April customer mix
| Category | Customers | M1 Rev | M1-3 Rev |
|---|
| Contractor | 50 | $48,655 | $61,167 |
| DIY | 13 | $11,632 | $11,632 |
| Total | 63 | $60,287 | $72,800 |
Where April lands vs the year
| Metric | April | 3-mo avg | 12-mo avg |
|---|
| Customers/mo | 63 | 72 | 88 |
| M1 revenue | $60K | $62K | $75K |
| Avg deal | $957 | $857 | $854 |
| Conv rate | 28% | 24% | 25% |
| Phone capture | 48% | 49% | 42% |
Quick read: April delivered fewer customers than March (63 vs 86), but every quality marker beat the 12-month average — higher conversion, higher phone capture, and a bigger avg deal. Marketing eased volume after the March surge to let the funnel reset, and the leads that did come through were better. The opportunity for sales: the 63 April accounts have a stronger profile than usual, so follow-up on them should compound well over the next two months.
Last 3 months — quarter look-back
Q1 2026 (Feb–Apr) — the quality of what marketing delivered (217 customers, $186K M1, $326K M1-3)
A look at the quarter as a whole, so you can see whether the recent run-rate is improving or sliding. Includes the March surge and the April normalization.
Customers (3 mo)
217
72/mo avg
Month-1 revenue
$186K
$62K/mo avg
Months 1-3 revenue
$326K
tail still building
Avg deal
$857
vs $854 12-mo ≈ flat
Avg conv rate
24%
range: 21% (Mar) → 28% (Apr)
Avg phone capture
49%
range: 43% (Feb) → 55% (Mar)
What each rep received over the quarter
Alexis Garcia
3-mo customers94
M1 revenue$74,406
M1-3 revenue$128,427
Avg deal$792
Highest volume on the team. Steady delivery month over month.
Dan Newhard
3-mo customers61
M1 revenue$49,089
M1-3 revenue$64,973
Avg deal$805
Smaller book by count, but April's bigger accounts lift the trajectory.
Parker Strong
3-mo customers60
M1 revenue$62,221
M1-3 revenue$132,615
Avg deal$1,037
Highest M1-3 on the team despite a mid customer count — accounts come back strong.
Untracked
3-mo customers2
M1 revenue$216
M1-3 revenue$216
Trendweb self-serve
Marginal volume. These typically come in via the web with no rep tag.
Conversion & phone-capture — last 6 months
Quarter customer mix (Feb–Apr)
| Category | Customers | M1 Rev | M1-3 Rev |
|---|
| Contractor | 163 | $137,499 | $265,681 |
| DIY | 54 | $48,432 | $60,549 |
| Total | 217 | $185,931 | $326,230 |
Contractor mix held at ~75% of customers and ~74% of M1 — same shape as the full year.
Bottom line for the quarter: Volume hit a spike in March (86 customers, 402 lead records) and then settled in April. Conversion rate trended up through the quarter (24% → 21% → 28%) and avg deal trended up too. Parker's $132K in M1-3 revenue on 60 customers stands out — those accounts are coming back hard in months 2-3. If sales can flag which Parker accounts placed repeat orders, marketing can lean into similar profiles.
For context — the full 12 months
Full-year delivery — May 2025 to April 2026
The backdrop. Year-over-year context for the snapshots above. Useful for planning, forecasting, and seeing how the recent quarter fits the bigger picture.
Leads delivered
3,293
total marketing-sourced
New customers
1,055
~25% lead → customer
Month-1 revenue
$900K
first-month spend
Months 1-3 revenue
$1.49M
1.65x M1 — they come back
Avg customer value (M1)
$854
first-month account value
States reached
48+
national footprint
Where new business is being created — top 10 states (12 mo)
Customer count and Months 1-3 revenue by state — based on customer ship-to address. Use this to spot strong territories and identify where to push for more reach.
Top 10 by customer count
1Texas238$296,976
2California214$288,871
3Florida70$84,093
4North Carolina37$39,941
5Colorado29$44,413
6Georgia27$34,508
7Pennsylvania25$23,963
8Arizona24$40,983
9New York23$15,550
10Washington20$26,002
What this means for sales: Texas and California are doing 43% of all new business between them (452 of 1,055 customers). Florida, North Carolina, and Colorado are mid-tier with steady volume. States 11-50 each contribute under 20 customers — that's where there's room to grow. Conversation starter: Are there states where you're seeing strong demand that aren't getting matching marketing support? Let's map that together.
How the pipeline has flowed — full year
Month-by-month volume and conversion. Useful to see seasonal shape and how the recent quarter fits the broader pattern.
New leads & customers per month
Lead → customer conversion rate
The trend: Conversion has improved from ~22% mid-2025 to ~28-34% in recent months. Even as paid spend (and therefore volume) dropped, the leads sent to sales convert at a higher rate. Marketing is delivering fewer but higher-quality leads.
Quality of the leads landing in your pipeline — full year
Email capture is near-universal, but phone is the gating factor for outbound follow-up. Monthly percentage of leads with valid contact info.
How we close the phone gap: March 2026 hit 55% phone capture — the year's high — then April dropped back to 48%. We want to consider requiring a phone number field on new form entries so the rate stops swinging month to month. Every percentage point of phone capture = more outbound reach for your team, so locking this in at the form level would put a stable floor under the pipeline you receive.
Where your customers are coming from — full year
The marketing channel that converted to a customer. Helps prioritize which incoming leads to lean into — and shows where each dollar of marketing spend is delivering business.
Customers delivered, by source
Avg M1 deal size, by source
What this tells us together: Organic Search and Paid Google bring high volume at solid deal sizes ($708-$1,014) — these are the workhorse channels. Direct customers come in at $805 avg — these likely include word-of-mouth and repeat-customer accounts worth nurturing. Collaboration opportunity: when you talk to a customer, asking how they heard about us helps marketing know which channels deserve more investment.
What each book is made of — full year
The cumulative customer mix marketing has delivered to each rep's territory over the past 12 months. Same color coding as the April and Q1 sections above.
Alexis Garcia's book
Customers delivered450
12-mo M1 revenue$347,418
Avg M1 deal$772
Latest month (Apr)23 customers
Highest-volume book on the team — built largely on broader / mid-deal-size accounts.
Dan Newhard's book
Customers delivered275
12-mo M1 revenue$259,948
Avg M1 deal$945
Latest month (Apr)21 customers
Highest avg deal size on the team — book of larger, higher-touch accounts.
Parker Strong's book
Customers delivered324
12-mo M1 revenue$289,685
Avg M1 deal$894
Latest month (Apr)17 customers
Strong M1-3 lift — accounts come back more in months 2-3 vs the team average.
How to use this: Every customer in your book likely has 60-70% more spending coming in months 2-3 (Contractor customers especially). When you forecast a month, look at how many accounts you closed in the prior 2 months — that's the tail revenue you can plan for.
Who these customers are — and what to expect from them
Contractor customers continue buying past Month 1 at 1.69x the M1 spend; DIY customers tend to be more one-and-done at 1.22x. Knowing the mix helps with forecasting and nurturing strategy.
M1 vs M1-3 revenue by category ($)
The compounding story: A Contractor customer worth $908 in their first month becomes worth ~$1,538 by month 3 — that's $630 of follow-on revenue per account that sales has the opportunity to grow. DIY customers stay closer to flat at month 3. Implication: Marketing investment in Contractor channels (Google paid search, organic, industry listings) compounds harder than DIY-focused spend.
Where marketing and sales can grow business together
Opportunities the data surfaces. Less "watch items," more "things we could improve together." Green = working well, Blue = collaboration opportunity, Yellow = needs attention.
🟢
Marketing is delivering more leads that convertConversion rate climbed from ~22% to ~28% over the year. Marketing's source mix is improving — fewer junk leads, more buyers. Worth celebrating and continuing the trend.
🟢
Your books compound past Month 1Team average: customers spend 1.68x their M1 revenue by Month 3. That's ~$560 extra per customer in months 2-3 across all reps. Marketing's job is to bring you accounts that come back — and the data shows that's working.
🔵
270 customers are coming in somewhere we can't see — let's close that gap togetherAbout 1 in 4 customers (270 of 1,055) shows up with no marketing source attached. They're finding us somewhere — word of mouth, an old conversation, a referral — but we can't tell which channel sent them. One small ask: when you talk to a new customer, asking "how did you hear about us?" and dropping the answer into NetSuite helps marketing know where to invest more. Closing this loop means we can push harder on the channels that actually bring you the best customers.
🔵
Help us figure out what worked in MarchPhone capture jumped to 55% in March (the year's high) before dropping back to 48% in April. If you noticed a form change, a campaign push, or a specific lead source that drove that surge, share it with marketing — we want to replicate whatever worked. More phone numbers = more outbound reach for you.
🔵
Where there's geographic opportunityTexas and California are doing 43% of all new customers between them. Outside the top 10 states, each state contributes fewer than 20 customers. If you're seeing demand or referrals in mid-tier states (FL, NC, GA, CO, etc.), that's a signal marketing can amplify with targeted campaigns. Let's swap notes.
🟡
Phone capture is the #1 unlock for outboundOnly ~39-48% of leads include a phone number most months. The other half can only be emailed. Every percentage point gained = more accounts you can call. Worth a joint marketing+sales conversation on form requirements and lead-gen channels that capture more contact info.