Odin

Vidyard Template Library

Discover HockeyStack’s Nuvolo Template Library: curated video and content templates you can use to accelerate outreach, improve visuals, and scale content efforts.

Table of contents

Example H2

About the Customer

Vidyard is the leading provider of AI-powered video messaging, video hosting, sales prospecting, and buyer engagement solutions for modern revenue teams.

Trusted by over 100,000 companies, Vidyard empowers go-to-market teams to connect with buyers in more personal, impactful ways at scale. From prospecting to post-sale, Vidyard helps businesses accelerate deal cycles, increase close rates, and humanize digital communication. With best-in-class AI-generated video tools, real-time engagement analytics, and AI-powered video workflows, Vidyard is redefining how companies grow revenue through video.

Mrinali Jain is the Marketing Operations Manager on the Revenue Operations team at Vidyard. She bridges sales and marketing to ensure campaigns and channels convert to revenue, scales processes for growth, and delivers accurate attribution and reporting.

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What Does this Dashboard Include?

Mrinali’s executive overview dashboard delivers a full-funnel view of marketing-sourced performance, from top-of-funnel web traffic down to pipeline and closed revenue. Here’s what it measures, across different sections (metrics anonymized for privacy):

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Pipeline Health by Quarter and Region

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Funnel Conversion Rates

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Channel Performance

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Campaign Performance

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Pipeline Velocity

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What Insights Did Odin Surface?

For Mrinali, Odin provides fast, narrative-style insights that complement her dashboards:

SQL → SQO conversion drop: Odin summarized that SQL volume was stable, but conversions declined, flagging a sales funnel issue instead of a marketing one.
Downmarket disqualification: By analyzing quick reports, Odin surfaced that ~75% of downmarket SQLs were disqualified, highlighting ICP or messaging gaps.
Channel-level dead rates: Odin flagged which channels drove the most SQLs but also the highest disqualifications.
Nurture campaign validation: Odin confirmed a new lead-to-MQL nurture influenced ~$28K in opportunities, showing value beyond click rates and MQL counts.

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Where Mrinali Relies on Odin vs. Dashboards

Use Case	Dashboard	Odin
Funnel conversion tracking (MQL → SQL → SQO → Closed Won)	✔	✖
Channel & campaign influence analysis	✔	✖
Weekly reporting & leadership visibility	✔	✖
Stage velocity (time-to-progress cards)	✔	✖
Ad-hoc root cause triage (e.g., why SQL→SQO dropped)	✔	✔
Quick summaries of SQL quality by segment/channel	✖	✔
Hypothesis testing during pipeline council prep	✖	✔
Export/report ingestion for narrative insights	✖	✔

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How Were Those Insights Actioned?

Pipeline Council Alignment: When SQL→SQO declined, Mrinali escalated findings with sales leadership, driving enablement and qualification consistency.
Targeting Review: Marketing team refined messaging and SDRs revisited qualification criteria based on Odin’s disqualification insights.
Paid Traffic Fluctuations: MQL→SQL dips prompted checks on targeting and landing page performance, leading to faster campaign adjustments.
Validated Nurtures: Continued investment in the new lead-to-MQL nurture program after Odin and dashboards confirmed its pipeline impact.

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Business Outcomes

Faster triage of funnel issues, reducing time to pinpoint stage-level bottlenecks.
Clearer marketing-sales alignment, with shared visibility in Pipeline Council meetings.
More confident attribution, extending beyond Salesforce Last-Touch to capture true channel influence.
Modernized reporting, replacing spreadsheets with dynamic, filterable dashboards supported by narrative insights.
Smarter investment decisions, guided by validated campaign and channel performance.

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