Odin

Airbyte’s Revenue Strategy Dashboard

Tanmay’s dashboard tracks every major GTM lever that influences revenue, from pipeline generation and funnel progression to campaign ROI and content engagement.

Table of contents

Example H2

About the Customer

Airbyte is an open standard data movement platform designed for enterprise environments. Based in San Francisco, it helps organizations centralize and sync data from hundreds of sources, enabling teams to act faster with accurate, accessible insights.

Tanmay Sarkar, Digital Marketing Manager at Airbyte, leads full-funnel inbound marketing and ABM growth strategies. As part of that, he built Airbyte’s unified marketing dashboard in HockeyStack — a strategic artifact now used across teams to measure performance, understand conversion patterns, and optimize revenue outcomes.

What Does This Dashboard Include?

Tanmay’s dashboard tracks every major GTM lever that influences revenue, from pipeline generation and funnel progression to campaign ROI and content engagement. It includes:

A detailed breakdown of inbound vs outbound pipeline generation

Funnel conversion tracking, from MQL to Closed Won

Campaign-level spend efficiency (across Google Ads and LinkedIn)

Content performance, based on first-touch and multi-touch attribution

Quarterly revenue and pipeline goal tracking

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What Insights Did Odin Surface?

Tanmay uses Odin, HockeyStack’s AI analyst, for quick-turn strategic questions that would otherwise require a data request or custom dashboard. For example:

Identifying the most influential touchpoints for recent deals
Validating high-impact channels based on ICP engagement
Reassessing attribution windows to align with real deal cycles

Instead of reporting insights post-mortem, Odin helps Tanmay act in real time. It’s used in meetings, during reviews, and for quick decisions — like adjusting ABM targeting or confirming budget allocations.

“I turn to Odin for quick questions in a meeting, validating hunches before changing strategy, or even just something that would take longer to build as a dashboard, like listing all the new logos we closed this quarter.”

Where Tanmay Relies on Odin vs. Revenue Strategy Dashboard

Use Case	Dashboard	Odin
Long-term trend tracking	✅	❌
Daily source of truth	✅	❌
One-off exploratory questions	❌	✅
Ad hoc queries in meetings	❌	✅
Instant segmentation or analysis	❌	✅

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How Were Those Insights Actioned?

AI Referral Strategy: With organic traffic declining and platforms like Perplexity and ChatGPT rising, Tanmay shifted SEO and content strategy to align with AI discovery patterns.
LinkedIn Attribution Adjustment: Odin revealed that LinkedIn often influenced deals beyond a 30-day window. Attribution was extended to 90 days, resulting in better visibility into LinkedIn’s actual performance and more confident budget planning.
Funnel Bottleneck Fixes: Dashboard drop-off analysis identified the MQL → SQL stage as a major friction point. CRO experiments and targeted nurture campaigns were deployed, increasing conversion rates and velocity.
Goal-Driven Prioritization: Using HockeyStack’s “Goals” feature, Tanmay and team tracked progress against quarterly pipeline and revenue targets — focusing efforts on shortfalls early rather than recapping late.

Business Outcomes

The combined impact of dashboard analysis and Odin insights led to:

More accurate attribution of long-cycle channels like LinkedIn, improving ROI modeling
Faster reporting and insight generation, reducing data team dependency
Improved pipeline conversion rates through targeted funnel stage interventions
Clearer strategic focus, driven by real-time progress tracking toward quarterly goals
More aligned ABM campaigns, informed by multi-touch engagement patterns