If you’re in B2B marketing or sales, you know how easy it is to drown in metrics and dashboards that don’t actually help you close deals. This guide shows you how to cut through the noise with the Luna analytics dashboard. Whether you’re running GTM for a SaaS startup or fine-tuning the approach at a mid-sized company, you’ll learn what to track, what to ignore, and how to use real data to make better decisions.
Why Luna? (And What It Won’t Do For You)
Let’s be honest: there are too many analytics tools promising “transformative insights.” Most of them just dump more data on your lap. Luna stands out because, while it’s not magic, it’s actually built for B2B teams who want practical answers to tough GTM questions—like, “Where are we really winning?” and “Which campaigns are a waste of time?”
What Luna won’t do: - Make decisions for you - Fix a broken product or value prop - Replace talking to real customers
If you know what you want to improve and you’re ready to act on what you learn, Luna can help. If you’re hoping for a silver bullet, you’ll be disappointed.
Step 1: Set Up the Basics—But Don’t Overthink It
Before you start poking around the dashboard, get your data foundations right. Luna pulls from your CRM, marketing automation, ad platforms, and website analytics. Here’s what actually matters:
- Connect your CRM (Salesforce, HubSpot, Pipedrive, whatever). Clean up duplicates and dead accounts first if you can.
- Sync your core marketing channels—email, paid ads, website. Ignore the “connect everything” temptation. If you aren’t using TikTok for B2B, don’t bother linking it.
- Define your GTM funnel stages in Luna so you’re not stuck with generic labels. If your team calls it “Sales Qualified Conversation” instead of “SQL,” name it that way.
Pro tip: Don’t waste a week customizing dashboards before you’ve seen the out-of-the-box reports. Start simple, then tweak as you go.
Step 2: Get Clarity on Your Core Metrics
Your dashboard is only as useful as the questions you ask. For B2B GTM, focus on these:
- Pipeline creation: Where are the new deals actually coming from?
- Conversion rates between stages: Where do leads stall out?
- Channel performance: Which campaigns drive not just leads, but real pipeline?
- Sales velocity: How fast are deals moving? Where’s the friction?
- Customer segments: Are certain industries or company sizes closing faster (or stalling)?
What to ignore:
- Vanity metrics (website sessions, likes, impressions) unless you can tie them to pipeline.
- “Engagement scores” with a million variables—stick to actions that predict revenue.
Step 3: Use Luna’s Dashboard to Spot What’s Actually Working
Here’s where Luna earns its keep. Don’t get lost in the sea of charts. Start with these go-to views:
1. Pipeline Source Breakdown
- See which campaigns and channels are creating real opportunities—not just MQLs.
- Filter by segment, industry, or deal size to spot patterns.
- Watch for sources that look good on volume but don’t convert (common with content syndication or paid social).
2. Funnel Drop-off Analysis
- Luna’s funnel visualization makes it easy to see where leads are getting stuck.
- If you see a big drop between demo requests and actual meetings, dig into your follow-up process or lead quality.
- Don’t overreact to one bad month; look for consistent bottlenecks.
3. Sales Velocity and Cycle Time
- Track how long deals spend in each stage.
- Are certain reps or regions closing faster? That’s worth a closer look.
- Longer cycles in specific segments can mean misaligned messaging, not just slow sales.
4. Segment Analysis
- Break down performance by ICP (ideal customer profile) attributes.
- If SMBs move faster but never hit your target ACV, maybe stop chasing them.
- Luna lets you slice and dice by company size, industry, and geography—use it to focus your efforts.
Pro tip: If you find yourself staring at a chart and thinking, “So what?”, move on. Not every visualization is useful.
Step 4: Translate Insights Into Real GTM Actions
Data is only as good as what you do with it. Once you spot trends, here’s how to turn them into action:
1. Double Down on What’s Working
- If a specific channel is driving high-converting pipeline, shift more budget or effort there.
- Share those insights with sales and marketing so everyone’s rowing in the same direction.
2. Fix the Leaks
- For stages with high drop-off, audit your process:
- Are handoffs from marketing to sales clear?
- Is your qualification criteria too strict or too loose?
- Are there gaps in your follow-up timing?
- Make one change at a time so you know what actually moves the needle.
3. Experiment, Then Measure
- Use Luna’s campaign tracking to set up small tests—new messaging, channels, or offers.
- Don’t run 10 experiments at once. Pick one or two, give them a fair shot, then check the results.
- Kill underperforming tactics quickly; don’t let them linger because “they might turn around.”
4. Share the Good, Bad, and Ugly
- Set up simple, regular reporting for your team.
- Don’t just share wins—highlight misses and what you’re doing about them. You’ll build more trust and move faster.
Step 5: Avoid the Analytics Rabbit Hole
It’s easy to spend hours slicing data and never actually improve your GTM strategy. Here’s how to stay focused:
- Set a monthly cadence: Review the key dashboard views every month—not every day.
- Pick 1-2 priorities: Use your findings to set clear GTM priorities for the next sprint or quarter.
- Don’t chase perfection: Your dashboard will never be 100% “done.” Good enough is fine if it helps you take action.
Common Pitfalls (And How to Dodge Them)
- Over-customizing dashboards: You’ll waste time and end up with reports no one reads. Stick to the basics.
- Mistaking correlation for causation: Just because webinar attendees close faster doesn’t mean the webinar caused it. Dig deeper.
- Getting lost in segmentation: Slicing by every possible variable just creates noise. Focus on a handful of segments that actually matter to your business.
- Ignoring qualitative feedback: The dashboard won’t tell you why deals stall. Talk to sales and customers too.
Wrapping It Up: Keep It Simple, Iterate Fast
Don’t let analytics become another GTM distraction. The real value of Luna’s dashboard is helping you spot what’s working, fix what’s broken, and focus your energy where it counts. Start with the basics, act on what you learn, and don’t be afraid to ditch what’s not helping.
The smartest B2B teams use analytics to cut through the noise, not create more of it. Keep it simple, check regularly, and make changes one step at a time. That’s how you actually improve your GTM strategy—no magic required.