KPI Dashboard — Looker spec covering traffic, leads, pipeline, conversion, ROI by lane.
The Pixel Hues | Revised June 2026
v2 mostly unchanged from v1. Adjustments: Lane-A-first KPIs (event-agency partnerships, WOW Awards, EventFAQs), WhatsApp outreach KPIs, ISO certification milestones for Lane B/C unlock.
Net new qualified enterprise pipeline (INR). Same as v1.
Annual target: ₹5 Cr by Month 6; ₹15 Cr by Month 12.
| KPI | Definition | Source | Target (90-day) | Target (12-month) |
|---|---|---|---|---|
| Event-agency partnerships signed | Tier 2/3 partner agreements | HubSpot | 5 | 25 |
| WhatsApp outreach sent/week | Personalised WhatsApp messages | WATI | 50 | 50 |
| WhatsApp reply rate | Replies / sent | WATI | 30% | 40% |
| WhatsApp → discovery call CVR | Calls / replies | HubSpot | 20% | 30% |
| EventFAQs vendor directory leads | Inbound from directory | EventFAQs | 5/mo | 15/mo |
| EventFAQs contributed article reads | Per article | EventFAQs | 500 | 1,500 |
| WOW Awards submissions | Per cycle | Internal | 2 | 4+ |
| WOW Awards finalist / wins | Per cycle | WOW | 1 finalist | 2 wins |
| Brand-side ABM meetings | Per month | HubSpot | 5 | 15 |
| Average event project value | Won deals in Lane A | HubSpot | ₹15 lakh | ₹25 lakh |
| Lane-A revenue won (₹) | Sum of Lane A deals Won | HubSpot | ₹30 lakh | ₹3 Cr |
| KPI | Definition | Target (90-day) | Target (12-month) |
|---|---|---|---|
| GeM vendor registration live | Pre-req for govt bids | Yes (Q2 target) | Yes |
| ISO 9001 certification | Pre-req for govt bids | Roadmap complete | Certified |
| ISO 27001 certification | Pre-req for high-trust govt | Roadmap | Certified |
| RFP alerts received | From BidAssist | n/a | 50/yr |
| RFPs reviewed | Bid/no-bid decision made | n/a | 20/yr |
| RFPs submitted | Per quarter | 0 (until ISO) | 1/quarter |
| Govt project pipeline value | Sum of Lane B+C deals | ₹0 | ₹5 Cr |
| Govt project wins | Per year | 0 | 2–3 |
WEEKLY GROWTH REPORT — Week of [Date]
NORTH STAR
- Pipeline value: ₹X Cr (vs target ₹X Cr) → [on track / behind / ahead]
- Net new pipeline (this week): ₹X lakh
- Revenue won this week: ₹X lakh
LANE A SCORECARD
- WhatsApp outreach: X sent / X replies / X positive / X calls booked
- Email outreach: X sent / X opens / X replies
- EventFAQs: X leads this week
- WOW Awards: [project status if submission window open]
- Event-agency partnerships signed: X
- Brand-side ABM meetings: X
LANE B/C SCORECARD
- ISO 9001 status: [In progress / certified]
- GeM status: [Not registered / In progress / Active]
- RFP alerts received: X
- RFPs submitted: X
TOP 3 WINS
1. ...
2. ...
3. ...
TOP 3 CONCERNS
1. ...
2. ...
3. ...
KEY ACTIONS THIS WEEK
- ...
Same as v1: every quarter, founder + CGO + Sanjay review North Star, recalibrate, log decisions.
v2 additions:
- ISO certification progress.
- WOW Awards cycle retrospective.
- EventFAQs editorial impact.
- Lane B+C bid-rate analysis.
Same as v1. Every meaningful decision logged in Notion.
All v2 deliverables complete. README refresh below.