1

Pipeline Generation

Net new pipeline from demand generation activity. Quality of pipeline (conversion rate, ASP).

Exceeds

Pipeline targets exceeded. Pipeline from demand gen converts at above-average rates.

Meets

Pipeline targets met. Conversion is acceptable.

Below

Pipeline targets missed or pipeline quality is poor.

Example review phrases

  • "Demand gen pipeline hit $4.1M vs. $3.2M target—with a close rate 8 points above non-demand-gen pipeline."
2

Paid Channel Efficiency

CAC and ROAS across paid channels. Efficiency improvement over time.

Exceeds

CAC is below target across all paid channels. Efficiency improves each quarter as learnings compound.

Meets

CAC is within acceptable range. ROAS is above breakeven.

Below

CAC is above target. Paid spend is inefficient relative to pipeline generated.

Example review phrases

  • "Reduced LinkedIn CAC by 34% this half while maintaining pipeline volume—better targeting, not just lower spend."
3

Funnel Conversion Optimization

Improvement in conversion rates across the demand generation funnel.

Exceeds

Systematically tests and improves conversion at each funnel stage. Improvements are documented and compounded.

Meets

Runs A/B tests on key pages. Conversion rates are improving.

Below

Funnel conversion rates are static or declining. Testing is infrequent.

Example review phrases

  • "Demo request conversion improved from 4.2% to 7.1% through 6 landing page tests—compounding uplift worth $800K/yr in pipeline."
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Where do these examples come from in real reviews?

Most managers write performance reviews from memory—limited to what they personally observed. Confirm surfaces behavioral evidence from across the organization: who relied on this person, what they drove, how their impact extended beyond their direct manager's line of sight. Reviews written with Confirm's data are more accurate, more defensible, and faster to write.

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