[Harmony] Analyzing campaigns (2026-04-13)
Summary
- Reviewed CRM Main campaign performance with Tamar (marketing). 11% qualification rate, 77% unqualified rate, 73 closed-lost opportunities flagged for investigation.
- Confirmed monthly cadence as the meaningful interval for cross-funnel reports (conversion cycle length).
- Identified gaps: no cost data, no ARR (d14/d28) data, no Gong call linkage to campaign outcomes.
Decisions raised
- DEC-003 — Campaign analysis reports generated monthly (not daily); cover ALL campaigns; include cost + ARR (d14/d28) data.
Action items raised
- AI-003 — Saar/Nizan — Analyze Amanda (AI qualification agent) impact on lead qualification.
- AI-004 — Saar — Investigate 77% unqualified + 73 closed-lost in CRM Main campaign via Gong call analysis.
- AI-005 — Saar/Tamar — Get campaign spend and revenue data (ARR d14, ARR d28) into reports.
- AI-006 — Saar/Lital — Connect Gong transcripts to campaign data; validate join via Salesforce lead/opportunity/account IDs.
- AI-007 — Saar — Generate analysis for ALL campaigns (not just CRM Main) with cost, ARR, and Gong data.
Open questions raised
- OQ-002 — How does Amanda (AI qualification agent) affect lead qualification rates? Distinguish her decisions from sales-team decisions.
- OQ-003 — What benchmarks should campaign analysis use? Each company has different metrics; need configurable per-customer targets.
Entities
- saar-arbel — Harmony lead
- nizan-shifman — Harmony product/strategy
- tamar — marketing, owns campaign management
- lital — marketing analytics, understands Salesforce-Gong linkage
- marketing-ops — provides campaign data + tooling
- salesforce — lead / opportunity / account source
- gong — call recordings, needs join to campaign data
Concepts
- campaign-analysis — monthly cross-funnel reports linking marketing spend → sales outcomes
- amanda — AI qualification agent whose impact must be measured separately