v10
Built by Lightmark Media
The Lightmark Suite for Sunrise Capital

Sixteen dashboards. One funnel.
From first impression to funded capital.

Each dashboard answers a specific question along the path from a paid ad impression to a wire received. Together they form an end-to-end view of where capital comes from, who's working it, and how the funnel is converting — with consistent definitions, live HubSpot data, and drill-downs at every cell.

Web Traffic › Ad Spend › Campaign ROI › Video Engagement › Leads › Setter Activity › Closer Activity › Conversion › Funded Capital | 🔒 Executive Suite

The funnel

Nine dashboards, first impression to funded capital.

Web Traffic v13 SESSIONS 20,301 USERS 15,859 ENGAGEMENT RATE 93.4% PAGEVIEWS 26,235 Traffic by Channel CHANNEL SESSIONS USERS ENG. RATE PAGEVIEWS Organic Social 10,921 9,347 99.3% 14,001 Direct 3,346 2,836 86.5% 3,803 Paid Social 2,040 1,849 99.0% 2,478 Organic Search 1,415 867 78.2% 2,220
Top of funnel · all site visitors

Web Traffic

Every visitor. Before they become a contact.
  • Traffic by channel — Organic Social, Paid Social, Direct, Referral, Email, Organic Search
  • Top pages — which landing pages draw the most engagement
  • UTM campaigns — campaign-level breakdown for paid and tagged traffic
  • Period comparison — Last Month vs Previous Period with green/red deltas on every KPI
  • Click any channel row for a Pages / UTM / Sources drill with one-tap toggle
Open dashboard ↗
Campaign ROI v19.13 AI LEADS 3,821 INVESTMENTS 504 CAPITAL RAISED $34.6M COST / $100K $1,204 Campaign ROI CAMPAIGN LEADS AI LEADS SPEND INVEST. CAPITAL RAISED COST/$100K LM-Parking Masterclass 4,210 1,892 $214K 218 $14.2M $1,507 LM-Tax Benefits 2025 2,841 1,106 $98K 147 $9.8M $1,000 LM-DST Webinar Series 1,320 584 $62K 89 $6.1M $1,016 (not set) 980 239 — 50 $4.5M —
Full funnel · spend to capital

Campaign ROI

Every dollar of ad spend, traced to funded capital.
  • Full-funnel per campaign — leads, AI leads, intros, discoveries, investments, and capital raised in one table
  • Cost of Capital & Cost/$100K — how much ad spend it takes to produce $100K in invested capital
  • Cohort-based — contacts grouped by creation date; investments follow forward with no date cap
  • Source bucket toggle — All / Paid / Organic / Direct / Imported with platform filter for Paid
  • Click any campaign for a three-level drill: ad sets → individual ads → contacts with inline investment detail
Open dashboard ↗
Wistia Video Performance v2 TOTAL PLAYS 18,420 across 28 projects HOURS WATCHED 1,283h ≈ 4.2 min / play PAGE LOADS 52,847 pages with players PLAY RATE 34.9% plays ÷ loads Top Videos sort: plays ▼ VIDEO PROJECT PLAYS HOURS RATE Fund 5 — Overview Fund 5 3,847 412h 48.2% Tax Strategy Webinar Private Pod 2,914 198h 42.8% IRA Rollover Guide Education 2,103 142h 38.1% Fund 5 — Q&A Fund 5 1,728 96h 29.4% Parking Lot Deep Dive Private Pod 1,234 71h 35.6% Accreditation Walkthrough Education 892 38h 22.1% + 22 more videos…
Engagement signal · content traction

Wistia Video Performance

See which investor videos are actually being watched.
  • Top videos ranked by plays, hours watched, page loads, or play rate — pick your lens
  • Project picker with sane defaults (Fund 5 + Private Podcasts) — expand to all 28 projects when needed
  • Range-filterable for any window — see which content is heating up or cooling off
  • Live name filter for fast retrieval when you're hunting a specific asset
Open dashboard ↗
Lead Tracking v21 RANGE Last 90 days ▾ ANCHOR Funded-anchored ▾ TYPE All New LEADS IN WINDOW 297 DCB 188 FUNDED 35 CAPITAL RAISED $8.4M First-Touch Attribution hs_analytics_source · immutable Leads 297 DCB 188 DC Done 104 Dec CB 76 Dec Done 58 Funded 35 Meta LinkedIn Google Organic Direct Last-Touch at DCB workflow-stamped at milestone Leads 297 DCB 188 DC Done 104 Dec CB 76 Dec Done 58 Funded 35 ↔ side-by-side comparison
Marketing attribution · deal level

Lead Tracking

Three ways to look at the same funnel — depending on the question you're asking.
  • Funded-anchored — where did our funded capital come from?
  • Lead-anchored — how is this cohort converting forward?
  • Activity-anchored — what happened across our funnel this period?
  • Three attribution views (First-touch / Last-touch-at-milestone / Latest source) on either panel — compare side-by-side
  • Per-contact procurement attribution so repeat investors aren't re-attributed every time they fund
  • Investment → deal matching across all pipelines, with R2 cache and unmatched-investment surfacing
Open dashboard ↗
Setter Performance v61.29 METRIC CIERRA KAYLA AIDAN ALEX W UNATTR OVERALL ACTIVITY Dials 1,247 982 812 624 — 3,665 Connections 412 348 284 198 — 1,242 Intros booked 87 72 58 42 — 259 BOOKINGS — DISCOVERY Booked 87 72 58 42 24 283 Held 62 54 41 28 18 203 Completed 58 49 38 24 16 185 No-show 21 14 11 9 4 59 NEW MONEY New investments 14 11 8 6 3 42 Capital raised $1.4M $1.1M $820K $640K $280K $4.2M POPULATION: Booked Held Completed COHORT: All From intro No intro
Top-of-pipe sales · Cierra · Kayla · Aidan · Alex W.

Setter Performance

Track the work that gets discoveries on the calendar.
  • Activity (Dials, Connections, Intros) and Bookings (Booked → Held → Completed → No-show) per setter
  • New Money attribution via the setter cascade — credit flows to whoever booked the original discovery
  • From-Intro vs No-Intro cohort comparison — sets without an intro have different conversion math
  • Held vs Completed separates actual meetings from dispositioning hygiene
  • Per-setter columns + Unattributed + true grand-total Overall column
  • Every cell drillable to underlying records
Open dashboard ↗
Closer Performance v21.1 Call Outcomes 142 KELVIN 118 BRONSON 96 JONNY Completed 68% No-show 18% Rescheduled 14% Discovery Decision Funded Investments All Money / New / Added METRIC KELVIN BRONSON JONNY DANIEL ALEX Z UNATTR OVERALL ALL MONEY Investments funded 24 18 15 9 7 4 71 All investors active 18 14 12 7 6 3 52 (8 cc) Capital raised $2.4M $1.8M $1.5M $890K $720K $340K $7.7M NEW MONEY First-time investors 11 8 6 4 3 2 34 New money raised $1.1M $820K $640K $410K $320K $180K $3.5M cc = cross-credited contacts (counted in Overall once)
Bottom-of-pipe sales · Kelvin · Bronson · Jonny · AMs

Closer Performance

Closer activity, outcomes, and capital — in one view.
  • Discovery + Decision booking funnels per closer (Booked, Held, Completed, No-show, Rescheduled)
  • Funded Investments split three ways: All Money / New Money / Added Money — closers plus AMs (Daniel, Alex Z.)
  • Call Outcomes donuts surface dispositioning patterns at a glance
  • Cross-credit footnote on unique-contact rows keeps the math honest when one investor talks to two closers
  • Drill into any cell for the underlying meetings or investments
Open dashboard ↗
Conversion Dashboard v19.13 FUNNEL VIEW Setter Closer Pairing matrix POPULATION Booked Held Completed Setter Cascade — Held Population INTROS HELD 203 DISCOVERIES BOOKED 152 FUNDED 38 152 / 203 = 74.9% 38 / 152 = 25.0% Same cohort traced through every tier — Held population only OVERALL: INTRO → FUNDED 18.7% 38 funded · 203 intros held COMPARISON: LAST PERIOD 14.2% ▲ +4.5pp · Δ +32%
End-to-end funnel intelligence

Conversion Dashboard

End-to-end funnel intelligence — one place, one cohort.
  • Two-axis toggle — Funnel View (Setter / Closer / Pairing matrix) × Population (Booked / Held / Completed)
  • Three-tier setter cascade + two-tier closer cascade — every step attributable, every conversion math-traceable
  • Pairing matrix shows who-did-what-for-whom across the setter × closer grid
  • True grand-total Overall column — attributed + unattributed sums clean, no double-counting
  • Period comparison on every cell — delta and percentage change vs prior period
Open dashboard ↗
Sunrise Investment Dashboard v39.13 TOTAL CAPITAL RAISED $42.8M all funds · all time NEW MONEY $11.2M first-time investors · this year ACTIVE INVESTORS 312 unique contacts · funded Capital Raised — Monthly J F M A M J J A S O N D All Money by Closer CLOSER INVS $ Kelvin E. 24 $8.4M Bronson P. 18 $6.2M Jonny C. 15 $5.1M Unattributed 14 $3.8M Funded Investments — Recent sort: funds received ▼ DATE INVESTOR FUND CLOSER TYPE AMOUNT May 14 Joe F. Fund 5 Kelvin REPEAT $250K May 13 Sarah M. Fund 5 Bronson NEW $100K May 12 David L. Fund 5 Jonny BOLT $50K
Capital outcomes · the bottom line

Sunrise Investment Dashboard

Where the money came from. Where it's going.
  • KPI strip: total capital raised, new money, active investors — at-a-glance fund health
  • All Money by Closer / AM with unique-contact dedup and cross-credit footnote for honest math
  • Capital raised over time charts with fund-by-fund breakdown
  • Funded investments list filterable by fund, type (New / Repeat / Bolt-On), date range, person
  • LTV per investor for downstream retention math
  • Drill into every cell for the underlying investment records
Open dashboard ↗

Team & reporting

Communication activity, attribution, L10 and referrals.

Weekly Ad Report v3.2 SPEND LEADS AI LEADS COST / AI LEAD Campaigns & Ad Sets — closed weeks CAMPAIGN SPEND LEADS CPL AI LEADS CPAIL INTROS
Paid acquisition · weekly cadence

Weekly Ad Report

What each campaign produced last week — and what it cost.
  • Per-campaign weekly rollup — spend, leads, CPL, AI leads, cost per AI lead, intros and discoveries
  • Closed weeks only (Mon–Sun), so numbers don't move mid-week
  • Meta campaigns expand into ad sets; platform subtotals plus a Paid subtotal across Meta, Google and LinkedIn
  • Google spend with no HubSpot contacts still shows, so unattributed spend isn't hidden
  • Download Excel for the weekly report
Open dashboard ↗
UTM Attribution v1.11 TOTAL LEADS AI LEADS CAMPAIGNS URL ATTRIB RATE Source · Medium · Campaign CAMPAIGN SOURCE MEDIUM LEADS AI DISC. INVEST.
Marketing attribution · URL level

UTM Attribution

Attribution parsed straight from the landing URL.
  • Parses utm_source / medium / campaign from each contact's landing URL — cleaner than HubSpot's DD1/DD2 fields
  • Five attribution modes — First Touch, Last Touch before Discovery, Commitment or Investment, and Recent Activity
  • † fallback for URLs without UTMs — conversion event name, landing path, or DD1/DD2
  • Resolves numeric campaign IDs to readable campaign names
Open dashboard ↗
Setter Communication Activity v2.1 OUTBOUND CALLS INBOUND CALLS SMS EMAIL Calls by disposition Connected Left voicemail Left live message No answer Busy Connect - Scheduled
Team activity · Kayla · Cierra · Alex W. · Aidan

Setter Communication Activity

Every call, text and email the setters log.
  • Average daily phone activity — count and time on the phone against an 8-hour day
  • Calls broken out by HubSpot disposition with count, share, average and median duration
  • SMS and email activity, with automated and templated texts filtered out
  • Combined or side-by-side views per setter, with period comparison
Open dashboard ↗
Closer Communication Activity v1.3 OUTBOUND CALLS INBOUND CALLS SMS EMAIL Calls by disposition Connected Left live message Left voicemail No answer Connect - Scheduled Busy
Team activity · Kelvin · Bronson · Jonny

Closer Communication Activity

Every call, text and email the closers log.
  • Average daily phone activity — count and time on the phone against an 8-hour day
  • Calls broken out by HubSpot disposition with count, share, average and median duration
  • SMS and email activity, with automated and templated texts filtered out
  • Combined or side-by-side views per closer, with period comparison
Open dashboard ↗
Account Manager Communication Activity v3.6 OUTBOUND CALLS INBOUND CALLS SMS EMAIL Investor Activity INVESTOR CALLS SMS EMAIL LAST TOUCH
Team activity · Alex Z. · Daniel A.

Account Manager Communication Activity

Calls, texts and emails to existing investors.
  • Average daily phone activity per AM against an 8-hour day
  • Calls by disposition, each with its own count, share, average and median duration — no blended connect rate
  • SMS and email activity, combined or side by side
  • Investor Activity roll-up — who's been contacted and who hasn't
Open dashboard ↗
IR Team — L10 v1.12 TOTAL RAISE NEW MONEY REPEAT MONEY Recent Activity · Fund 5 by Investment Type METRIC LAST 7 LAST 14 LAST 30
Leadership · weekly L10 meeting

L10 Dashboard

The IR team's numbers, at a glance, for L10.
  • Quarter vs. quarter — total raise, new money and repeat money, compared at the same point in the quarter
  • Recent activity — discovery calls set, commitments made, investments funded (7 / 14 / 30 days)
  • Fund 5 by investment type — Individual, Joint, Entity, Trust, IRA and more
  • Fund vs. fund raise comparison
Open dashboard ↗
Referral Activity v1.1 REFERRERS OWN CAPITAL REFERRED CAPITAL COMBINED Referrers REFERRER REFERRALS OWN REFERRED COMBINED
Investor relationships · referral network

Referral Activity

Who refers, and how much capital follows.
  • Every contact who has referred at least one other contact, from HubSpot Referral / Referrer associations
  • Combined capital — own investments plus the whole referral network, the basis for referrer benefits
  • Rolled-up or direct-only credit, filterable to referrers with capital or who are investors
  • Click any referrer for the full breakdown
Open dashboard ↗