MQL weekly report log.
Every biweekly MQL report in one series — points, tiers, sources, and demo conversion over time. The goal, the qualification rules, and the dashboards live up top so the whole report has context.
The goal
Minimum monthly target: 30 MQL points (high-tier).
Sales target it's pegged to: close 1 client per week (currently ~1 every 2 weeks) and 1 Whale per month (currently ~1 every 2 months). At a 20% sales conversion rate, that's ~6 closed-deal MQL points/month — back-solved to 30 MQL points/month on the marketing side.
Qualification
× Not qualified — company under 100 employees; fraudulent or test submissions; lead at a large company who misunderstands what PerkUp does or isn't the relevant department.
✓ Qualified — actual buyer or decision-maker, 100+ employees, submits the form and schedules a call.
Dashboards & raw data
- Reporting sheet (Google Sheets) — lead-by-lead tracker behind the weekly counts.
- Demo-page traffic (Looker Studio) — live visitors, conversion, and source breakdown.
- MQL hub on Notion — original source for each weekly post.
Mood emoji on the original Notion posts: 😄 great week · 🙂 good · 😐 neutral · 😕 tough · 😩 bad.
MQL points per period
Total MQL points per report period. Nov 3–23 was a 3-week period; May 11–25 included 14 WebSummit event leads (high-tier excl. WebSummit was only 2). Jun 22–Jul 5 rebounded to 60/30 high-tier (double the goal). Jul 20–Aug 3 was the second miss in a row at 21/30 high-tier — likely seasonal (late July / early August is B2B's slowest stretch).
The report log
| Posted | Period | Pts | HT (mo) | Shrimp | Big Fish | Whale | Kraken | Demo visitors | Conv. | Top sources |
|---|---|---|---|---|---|---|---|---|---|---|
| 2025-10-22 | Oct (wk) | 14 | — | 5 | 1 | 1 | 1 | 99 | 8.08% | Google, 2 referral |
| 2025-10-27 | Oct 20–26 | 18 | — | 10 | 4 | 0 | 0 | 134 | 13.43% | Google, 3 AI, 1 referral |
| 2025-11-05 | Oct 27–Nov 2 | 22 | — | 8 | 0 | 2 | 2 | 145 | 8.28% | Google, 3 AI |
| 2025-11-25 | Nov 3–23 | 91 | — | 48 | 4 | 5 | 5 | 509 | 17.87% | 35 Google, 11 AI, 7 Reddit, 5 referral, 4 event (TechCrunch) |
| 2025-12-05 | Nov 24–30 | 5 | 43/30 ✓ | 5 | 0 | 0 | 0 | 109 | 4.58% | Google, 1 AI |
| 2026-01-05 | Dec/Jan | 59* | 25/30 | 34 | — | 3 | 4 | 544 | 7.54% | 24 Google, 11 AI, 3 Reddit, 2 referral, 1 event, 1 LinkedIn |
| 2026-01-19 | Jan 1–18 | 47 | 23/30 | 24 | 1 | 3 | 2 | 289 | 16.26% | Google, AI, 2 referral, 1 event |
| 2026-02-03 | Jan 18–31 | 46 | 49/30 ✓ | 20 | 2 | 1 | 3 | 236 | 11.02% | 14 Google, 8 AI, 4 Reddit, 2 referral |
| 2026-02-17 | Feb 2–15 | 41 | 21/30 | 20 | 4 | 1 | 2 | 261 | 15.33% | 18 Google, 9 AI, 2 LinkedIn, 2 Reddit, 1 referral |
| 2026-03-04 | Feb 15–Mar 1 | 53 | 45/30 ✓ | 29 | 3 | 2 | 3 | 358 | 15.36% | 23 Google, 5 AI, 4 Reddit, 3 LinkedIn, 2 referral |
| 2026-03-16 | Mar 1–15 | 58 | 35/30 ✓ | 23 | 1 | 3 | 6 | 307 | 14.33% | 17 Google, 11 AI, 4 referral, 1 Reddit |
| 2026-03-30 | Mar 16–29 | 49 | 65/30 ✓ | 19 | 6 | 6 | 0 | 316 | 14.87% | 19 Google, 10 AI, 3 referral |
| 2026-04-13 | Mar 29–Apr 12 | 58 | 29/30 | 29 | 1 | 5 | 3 | 443 | 11.06% | 16 Google, 13 AI, 7 referral, 2 Reddit, 1 LinkedIn |
| 2026-04-27 | Apr 13–26 | 49 | 56/30 ✓ | 22 | 6 | 1 | 3 | 503 | 11.73% | 16 Google, 12 AI, 1 each: referral/LinkedIn/Reddit/event/WOM |
| 2026-05-11 | Apr 27–May 10 | 57 | 33/30 ✓ | 24 | 1 | 5 | 4 | 557 | 6.10% | 15 AI, 13 Google, 3 LinkedIn, 3 referral |
| 2026-05-25 | May 11–25 | 64 | 35/30 ✓ | 29 | 5 | 3 | 4 | 572 | 12.94% | 14 Google, 14 event (WebSummit), 10 AI, 2 referral, 1 LinkedIn |
| 2026-06-08 | May 25–Jun 7 | 62 | 32/30 ✓ | 30 | 2 | 4 | 4 | — | — | 18 Google, 15 AI, 3 referral, 1 LinkedIn, 1 Reddit, 1 event, 1 blog |
| 2026-06-22 | Jun 8–21 | 51 | 20/30 ⚠ | 31 | 3 | 2 | 2 | — | — | 16 AI, 15 Google, 5 referral, 1 LinkedIn, 1 event |
| 2026-07-06 | Jun 22–Jul 5 | 60 | 60/30 ✓ | 30 | 4 | 8 | 7 | — | — | 21 AI, 21 Google, 4 referral, 1 Reddit, 1 event, 1 LinkedIn |
| 2026-07-20 | Jul 6–19 | 46 | 23/30 ⚠ | 23 | 8 | 1 | 1 | — | — | 18 Google, 8 AI, 2 referral, 2 LinkedIn, 1 WOM, 1 search, 1 event |
| 2026-08-03 | Jul 20–Aug 3 | 45 | 21/30 ⚠ | 24 | 5 | 1 | 2 | — | — | 16 Google, 11 AI, 2 referral, 1 LinkedIn, 1 Reddit, 1 event |
* Jan 5 report stated a monthly total (59); a separate "this-period" figure was not broken out. May 25–Jun 7 reported demo requests (57) rather than demo-page visitors, so the visitors and conversion columns are blank. ✓ = monthly high-tier goal met.
How to read the MQL log
- Tiers matter more than the headline count. A high point total can be mostly Shrimp. The high-tier (HT) goal is 30/month; the by-tier columns show whether the points came from Big Fish, Whales, and Krakens or from volume.
- Events inflate the count. May 11–25 hit 64 points, but 14 leads were WebSummit scans and high-tier excluding WebSummit was just 2. Event MQLs are real but lower-intent — see Events marketing.
- Google and AI tools are the steady sources. They lead nearly every period; Reddit and LinkedIn appear in ones and twos. This matches the closed-deal mix on Demand generation.
- Conversion swings with seasonality. Holiday weeks crater (4.58%); the strongest periods clear 15–18%.
Source: #marketing Slack recurring reports. Figures are point-in-time as reported by the marketing team; re-pull before quoting externally. Lead tiering is explained on Demand generation.