What this dashboard measures
This dashboard answers a single question, three different ways: of the activity that happened in a given window, what fraction converted into funded investments? Three sections, three different funnel stages: Setter Funnel (booked discovery → funded), Closer Discovery (completed discovery → funded), Closer Decision (completed decision → funded).
Each section measures conversion front-anchored — the date range filters the source records (when the booking/completion happened), and the conversion is "did this contact later fund?" The funding event can be outside the date range; what matters is that it happened after the source record.
Setters shown: Kayla Daughtrey, Cierra Milao, Alex White, Aidan Conner. Closers shown: Kelvin Evans, Bronson Picket, Jonny Cattani. Daniel Ackerman and Alex Zahn are AMs and live on a different dashboard.
The three sections
Setter Funnel — Booked Discovery → Funded
Of discoveries the setter caused to be booked in the date range, what fraction resulted in the contact funding their first investment? Setter attribution follows the cascade — deal.setter_owner first, contact.setter_owner as fallback. Closers usually own the meeting record; the setter gets credit through cascade.
This is the broadest setter-side conversion measure: it captures all the post-booking risk (the discovery might no-show, get rescheduled, or just not close). A setter whose bookings convert poorly may be booking lower-quality leads, even if their volume looks good.
Closer Funnel — Completed Discovery → Funded
Of discoveries the closer ran (i.e., COMPLETED, not no-shows or reschedules) in the date range, what fraction resulted in funding? Closer attribution is direct — meeting.hubspot_owner_id. This filters out what didn't happen and measures what the closer did with the discoveries that actually took place.
Closer Funnel — Completed Decision → Funded
Of decision calls the closer ran in the date range, what fraction funded? This is the most concentrated read on closer skill: the prospect made it through discovery, agreed to a decision call, sat through it, and either funded or didn't. Decision-to-fund is the closing-conversation conversion rate.
Maturity threshold and "in flight"
Live cycle-time data: median 16 days from booking to funds received, p75 30 days, max around 230 days (138 cycles measured). The maturity threshold here is 90 days — comfortably past p75, but not so long that recent quarters become unmeasurable.
Records within the last 90 days that haven't yet funded are in flight — they show in the Booked count subtext ("X in flight (within 90d)") but are excluded from the conversion-rate denominator. We don't know yet whether they'll fund, so calling them "didn't convert" would be unfair. The rate uses the matured cohort only: records older than 90 days, plus any in-flight records that already funded fast.
Cycle-time metrics
Each section reports median days to fund and p75 days to fund — measured from the source record date (booking or completion) to the funds-received timestamp. These help diagnose where the funnel slows down. A high median in the Setter Funnel section combined with a normal median in the Closer Discovery section means delays are happening between booking and discovery completion (no-shows, reschedules, lag).
Cycle-time metrics are derived from the funded subset only — they describe the contacts who did fund. Records still in flight or matured-but-not-funded don't contribute to median/p75.
How attribution works
- Setter Funnel: discoveries booked, attribution via the cascade (
deal.setter_owner with contact.setter_owner fallback). Closers usually own the meeting; the setter gets cascade credit.
- Closer Discovery: discoveries completed, attribution direct via
meeting.hubspot_owner_id. 99% of discoveries are owned by the three current closers — no cascade needed.
- Closer Decision: decisions completed, attribution direct via
meeting.hubspot_owner_id. 99% direct ownership, same as discoveries.
The Unattributed column captures records owned by someone outside the section's roster — for setter sections, that's mostly historical Jamie Wright records or unset cascade; for closer sections, that's Daniel Ackerman / Alex Zahn (AMs) and historical owners.
"New money" — first-investment attribution
The funding event used here is each contact's first funded investment — the same new-money model the setter and closer dashboards use. Once a contact is acquired, follow-on and repeat investments are owned by Account Managers and live on the AM dashboard. So a contact's second fund won't trigger a "conversion" on this dashboard; only their first does.
This means New Money Raised totals here are a subset of the main Investment Dashboard total. The reconciliation gap between the two is the AM-owned repeat-funding volume.
Date ranges and comparison
Each section has its own independent date range. All three default to Last Quarter — long enough that most records are matured and the conversion rate is meaningful. Shortening to the most recent quarter or month is fine but expect more in-flight records and a less stable rate.
Each section has its own compare dropdown:
- Previous Period — the period immediately before the base range.
- Same period previous year — shifts the base range back one calendar year. Apples-to-apples seasonal comparison.
- None — drop the comparison entirely.
- Specific period / Custom dates — pick named or arbitrary windows.
Drill-down — clicking the numbers
Almost every number is clickable. Two click targets per cell:
- Click the headline number → panel opens with the underlying records for the current period.
- Click the delta line ("↓ 18% prev: 25%") → same panel for the comparison period.
Each row shows the contact name (clickable, opens HubSpot), the meeting date and owner, and a funding-state tag: Funded $X with the cycle time in days, Not funded · matured for records past 90 days that didn't convert, or In flight (Nd old) for recent records still within the maturity window.
Drilling into the conversion rate cell shows the matured cohort (the rate's denominator) — funded and not-funded mixed — so you can see who didn't convert and why. Drilling into the Funded count or New Money cell shows just the funded subset.
Reading caveats
Pre-2026 dispositions are sparse. Disposition tracking (COMPLETED / NO_SHOW) wasn't enforced until 2026. Sections that filter on outcome === 'COMPLETED' (Closer Discovery, Closer Decision) will show suppressed counts for any pre-2026 period because many records lack the outcome field. The Setter Funnel section, which counts all bookings regardless of outcome, is unaffected. A warning pill appears on the affected sections when the date range crosses Jan 1, 2026.
Recent ranges have many in-flight records. If you set a section to "This Month" or "Last Month," a substantial fraction of the records will be inside the 90-day maturity window and excluded from the rate. The "X in flight" subtext shows how many. The conversion rate stays honest but may be based on a small denominator. Last Quarter or longer is the comfort zone.
Setter attribution gap on historical data. Many older deals (2023-2024) have a null setter_owner. Discoveries booked from those deals land in the Unattributed setter-funnel column.
Cycle time is funded-subset only. Median and p75 days describe the contacts who did fund. They're silent on the contacts who didn't — those are summarized in the conversion rate.
Glossary
Front-anchored conversion — measures conversion by anchoring on when the source record happened (booking, completion), not when the funding happened. Answers "of the work I did in this window, what converted?" rather than "of the dollars I raised in this window, what work did they trace back to?"
Maturity threshold (90 days) — the cutoff after which a non-funded record is fairly counted as "didn't convert." Bookings within the last 90 days are in flight; older ones are matured.
In flight — within the maturity window, not yet funded. Counted in Booked but excluded from the conversion-rate denominator.
Matured cohort — records older than 90 days, plus any within-90-day records that already funded. The conversion rate's denominator.
Cascade attribution — when the meeting owner isn't the setter (typical for discoveries), credit falls back to deal.setter_owner, then contact.setter_owner.
New money — first-time investor fundings only. Repeat fundings owned by AMs are out of scope here.