Passport Global
Passport Global adopts AI Dashboards as the source of truth for leadership reviews.
Passport's team replaced CRM and Ads to Excel reporting with live multi-source dashboards.
Faster build
New dashboards take 5 to 10 minutes to build.
What used to take days of exports and VLOOKUPs now ships as a live dashboard in one sitting, joins included.
Better decisions
A clearer view of the data redefined a critical KPI.
Dashboard-driven analysis exposed a measurement issue in the team's win-rate logic. Passport redefined how it measures sales performance company-wide.
Multi-source consolidation
Salesforce, HubSpot, Meta and LinkedIn in one place.
Top-of-funnel, win rate, and paid-media performance all live in dashboards Dana's team can build, share, and trust without a BI engineer.
Industry
International trade
Company size
~150 employees
Role
Marketing ops
Stack
Salesforce · HubSpot · Meta · LinkedIn · Coefficient
Reporting was a manual, multi-tool grind.
Dana Leyden, who runs marketing operations and sales enablement at Passport, had become the team's de facto data analyst. Every other Monday meant pulling top-of-funnel numbers by hand, from systems that didn't talk to each other.
01
The biweekly GTM review ran on a shared spreadsheet.
Open Salesforce reports. Export to Excel. Write VLOOKUPs across sheets. Send around. The whole thing was stale by Wednesday.
02
Salesforce and HubSpot couldn't answer second-order questions.
Salesforce dashboards covered the top level but couldn't drill down across objects. HubSpot reporting was effectively unusable for visualization.
03
Paid media lived in three separate platforms.
Meta over here, LinkedIn over there, no consolidated view. "Should we invest more in LinkedIn or Meta?" was impossible to answer with data.
Dana had used Tableau and Looker at prior companies. Neither was a fit at Passport. They required weeks of build time, a dedicated data analyst, and ongoing maintenance the small marketing operations team couldn't sustain.
I hate HubSpot so much. I think it's impossible to use in terms of data visualization, so I avoid that at all costs.
Dana LeydenMarketing Operations, Passport Global
From spreadsheet to dashboard in minutes.
Frank Ferris, on the Coefficient team, invited Dana to beta-test AI Dashboards. Passport was already a Coefficient power user. Dana used the connector for everything from Salesforce pulls to commission calculations. The leap to dashboards was natural.
The first dashboard she built was the top-of-funnel view that GTM leadership reviews every other week. It captured what the manual spreadsheet had been doing (pacing, lead source breakdown, booking-call metrics) and added what the spreadsheet never could: stage progression analysis, stage velocity, funnel views, and live pipe-gen plus bookings broken down by lead source.
The most useful chart on that dashboard, in Dana's words, is the stage progression analysis. It made it immediately clear how many opportunities were currently at each stage versus how many had progressed past it.
The dashboard that redefined how Passport measures sales.
When Dana built a win-rate dashboard, the numbers didn't add up. Rather than write off the anomaly, she dug in and concluded the team had been measuring win rate in a way that obscured what was actually happening.
Dana redefined the calculation, built a dashboard that drills into win rate across four different views, and rolled it out as the new way the team measures sales performance.
The dashboard didn't just visualize data. It changed the definition of a KPI the company runs its sales reviews against.
Win rate dashboard
KPI redefined company-wide.
- By stage
- By rep
- By segment
- By time period
Four views replacing a single opaque number. Now the team's official measure of sales performance.
Meta and LinkedIn performance, on one page, for the first time.
Before Coefficient, the picture of Passport's media performance lived across separate logins for Meta, LinkedIn, and other platforms, or in a spreadsheet that nobody trusted.
Now Meta and LinkedIn performance sit on one page, with impressions, spend, and drill-down per platform. For a team trying to answer where to invest more, a question that had been impossible to answer with data before, this was the change.
It's the dashboard Dana's manager loves most.
Paid media · spend share
Meta + LinkedIn unified into a single live view of spend, impressions, and drill-downs.
I've used Tableau and Looker. This is faster, simpler, easier to use, and honestly better, especially in how customizable it is.
Dana LeydenMarketing Operations, Passport Global
A grind turned into a five-minute build.
The early dashboards took Dana hours. Today, with both the product and her prompting skills more mature, a new dashboard takes five to ten minutes, including multi-source joins.
5–10 min
To build a new dashboard
Down from hours. Multi-source joins across Salesforce, HubSpot, Meta, and LinkedIn included.
Critical KPI
Redefined company-wide
Win rate moved from an opaque single number to a four-view dashboard the team runs sales reviews against.
0 engineers
Required to maintain it
The marketing ops team owns and ships dashboards themselves. No Tableau or Looker, no data analyst on the hook.
This is the best AI product I've seen a company put out. We get so many emails like this with AI stuff, and most of the time it's AI slop.
Dana LeydenMarketing Operations, Passport Global
From one builder to a company source of truth.
Adoption has spread. What started with Dana building solo for the GTM leadership team has expanded. Multiple teammates across different teams are now building their own dashboards. The company is having internal conversations about which Coefficient dashboards should become the official source of truth across departments.
“How do we say this is the source of truth and agree on that? That's the conversation we're having now.”
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