Q2 2026 — Prepared on May 20

Lister Marketing Dashboard

Main Takeaways
Problem
Demand is decent; mid-funnel is broken. Fixing the leak unlocks ~50 more wins YTD.
Leads are +80% YTD YoY but pacing to 64% of our aggressive Q2 TOF plan (set at 2.25× YoY). MSL → MSP halved from 44.9% to 22.9% — not a qualification issue, leads just aren't being worked. 696 sit in that gap today.
Solution
Combined TOF + MOF solutions.
Sales works the 696 lead backlog. Marketing activates mid-funnel nurture campaigns with HubSpot (launching mid-June). Marketing and Sales launch localized campaigns combining digital + IRL (Detroit and Ft. Lauderdale in Q2).
Call-Out
ALN momentum is real — protect it.
Q2 pipeline tipped to majority ALN at 54% on the strength of three plays working together: events, customer proof, and nurture campaigns. ALN MSP +15% Q2 QTD YoY vs ALM −46% — proof it's growth, not just ALM contraction.
01
Deals — Q2 in Progress
Volume: Q2-26 to-date vs Q2-25 same 50-day window*
Avg Days to Close + Deal Size: vs full Q2-25 avg
● On Track
Marketing-Sourced Deals
28
deals · 20,565 units
▬ Deals flat
▼ Units 18%
vs. Q2-25 same window*: ~28 deals · ~25,231 units
AIM
14,503
RETCON
1,881
List With Us
1,504
Regional Events
1,276
Data Study LP
941
Webinar
351
NAA
109
● On Track
Avg Days to Close
5
days
▼ 29% YoY
ALM
3
▼ 21%
ALN
5
▼ 57%
● At Risk
Avg Deal Size
734
units
▼ 44% YoY
ALM
600
▼ 23%
ALN
1,352
▼ 79%*
*Q2-25 ALN inflated by 1 large outlier deal.
02
Pipeline — YTD
Jan 1 – May 20 · 2026 vs same window 2025
Marketing-Sourced Leads
999
leads
▲ 80% YoY
LWU LP
328
Data Study LP
269
Bisnow
197
ALM LP
94
Other
40
AIM
24
Regional Events
21
ALN LP
21
NAA
3
RETCON
2
⚠ Open Leads
696
leads
YoY N/A
Bisnow
216
LWU LP
148
Data Study LP
143
Webinar
79
Other
53
ALM LP
44
ALN LP
13
257 created pre-2026 (5+ months stale). 439 created in 2026 YTD.
Marketing-Sourced Pipeline
121,607
units
▼ 28% YoY
ALM
66,702
▼ 25%
ALN
54,355
▼ 32%
Of Total Pipe
4.0%
▼ 0.6pp YoY
Marketing-Sourced Units
32,413
units
▼ 40% YoY
ALM
24,096
▼ 16%
ALN
8,317
▼ 68%
Of Total Units
4.1%
▼ 2.6pp YoY
03
The Funnel — YTD YoY
Jan 1 – May 20 · 2026 vs same window 2025
YTD 2025
YTD 2026
Traffic
Web Visits
63,870
90,703
▲ 42% YoY
Leads
MSL
554
999
▲ 80% YoY
MQL
402
638
▲ 59% YoY
The Leak MQL → Pipeline Conversion
44.9%
22.9%
Deals
Pipeline Created
180
146
▼ 19% YoY
Close Rate Pipeline → Won Conversion
39.2%
35.6%
Pipeline Won
71
52
▼ 27% YoY
The Opportunity
Fixing the leak unlocks ~50 more wins YTD.
If MQL → Pipeline returns to 2025's 45.5% conversion · Close Rate held steady