Your pipeline coverage ratio is in one view. Your MQA conversion rate is in another. ICP fit scores are in a third. Campaign performance is in your marketing automation platform. Pulling all four into a single slide for the Monday morning operating review takes 45 minutes, and by the time the slide is ready, the numbers are 48 hours old.
The unified view problem is not a dashboard problem. It is a data architecture problem: you cannot aggregate metrics that live in systems without a shared data foundation. Spencer Stuart found that more than 80% of marketing leaders are already piloting AI, but the most common barrier is exactly this: disconnected systems that prevent any tool from accessing the right context.
Marketing Highlights inside Lative’s Marketing Intelligence module surfaces four categories of strategic intelligence in one interactive view: funnel trends, ICP and target account analysis, team alignment metrics, and campaign performance. Every metric drills through to the supporting Revenue Insights or opportunity detail that explains what is driving it.
What Marketing Highlights shows
Marketing Highlights surfaces four categories of strategic marketing intelligence in one screen. Each one answers a question that typically requires pulling a separate report. Together they give you a complete picture of demand engine health before the week begins.
Funnel trends
Opportunity generation rates, conversion rates at each stage, and average time in stage, so you can immediately see where velocity is healthy and where additional attention is needed. A stage where conversion rate is running below trend is visible without requiring a custom report build.
ICP and target account analysis
Marketing Highlights compares success with target accounts against the customer profiles the business has historically had the most success with. If the current ICP definition is generating engaged accounts that do not match the historical win profile, that misalignment is visible before it becomes a pipeline quality problem.
Team alignment metrics
A consistent set of demand generation success metrics reviewed on a regular cadence, weekly stand-ups, monthly reviews, keeps the marketing team oriented around the same numbers. Marketing Highlights provides that shared reference point without requiring someone to rebuild a slide deck for every review.
Campaign attribution trends
Which programs are generating engagement at which stages of the funnel. A campaign that is strong at top-of-funnel engagement but not converting to pipeline is visible in the attribution trend view, giving the CMO the information needed to adjust program mix before the quarter closes rather than after.
The executive cockpit use case
A February 2026 analysis of more than one million sales cycles found that win rates increase 5% when executives join a deal at the third touchpoint or later, and drop 6% when executives are pulled in at the first touchpoint. Knowing which accounts are at which engagement stage, and when to involve executives, is the operational decision this view enables.
Marketing Highlights is designed for three recurring review moments:
- Monday morning pulse check: five minutes to confirm whether the week starts with a problem to solve or a plan to execute
- Joint CMO-CRO operating review: a shared starting point that eliminates the “whose numbers are right” debate before it starts
- Board and CFO prep: a single screen that shows marketing’s contribution to pipeline and revenue in the same terms the rest of the business uses
The same view is useful for the joint CMO-CRO operating review. When both executives are looking at Marketing Highlights drawn from the same data model that underlies the CRO’s pipeline view, the meeting starts from a shared understanding of the demand engine’s current state rather than from competing interpretations of different reports.
Lative’s Marketing Intelligence module connects the marketing-side cockpit view to the same platform the CRO uses for sales productivity and capacity planning. One platform. One data foundation. Two executive views of the same underlying reality.
Connecting to Campaign Cards and AI Narratives
For the campaign-level detail underneath the attribution trends in Marketing Highlights, see Campaign Cards. For the AI-generated narrative layer that turns these metrics into executive-ready explanations, see the one-click AI narratives overview.
When Trulioo‘s CMO Dawn Crew needed to establish a shared operating view for weekly reviews with her CRO and CEO, Marketing Highlights became the single screen she opened every Monday morning.
The same view her CRO was already looking at on the sales side, built from the same data foundation, meant the weekly sync started from a shared picture of demand engine health rather than from competing reports.
How Trulioo’s CMO Uses Marketing Highlights Weekly
If your Monday morning starts with assembling five separate reports to understand where the demand engine stands, Marketing Highlights was built for exactly that moment. See Marketing Highlights inside Lative’s Marketing Intelligence module.
Lative Team — Lative is the AI-native GTM platform that connects marketing intelligence to sales capacity planning on one shared data foundation.
