Which analyses need which data
Nine analyses run against each connected tool, and each needs something specific — a source field, a stage ladder, per-record change history, per-send email results, automation definitions, forecast data, closed outcomes, or fills captured by the tracking script. This page says which tool provides which, so you can tell before connecting what will fill and what will not. Read it alongside the connect article for your tool.
The three states a card can be in
An analysis is never hidden because your data is thin. Every card is shown, and its state says which of three things is true.
| State | What it means | What the card shows |
|---|---|---|
| Ready | The tool supports it and your workspace holds the data | The analysis |
| Not set up | The tool supports it and your workspace has not implemented it | What it is called in your tool, where it lives, which plan tier of that tool it needs, the steps to set it up, and how to check it worked |
| Unsupported | The tool genuinely cannot feed it, or MarqIQ cannot read it yet | One short sentence saying so, written as MarqIQ's limit and never as your failing |
Note
Where MarqIQ has not verified how a capability works in a tool, it says that rather than guessing at a setup — and never tells you that you have not set up something it has not checked for.
What each analysis needs
| Analysis | The question it answers | What it needs |
|---|---|---|
| Source truth | Can we trust the field we report channels from? | Records carrying a field about where each person came from. Runs on every tool that syncs |
| Audience health | How many people can we email, and who is still listening? | Records carrying an email address, an opt-out or bounce marker, and a last-engagement date. Runs on every tool that syncs; the fields are found by what they mean in your workspace, and each reading names the field it came from |
| Field discipline | Is each field being used for what it is for? | A record's change history: every value a field held, when, and what wrote it |
| Funnel | Where do people drop off, and how long does each step take? | A stage ladder on people. Conversion and timing additionally need a date stamped when a person enters each stage |
| Lead scoring | Does our score pick out the people who buy? | A field on people that scores them, and at least 30 people who reached the outcome being scored towards |
| Forecast accuracy | Was the forecast right, before each deal closed? | Deals, a probability or forecast category on them, and the history of the deal's stage, category and close date |
| Form fills | Which fills are real, which are junk, what does a fill become? | Either the tool's own forms and their submissions, or fills captured by MarqIQ's tracking script on your website |
| Which sends worked, and is the list under strain? | Results reported for each email sent, one row per send | |
| Automations | What is switched on and broken, or reaching nobody? | The tool's workflow, campaign or journey definitions, and their enrolment counts |
A tenth tab, Overview, reports what the other nine found and has no findings of its own, so it fills whenever any of them does.
Which tool provides which
| Tool | Source truth | Audience health | Field discipline | Funnel | Lead scoring | Forecast | Form fills | Automations | |
|---|---|---|---|---|---|---|---|---|---|
| HubSpot | Yes | Yes | Yes | Yes | Yes | Yes | Yes | Yes | Yes |
| Marketo Engage | Yes | Yes | Yes | Yes | Yes | No deals | Yes | Yes | Yes |
| Salesforce | Yes | Yes | Tracked fields only | Yes | Build your own | Yes | Script only | No | Yes |
| Pipedrive | Yes | Yes | Yes | Build your own | Build your own | Yes | Script only | No | No |
| Zoho CRM | Yes | Yes | Yes | Yes | Yes | Not read yet | Script only | No | No |
| Microsoft Dynamics | Yes | Yes | Audited columns only | Yes | Build your own | Not read yet | Script only | No | No |
| Pardot (MCAE) | Yes | Yes | No | Not verified | Not verified | Not read yet | Script only | No | No |
| Mailchimp | Yes | Yes | No | Not verified | Not verified | No deals | Script only | Yes | Yes |
| Salesforce Marketing Cloud | Yes | Yes | No | Not verified | Not verified | No deals | Script only | Yes | Yes |
| Adobe Campaign | Yes | Yes | No | Not verified | Not verified | No deals | Script only | No | No |
| Adobe Journey Optimizer | Yes | Yes | No | Not verified | Not verified | No deals | Script only | No | No |
Yes means the tool can feed it; whether it fills also depends on whether your workspace holds the data. “Not verified” means MarqIQ has not checked how that capability works in that tool and will not guess at the setup — the analysis still runs when the data is there.
Reading the less obvious cells:
- Tracked fields only — Salesforce keeps a field's history only where an admin switched Field History Tracking on, up to 20 fields per object. Deal stage, amount and close date are always testable, because Salesforce records those on every opportunity.
- Audited columns only — Dynamics keeps a column's history only where auditing is on for the organisation, the table and that column.
- Build your own — the tool has no such feature of its own, and every team building on it builds one. The card says so and gives the steps for that tool.
- Script only — MarqIQ does not read that tool's own forms, so the Form fills tab fills from what the tracking script captures on your website instead. The card never says you have not set up forms, because MarqIQ cannot tell a customer with no forms from one whose forms it cannot read.
- No deals — the tool syncs people and not deals, so there is nothing to forecast. Marketo Engage, Mailchimp, Salesforce Marketing Cloud, Adobe Campaign and Adobe Journey Optimizer are the five.
- Yes under Funnel means the tool has a stage ladder MarqIQ has checked, so the tab shows where people sit. Conversion, timing and skips also need a date stamped when a person enters each stage, and MarqIQ reads those today only from HubSpot's Date entered properties. On every other tool the tab reads as a snapshot and says so. What counts as reaching a funnel stage? has the detail.
- Not read yet — the tool has a forecast and MarqIQ cannot read its forecast fields, so nothing is judged.
What each tool calls an automation
| Tool | The word it uses |
|---|---|
| HubSpot | Workflow |
| Marketo Engage | Smart campaign |
| Mailchimp | Automation |
| Salesforce Marketing Cloud | Journey |
| Salesforce | Flow |
The analysis uses your tool's own word throughout, so a Marketo reader never has to translate “workflow”.
Which tools sync what
- Eleven tools pull records: HubSpot, Salesforce, Marketo Engage, Pipedrive, Zoho CRM, Microsoft Dynamics, Pardot (MCAE), Mailchimp, Salesforce Marketing Cloud, Adobe Campaign and Adobe Journey Optimizer.
- Six of those pull deals as well as people: HubSpot, Salesforce, Pipedrive, Zoho CRM, Microsoft Dynamics and Pardot (MCAE).
- A tool connected for field mapping only pulls no records at all, so it has no analyses. The connect page says so plainly rather than offering a Sync button that does nothing.
Where a reader has not been run against a live account
HubSpot and Marketo Engage are verified against live accounts for field history and automations. The Salesforce, Pipedrive, Zoho CRM and Dynamics history readers follow each vendor's documented API and are tested on payloads of that shape, and none has yet run against a customer account. Anything unexpected ends as a plain sentence on the page rather than as a wrong finding.
What to connect for a given question
| What you want to answer | Connect |
|---|---|
| Where our pipeline really comes from | Your CRM. Source truth and the Executive Read run on any of the six that carry deals |
| Whether our first-touch field survives | HubSpot, Marketo Engage, Salesforce, Pipedrive, Zoho CRM or Microsoft Dynamics — the six with change history |
| Whether our forecast holds up | HubSpot, Salesforce or Pipedrive |
| Whether our email is working | HubSpot, Marketo Engage, Mailchimp or Salesforce Marketing Cloud |
| Which forms bring people in | HubSpot or Marketo Engage, or install the tracking script and read fills from your own site |
| Whether our scoring picks out buyers | Any tool that syncs, as long as a score field is filled and 30 people have reached the outcome |
Next steps
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