I developed this visual as a guide to help identify the various media elements in the ProSight Marketing Plan including their role in the marketing/sales funnel and the associated departments and individuals involved in each step. ProSight originally employed a very short marketing funnel so the evolution of that funnel to extend into other medias required increasing levels of internal education and analysis to help identify ROI for advertising spend and planning time. The color-coded circles were indicators of relative cost and effectiveness across the marketing spend. Unknown ratings (marked with ?) indicated that those initiatives were still awaiting ad tracking and sales lead reporting results .