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Pillar 6 · KPIs and reporting

KPIs and reporting: measure what moves pipeline

Good B2B KPIs show whether your GTM engine creates pipeline and revenue, not just activity. The most important ones connect marketing and sales: qualified pipeline, conversion between stages, cost per opportunity, deal velocity and customer value. Reporting turns them into decisions. Here you will find our articles on KPIs, demand gen metrics, ROI and reporting.

Key terms

KPI
A metric a team uses to measure progress towards a goal. A KPI needs a clear definition, a source and an owner.
Qualified pipeline
The value of opportunities sales has accepted as real sales chances. A shared KPI for marketing and sales.
Cost per lead (CPL)
A channel's cost divided by the leads it won. Meaningful only together with the quality of those leads.
Marketing ROI
The return from marketing relative to its cost, in B2B usually calculated via pipeline and won deals.

KPIs for marketing and sales

Which metrics count, and which only reassure.

Demand gen and performance metrics

Measuring channels and content properly.

Reporting and ROI

From dashboards to decisions.

All other articles on kpis and reporting

FAQ

Frequently asked questions

Which KPIs matter most in B2B marketing?
Those connected to revenue: qualified pipeline from marketing, conversion between funnel stages, cost per opportunity and win rate. Reach, clicks and leads are useful early indicators but not goals. Pick a few KPIs, define them together with sales and review them weekly.
How do I measure demand generation?
Through early indicators and outcomes. Early indicators include search volume for your brand, direct visits, engagement with content and conversations that refer to your content. Outcomes are qualified pipeline and won deals. Also ask new contacts directly how they heard about you.
How do I calculate the ROI of my B2B marketing?
Divide the return from marketing, minus its cost, by the cost. In B2B the return is usually the contribution margin of deals marketing started or influenced. Decide upfront which attribution you use, and calculate over a period that fits your sales cycle.
What makes good reporting?
It answers questions that lead to decisions: what works, what does not, and what do we change? Good reporting has few metrics with clear definitions, compares against targets and previous periods and names an owner for every deviation. Dashboards with every available number create distraction rather than clarity.