Marketing Dashboard

Total marketing spend on a campaign or channel divided by the number of leads generated. A foundational efficiency metric for demand generation.

The return on investment from marketing spend, calculated as pipeline or revenue generated divided by total marketing cost. Marketing ROI connects spend to revenue outcomes and is the top-level metric marketing leaders use to justify budget, optimize channel mix, and demonstrate impact to the board.

The percentage of records that advance from one stage to the next (e.g., MQL to SQL, SQL to opportunity, opportunity to closed-won).

The methodology for assigning credit to marketing and sales touchpoints that influenced a deal. Models include first-touch, last-touch, linear, and W-shaped.

A methodology for ranking prospects against a scale representing perceived value. Combines demographic fit (firmographic) and behavioral signals (engagement).

Behavioral signals that indicate a prospect is actively researching or evaluating solutions. Sources include content consumption patterns, review site visits, competitor comparisons, and search activity.

An evolution of ABM that extends account-based thinking beyond marketing into sales, CS, and product. All revenue functions coordinate around a shared set of target accounts.

The invisible portion of the buyer journey that occurs outside trackable channels -- podcasts, Slack communities, word-of-mouth, private social. Revenue teams can't attribute it, but it drives pipeline.