The 7 metrics every B2B marketing leader should report on

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📊 The 7 Metrics Every B2B Marketing Leader Should Report On

For fun, Aditya Vempaty (VP of Marketing at MoEngage) asked ChatGPT which metrics marketing leaders should track.

It spit out 36. THIRTY SIX!

But the truth is, there are only 7 that actually matter.

Aditya scaled Synthego from $5M to $65M in 3 years. He grew the team from 4 people to 25.

He knows exactly how to build dashboards and reporting frameworks that actually communicate marketing’s impact across leadership, sales, and finance.

Here are the exact metrics you need to report on:

1. Number of Opportunities (Not Pipeline Value)

Track opportunity count, not dollar amounts. Why? Pipeline values change. A $2M whale can make your numbers look amazing while hiding the fact you're not generating consistent deal flow.

2. Pipeline Close Rate by Quarter

How many opportunities close in the quarter they're created vs. the next quarter? This tells you how much new pipeline you actually need to generate each quarter.

3. Day 1 Pipeline Coverage

Do you have 3-3.5x coverage going into each quarter? If your sales target is $4M, you need $12-14M in pipeline on day 1. This prevents surprises and shows if you're setting sales up for success.

4. Programmatic Cost Per Opportunity

Total programmatic spend ÷ opportunities generated. Don't include salaries. Those are fixed costs. This shows the true cost of scaling your demand gen machine.

5. Brand Recall (Aided vs. Unaided)

Run semi-annual surveys in communities like Exit Five. Ask two questions:

• Which vendors do you know in this space? (unaided)
• Have you heard of [your company]? (aided)

6. Organic Web Traffic

Don't overcomplicate with branded vs. unbranded splits. Total organic traffic shows if your content and SEO efforts are working.

7. Internal Marketing CSAT

Survey your sales team quarterly. Ask them to rate marketing on a 1-5 scale. Include open-ended questions about what content they need and what you could do better.

Work with your sales leader on the questions beforehand. They'll back you up and ensure their team actually fills it out.

The Bottom Line? Pick fewer metrics. Measure them consistently. Report them weekly. Your CEO (and the rest of the leadership team) will thank you for the clarity.

Want to dive deeper into why these metrics matter and how often to report on them? In the full podcast episode, Aditya breaks down how to turn marketing metrics into a language your exec team actually understands.

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🏢 Open Roles

Who's hiring right now?

🔥 HOT JOBS OF THE WEEK:

Tiugo Technologies is hiring a Senior Web & Brand Designer to lead a rebrand rollout, evolve the design system, and create marketing assets across web, social, and sales. The ideal candidate is detail-obsessed, self-directed, and knows how to turn B2B SaaS brands into visual standouts.

Other open roles on the Exit Five job board this week:

• RightRev is hiring a Marketing Manger
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• Paramark is hiring a Marketing Manager
• Paramark is hiring a GTM Enginne
• Ankored is hiring a VP of Marketing
• Science Interactive is hiring a Producat Marketing Mangager
• Animalz is hiring a Senior Content Marketer
• Ceipal is hiring a Director of Content
• TuMeke is hiring a Senior Marketing Manager (Demand Gen)
• New North is hiring a Growth Marketing Strategist
• Quarterzip is hiring a Senior Growth Marketing Manager
• The Virtual Hub is hiring a Head of Growth Marketing

See all open roles

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