What are key performance indicators (KPIs)?
KPIs are the specific, measurable metrics that reflect how well your marketing, sales, or product initiatives are performing against defined goals.
Why are KPIs important for marketing and growth teams?
They give clarity on what success looks like, help prioritise efforts, create accountability, and allow teams to make decisions based on data instead of assumptions.
What KPIs are commonly used in B2B and SaaS marketing?
Common KPIs include website sessions, qualified leads, MQLs, SQLs, pipeline created, customer acquisition cost, marketing-sourced revenue, and return on ad spend.
How do leading indicators differ from lagging indicators?
Leading indicators signal future outcomes (like demo requests or trial activations), while lagging indicators reflect final results (like revenue and renewals). Both are important for a balanced view.
How should kpis align with business goals?
KPIs must directly connect to strategic objectives, such as revenue growth, market expansion, or product adoption, so that every metric tracked has a clear business purpose.
What is the risk of tracking too many KPIs?
Too many metrics can dilute focus, create confusion, and make it hard to see what truly matters. It is better to have a focused set of meaningful KPIs than a long list of vanity metrics.
How often should marketing and growth KPIs be reviewed?
Tactical KPIs are often reviewed weekly, while deeper pipeline, revenue, and retention metrics are typically reviewed monthly and quarterly.
How do different teams share ownership of KPIs?
Marketing, sales, product, and customer success each own specific KPIs, but many are shared. For example, pipeline and retention are joint responsibilities across functions.
How should KPIs evolve as a company grows?
Early stages may focus more on acquisition and product–market fit; later stages emphasise efficiency, retention, unit economics, and lifetime value. KPIs should shift in line with business maturity.
How can dashboards help manage KPIs effectively?
Dashboards consolidate data from multiple systems into a single view, making it easier for leaders and teams to monitor performance, spot trends, and act quickly.
