Marketing metrics demystified.
I've spent 30 years thinking about what should be the right marketing metrics that incentivize the right behavior for the team. Here are the six categories I used at Slack, Zendesk and Salesforce for my B2B marketing teams.
1.Funnel Metrics 🔄
These are the bread and butter of every B2B SaaS marketing team. I really advocated for moving beyond just leads.
•Website visits
•Form completes
•Leads
•Marketing Qualified Leads (MQLs)
•Sales Accepted Leads (SALs)
•Sales Qualified Leads (SQLs)
•Opportunities
•Pipeline
•Closed won business
•Expansion opportunities
2.Brand Metrics 🎯
Often overlooked in B2B SaaS, I loved tracking brand metrics to measure our impact.
•Aided recall
•Unaided recall
•Brand sentiment
•Share of voice
•Share of conversation
3.Experience Metrics 🏆
Good experiences = happy customers = word of mouth = fast growth
•Net Promoter Score (NPS)
•Customer Satisfaction (CSAT)
•Page load time
4.PLG Metrics (Product-Led Growth) 📈
PLG isn’t just for the product team—marketing plays a huge role too.
•Daily Active Users (DAUs)
•Product Qualified Leads (PQLs)
•Time to Value (TTV)
•How simple is product
•How fun is product
5.Date-Driven Metrics 🗓️
These metrics keep teams accountable to timelines.
•Campaign deadlines
•Event timelines
•Content publication schedules
6.Stakeholder Value Metrics 🤝
Marketing doesn’t just serve external audiences—it supports internal stakeholders too.
•Stakeholder satisfaction surveys
•Internal service response times
💬 What did I miss?
#MarketingMetrics #B2BMarketing #AIMarketing
🚀 About Bill 🚀
Bill Macaitis is an advisor and board member guiding aspiring AI & SaaS unicorns/decacorns. Bill works with companies to build out capital efficient go-to-market strategies and world class teams. Over his 30 year career Bill has achieved five successful exits and powered growth at three of the fastest-ever growing companies: Slack (CRO/CMO), Zendesk (CMO), and Salesforce (SVP of Marketing).
Learn marketing + watch full video at 🚀 Saascmopro.com 🚀
Popular Podcasts
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Follow now to get the latest episodes of Dateline NBC completely free, or subscribe to Dateline Premium for ad-free listening and exclusive bonus content: DatelinePremium.com
On Purpose with Jay Shetty
I’m Jay Shetty host of On Purpose the worlds #1 Mental Health podcast and I’m so grateful you found us. I started this podcast 5 years ago to invite you into conversations and workshops that are designed to help make you happier, healthier and more healed. I believe that when you (yes you) feel seen, heard and understood you’re able to deal with relationship struggles, work challenges and life’s ups and downs with more ease and grace. I interview experts, celebrities, thought leaders and athletes so that we can grow our mindset, build better habits and uncover a side of them we’ve never seen before. New episodes every Monday and Friday. Your support means the world to me and I don’t take it for granted — click the follow button and leave a review to help us spread the love with On Purpose. I can’t wait for you to listen to your first or 500th episode!