AMA: Lightspeed Commerce Chief Marketing Officer, Kady Srinivasan on Demand Generation KPI's

We use a centralized dashboard that aggregates data from all our tools (e.g., CRM, marketing automation, analytics platforms). Each channel has its own set of KPIs that a...

Vanity Metrics: Metrics like social media followers or email opens that don’t correlate with pipeline or revenue are dangerous to focus on. They look good but rarely driv...

When entering new markets, I rely on the following process:Data-Driven Benchmarks: If there’s no internal data, I look for benchmarks in similar industries or geographies...

Net Promoter Score (NPS): While it’s a decent pulse check for customer sentiment, it doesn’t always correlate with growth or revenue.Bounce Rate: Taken in isolation, it’s...

Align With Sales First: Meet with sales to understand their goals, the ICP, and what constitutes a qualified lead. Build trust early.Audit the Funnel: Assess what’s worki...

Start With Company Goals: Align OKRs with overarching business objectives (e.g., pipeline targets, new market penetration).Set Cascading OKRs: Break down the company’s go...

Quarterly OKRs:Objective: Increase mid-market pipeline by 25%.KR1: Launch 2 ABM campaigns targeting top 100 accounts.KR2: Generate $1M in SQLs.KR3: Improve MQL to SQL con...

Understand the Funnel: Map out the buyer journey and identify key points where demand gen has the most impact.Collaborate With Sales: Agree on definitions (MQL, SQL) and ...

Own:Lead volume and quality (MQLs, SQLs).Campaign performance (CTR, conversion rates).Pipeline contribution and ROI of demand gen efforts.Don’t Own:Pure revenue metrics (...

Own:Lead volume and quality (MQLs, SQLs).Campaign performance (CTR, conversion rates).Pipeline contribution and ROI of demand gen efforts.Don’t Own:Pure revenue metrics (...