How do you recommend setting targets for KPIs?
11 Answers
JumpCloud Vice President, Revenue Marketing • 3y
I ran a training for my team on this earlier this year! Here's an abridged version (feel free to reach out to me via LinkedIn if you want the full deck): What do we mea...
3600 Views
Snowflake Head of Demand Generation • May 7
I usually think about KPI targets as something you build, not pick. You start with the business goal—like how much pipeline or revenue you need—and work backwards to what...
350 Views
Morningstar SVP, Corporate Marketing | Formerly Ariba, Taleo, Showpad • 3y
Build a simple waterfall model that starts with the revenue target for the year. Assign a percentage of that target to marketing. Use some conversion benchmarks (either h...
1300 Views
Eightfold Senior Director of Demand Generation • 3y
Setting KPIs (Key Performance Indicators) for a new start-up in the technology industry can be challenging as there may not be a lot of historical data to use as a refere...
1798 Views
Atlassian Sr. Director: Head of Global Lifecycle Marketing, Teamwork Foundations (Self-serve & High Touch) • 9mo
My experience is setting targets against Marketing Influenced Pipeline. Typically Marketing Influence is 60-70% of pipeline. Pipeline coverage ratio = how much total pipe...
433 Views
Gong Performance Marketing Lead | Formerly Genesys, Instapage, Red Hat • 2y
This may sound cliched but it is tried and tested. Targets should be SMART :)Specific KPIs should be defined for each channel tactic or campaign. Paid search, paid social...
881 Views
You.com Chief Marketing Officer • 1y
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 ...
794 Views
Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y
Setting targets for demand generation KPIs all starts with understanding the goals. All of the departmental and individual goals should roll up in support of the overall ...
676 Views
Snowflake Director Field Marketing - GCC, India • 2y
The 2 most important factors in determining targets are: Past performance and current/future business goals. Past performance: Looks at historical performance (within the...
562 Views
Komodo Health VP Revenue Marketing • 1y
This can be a tough question and definitely not something myself or our team has mastered. I do like stretching goals, so I'm ok falling short in some cases. Having histo...
666 Views
Lemon.io Head of Growth Product Marketing | Formerly LottieFiles, WeLoveNoCode (made $3.6M ARR), Abstract, Flawless App (sold) • 3y
When setting targets for KPIs, it can be helpful to follow a structured approach that could include such steps: Identify the goals and objectives of the project or initi...
383 Views
Related Questions
I'm sure there will be questions about the best KPIs to track, what are some of the *worst* KPIs to commit to achieving?Setting KPIs can often feel arbitrary, especially when entering new markets. How do you get past this uncertainty to set realistic goals?How does your team manage tracking KPIs and goals by channel? What KPIs and metrics can you recommend to use to measure the demand generation function + content marketing function?I'm working at a start-up, and a first demand generation hire; what KPIs should I own and not own?How do you recommend socializing KPIs (before the work starts and when it's done)?