How does your team manage tracking KPIs and goals by channel?

This is the million-dollar question! It’s a real challenge for many companies, as it touches on all the complexities of attribution.

1. I would start by defining a straightforward way to track each channel’s performance across the funnel stages—Leads, MQLs, and SQLs—for different channels (events, paid, product, organic, etc.).

2. Next, analyze past results to identify where you have control over volume, and adjust planning for the upcoming quarter based on these insights.

3. For ongoing tracking, the team should sync regularly on KPIs with sales and hold a mid-quarter review to refine goals and make necessary adjustments. KPIs and Goals live into a central updated document everybody can check.