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I'm working at a start-up, and a first demand generation hire; what KPIs should I own and not own?

5 Answers
Moon Kang 🚀
Moon Kang 🚀
Showpad Director of Digital Marketing & ABMJanuary 10

Own all of the lead generation because no one else can do it besides DG.

Have a stake in opportunity creation (% of your pay with accelerators), pipeline generation, and inbound revenue.

I would not own organic social media and only ask to own SEO if you have a dedicated head or agency for it as that's a slow burner and needs a decent amount of attention. 

809 Views
Erika Barbosa
Erika Barbosa
Counterpart Marketing LeadApril 4

This is going to be dependent on your business objectives and goals, the stage of the start-up and your go-to-market motion. Generally speaking, here are a few examples of KPIs you should and should not own.

You should own:

  • MQLs or sign-ups
  • A quality metric to measure MQLs and sign-ups against
  • CPA by source or channel
  • Conversion rate by source or channel

You should not own (you should be a partner in this, not an owner):

  • Retention
  • Revenue

This list contains a few examples and is not comprehensive. You’ll find there are some KPIs you should own and others you should partner on as it’s not completely in your control. When thinking about KPIs, focus on what you can control or influence versus what you can’t.

346 Views
Erika Barbosa
Erika Barbosa
Counterpart Marketing LeadMarch 13

This is going to be dependent on your business objectives and goals, the stage of the start-up and your go-to-market motion. Generally speaking, here are a few examples of KPIs you should and should not own.

You should own:

  • MQLs or sign-ups
  • A quality metric to measure MQLs and sign-ups against
  • CPA by source or channel
  • Conversion rate by source or channel

You should not own (you should be a partner in this, not an owner):

  • Retention
  • Revenue

This list contains a few examples and is not comprehensive. You’ll find there are some KPIs you should own and others you should partner on as it’s not completely in your control. When thinking about KPIs, focus on what you can control or influence versus what you can’t.

392 Views
Carlos Mario Tobon Camacho
Carlos Mario Tobon Camacho
Eightfold Senior Director of Demand GenerationApril 18

As a first demand generation hire at a startup, some KPIs that you could own are:

  1. Lead generation: This KPI measures the number of leads generated through marketing campaigns, events, or other channels. Depending on your market and industry, you may want to consider measuring results from your target account list.
  2. Conversion rates: This KPI measures how many leads are converted into paying customers, or at different stages of the funnel.
  3. Cost per lead: This KPI measures the cost of acquiring each lead, which helps you optimize your marketing spend and allocate resources more efficiently.
  4. Website traffic: This KPI measures the number of visitors to your website and can indicate the effectiveness of your SEO, content marketing, and other inbound marketing efforts.
  5. Social media engagement: This KPI measures the level of engagement on your social media platforms, including likes, comments, and shares.

Remember that the specific KPIs you own may vary depending on your company's goals and the resources available to you. 

1104 Views
Kanchan Belavadi
Kanchan Belavadi
Snowflake Head of Enterprise Marketing, IndiaJanuary 30

A first hire means a lot of ground to cover, as well as the need to show some quick wins. Hopefully, the start-up has attained product-market fit.

 

Your primary responsibility is the funnel – generate leads, opportunities/pipeline, etc.

 

Most often you’d have to over pivot on digital as a channel focusing on driving leads through website, content, paid, social, email, etc., to achieve scale.

But apart from digital, you should look at leveraging other channels to help you build the funnel.

398 Views
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