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For PMMs running campaigns to drive pipeline, what KPIs do you recommend?

1 Answer
Chris Glanzman
Chris Glanzman
ESO Director of Product Marketing & Demand GenerationSeptember 30

Above all else, use measurements that impact company performance, especially for success measures that will be shared more broadly. These are our top-level pipeline measurements:

  • Bookings
    • Depending on your business, you might supplement Bookings with a measure of revenue retention. This is especially true if these cycles are relatively short (< 1 year). In many B2B settings, contracts are annual or multi-year, so there is too much lag to be helpful as a campaign measurement.
  • Pipeline Velocity and its four components:
    • Sales-qualified opportunities
    • Win rate
    • Average sale price
    • Average sales cycle
  • Cost
    • Combine this with Bookings to understand your customer acquisition cost.

There are a lot of other measurements you can put in place upstream from these (and should), but those are for the Marketing team to optimize channel-mix and in-channel execution. The rest of the company shouldn't care about those.

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