Natasha Dolginsky

It depends on the stage of the company and your goals. If you have huge brand recognition and can rely on organic (web or social) or word of mouth, you may not need ads t...

One of the metrics I find overhyped is ROI by channel because it's a self fulfilling prophecy. If marketing is doing its job right, then all the channels are firing on al...

There are a few processes my team manages uses to track KPIs by channels. First is clear goal setting for both leading and lagging indicators by channel. Leading indicat...

My least favorite KPI is 'incremental ROI,' which I find almost impossible to calculate accurately. Even with tools and software it’s difficult to isolate the true increm...

To develop annual DG OKRs and tie them to individual projects, I take a working backwards approach. If my ultimate goal is pipeline, I can make an impact by increasing to...

Great question and I’ll start with a very marketing-y answer - it depends. Because it really does! Depending on industry, sales cycle, product, etc the KPIs for marketing...

I always start with pipeline and am hard-pressed these days to find a DG team that doesn't have pipeline as their key result. The pipeline conversation should happen with...