Which metrics matter to marketing’s authentic and positive roles in sales growth?

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When it comes to metrics that matter, you need to look at the following types of key performance indicators (KPIs):

1. Tactical: Tactical KPIs are best for looking at how channels are performing. Marketing professionals really need to be capable in “channel management”.
2. Strategic: Typically, strategic reporting looks at things like revenue and brand value. Strategic KPIs empower marketing and other C-level executives in their decision-making efforts. Marketing leadership must be sure that the CFO is informed and aligned.
3. Operational: Typically contains indicators of cross-functional alignment. Operational KPIs get everyone in sync and examine organizational silos. This is vital when aligning with sales. And it can give the marketing leader another “influencer” role in working to eliminate silos and other non-productive behaviors.

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