Measurement Planning Template - Instructions for Use

Use this template to build a measurement system that ties marketing metrics directly to business goals. This will help align your team’s work with what matters most to the company — revenue, retention, efficiency, and growth.

Follow these steps:

  1. Define the business goals that marketing supports (e.g. ARR growth, churn reduction).
  2. Map each business goal to specific marketing goals and KPIs.
  3. Plan how you’ll measure success and visualize progress using dashboards.
  4. Track actions taken and how they impact marketing and business outcomes.
  5. Identify key assumptions and risks that could affect your measurement strategy.

Review this document quarterly and keep it visible to the marketing and leadership team.

Step 1: Define Business Objectives

What are the top 3–5 business goals that marketing should directly support

Objective Name Description Timeframe Priority (High/Med/Low)

Step 2: Map Marketing Goals to Business Goals

Link your marketing goals to business impact, and define the KPIs you’ll use.

Business Objective Marketing Goal Marketing KPI(s) Lag/Lead Comments

Step 3: KPI Dashboard Plan

List the KPIs you will track, with targets, frequency, and ownership.

KPI Name Target Value Data Source Frequency Owner Dashboard Tool

Step 4: Action-to-Impact Mapping

Track how specific marketing actions lead to measurable business results.