Use this cheat sheet to guide what you include in stakeholder-specific dashboards or reporting packs. Tailor your metrics and language to what each stakeholder cares about.
Focus: Strategic impact, growth, efficiency, top-line metrics
| Category | Key Metrics | Notes |
|---|---|---|
| Pipeline & Revenue | Total pipeline $, revenue influenced, ROAS | Focus on big-picture impact |
| Growth Efficiency | CAC, LTV:CAC ratio, Marketing % of Revenue | Use trends not just point-in-time |
| Brand Health | NPS, Share of Voice, Brand Search volume | Use survey or analytics sources |
| Team Productivity | Campaign velocity, % on-time delivery | Optional, but helpful for resource asks |
| Top Campaigns | Highlights of what's working | Keep it visual, 1–2 slides max |
Focus: Lead quality, sales enablement, velocity, and alignment
| Category | Key Metrics | Notes |
|---|---|---|
| Lead Flow | MQLs, SQLs, SQOs per week/month | Highlight high-intent leads |
| Lead Quality | Lead-to-opportunity conversion rate | Help explain dips in quality or source |
| Velocity | Time from lead → meeting → opportunity | Great for showing improvements in speed |
| Enablement | Content usage (pitch decks, one-pagers) | Optional, but builds credibility |
| Feedback Loop | Top objections, disqualified reasons | Include a monthly summary |
Focus: Spend, ROI, forecasting accuracy, cost efficiency
| Category | Key Metrics | Notes |
|---|---|---|
| Budget vs Actuals | Spend YTD vs Plan | Always align to GL codes if possible |
| CAC & Efficiency | CAC by channel, blended CAC | Finance loves ratios |
| Forecast Accuracy | Pipeline forecast vs. actuals | If marketing contributes to forecast |
| ROI | ROAS, Payback Period, LTV:CAC | Make sure methodology is agreed upfront |
| Contracted Tools | Tool spend, renewal dates, utilization | Helps during procurement reviews |
Focus: Team performance, campaign outcomes, channel metrics
| Category | Key Metrics | Notes |
|---|---|---|
| Traffic | Sessions, Unique Visitors, Organic vs Paid | Show YoY or MoM changes |
| Lead Gen | Leads/MQLs, CVR, form fills | Segment by source |
| Email & Lifecycle | Open Rate, CTR, Unsub Rate, Welcome flow perf | Use benchmarks where possible |
| Paid Media | ROAS, CTR, CPC, Conversion Rate | Include creative performance insights |
| Content | Top-performing blogs, downloads, shares | Link to strategy if possible |
| Campaigns | KPIs vs targets, lessons learned | Great for retrospectives |
| Projects | Status of campaigns, launches, updates | Use Kanban or timeline views |
✅ Tip: Don’t build 10 dashboards - build 1 base view and custom filters or summary slides for each audience.