B2B Marketing with Dave Gerhardt

The 7 Marketing Metrics Every B2B Leader Should Report On

Apr 7, 2025

Aditya Vempaty, VP of Marketing at MoEngage and seasoned expert from Nutanix and Amplitude, shares invaluable insights on marketing metrics. He stresses the necessity of translating marketing performance into a language that resonates with leadership. Aditya breaks down essential metrics into four actionable buckets and reveals the seven core metrics that every B2B leader should report on regularly. He also highlights the importance of aligning marketing and sales efforts, and how effective dashboards can elevate communication and transparency across teams.

43:33

Creator website

Episode guests

Aditya Vempaty

AI Summary

AI Chapters

Episode notes

Podcast summary created with Snipd AI

Quick takeaways

Effective communication of marketing metrics using a common language is vital for aligning marketing's impact with business goals.

Close collaboration between marketing and sales teams is essential to optimize strategies and ensure both departments work towards shared objectives.

Deep dives

The Challenge of Communication in Marketing

Marketing teams often struggle with communication, spending an average of 28 hours a week on messages without making significant progress toward their actual goals. This results in feelings of burnout and frustration, as busy work overshadows meaningful productivity. Instead of completing creative marketing tasks, many find themselves entangled in pointless email chains and meetings. Utilizing AI technologies can help alleviate this issue, streamlining communication and allowing marketers to focus on tasks that truly drive results.

Intro

6min

Aligning Marketing Metrics for B2B Success

13min

Navigating Lifecycle Marketing

8min

Aligning Metrics for Marketing Success

15min

Building Community and Measuring Marketing Success

2min

#235: Strategy |In this episode, Matt sits down with Aditya Vempaty, VP of Marketing at MoEngage, to talk about a topic every marketing leader has wrestled with: reporting on the right metrics. Aditya has led marketing at companies like Nutanix, Amplitude, and Synthego - and he’s learned how to build dashboards and reporting frameworks that actually communicate marketing’s impact across leadership, sales, and finance.

Matt and Aditya cover:

Why marketing metrics should translate performance into a common language the business understands
The four buckets of metrics every B2B team should track
How often you should be reporting on metrics
The exact 7 metrics Aditya uses to report up, down, and across the org

Timestamps

(00:00) - – Intro to Aditya
(03:45) - – Why communicating marketing’s impact is a challenge for many teams
(06:21) - – The importance of using a common language when reporting to leadership
(08:59) - – Breaking marketing metrics into four key buckets
(12:14) - – How pipeline coverage connects marketing to revenue
(14:43) - – Reporting on efficiency: CAC, cost per opportunity, and more
(17:58) - – The role of awareness metrics and how to contextualize them
(21:55) - – How marketing and sales alignment can be measured effectively
(24:24) - – The 7 core marketing metrics Aditya reports on regularly
(28:07) - – How often should marketing be reporting metrics?
(30:51) - – Dashboards, recurring meetings, and what execs actually care about
(33:43) - – Advice for first-time marketing leaders on building reporting habits
(35:57) - – Why clarity beats complexity when it comes to data
(38:39) - – Final thoughts

Send guest pitches and ideas to hi@exitfive.com
Join the Exit Five Newsletter here: https://www.exitfive.com/newsletter
Check out the Exit Five job board: https://jobs.exitfive.com/
Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership

***

Today’s episode is brought to you by Grammarly.

Ever have one of those weeks where you spent more time replying to Slack and email than doing actual marketing work?

You’re not alone. The average marketing team spends 28+ hours a week just keeping up with comms.

That leads to burnout, frustration, and a whole lot of performative productivity that doesn’t actually move the needle.

AI-fluent marketing teams are changing that. Grammarly’s 2025 Productivity Shift Report shows how they’re using AI to:

– Cut down on back-and-forth

– Automate content, research, and reporting

– Eliminate busywork

– Make space for strategy

We’re marketers because we love crafting campaigns, driving revenue, and proving impact – not spending all day buried in messages.

Get the report and see how top teams are making AI actually useful.

Visit go.grammarly.com/exitfive to grab it.

***

Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.

They give you unlimited podcast editing and strategy for your B2B podcast.
Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.
Visit hatch.fm to learn more

Remember Everything You Learn from Podcasts

Save insights instantly, chat with episodes, and build lasting knowledge - all powered by AI.

B2B Marketing with Dave Gerhardt

The 7 Marketing Metrics Every B2B Leader Should Report On

Episode guests

Podcast summary created with Snipd AI

Quick takeaways

Deep dives

The Challenge of Communication in Marketing

The Importance of Metrics in Marketing

Establishing Clear Expectations and Alignment with Sales

Awareness and Brand Recognition Metrics

Remember Everything You Learn from Podcasts