Understanding KPIs in Marketing

Key performance indicators (KPIs) are essential for aligning marketing efforts with overarching business goals. Many teams struggle to define their KPIs, often viewing them only from an executive standpoint rather than from a marketing perspective. To effectively build KPIs, marketers should begin by examining the company's revenue goals and current operational metrics, such as lead generation and opportunity creation. By analyzing these factors, teams can establish measurable and aspirational KPIs that not only reflect past performance but also encourage growth.