TH SALESFORCE STATE OF MARKETING, 9 EDITION 27 04 KPIs Focus on Revenue Marketers are metrics-minded, using data to track value, refine performance, and drive Marketers Keep Close Tabs on Sales Impact sales forward. The three most common marketing KPIs align Ranked Popularity of Marketing Metrics/KPIs with the sales function, showing efforts to 1 Marketing/sales pipeline reduce siloed work, coordinate in the pre-sales process, and present a cohesive, unified front 2 Revenue to customers and prospects. 3 Marketing/sales funnel (Base: B2B marketers) Marketers closely monitor their 4 Web/mobile analytics marketing/sales pipeline (64%) 5 Customer retention rates and funnel (63%). 6 Content engagement Low adoption of KPIs beyond acquisition and 7 Customer acquisition costs topline revenue show there is progress to be made on full attribution. 8 Customer satisfaction metrics 48% of marketers track customer 9 Customer referral rates/volume lifetime value. 10 Customer lifetime value (CLV) This is especially apparent for longer term measurements such as customer lifetime value (CLV) that measure the ROI of nuanced and targeted customer retention strategies.