04 Ranked Popularity of Marketing Metrics/KPIs Marketing/sales pipeline Content engagement Revenue Customer acquisition costs Marketing/sales funnel (Base: B2B marketers) Customer satisfaction metrics Web/mobile analytics Customer referral rates/volume Customer retention rates Customer lifetime value (CLV) 1 6 2 7 3 8 4 9 5 10 S A L E S F O R C E 27 [ bb   I $  B  W :  b - C % ŧ9 T H E DI T I O N Marketers are metrics-minded, using data to track value, refine performance, and drive sales forward. The three most common marketing KPIs align with the sales function, showing efforts to reduce siloed work, coordinate in the pre-sales process, and present a cohesive, unified front to customers and prospects. Marketers closely monitor their marketing/sales pipeline (64%) and funnel (63%). Low adoption of KPIs beyond acquisition and topline revenue show there is progress to be made on full attribution. 48% of marketers track customer lifetime value. 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. KPIs Focus on Revenue Marketers Keep Close Tabs on Sales Impact