What KPIs Should I Track for Demand Generation?
Start with outcomes (pipeline & revenue from qualified demand), add efficiency (CAC, payback, cost/SQO), velocity (cycle length, conversion), and leading indicators (MQAs, meetings, high-intent traffic)—all split by demand capture vs. demand creation.
Build a demand KPI stack that prioritizes: Outcomes—pipeline created, revenue, ACV, win rate; Efficiency—CAC, MER (revenue/spend), cost per SQO/opportunity, payback; Velocity—sales cycle length, stage conversions, pipeline velocity; and Leading Indicators—MQAs, meetings/demo rate, high-intent traffic, pricing/product page CVR, intent spikes. Segment by capture (in-market) vs creation (future demand), channel, program, and ICP tier, then report weekly with dashboards finance trusts.
The Demand Gen KPI Stack
Stand Up a CFO-Ready KPI Framework
Separate Capture vs. Creation. Map KPIs to two motions: capture (in-market demand) and creation (future demand). Use program tags so dashboards roll up correctly by motion, channel, campaign, and ICP tier.
Define Stages & Thresholds. Standardize funnel stages: Engaged Account → MQA → Meeting/Demo → SQO → Opportunity → Revenue. Publish clear stage criteria and auto-create timestamps to enable conversion and velocity math.
Instrument Attribution. Use standardized UTMs and program names. Pair multi-touch attribution with self-reported attribution and lift tests for dark-funnel channels; present them side-by-side in dashboards.
Use Formulas Finance Recognizes. Pipeline Velocity = (#Opps × Win Rate × Avg Deal Size) ÷ Sales Cycle Days. CAC Payback (months) = CAC ÷ Monthly Gross Margin per Customer. Track by segment and trend over time.
Govern the Metrics. Run a weekly revenue standup to review MQAs, meetings, SQOs, and opps vs. targets; inspect anomalies (deliverability, traffic quality, source mix), and assign next-best actions. Refresh targets quarterly.
30-Day Demand KPI Implementation Sprint
- Days 1–5: Lock funnel stage definitions and TAL/ICP tiers; create properties & timestamps for MQA, meeting, SQO.
- Days 6–10: Standardize UTMs/program names; connect ad/email/web/CRM data; enable self-reported attribution on key forms.
- Days 11–15: Build dashboards: outcomes, efficiency, velocity, capture vs. creation; add segment filters (tier, industry, source).
- Days 16–22: Baseline metrics; set weekly/quarterly targets (pipeline, meetings, SQOs, CAC payback); define alert thresholds (bounce, spam, CPL outliers).
- Days 23–27: QA data, fix gaps; document formulas & definitions; enable SLA alerts for MQA→meeting follow-up.
- Days 28–30: Kick off weekly revenue standup; publish KPI scorecard; agree on quarterly review and optimization plan.
Frequently Asked Questions
Make Your Demand KPIs CFO-Ready
We’ll help you define stages, instrument attribution, and build dashboards that connect MQAs and meetings to pipeline, revenue, and payback—so investment decisions are obvious.
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