Execution & Playbooks: What Metrics Belong in a Revenue Marketing Dashboard?
Your dashboard should diagnose stage health and guide investment. Anchor it to meeting rate, pipeline, velocity, win rate, ACV/CAC, payback, and NRR—then drill by segment, offer, and channel.
Essential Metrics by Theme
Designing a Dashboard That Drives Decisions
Build a two-tier view: an executive scorecard for outcomes and drill-downs for diagnosis by segment, channel, and playbook.
Dashboard Build Checklist
- Define questions first: What decisions should this dashboard enable? (e.g., scale/stop investments, fix a stage bottleneck).
- Map to stages: Align metrics to Awareness → Consideration → Evaluation → Purchase → Expansion.
- Standardize taxonomy: Campaign hierarchy, UTMs, lifecycle/stage definitions, opportunity contact roles.
- Model data flows: CRM + MAP + product usage + ads + finance; set grain (account/opportunity) and time windows (cohorts).
- Surface comparisons: Target vs. actuals, period-over-period and cohort views, segment/ICP/industry lenses.
- Instrument experiments: Show test status, lift with CIs, minimum sample size, and next action (scale/iterate/kill).
Client Snapshot: From Vanity Metrics to Revenue Signals
Replacing click-based KPIs with stage and efficiency views revealed a SAL→SQL drop-off and slow follow-up. After adding a meeting rate panel, SLA timers, and CPPO by channel, the team reallocated 18% of spend and launched a fast-follow play—driving +24% pipeline and a 12% CAC reduction in one quarter.
Use The Loop™ to organize metrics, govern with RM6™, and connect dollars to outcomes with multi-touch attribution.
Frequently Asked Questions
Build Dashboards That Move Revenue
We’ll design a stage-based scorecard, wire your data, and prove impact with experiments and clear efficiency metrics.
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