The 7 Marketing Metrics Every B2B Leader Should Report On

#235: Strategy |In this episode, Matt sits down with Aditya Vempaty, VP of Marketing at MoEngage, to talk about a topic every marketing leader has wrestled with: reporting on the right metrics. Aditya has led marketing at companies like Nutanix, Amplitude, and Synthego - and he’s learned how to build dashboards and reporting frameworks that actually communicate marketing’s impact across leadership, sales, and finance.

Matt and Aditya cover:

• Why marketing metrics should translate performance into a common language the business understands
• The four buckets of metrics every B2B team should track
• How often you should be reporting on metrics
• The exact 7 metrics Aditya uses to report up, down, and across the org

Timestamps

• (00:00) - – Intro to Aditya
• (04:27) - – Why communicating marketing’s impact is a challenge for many teams
• (07:03) - – The importance of using a common language when reporting to leadership
• (09:41) - – Breaking marketing metrics into four key buckets
• (12:56) - – How pipeline coverage connects marketing to revenue
• (15:25) - – Reporting on efficiency: CAC, cost per opportunity, and more
• (18:40) - – The role of awareness metrics and how to contextualize them
• (22:38) - – How marketing and sales alignment can be measured effectively
• (25:07) - – The 7 core marketing metrics Aditya reports on regularly
• (28:50) - – How often should marketing be reporting metrics?
• (31:34) - – Dashboards, recurring meetings, and what execs actually care about
• (34:26) - – Advice for first-time marketing leaders on building reporting habits
• (36:40) - – Why clarity beats complexity when it comes to data
• (39:22) - – Final thoughts

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