Leading indicators
- MQL volume
- Content engagement (downloads, page views)
- Webinar attendees
- Email engagement rate
- Social engagement
- Branded search volume
Lagging indicators
- Marketing-sourced pipeline (target 30-50% of total)
- Marketing-influenced pipeline (target 70-80%)
- Pipeline-to-spend ratio (target 3-5x)
- CAC by channel
- CAC payback (target under 18 months for SaaS)
- Marketing-sourced revenue
Vanity metrics to avoid
- Page views without engagement context
- Email sends without responses
- Social followers without conversion path
- Content downloads without lead score progression
Frequently asked questions
What's the most important demand gen metric?
Pipeline-to-spend ratio. If marketing spends $1M and produces $4M in pipeline, ratio is 4x. Healthy B2B SaaS targets 3-5x.
CTA
Demand gen metrics drive pipeline. CRUSH drives pipeline closure. [Book a Demo]
