Request a callBoard-ready marketing KPIs: what to report to the CEO, CFO and board in 2027
Report fewer metrics, tied to revenue. A board-ready view shows pipeline created and its source, coverage against target, cost per opportunity, conversion through the funnel, sales cycle and payback, with a short note on what changed and what decisions are needed. Leave activity metrics in the working team reports.
Key takeaways
- Lead with pipeline and revenue, not impressions and clicks.
- Show trend and target for every number.
- Explain the story: what changed, why and what happens next.
- Keep one definition per metric, agreed with Sales and Finance.
The core set
- Pipeline created and influenced, by source and segment.
- Pipeline coverage against the next quarter target.
- Cost per opportunity and marketing payback period.
- Conversion rates by stage and sales cycle length.
- Win rate for marketing-sourced and influenced deals.
What to leave out
Impressions, clicks, followers and open rates belong in the working report. In the executive view they invite the wrong questions unless they explain a change in pipeline.
Make the page easy to read
- One page, one headline, five to eight numbers.
- Each number shows target and last period.
- Add one line of explanation for every big move.
- End with the decisions or budget moves you recommend.
Agree definitions first
Settle what counts as an opportunity, a sourced deal and an influenced deal with Sales and Finance before the meeting. Disagreement about definitions burns more board time than bad news.
Frequently asked questions
How many KPIs should a board see?
Five to eight. More than that hides the story.
Should we report marketing-sourced or influenced pipeline?
Report both, with clear definitions, and be honest that influence is less precise than sourcing.
How do we handle metrics we cannot measure well?
Say so, show a range or a proxy, and explain how you will improve the measurement.
Related service: RevOps and marketing operations. See also pricing and client results.