KPIs & Reporting Cadence for Marketers

There’s one major reason why many marketing teams fail.

It’s the manager.

For agencies – this is usually the founder.

A founder who hasn’t managed marketers before.

A founder who doesn’t really “get” marketing at a holistic level.

A founder who might not have time to pay attention to all the nitty gritty details.

As a founder, you might be a guru at seo, google ads, or individual channels.

But –

Running & building an end-to-end marketing engine, and reporting back on its revenue impact is a completely different beast.

With that said, with the right framework – you can indeed manage the team effectively.

You just need to know

The right KPIs to track
The right reporting cadence
& the right way to hold each other accountable

To help, I’ve put together a quick framework below for you to follow.

Got questions? Say hello & I’ll walk you through it all.

Enjoy!
Was

1. End of week update via Slack (recurring)

Action:
Send mini report to manager (make this a fairly short update)

Metrics:

# of Mqls vs target (% attainment)
$ value of pipeline generated from marketing vs target (% attainment)
$ value Deals won from marketing vs target (% attainment)
Cost Per Mql
Budget Spent Vs Target Budget (% Attainment)

General:

Top Wins/Roadblocks
Focus areas/priorities for next week

Here’s an example –

Metrics:

50 MQLs MTD vs Target 100 (50%)
$10k pipeline generated vs 30k target (33%)
$5k deals won vs $20k target (25%)
Cost per MQL $450 vs $500 target
Budget spent $7k vs $10k (70%)

General:

Wins: Highest-ever MQLs this month
Challenges: Website load times impacting conversions
Priorities next week: Improve load times, launch meta ads

2. Weekly recurring catch-up with the founder 1:1

Weekly catch-up agenda with the founder

Discuss the above metrics (end-of-week report)
Start with the Hubspot dashboard to show the above metrics
General WIP on lead gen priorities
Run through the project management tool and share projects you’re prioritising and others you are de-prioritising
Cover off any challenges you need help with + priorities for next week

3. Weekly team 1:1 marketing (WIP)

Weekly team 1:1 marketing WIP agenda

Establish a recurring 1:1 weekly team meeting
Cover off key marketing KPIs as above, using Hubspot dashboard
Plus general WIP during the team meeting
Plus consistently help them de-prioritise non-lead gen activities
Plus Marketing Manager to set a weekly Slack reminder to get EOW updates from individual members of their team vs KPIs (similar to format shared above)

4. Marketing Manager 1:1s with team

Marketing Manager 1:1s agenda with their team

Establish a recurring 1:1 weekly with each team member
Simiar format to the above where they share key mterics vs attainment. etc.

5. Monthly reporting

Monthly reporting activity

In- depth report covering above key metrics, the analysis behind it, what worked/didn’t, focus areas next month, roadblocks/help needed

Seem like a lot? Yep, marketing ain’t easy.

It needs a lot of ongoing checking in, reporting, and ensure we continue to go in the right direction.

The moment you take your eye of it, there’s a high likelihood it’ll break.

This is where good systems come into play (like the above).

And this is where everyone starts talking marketing & revenue impact.

And, none of the fluffy stuff 🙂

Got questions on KPIs, reporting cadence for marketers, or anything else?

Say hello and we’ll lock in a time to chat through

Cheers,

Was

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