Audience: Customer
Module: Marketing
Time to read: 5 minutes
Applies to: All plans
Quick answer
Marketing performance should be measured against outcomes such as leads, conversions, and revenue — not activity alone.
What to measure
Depending on your goals:
• Leads generated
• Cost per lead
• Conversion rates
• Revenue influenced by marketing
How tracking works
1. Campaigns are linked to objectives
2. Channels report performance metrics
3. Results are reviewed against targets
What you should see
Clear visibility into:
• What is working
• What is not
• Where to invest more or less
Common mistakes
• Relying on vanity metrics
• Not connecting marketing to sales outcomes
Best practice
If marketing performance cannot be explained in business terms, it is not being tracked correctly.
Related articles
• How do I plan and manage campaigns?
• How does Marketing connect to CRM?