The 7 Marketing Metrics Every B2B Leader Should Report On

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Apr 7, 2025

Aditya Vempaty, VP of Marketing at MoEngage and seasoned expert from Nutanix and Amplitude, shares invaluable insights on marketing metrics. He stresses the necessity of translating marketing performance into a language that resonates with leadership. Aditya breaks down essential metrics into four actionable buckets and reveals the seven core metrics that every B2B leader should report on regularly. He also highlights the importance of aligning marketing and sales efforts, and how effective dashboards can elevate communication and transparency across teams.

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ADVICE

Communicate with Numbers

Translate marketing jargon into numbers that everyone understands.
Communicate impact clearly to your team, higher-ups, and the rest of the company.

INSIGHT

Align Metrics with Goals

Align marketing metrics with company goals, not just revenue targets.
Understand the broader company strategy and show how marketing supports it.

ADVICE

Win Together, Lose Together

Create a handshake agreement with sales where their wins are your wins.
If sales misses their quarter, marketing hasn't succeeded either.

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#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
(22:54) - – How marketing and sales alignment can be measured effectively
(25:23) - – The 7 core marketing metrics Aditya reports on regularly
(29:06) - – How often should marketing be reporting metrics?
(31:50) - – Dashboards, recurring meetings, and what execs actually care about
(34:42) - – Advice for first-time marketing leaders on building reporting habits
(36:56) - – Why clarity beats complexity when it comes to data
(39:38) - – Final thoughts

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