KPIs Every VP of Marketing Must Track

The VP of Marketing is accountable for translating budget into qualified pipeline. This requires command of the full performance marketing stack: ROAS and CPA at the campaign level, CTR and CPC as diagnostic signals for creative and bidding health, and conversion rate at each funnel stage from click to MQL. Organic traffic represents the compounding, lower-CAC channel that VP Marketing must develop alongside paid channels to build a sustainable growth engine. Email engagement metrics (open rate, CTR) reflect the health of the owned audience. The VP Marketing bridges the gap between top-funnel awareness metrics and bottom-funnel revenue attribution, ensuring that the marketing team can demonstrate contribution to ARR not just in terms of leads generated but in terms of revenue closed from marketing-sourced pipeline. Blended CAC management requires understanding the contribution and efficiency of every channel in the mix and making continuous budget reallocation decisions based on marginal return data.