KPIs Every VP of Marketing Must Track
VP Marketing owns the demand generation engine, managing the channel mix, conversion funnel, and marketing budget to deliver pipeline at target CAC.
Why these metrics matter
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.
Questions you should be able to answer
If you cannot answer these, you are missing critical visibility into your function.
- What is our blended CAC, and how does it break down by channel and campaign type?
- Which channels are producing the highest-LTV customers, and how should this affect budget allocation?
- Is our MQL-to-SQL conversion rate healthy, and are there specific campaigns producing lower-quality leads?
- How is organic traffic trending by intent category, and are our SEO investments compounding as expected?
- What is our ROAS by campaign type and platform, and where is performance above or below target?
- How is conversion rate trending at each funnel stage, and where are the biggest optimization opportunities?
Your core KPIs
Every metric includes definition, formula, platforms, causal drivers, and Q&A.
How causal analysis changes the game
Explore other role guides
Each guide covers the full set of KPIs for that function with role-specific context.
Know why every metric is moving
askotter gives VP Marketings causal visibility into every metric on this list, so you can act on root causes, not symptoms.
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