Demand Gen Metrics That Actually Matter
Stop vanity metrics. Learn to measure and optimize for pipeline and revenue.
Sarah Thompson
VP Demand Generation
15+ years building demand gen engines. $1B+ pipeline generated. 3 successful exits.
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Key Takeaways
Identify the difference between vanity metrics and metrics that drive business decisions
Build a demand gen dashboard that executives actually care about
Implement multi-touch attribution that shows marketing's true impact
Calculate and optimize for metrics like CAC, LTV, and payback period
Align marketing metrics with sales and revenue goals
Track pipeline velocity and understand what accelerates deals
Measure content and campaign performance by revenue, not just engagement
Create reporting frameworks that prove marketing's ROI to the board
What You'll Learn
The Metrics That Matter Framework
Learn the hierarchy of metrics from vanity (likes, impressions) to actionable (MQLs, pipeline) to revenue (closed-won, CAC). Understand which metrics to track at each funnel stage and why.
Attribution Models Explained
Demystify first-touch, last-touch, multi-touch, and custom attribution. Learn when to use each model, how to implement them, and how to tell the complete story of marketing's impact on revenue.
Pipeline Metrics Deep Dive
Track pipeline created, influenced, and accelerated by marketing. Understand velocity metrics, conversion rates by stage, and how to identify bottlenecks that slow down deals.
Financial Metrics for Marketers
Master CAC (Customer Acquisition Cost), LTV (Lifetime Value), payback period, and marketing efficiency ratio. Learn to speak the CFO's language and prove marketing is an investment, not a cost center.
Building Executive Dashboards
Design dashboards that show executives what they need at a glance. Learn data visualization best practices and how to tell a compelling story with your metrics.
From Measurement to Optimization
Use metrics to make better decisions. Identify underperforming channels, optimize budget allocation, improve funnel conversion rates, and scale what's working.
Video Chapters
The Vanity Metrics Problem
The Metrics That Matter Framework
Attribution Models & Implementation
Pipeline & Financial Metrics
Building Dashboards That Drive Action
Q&A and Implementation Roadmap
About the Presenter
Sarah Thompson
VP Demand Generation
Sarah has over 15 years of experience building and scaling demand generation programs for B2B SaaS companies. She's generated over $1 billion in pipeline and has been through three successful exits, including two IPOs and one acquisition.
Known for her data-driven approach and ability to align marketing with revenue goals, Sarah has built demand gen teams from the ground up and scaled them to support $100M+ ARR companies. She's a sought-after speaker and advisor, helping marketing leaders prove ROI and secure executive buy-in for growth initiatives.
Downloadable Resources
Demand Gen Metrics Handbook
Complete guide to every metric you should track, including formulas and benchmarks
Executive Dashboard Templates
Pre-built dashboard templates for Google Data Studio, Tableau, and Excel
Attribution Model Calculator
Spreadsheet tool to compare different attribution models with your data
What Viewers Are Saying
“This webinar completely changed how we report marketing performance. We switched to revenue-focused metrics and secured a 40% budget increase because we could finally prove ROI. This is essential viewing for any demand gen marketer.”
Mark Sullivan
VP Marketing, TechFlow
“Sarah's framework for pipeline metrics helped us identify that our biggest problem wasn't lead volume—it was conversion from SQL to opportunity. We fixed that bottleneck and increased our pipeline by 85% without spending more on lead gen.”
Angela Davis
Demand Gen Director, CloudScale
“The attribution models section finally made sense of a topic I'd struggled with for years. We implemented multi-touch attribution and discovered our brand campaigns were driving 3x more pipeline than we thought. Game-changing insights.”
James Park
Head of Marketing Ops, DataCore
Frequently Asked Questions
Do I need advanced analytics tools to implement this?
No! While advanced tools help, Sarah shows how to track these metrics with just your CRM, marketing automation platform, and Google Sheets. The concepts and frameworks matter more than the tools.
Is this only for enterprise companies?
Not at all. These metrics apply to any B2B company with a sales team—from early-stage startups to Fortune 500. Sarah includes examples and benchmarks across company sizes and stages.
How technical is this content?
This is designed for marketers, not data scientists. Sarah explains concepts clearly without requiring SQL knowledge or advanced statistics. If you can use Excel or Google Sheets, you can implement everything covered.
What if we don't have attribution set up yet?
Perfect! The webinar includes a step-by-step guide to implementing attribution from scratch. Sarah covers the technical setup, choosing the right model for your business, and common pitfalls to avoid.
Will this help me get buy-in for more marketing budget?
Absolutely. The entire framework is designed to help you prove marketing's value in terms executives care about—revenue and ROI. Many viewers have successfully used this approach to secure budget increases.