Hi Mike - that is a loaded question. Below I have a few lists by type and then if you are presenting to leadership. For the data to cross over properly you need to make sure you are adding cost tags in Marketo and SFDC, program and member status and success in the programs, have assets set up locally for acquisition and then use the program and campaign connector. If you have that in place you can a majority of program and campaign ROI. You need to have contact roles set up and then contacts must have a contact role on the opportunity to shoe campaign to opportunity or lead to opportunity influence revenue. And for funnel metrics you will need RCM form Marketo or you will need to build out a pretty comprehensive lifecycle sing custom fields for capturing date to measure the funnel. - Hope this helps some! But here are a few examples that I highly recommend. Also it depends on the level you are presenting to. Tactical KPIs Net new engaged leads added to database in period Volume of marketing sourced MQL in a period MQL – Above Opportunity conversion rate and trends Marketing influenced leads (as a percentage of total) Campaign performance metrics # of leads in lead score bucket Most influential campaign types Content performance (engagement with content by content name, and content type) Operational KPIs Funnel performance Lead quality Funnel Velocity Lead scoring efficacy SLA adherence by sales and marketing for a given period Database penetration Database engagement by % of total/cookied Data cleanliness Journey measurements Revenue KPIs Top Lead Sources by MQL volume or asset value Most influential campaigns by above funnel/asset value Assets acquired by month, quarter, annual influenced by marketing activity Assets acquired by region and by BDO Asset predictability based on marketing pipeline and sales funnel Executive Leadership Avg Days Engaged to MQL Avg Days MQL to SAL Avg Days SAL to SQL Avg Days SQL to Closed Won Ratio of Marketing influenced opportunities in the pipeline (KPI) Value of Marketing influenced opportunities in the pipeline (KPI) Ratio of Marketing influenced Closed Won Opportunities (KPI) Value of Marketing influenced Closed Won Opportunities (KPI)
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