The 7 Marketing Metrics Every B2B Leader Should Report On

B2B Marketing with Dave Gerhardt

#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
• (03:23) - – Why communicating marketing’s impact is a challenge for many teams
• (05:59) - – The importance of using a common language when reporting to leadership
• (08:37) - – Breaking marketing metrics into four key buckets
• (11:52) - – How pipeline coverage connects marketing to revenue
• (14:21) - – Reporting on efficiency: CAC, cost per opportunity, and more
• (17:36) - – The role of awareness metrics and how to contextualize them
• (21:37) - – How marketing and sales alignment can be measured effectively
• (24:06) - – The 7 core marketing metrics Aditya reports on regularly
• (27:49) - – How often should marketing be reporting metrics?
• (30:33) - – Dashboards, recurring meetings, and what execs actually care about
• (33:25) - – Advice for first-time marketing leaders on building reporting habits
• (35:39) - – Why clarity beats complexity when it comes to data
• (38:21) - – Final thoughts

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