Redefining our departments as profit-drivers, not cost-centers, (along with the rise of Revenue Operations) has been in marketing’s talk track for years.

And of course the trend towards revenue generation must reflect in reporting. We asked, In your marketing organization, what is the most important key performance indicator/metric?

And, because we are gluttons for punishment, we yet again left the answer to be “fill-in-the-blank.”

For this section of the survey, we correlated all the answers back to 6 categories: leads, marketing qualified leads (MQLs), pipeline (which is anything sales-qualified to opportunity stage), revenue, unknown, and other.

Most marketers surveyed report that their #1 KPI is pipeline, with MQLs taking second place, and actual revenue taking third.

Download the report here or Read the other blogs here:

• 8 Insights from the Cybersecurity Marketing Survey
• 2021 Survey Insight: Challenges by Funding Size
• 2021 Survey Insight: Hiring is super hard right now in a tight market

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