KPIs for CMOs and Marketing Teams
These are the KPIs a CMO or marketing team tracks for what campaigns cost and what they return. Spend, leads and revenue need to be measured on the same period and definitions.
The KPIs to track
Customer Acquisition Cost (CAC)
Customer acquisition cost is the average spend needed to win one new customer, including marketing and sales costs.
Formula and SQL query on the Customer Acquisition Cost (CAC) page.
Return on ad spend is the revenue earned for every unit of money spent on advertising.
Formula and SQL query on the Return on Ad Spend (ROAS) page.
Marketing ROI compares the profit generated by marketing against what it cost, expressed as a percentage.
Formula and SQL query on the Marketing ROI page.
Cost per lead is the average marketing spend needed to generate one lead.
Formula and SQL query on the Cost per Lead (CPL) page.
MQL to SQL rate is the share of marketing-qualified leads that sales accepts as sales-qualified.
Formula and SQL query on the MQL to SQL Conversion Rate page.
Website conversion rate is the share of visits or visitors that complete a goal such as signing up or buying.
Formula and SQL query on the Website Conversion Rate page.
Click-through rate is the percentage of people who saw an ad, link or email and clicked it.
Formula and SQL query on the Click-Through Rate (CTR) page.
Marketing-Sourced Revenue Share
Marketing-sourced revenue share is the percentage of new revenue that came from deals first created by marketing activity.
Formula and SQL query on the Marketing-Sourced Revenue Share page.
Where the data usually lives
Ad platforms, web analytics, the marketing automation tool, the CRM and the finance system.
Measurement mistakes to avoid
- Platform-reported conversions and CRM-recorded customers differ; reconcile before judging a channel.
- Time lag between spend and revenue means short windows undercount returns.
- Attribution rules decide credit; state the one you use.
Questions to ask your data
You can type these as plain questions. SchemaChat turns each one into SQL against your connected database or uploaded file, runs it, and shows the SQL and the figures it used so you can check the answer before you share it. Check that the result matches how your business defines each KPI.
- What is customer acquisition cost by channel this quarter?
- Which campaigns produced leads that became customers?
- What is our conversion rate by landing page?
- How much revenue came from marketing-sourced leads?