Board-ready marketing metrics

Marketing metrics fail when they are optimised for presentation, not reconciliation. The board does not want another funnel graphic — it wants numbers that tie to revenue recognition and sales capacity.

Start with definitions, not tools

Before you buy another BI seat, agree on: qualified pipeline, cost per qualified opportunity, payback window, and contribution margin after delivery cost. If marketing and finance cannot define these in one workshop, tooling will not save you.

Instrumentation order

1. CRM stage integrity and source attribution
2. Product or site events that mirror sales stages
3. Media and campaign IDs that persist into CRM
4. Monthly pack that matches the GL, not a slide deck

Co‑Venant programmes typically embed measurement early — so channel work does not outrun the data model your auditors expect.