Introduction
For marketing leaders, the pressure to prove ROI is relentless. Boards want certainty that marketing spend translates into revenue. CEOs want efficiency and growth. And sales teams want confidence that leads will convert.
In this environment, choosing the right metrics matters more than tracking every metric. Vanity numbers like clicks or impressions rarely win over leadership. What CMOs need are clear, credible measures that connect marketing performance directly to business outcomes.
This article explores the five funnel metrics that matter most — the ones that will help you report with confidence, uncover opportunities for improvement, and build influence at the leadership table.
1. Cost per Acquisition (CPA)
What it is
The average cost to acquire a new customer, calculated by dividing marketing spend by the number of new customers acquired.
Why it matters
Boards and CEOs care deeply about efficiency. When you can show a declining CPA while maintaining or growing customer acquisition, you demonstrate that marketing is doing more with less.
How to use it
Track CPA alongside revenue growth. If CPA is rising, it may indicate inefficiencies in targeting, channel mix, or conversion processes. If CPA is falling, highlight the optimisation strategies that made the difference.
2. Lead-to-Customer Conversion Rate
What it is
The percentage of leads generated that ultimately become paying customers.
Why it matters
This is a direct measure of lead quality. If the rate is low, it often signals misalignment between marketing and sales. If it’s strong, it shows marketing is generating leads that sales teams value and convert.
How to use it
Share this metric in joint sales and marketing reviews. When both teams agree on what a qualified lead looks like, the conversion rate becomes a trusted indicator of ROI.
3. Funnel Stage Conversion Rates
What it is
The percentage of prospects moving from one stage of the funnel to the next (for example: MQL → SQL → Opportunity → Customer).
Why it matters
Stage-by-stage analysis shows you exactly where prospects are dropping off. For CMOs, this is powerful — it shifts the conversation from “marketing isn’t working” to “we’ve identified the bottleneck and know where to focus.”
How to use it
Report funnel conversion rates visually. HubSpot dashboards are especially effective for this, showing drop-offs at a glance and providing data-backed recommendations for improvement.
4. Pipeline Velocity
What it is
The average speed at which deals move through the funnel, from opportunity creation to close.
Why it matters
Faster velocity means faster revenue. Boards and CEOs value not only how much revenue is generated, but also how quickly it is realised. Velocity directly impacts cash flow and growth predictability.
How to use it
Review pipeline velocity quarterly. If deals are stalling, it may point to misalignment in handovers, lack of nurturing, or sales capacity issues. If velocity is improving, connect this back to campaign optimisation or better lead qualification.
5. Marketing-Influenced Revenue
What it is
The percentage of closed revenue that marketing contributed to, either directly or indirectly.
Why it matters
This metric demonstrates marketing’s strategic value. Rather than focusing on activity counts, it shows leadership the actual revenue impact of marketing efforts.
How to use it
Use attribution models in HubSpot to connect campaigns to closed deals. Present influenced revenue in financial terms: “Marketing contributed to $2.1M of revenue this quarter, representing 45% of total closed deals.”
Putting It All Together
These five metrics provide CMOs with a clear, credible way to demonstrate marketing’s value. Instead of drowning in data, they spotlight the outcomes that matter most: efficiency, quality, speed, and revenue impact.
By tracking them consistently, you not only prove ROI but also identify opportunities for optimisation — and position marketing as a true growth partner at the leadership table.
Proving ROI isn’t about measuring everything. It’s about measuring the right things.
If you’d like a complete framework for proving marketing ROI, explore our hub article: [The Complete Guide to Proving Marketing ROI in New Zealand].
