The 7 Marketing Metrics Every B2B Leader Should Report On

#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 understandsThe four buckets of metrics every B2B team should trackHow often you should be reporting on metricsThe exact 7 metrics Aditya uses to report up, down, and across the orgTimestamps(00:00) - – Intro to Aditya (02:12) - – Why communicating marketing’s impact is a challenge for many teams (04:48) - – The importance of using a common language when reporting to leadership (07:26) - – Breaking marketing metrics into four key buckets (10:41) - – How pipeline coverage connects marketing to revenue (13:10) - – Reporting on efficiency: CAC, cost per opportunity, and more (16:25) - – The role of awareness metrics and how to contextualize them (19:18) - – How marketing and sales alignment can be measured effectively (21:47) - – The 7 core marketing metrics Aditya reports on regularly (25:30) - – How often should marketing be reporting metrics? (28:14) - – Dashboards, recurring meetings, and what execs actually care about (31:06) - – Advice for first-time marketing leaders on building reporting habits (33:20) - – Why clarity beats complexity when it comes to data (36:02) - – Final thoughts Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletterLearn more about Exit Five's private marketing community: https://www.exitfive.com/***Brought to you by:Optimizely - the AI platform for marketers. Build your own AI agents or pull from a directory of 50+ pre-built ones for marketing use cases. Their new Virtual Teammates can join meetings, complete tasks, support campaigns, and keep your website optimized. Learn more at optimizely.com/exitfive.Webflow - A website platform built for the agentic web, letting modern marketing teams build fully custom sites that perform in AI search with no developer needed. Learn more at webflow.com/for/exitfive.Zoom Webinars & Events – The virtual event platform built to help B2B marketers run webinars that actually drive pipeline, with branded registration pages, live engagement features, and built-in tools to repurpose sessions into clips and content. Learn more at zoom.com/exitfive.Compound Growth Marketing - A full-funnel demand gen agency helping high-growth cybersecurity and enterprise software companies show up earlier in the buying journey, combining AEO, modern paid advertising, and a dedicated go-to-market engineering team. Podcast listeners get two free media planning sessions to find out what channels are driving the best ROI. Learn more at compoundgrowthmarketing.com/exitfive. ***Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more