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 (03:45) - – Why communicating marketing’s impact is a challenge for many teams (06:21) - – The importance of using a common language when reporting to leadership (08:59) - – Breaking marketing metrics into four key buckets (12:14) - – How pipeline coverage connects marketing to revenue (14:43) - – Reporting on efficiency: CAC, cost per opportunity, and more (17:58) - – The role of awareness metrics and how to contextualize them (21:55) - – How marketing and sales alignment can be measured effectively (24:24) - – The 7 core marketing metrics Aditya reports on regularly (28:07) - – How often should marketing be reporting metrics? (30:51) - – Dashboards, recurring meetings, and what execs actually care about (33:43) - – Advice for first-time marketing leaders on building reporting habits (35:57) - – Why clarity beats complexity when it comes to data (38:39) - – Final thoughts Send guest pitches and ideas to [email protected] the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership***Today’s episode is brought to you by Grammarly.Ever have one of those weeks where you spent more time replying to Slack and email than doing actual marketing work?You’re not alone. The average marketing team spends 28+ hours a week just keeping up with comms.That leads to burnout, frustration, and a whole lot of performative productivity that doesn’t actually move the needle.AI-fluent marketing teams are changing that. Grammarly’s 2025 Productivity Shift Report shows how they’re using AI to:– Cut down on back-and-forth– Automate content, research, and reporting– Eliminate busywork– Make space for strategyWe’re marketers because we love crafting campaigns, driving revenue, and proving impact – not spending all day buried in messages.Get the report and see how top teams are making AI actually useful.Visit go.grammarly.com/exitfive to grab it.***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