{"slug":"strategy/business-strategy/73-marketing-metrics","title":"73 — Marketing Metrics","section":"strategy","sectionLabel":"Strategy","status":"unclassified","type":"document","path":"strategy/business-strategy/73-marketing-metrics.mdx","bytes":6154,"description":null,"updated":null,"source":"integratewise/Integratewise-docs-wiki","content":"\nStatus: CANONICAL · Commercial OS\nOwner: PMM hat\nLast verified: 2026-07-21\nDefinitions defer to [72 Revenue Metrics](72-revenue-metrics.md) where shared.\n\n---\n\n## Purpose\n\nWhat marketing measures, on the funnel our motion actually has (founder-led content → audience → conversations → pipeline), with the anti-vanity discipline our stage demands.\n\n**Target audience:** PMM hat, founder, future marketing hire.\n\n---\n\n## 1. The Funnel (as it really is)\n\n```\nREACH        essay/post impressions · site visitors\nAUDIENCE     newsletter subscribers · LinkedIn followers (ICP-share sampled)\nENGAGEMENT   replies · comments · reply-rate ([60 §3] the resonance metric)\nCONVERSATION content-sourced discovery calls ([57 §3] DM protocol) · demo requests · POV applications\nPIPELINE     content-attributed qualified opportunities (first-touch, honestly logged)\nREVENUE      content-attributed closed-won (reported with attribution caveats, never overclaimed)\n```\n\n**Attribution posture (stage-honest):** first-touch + self-reported (\"how did you hear about us?\" is mandatory in every demo request form and discovery call — [38 §4](../07-sales/38-discovery-guide.md)). No multi-touch modeling theater until volume justifies it; a founder can _know_ where 40 deals came from.\n\n## 2. The Scorecard (monthly, one page)\n\n| Layer        | Metric                                                                                                                                                           | Target (launch quarter → mid-2027)                                                                |\n| ------------ | ---------------------------------------------------------------------------------------------------------------------------------------------------------------- | ------------------------------------------------------------------------------------------------- |\n| Reach        | Non-brand organic visits/mo ([55 Ring 2](../10-website/55-seo-strategy.md))                                                                                      | 500 → 2,500                                                                                       |\n| Reach        | Category-term rank + pickup instances ([55 Ring 1](../10-website/55-seo-strategy.md), [51 §4](../09-gtm/51-launch-strategy.md))                                  | #1 exact phrase by launch+90; 20 pickups/30d post-launch                                          |\n| Audience     | Newsletter subscribers (net) / growth                                                                                                                            | ≥ 10%/mo ([60](../11-marketing/60-newsletter-strategy.md))                                        |\n| Audience     | ICP share of new followers/subscribers (sampled)                                                                                                                 | ≥ 50%                                                                                             |\n| Engagement   | Newsletter open ≥ 45% · reply ≥ 1% · LinkedIn comment-ratio trend                                                                                                | per [59](../11-marketing/59-linkedin-strategy.md)/[60](../11-marketing/60-newsletter-strategy.md) |\n| Conversation | Content-sourced discovery calls/week                                                                                                                             | 2–4 by launch ([57 KPIs](../11-marketing/57-founder-led-marketing.md))                            |\n| Conversation | Site visitor → CTA ≥ 4% · LP conversions per [54 targets](../10-website/54-landing-pages.md) · webinar → POV ≥ 5% ([61](../11-marketing/61-webinar-strategy.md)) | —                                                                                                 |\n| Pipeline     | Content-attributed share of qualified pipeline                                                                                                                   | ≥ 60% pre-AE (it's the primary channel [50 §3](../09-gtm/50-gtm-strategy.md))                     |\n| Quality      | Demo-requests from ICP ≥ 60% ([52 KPIs](../10-website/52-website-strategy.md))                                                                                   | —                                                                                                 |\n\n## 3. Message-Health Metrics (the PMM-specific set — measuring whether the _story_ works)\n\nMessage pull-through: % of discovery calls where the prospect uses category/pillar language unprompted (call-recording sample, monthly) · misreading rate: \"chatbot/dashboard/integration-tool\" descriptions in inbound (trending to zero = positioning landing [11 §6](../03-positioning-messaging/11-positioning.md)) · voice-audit score ≥ 95% ([20 §4](../04-product-marketing/20-product-marketing-guide.md)) · claims-register freshness ≤ 90 days ([79](../14-appendix/79-appendix.md)).\n\n## 4. Review Rituals\n\nWeekly (15 min, inside the Friday ritual): conversation-layer numbers only — calls sourced, demo requests, what content drove them. Monthly (1 hr): full scorecard; kill/double decisions on formats ([56 §5](../11-marketing/56-content-strategy.md)); LP conversion review vs. [54] targets. Quarterly: positioning tests ([11 §6](../03-positioning-messaging/11-positioning.md)); SEO ring progress; the \"which essays became pipeline\" retro that tunes next quarter's calendar.\n\n**Anti-vanity rules:** impressions never appear without their conversion neighbor · follower counts reported only with ICP-share · no metric that can't change a decision gets dashboard space.\n\n**KPIs (of the function):** scorecard shipped monthly 100% · attribution field completeness ≥ 90% of new opportunities · decisions logged from reviews (a review without a decision was a meeting).\n\n---\n\n**Related:** [72 Revenue](72-revenue-metrics.md) · [56 Content](../11-marketing/56-content-strategy.md) · [55 SEO](../10-website/55-seo-strategy.md) · [52 Website](../10-website/52-website-strategy.md)\n"}