73 — Marketing Metrics
Status: CANONICAL · Commercial OS
Owner: PMM hat
Last verified: 2026-07-21
Definitions defer to 72 Revenue Metrics where shared.
Purpose
What marketing measures, on the funnel our motion actually has (founder-led content → audience → conversations → pipeline), with the anti-vanity discipline our stage demands.
Target audience: PMM hat, founder, future marketing hire.
1. The Funnel (as it really is)
REACH essay/post impressions · site visitors
AUDIENCE newsletter subscribers · LinkedIn followers (ICP-share sampled)
ENGAGEMENT replies · comments · reply-rate ([60 §3] the resonance metric)
CONVERSATION content-sourced discovery calls ([57 §3] DM protocol) · demo requests · POV applications
PIPELINE content-attributed qualified opportunities (first-touch, honestly logged)
REVENUE content-attributed closed-won (reported with attribution caveats, never overclaimed)
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). No multi-touch modeling theater until volume justifies it; a founder can know where 40 deals came from.
2. The Scorecard (monthly, one page)
| Layer | Metric | Target (launch quarter → mid-2027) |
|---|---|---|
| Reach | Non-brand organic visits/mo (55 Ring 2) | 500 → 2,500 |
| Reach | Category-term rank + pickup instances (55 Ring 1, 51 §4) | #1 exact phrase by launch+90; 20 pickups/30d post-launch |
| Audience | Newsletter subscribers (net) / growth | ≥ 10%/mo (60) |
| Audience | ICP share of new followers/subscribers (sampled) | ≥ 50% |
| Engagement | Newsletter open ≥ 45% · reply ≥ 1% · LinkedIn comment-ratio trend | per 59/60 |
| Conversation | Content-sourced discovery calls/week | 2–4 by launch (57 KPIs) |
| Conversation | Site visitor → CTA ≥ 4% · LP conversions per 54 targets · webinar → POV ≥ 5% (61) | — |
| Pipeline | Content-attributed share of qualified pipeline | ≥ 60% pre-AE (it's the primary channel 50 §3) |
| Quality | Demo-requests from ICP ≥ 60% (52 KPIs) | — |
3. Message-Health Metrics (the PMM-specific set — measuring whether the story works)
Message 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) · voice-audit score ≥ 95% (20 §4) · claims-register freshness ≤ 90 days (79).
4. Review Rituals
Weekly (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); LP conversion review vs. [54] targets. Quarterly: positioning tests (11 §6); SEO ring progress; the "which essays became pipeline" retro that tunes next quarter's calendar.
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.
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).
Related: 72 Revenue · 56 Content · 55 SEO · 52 Website