Use this worksheet to systematically align your marketing KPIs with business objectives and design a dashboard that tracks the metrics that actually matter. Complete each section in order — the output becomes a ready-to-build dashboard specification.

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Part 1: Business Goal → KPI Mapping

For each business goal, identify the marketing KPIs that directly support it. Include at least one leading and one lagging indicator per goal.

Business Goal	Lagging KPI (Outcome)	Target	Leading KPI (Activity)	Target	Owner
Example: Grow ARR by 30% YoY	New ARR closed	$2.4M/quarter	Weekly qualified demos booked	25/week	Head of Demand Gen

Checkpoint: For every KPI you listed, ask: "If this metric improves, does it directly move the business goal?" If the answer is unclear, replace it with something more directly connected.

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Part 2: Funnel Metrics Inventory

Map your current (or planned) marketing-to-revenue funnel. Fill in current performance and targets.

Funnel Stage	Volume (Current)	Volume (Target)	Conversion to Next Stage	Target Conversion	Avg. Time in Stage
Website Visitors			Visitor → Lead: ___%		N/A
Leads			Lead → MQL: ___%
MQLs			MQL → SQL: ___%
SQLs			SQL → Opportunity: ___%
Opportunities			Opp → Closed Won: ___%
Closed Won Deals			N/A	N/A

Bottleneck identification: Circle the stage with the lowest conversion rate. This is your highest-leverage optimization opportunity.

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Part 3: Channel Performance Tracker

List each active marketing channel and its key metrics. This becomes the basis for your channel dashboard view.

Channel	Monthly Spend	Leads Generated	CPL	Deals Attributed	CPA	ROI	Leading Indicator to Watch
Example: LinkedIn Ads	$15,000	120	$125	6	$2,500	3.2x	CTR on ads

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Part 4: Attribution Model Selection

Before building your dashboard, decide how you'll attribute revenue to marketing touchpoints.

Your average sales cycle length: ___ days/weeks

Average number of touchpoints before conversion: ___

Recommended model based on your answers:

• If < 3 touchpoints and < 30-day cycle → Last-click may suffice
• If 3-5 touchpoints and 30-90 day cycle → U-Shaped (position-based)
• If 5+ touchpoints and 90+ day cycle → W-Shaped or Full Path
• If high volume of data and engineering resources → Algorithmic/custom ML model

Your selected model: ___

Rationale (1-2 sentences): ___

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Part 5: Dashboard Blueprint

Design your dashboard layout. For each section, specify what visualization you'll use and the data source.

Executive Dashboard (1 page — leadership audience)

Dashboard Section	Metrics Shown	Visualization Type	Data Source	Refresh Frequency
Revenue Summary	ARR, pipeline value, deals closed vs target	Scorecard + bar chart	CRM (Salesforce/HubSpot)	Daily
Funnel Health	Volume + conversion at each stage	Funnel chart	CRM + MAP	Daily
Channel ROI	Spend, CPA, ROI by channel	Stacked bar chart	Ad platforms + CRM	Weekly
Trend Lines	MQLs, SQLs, Opps — trailing 12 weeks	Line chart with targets	CRM + MAP	Weekly
Alerts	Metrics deviating > 20% from target	Red/yellow/green indicators	Calculated	Daily

Channel Dashboard (per-channel — team audience)

Define 1 channel dashboard in detail:

Channel: ___

Metric	Visualization	Time Comparison

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Part 6: Reporting Cadence & Ownership

Define your operational rhythm for reviewing metrics.

Cadence	Meeting/Report	Audience	Metrics Reviewed	Owner
Daily	Dashboard check (async)	Channel owners	Spend pacing, anomalies, lead flow
Weekly	Growth team standup	Marketing team	Funnel metrics, campaign performance, experiments
Monthly	Marketing-Sales-Product sync	Cross-functional leadership	Pipeline, attribution, channel ROI, lead quality feedback
Quarterly	Executive growth review	C-suite / board	ARR vs plan, CAC payback, LTV trends, strategic pivots

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Completed Output Checklist

• Business goals mapped to leading + lagging KPIs with owners
• Funnel metrics documented with current performance and targets
• Channel performance baseline captured
• Attribution model selected with rationale
• Executive dashboard blueprint designed
• At least one channel dashboard specified
• Reporting cadence and ownership defined

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Capstone Save Point

This completed worksheet becomes Section 9 (Measurement Framework) of your Module 22 Annual Growth Marketing Plan. It includes your KPI hierarchy, attribution approach, dashboard specifications, and reporting cadence — everything needed to demonstrate how you'll measure and optimize performance.