A key performance indicator (KPI) is a quantifiable metric used to measure progress toward business objectives. In B2B marketing, KPIs connect tactical activity to strategic impact, such as pipeline generated, conversion rate, or lead velocity.
Selecting the right KPIs ensures focus on meaningful outcomes rather than vanity metrics. They also foster accountability across marketing, sales, and RevOps teams. When visualised through dashboards, KPIs become the shared language of performance alignment and growth.
