KPIs are the specific metrics used to measure performance against business goals. Unlike OKRs, KPIs are typically ongoing measurements rather than time-bound goals. In marketing, KPIs cascade from business outcomes (ARR, pipeline) to marketing-owned leading indicators (MQLs, traffic, engagement). The art is picking the 5–8 KPIs that actually predict outcomes — not the 25 vanity metrics that feel productive to track but don't correlate with revenue.
For example, a B2B marketing team's core KPIs might be: net new pipeline from marketing, MQL-to-SQL conversion rate, blended CAC, organic traffic, and email list growth — each pointing to a different dimension of marketing health.
We build KPI dashboards for clients that focus on the 5 metrics that actually matter — removing vanity metrics that distract from revenue accountability.
Related Terms
Relevant Cactus Services
We implement KPIs (Key Performance Indicators) strategies for B2B tech startups every day. Book a free 30-minute call to get a concrete plan for your situation.
Book a free strategy call →Fractional CMO
A fractional CMO is a senior marketing executive who works with multiple companies on a part-time or contract basis — providing strategic leadership without the cost of a full-time hire.
Embedded Agency
An embedded agency model means the agency team functions as an extension of your internal marketing team — not a vendor, but a partner with deep context, shared Slack channels, and attendance in team standups.
Retainer
A retainer is a monthly fee paid to an agency or consultant for ongoing services — buying a defined scope of work or number of hours each month.
Performance Marketing
Performance marketing is any advertising model where payment is tied to measurable results — cost per lead, cost per acquisition, revenue share — rather than flat media fees.
OKRs (Objectives and Key Results)
OKRs is a goal-setting framework: each Objective is an ambitious qualitative goal, supported by 2–5 Key Results that are specific, measurable, and time-bound.
Marketing Attribution
Attribution is the process of assigning credit to marketing touchpoints that contributed to a conversion or sale.