This strategic KPI framework was created as an onboarding tool to educate my client's senior leadership, product development teams, and marketing departments on critical SaaS success metrics. The client had zero SaaS experience—they were a traditional hardware/services company venturing into software-as-a-service for the first time. This document served as foundational education to establish proper measurement principles, align cross-functional teams, and guide strategic decision-making for their inaugural SaaS platform launch.

B2B SaaS thermoimaging platform providing AI-powered thermal imaging analytics for predictive maintenance in manufacturing, energy, and facilities management sectors.

As the Growth Marketing and Analytics lead, I inherited a fragmented measurement approach where different teams tracked disparate metrics without strategic alignment. Marketing reported on vanity metrics like website traffic and social engagement, while sales focused solely on closed deals. This created visibility gaps in funnel performance and made it impossible to optimize marketing spend or demonstrate ROI to leadership.

Implemented a comprehensive SaaS marketing KPI framework focused on three strategic pillars: MQL-to-SQL Conversions, Marketing-Sourced Pipeline Opportunities, and Marketing-Generated Pipeline Value. This framework connected top-funnel marketing activities directly to revenue outcomes, enabling data-driven optimization and clear ROI demonstration across the entire customer acquisition funnel.

Month 1: Audited existing tracking infrastructure and established baseline measurements across all funnel stages

Month 2: Implemented integrated attribution tracking connecting marketing touchpoints to revenue outcomes via HubSpot and Salesforce integration

Month 3: Deployed automated dashboards and established weekly KPI review cadences with cross-functional teams

Improved MQL-to-SQL conversion rate from 12% to 28% through better lead qualification

Reduced Customer Acquisition Cost (CAC) by 34% through channel optimization insights

Achieved 2.3x improvement in marketing ROI visibility enabling strategic budget reallocation

This KPI framework transformed marketing from a cost center into a measurable revenue driver, providing the data foundation necessary for scaling customer acquisition strategies and optimizing marketing investments based on concrete performance metrics.