Our marketing manager tracks website traffic and social media impressions, but these metrics do not seem to impact our sales pipeline. What weekly numbers should we track instead?

Question

Tyler Smith · Accepted Answer

Website traffic and social media impressions are often vanity metrics. They look good on a report but do not pay the bills. If your marketing metrics do not correlate with sales pipeline growth, you are tracking the wrong activities.

To make your marketing seat accountable, you must shift your Scorecard metrics from passive reach to active engagement and lead qualification. Instead of tracking total impressions, track the number of marketing-qualified leads generated each week. This is defined as a lead that fits your ideal client profile and has taken an action indicating buying intent, such as requesting a demo or downloading a high-value resource.

Other strong weekly marketing metrics include lead-to-opportunity conversion rate, cost per qualified lead, and the number of outbound prospect touchpoints completed. By focusing on these mid-funnel leading indicators, you force your marketing seat to align their efforts with your sales team. This ensures that every marketing dollar spent is actively driving opportunities into your sales pipeline, rather than just generating empty digital noise.