The Importance of Shared KPIs Between Sales and Marketing
In a business world where alignment between departments is critical for growth, one of the most impactful ways to bridge the gap between sales and marketing is through shared KPIs (Key Performance Indicators). Too often, these two teams operate in silos—marketing focuses on brand awareness and lead generation, while sales concentrates on closing deals. But when their goals are misaligned, it creates friction, inefficiencies, and missed opportunities.
Why Sales and Marketing Alignment Matters
Sales and marketing aren’t just related functions—they’re deeply interconnected. Marketing drives the interest and engagement that feeds the sales pipeline, while sales turns that interest into revenue. When they work toward shared KPIs, it creates a unified approach that benefits the entire business. According to LinkedIn, organizations with tightly aligned sales and marketing teams see 36% higher customer retention and 38% higher sales win rates.
A unified strategy ensures both teams are targeting the same audiences, using the same messaging, and supporting each other’s efforts seamlessly.
What Are Shared KPIs?
Shared KPIs are performance metrics that both sales and marketing teams are responsible for. These aren’t just marketing metrics like impressions or clicks, or sales metrics like closed deals. Instead, they focus on common goals, such as:
Marketing Qualified Leads (MQLs) to Sales Qualified Leads (SQLs) Conversion Rate
Pipeline Contribution
Customer Acquisition Cost (CAC)
Customer Lifetime Value (CLTV)
Revenue Attribution from Marketing Efforts
These metrics encourage collaboration, accountability, and joint ownership of outcomes.
Benefits of Shared KPIs
1. Improved Communication and Transparency
When both teams know what success looks like and how it will be measured, they communicate more effectively. Shared KPIs reduce ambiguity and help team members understand how their work contributes to broader organizational goals.
2. Better Lead Quality
With shared ownership of lead conversion goals, marketing is incentivized to generate leads that sales can actually close. This means clearer lead scoring criteria and more targeted campaigns—leading to better pipeline quality and conversion rates.
3. Higher Revenue Efficiency
By tracking shared KPIs like CAC and CLTV, teams can focus on generating leads and closing deals that actually make financial sense. This reduces wasted budget and optimizes resource allocation across both teams.
4. Enhanced Customer Experience
When sales and marketing are on the same page, customers experience a consistent journey from first touch to final purchase. Aligned messaging, streamlined follow-ups, and unified goals mean less friction and more value for the customer.
Common Shared KPIs That Drive Results
Here’s a closer look at the most effective shared KPIs and how they work:
MQL to SQL Conversion Rate: This KPI measures the percentage of marketing-generated leads that the sales team deems qualified. It highlights how well marketing is targeting the right audience and how effective the handoff process is.
Sales Pipeline Contribution by Marketing: This shows how much of the total sales pipeline is influenced by marketing efforts. It fosters accountability on both sides—marketing must generate quality leads, and sales must work those leads effectively.
Revenue Attribution: Revenue attribution connects closed deals back to marketing campaigns. When both teams agree on attribution models, it’s easier to see what’s working and double down on high-performing strategies.
Customer Acquisition Cost (CAC): CAC tracks how much it costs to acquire a new customer, factoring in both sales and marketing spend. Keeping this metric low is a shared responsibility, encouraging both teams to work efficiently.
Customer Retention and CLTV: While often seen as post-sale metrics, retention and lifetime value are influenced by early touchpoints. Aligned teams that attract and close high-fit customers are more likely to build long-term relationships.
How to Establish Shared KPIs That Work
Involve Both Teams Early: During strategic planning, involve leaders from both departments to define shared goals. This ensures buy-in and creates a foundation for accountability.
Define Clear, Measurable Metrics: Vague goals lead to vague results. Define exactly how each KPI will be measured and what tools will be used for tracking. Tools like HubSpot, Salesforce, or Tableau can integrate sales and marketing data.
Regularly Review and Refine: Hold joint review meetings to track progress, uncover insights, and make data-driven decisions. If certain KPIs aren’t providing value, don’t hesitate to refine them.
Celebrate Wins Together: Success should be shared. When milestones are hit—whether it’s a boost in MQL quality or a reduction in CAC—celebrate across teams to foster a culture of collaboration.
How Camden Jackson Consulting Can Help
At Camden Jackson Consulting, we specialize in helping growing companies align their sales and marketing functions through fractional leadership and strategic planning. We bring deep expertise in both disciplines and work alongside your team to define, track, and optimize shared KPIs that drive measurable results.
Whether you’re launching a new go-to-market motion or refining your lead-to-close process, our fractional sales and marketing leaders can help you foster collaboration, establish the right metrics, and build a culture of shared success.
Ready to Align Your Sales and Marketing Teams?
Are your sales and marketing teams speaking the same language—or working in silos? Let Camden Jackson help you align, measure, and grow. Contact us today to find out how our expert team can transform your performance through shared KPIs and strategic leadership.
