Top Three Metrics for Marketing Leaders in 2026

There are no shortages of things to track for today’s marketing teams. But which ones should you focus on and which ones will only lead to analysis paralysis? As a marketing leader, you need to keep your finger on the pulse of the impact your team is having on the broader organization so you can make informed decisions. But how to decide which ones?

Focus on metrics that are:

·         Actionable – if it won’t lead to a start or stop action, don’t focus on it

·         Objective – data should be numbers-based, not personal opinions or emotions

·         Timely – enough time to have good data but not long horizons where you can’t act quickly

Top metrics for marketing leaders to track in 2026:

1.      Cost per Lead/Opportunity

Why this matters: Knowing your cost of acquisition is essential - it not only impacts budget conversations but also could alter GTM strategies. If the marketing budget doesn’t align to the reality of the cost of attaining leads, then what? If you launch an entry-level price point product, but the cost of acquisition is greater than the expected revenue, is that a solid strategy? How can you bring the cost of acquisition down — by focusing tactics that have a lower cost or trying to increase program efficiency?? Knowing the numbers will help you in conversations with the executive and C-level teams as well as coaching your own team members.

2.      MQL Velocity

Why this matters: Marketing still plays a role after the MQL is created. If MQLs are stalled in an early stage, an SLA with sales to respond within a specific (read: short!) timeframe could be required. Or, are they hung up in later stages? Marketing can also help there, by providing testimonials or reference accounts for sales to use to help push them along. Sharing this data with the sales teams will also help build/strengthen the critical sales-marketing relationship. (Pro tip: If you can prove that MQLs have higher velocity than sales-generated leads, you can argue for more resources to drive revenue more quickly!)

3.      Marketing Proficiency

Why this matters: Every marketing department needs to make the most out of every dollar they spend. Tracking efficiency allows you to see what actions are leading to which results so that you can maximize the efforts. Be sure to use fully-loaded costs, which takes into account the salaries and benefits of the marketing team doing the work. This creates a truer picture for the business than if these costs are excluded, and showing increases in efficiency over time indicates marketing team proficiency. Knowing efficiency numbers also allows the business to invest more into marketing as they can confidently estimate the return.

Marketing leaders need to focus on the numbers beyond the messaging and campaigns to truly understand the effectiveness of the marketing department. Doing so will lead to better decision making and more substantial conversations with C-level as well as financial department members.  

Let’s talk about your metrics for 2026! Contact us today for a free consult.