When I think about metrics that matter to marketing (in a PLG company), here is what comes to mind.
Net new pipeline (marketing sourced):
As a marketer, I want to make sure that whatever I'm sending to the sales team is leading to pipeline. This is obvious. Yet the focus on this number rather than leads or MQLs is critical. Keeps me focused on the right stuff.
Net new self serve revenue:
This number is extremely important to me. This fuels a lot of the B2B motion, and so working closely with the product team to improve of how much self serve revenue we drive (Signup -> Purchase) is something I'm always thinking about
MQLs:
Look, MQLs get a bad rap. And they should honestly, because they are too often manipulated to show big numbers. MQLs should have a strict definition.... Buyers with admitted high intent (meaning they filled out a form or chat or call that says they are ready to talk to sales) that match your ICP. This is the precursor to pipeline.
You have a different metric you focus on?
#marketing

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