KPI Library
Industry-specific Key Performance Indicators (KPIs) to apply in your metrics
LTV:CAC Ratio
Ratio of customer lifetime value to acquisition cost; a measure of sales and marketing efficiency
Major Donor Conversion Rate
Percentage of mid-level donors identified as prospects who are successfully cultivated into major donors
Manager Effectiveness Score
Average rating of direct managers by their reports, measuring leadership quality and team experience
Mandatory Training Compliance Rate
Percentage of clinical and non-clinical staff with all mandatory training (safeguarding, infection control, fire safety) completed and in-date
Marketing Budget Utilisation
Percentage of the allocated marketing budget spent in a period
Marketing Contribution to ARR
Percentage of new Annual Recurring Revenue (or total revenue) that originated from a marketing-sourced lead
Marketing Data Completeness Score
Percentage of lead and contact records in the marketing database with all key segmentation fields (industry, company size, persona, intent) populated
Marketing Qualified Account (MQA) Rate
Percentage of target accounts showing sufficient engagement to be flagged for sales outreach (ABM context)
Marketing Qualified Leads (MQLs) Generated
Number of leads that meet defined scoring criteria and are passed to sales in a period
Marketing-Influenced Pipeline
Total value of sales pipeline where marketing had at least one touchpoint in the buyer journey
Marketing-Sourced Pipeline
Total value of sales pipeline attributed to marketing-generated leads
Marketing-Sourced Revenue
Closed-won revenue from opportunities originally sourced by marketing
Mean Time Between Failures (MTBF)
Average operating time between equipment failures
Mean Time to Detect (MTTD)
Average time from a security incident occurring to its detection
Mean Time to Repair (MTTR)
Manufacturing – average time to restore equipment following a failure
Mean Time to Resolve (MTTR)
IT – average time from IT incident detection to full resolution
Media Coverage Volume
Number of earned media placements (press, blogs, podcasts) in a period
Medication Error Rate
Number of medication errors per 1,000 patient days
Meetings Booked
Number of qualified discovery or demo meetings booked with prospects in a period
Meetings Held Rate
Percentage of booked meetings that are actually held (not cancelled or no-showed)
Message Resonance Score
Average rating from customer or prospect surveys measuring how compelling and differentiated the core value proposition is perceived to be
Monetary Value of Volunteer Time
Estimated financial value of volunteer hours contributed, based on replacement cost or national living wage
Monthly Recurring Revenue (MRR)
Predictable recurring revenue generated each month from active subscriptions
MQL-to-Opportunity Conversion Rate
Percentage of MQLs that are accepted by sales and converted to pipeline opportunities
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