10 Metrics to Track Your Marketing Tech Stack's Success

You can't manage what you don't measure. This chapter covers ten metrics across sales, marketing, and customer success — what each one tells you, and why none of them mean much if the underlying data is wrong.

Metrics tell you what's working and what isn't, and let each team set goals, track progress, and adjust before a bad quarter becomes a bad year. The challenge is knowing which metrics actually matter to your business, out of the volume most companies collect. Below are ten worth tracking, split across sales, marketing, and customer success.

Sales metrics

Sales metrics matter because sales leaders can't run on instinct alone — the volume of information involved is too large. Four are worth tracking closely:

1. Sales revenue. Total revenue from sales in a given period, usually a quarter or year. Revenue targets built from this number are only as accurate as the underlying data feeding them.
2. Sales growth rate. The percentage change in sales revenue over that same period. A flat or falling rate is the signal to dig into why.
3. Win rate. The percentage of pursued deals that close. A low win rate usually points to lost interest somewhere in the process, or a pitch that's missing the customer's actual pain point.
4. Average deal size. The average value of a closed deal. Growing this number directly grows revenue without needing more deals in the pipeline.

Marketing metrics

Marketing metrics measure whether campaigns are actually reaching people and converting them. Three are core:

1. Website traffic. How many people visit, measured as total visits, unique visitors, or pageviews. It's a signal of interest, not proof of revenue.
2. Return on investment (ROI). Revenue generated by a campaign against what it cost to run. Positive ROI means the campaign paid for itself; negative means it didn't.
3. Cost per lead (CPL). Total campaign cost divided by leads generated. A lower CPL means the campaign generated business more cheaply.

Customer success metrics

Customer success metrics measure whether customers stay satisfied and keep renewing. Three matter most:

1. Customer satisfaction (CSAT). Usually measured through surveys or feedback forms right after an interaction.
2. Customer retention rate. The percentage of customers who keep using your product or service. A drop here is worth investigating immediately — losing customers quietly is more expensive than losing them loudly.
3. Customer lifetime value (CLV). The total value a customer brings across the entire relationship, not just their first purchase.

How do you measure these metrics well?

Getting a clear picture takes coordination across teams and tools, since your tech stack determines how you collect data and communicate with customers in the first place. When departments run on siloed tools, the data and communication between them gets siloed too, which is where poor data, miscommunication, and misread metrics start.

Focus first on metrics tied directly to your goals — revenue, customer acquisition cost, retention, satisfaction — rather than tracking everything available. A few practices help:

• Use both quantitative and qualitative methods together: how much traffic you're getting (quantitative) alongside how much of it converts to a demo request or a meaningful click (qualitative).
• Review the data regularly. What was true about your metrics last quarter may not be true now.
• Set up a system for collecting and reviewing data on a schedule, and use it to make decisions rather than letting the reports pile up unread.
• Treat measurement as continuous. It's not a one-time report — it's an ongoing check on whether your strategy is still working.

Use what you learn to adjust strategy, and loop in sales, marketing, and customer success together when you do — insights from one team routinely change what the other two should do next.

Clean data comes first

None of the ten metrics above mean anything if the data behind them is wrong. If your CRM holds thousands or millions of records with outdated, duplicate, or incomplete information, your revenue numbers, your retention rate, and your CSAT scores are all built on a bad foundation.

This is where Plauti fits: finding and merging duplicate records, standardizing fields, and validating data as it enters your CRM, so the metrics above reflect what's actually happening in your business instead of what your data happens to say.