Align Your Metrics With a Marketing Strategy Using the GROWTH Framework

Have you ever read through a marketing report full of charts and numbers and walked away thinking, “Okay... but is any of this working?”

Most businesses are overwhelmed with data but underwhelmed by results. The issue isn’t the numbers. It’s that most of those numbers are disconnected from an intentional marketing strategy.

When you want to optimize your marketing, and implement a strategy that works, It’s tracking the right things. The data that clearly tell you whether your marketing is contributing to real business growth.

That’s why I use my GROWTH Framework.

It’s a clear, client-facing way to align marketing efforts with bottom-line results. When applied correctly, it not only gives you the strategy and direction you need to move forward, it gives you the measurement system to prove that strategy is working.

Let’s break down the KPIs that matter most, stage by stage.

G: Goals

If you don’t define the win, you’ll never know if you’re winning.

The first step in creating any marketing strategy is clarifying your goals. But not all goals are created equal. Vague intentions like “grow the business” or “get more leads” don’t cut it. You need specific, measurable, aligned goals.

I teach this using the GOOD Goals system:

• Growing (Revenue-based)

• Optimizing (Conversion or efficiency-based)

• Operational (System or process-focused)

• Deliverable (Asset creation or launch)

Once you define the type of goal, the KPIs you want to focus on become clear:

• Growing: Total revenue, MRR (monthly recurring revenue), LTV (lifetime value), net new customers

• Optimizing: Funnel conversion rates, CAC (customer acquisition costs), bounce rate, churn

• Operational: Campaign speed to launch, time-to-response, workflow adoption, (tie in Optimizing KPIs as well)

• Deliverable: Completion rates, launch timeline, asset usage, ROI (return on investment)

The best-performing strategies I’ve seen keep their goals front and center, then build a focused dashboard around them.

R: Revenue

If it doesn’t connect to the bottom line, it’s not a strategy.

Revenue-focused KPIs are critical. But only if you’re tracking them correctly. Don’t just look at overall sales. Look at what marketing actually influenced or originated the sale.

The KPIs to monitor here include:

• Marketing-Sourced Revenue – total sales directly tied to marketing efforts, and which efforts specifically

• Marketing-Influenced Pipeline – how many deals interacted with marketing before closing, and what materiel/messaging/channels did they interact with

• Customer Acquisition Cost (CAC) – total marketing spend ÷ new customers

• Return on Marketing Investment (ROMI) – (revenue generated ÷ cost of marketing) x 100

• Sales Velocity – average time it takes to close a deal

Make sure attribution is rock-solid. Use UTM tracking, CRM workflows, and closed-loop reporting between marketing and sales. I use GHL in my business, and have found that it works for 90% of the businesses I work with.

O: Opportunities

Lead generation isn’t the finish line, it’s the starting point.

This is where most businesses fall off. They focus so hard on traffic and clicks, they forget to ask: What happens after someone becomes a lead?

Your KPIs here should measure movement through the funnel:

• Landing Page Conversion Rate – are visitors taking the action you want?

• Lead → MQL → SQL Progression Rates – are leads getting qualified?

• Sales Qualified → Opportunity Rate – are they turning into real deals?

• Call-to-Close Ratio – how well is your team converting interested leads?

These numbers help you diagnose drop-off points. If your nurture emails aren’t converting, or your sales page is leaking leads, these KPIs will tell you, so you can work on fixing and optimizing those factors to improve your numbers.

W: What Assets

Measure the Impact of Your Marketing Materials

Every asset you create; blog, video, lead generator, or landing page should do a job. Whether that’s educating, converting, or nurturing, every asset must perform.

Here are the KPIs that show whether it is:

• Content-Specific Traffic – how many people are seeing this asset?

• Engagement Metrics – bounce rate, time on page, scroll depth, comments, reposts

• Conversion Rates by Asset – did they take the desired action (download, book, click)?

• Lead Magnet Downloads – is it capturing attention?

• CTA Clickthrough Rates – are you moving people to the next step?

Over time, these numbers tell you which assets to double down on, and which ones need to be sunset or updated. Try updating, and optimizing fist before pulling down an asset.

T: Timelines

Slow marketing is expensive marketing.

When timelines stretch on and on, you lose relevance, momentum, and often... revenue.

Use these KPIs to track execution velocity:

• Time to Launch – from strategy to live campaign

• Time to First Lead – how quickly your efforts start generating results

• Sales Cycle Length – how long from first contact to closed deal

• Customer Onboarding Time – how fast new customers get to first value

You can’t scale what takes too long to ship. And you can’t improve what you’re not measuring.

H: Hurdles

What’s slowing you down, blocking results, or eroding trust?

Hurdles are often overlooked, until they cost you deals. But with the right KPIs, you can see trouble coming.

Track things like:

• Email Deliverability – if you’re landing in spam, it kills performance

• Cost Per Click or Impression – is your paid media becoming too expensive?

• Organic Ranking Drops – did you lose SEO authority?

• Low Engagement Rates – is your audience tuning out?

• Pipeline Dropoff – are opportunities disappearing without explanation?

By watching these red flags, you can proactively course-correct. And often, a small tweak (to messaging, targeting, cadence, etc.) makes a massive difference.

Bringing It All Together

You don’t need 47 dashboards. You need one tight set of indicators that match your strategy.

Start with your GOOD goals. Then work your way through the GROWTH Framework — Goals, Revenue, Opportunities, What Assets, Timelines, Hurdles — and assign a few meaningful KPIs to each one.

This turns marketing into a growth machine. You get clarity, focus, and leverage. Your team knows what to prioritize. Your leadership team sees what’s working. And your clients or stakeholders finally understand the real value marketing brings.

This is how you turn your marketing from a black hole cost, into a measurable, scalable marketing machine.