How to Build Sales and Marketing KPIs in Hubspot
Hubspot makes it easier to align sales and marketing KPIs, but you need a clear framework to decide which metrics matter, how to track them, and how to turn data into decisions. This guide walks you step by step through building KPI dashboards that keep both teams focused on revenue.
Why Hubspot KPIs Matter for Revenue Alignment
Sales and marketing often chase different goals. One team focuses on leads, the other on closed deals. Well-defined KPIs bring both teams together around shared revenue targets and clear handoffs.
Using a structured KPI approach in your Hubspot setup helps you:
- Define what success looks like at each stage of the funnel
- Track how marketing activity translates into pipeline
- Measure sales productivity and conversion rates
- Spot breakdowns between lead generation and deal closing
- Forecast revenue more accurately
The source article at HubSpot’s sales and marketing KPI guide outlines the key metrics every go-to-market team should monitor. The steps below adapt that strategy into a practical implementation plan.
Step 1: Define Shared Revenue Goals in Hubspot
Before choosing metrics, you need one shared revenue goal that both teams own. This is the foundation of every Hubspot report and dashboard you create.
Clarify Your Revenue Targets
Start by setting clear, time-bound revenue goals:
- Annual recurring revenue (ARR) or total revenue target
- Quarterly and monthly revenue goals
- Revenue by key segment (industry, region, product line)
These goals should be the north star for every KPI you later track inside Hubspot. If a metric does not tie back to revenue, reconsider whether it belongs on your main dashboards.
Translate Revenue into Pipeline Targets
Next, determine how much pipeline you must create to hit your revenue goals. Use core conversion rates from the original article as a baseline:
- Lead to opportunity conversion rate
- Opportunity to customer conversion rate
- Average deal size
From there you can calculate:
- Required number of opportunities per month
- Required number of sales-qualified leads (SQLs)
- Required marketing-qualified leads (MQLs)
These volume targets become the backbone of your Hubspot reporting.
Step 2: Choose Core Marketing KPIs for Hubspot Dashboards
Once revenue and pipeline targets are set, select a concise set of marketing KPIs to track in Hubspot. Focus on metrics that show both volume and quality of demand.
Essential Marketing KPIs to Configure
From the source framework, prioritize these metrics:
- New contacts created: Total leads entering your database.
- Marketing-qualified leads (MQLs): Leads meeting agreed-fit and engagement criteria.
- MQL-to-SQL conversion rate: Indicator of lead quality and alignment with sales.
- Cost per lead (CPL): Spend divided by leads generated.
- Customer acquisition cost (CAC): Marketing and sales spend per new customer.
- Marketing-sourced pipeline: Value of opportunities created from marketing leads.
How to Structure Marketing Reports in Hubspot
Use contact, lifecycle stage, and deal data together. Recommended reports include:
- MQL volume by month, channel, and campaign
- Lead-to-MQL conversion by source
- MQL-to-SQL conversion by segment
- Pipeline and revenue sourced by marketing
Keep your main Hubspot dashboard limited to 5–10 KPIs so stakeholders can instantly see performance without noise.
Step 3: Build Sales KPIs Inside Hubspot
With marketing KPIs defined, add sales KPIs that track how effectively opportunities progress through the pipeline.
Essential Sales KPIs to Track
Configure these KPIs inside your deal pipelines:
- Number of opportunities created: New qualified deals per period.
- Opportunity-to-customer conversion rate: The core indicator of sales effectiveness.
- Average deal size: Revenue per closed-won deal.
- Sales cycle length: Average days from opportunity creation to closed-won.
- Win rate by segment: How performance varies by industry, product, or region.
- Activities per rep: Calls, emails, and meetings logged per rep.
Sales Reporting Layout for Hubspot
Create focused dashboards for sales leaders and reps:
- Pipeline by stage and expected revenue
- Forecast by close date and probability
- Win rate and average deal size trends
- Rep performance: quota attainment and activity levels
Make sure every KPI in Hubspot is tied back to a property and a repeatable process so data stays clean and reliable.
Step 4: Align Sales and Marketing KPIs in Hubspot
True alignment comes from shared definitions and transparent reporting. Use your CRM configuration to make handoffs measurable.
Standardize Lead and Stage Definitions
Borrowing from the original KPI guide, align on:
- Exactly what qualifies as an MQL
- What sales accepts as an SQL
- When a deal should be created
- Clear criteria for each pipeline stage
Document these definitions in an internal playbook and ensure properties in Hubspot mirror those rules.
Build a Joint Revenue Dashboard in Hubspot
Create one executive-level dashboard showing:
- Revenue vs. goal
- Pipeline coverage vs. target
- MQLs, SQLs, and opportunities created
- Conversion rates across the entire funnel
- Marketing-sourced vs. sales-sourced revenue
This shared view gives leadership and both teams a single source of truth.
Step 5: Review and Optimize KPIs Using Hubspot Data
KPIs only drive results if you regularly review them and adjust your tactics.
Run Monthly KPI Reviews
Each month, use your Hubspot dashboards to answer:
- Are we on track for revenue and pipeline goals?
- Where are conversion rates dropping?
- Which channels or segments are overperforming?
- What do top reps do differently in the sales process?
Then translate these insights into specific actions, such as reallocating budget, refining lead scoring, or updating sales scripts.
Iterate Your KPI Set Over Time
As your go-to-market motion matures, you may need to update which metrics appear on your primary Hubspot dashboards. Remove vanity metrics and keep the set focused on:
- Volume: leads, opportunities, deals
- Quality: conversion rates and win rates
- Value: pipeline, revenue, and deal size
- Efficiency: CAC, sales cycle, rep productivity
Next Steps: Implement a KPI Strategy with Hubspot
Using the KPI structure from the original sales and marketing guide and combining it with clean CRM configuration allows you to turn Hubspot into a reliable revenue control center.
If you need help designing KPI frameworks, automations, and reporting that match your funnel, a specialist agency like Consultevo can assist with strategy, implementation, and optimization.
Start by listing your top revenue goals, mapping required pipeline, and selecting the few KPIs that truly matter. Then build simple, reliable dashboards in Hubspot that make performance visible and action-oriented for both sales and marketing.
Need Help With Hubspot?
If you want expert help building, automating, or scaling your Hubspot , work with ConsultEvo, a team who has a decade of Hubspot experience.
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