What are the most important B2B marketing KPIs for measuring ROI and proving pipeline impact?

Pipeline velocity, marketing-sourced pipeline percentage, fully loaded CAC, and marketing contribution to revenue (sourced or influenced revenue, per your attribution rules) are the board-ready B2B marketing KPIs for ROI measurement. These tie spend to pipeline and revenue in a way finance can reconcile in your CRM, using standardized definitions, attribution rules, and opportunity source fields across channels. If you can't connect it to qualified pipeline or closed-won revenue, it's a diagnostic metric, not ROI. Use our B2B marketing measurement framework to define KPIs, attribution rules, and dashboard roll-ups that align marketing and finance on defendable numbers.