A KPI (Key Performance Indicator) is a core metric that measures progress toward a goal. The right KPI points the team at results; the wrong one, at "activity."
Back to the knowledge baseA KPI (Key Performance Indicator) is the core number that measures how close you are to a goal. In marketing and sales it focuses the team's attention on what matters: MQL count, conversion, CAC, closed deals.
The wrong KPI is dangerous: if you make "number of calls" the KPI, the team makes many calls but sales don't grow. The right KPI ties to a result (sales, MQLs), not to "activity."
It should be measurable, tied to a result, and something the team can influence. A result KPI like MQLs or closed deals beats an indirect one like "reach."
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