Marketing Performance Dashboard Guide for Marketing Cloud Next

Most marketing dashboards are collections of metrics rather than answers to questions. A dashboard that shows open rate, CTR, bounce rate, unsubscribe rate, send volume, segment count, and flow activation count is complete — and almost useless for decision-making.

A useful marketing performance dashboard is designed around the questions it must answer for a specific audience. This guide covers how to build dashboards in Marketing Cloud Next and Salesforce CRM that answer the questions your stakeholders actually ask.

The Metric Hierarchy

Before building any dashboard, establish the metric hierarchy: which metrics matter for which audience, at which frequency.

Strategic metrics (for leadership, reviewed monthly/quarterly):

• Pipeline influenced by marketing (total value of open Opportunities with MCN campaign touches)
• Revenue influenced by marketing (closed-won revenue from influenced Opportunities)
• Marketing-sourced opportunities (net-new Opportunities where marketing was the first touch)
• Campaign ROI (pipeline or revenue vs marketing investment)