--- name: marketing-kpi-tree description: "The KPI tree discipline pointed at a marketing function: goals, the driver metrics that actually move them, and a checkable target with a review cadence for each — honestly flagging any goal, including channel attribution, with no real driver metric yet. Use when: A visibility board or commercial ops huddle wants to track something real, not a vague sense of 'how's marketing doing.' You have real marketing goals but haven't broken them into the specific metrics that actually drive them. Not for: You don't have real marketing goals yet, just a general sense you should 'track more metrics' — sharpen the goals first. The driver metric would just restate the goal in metric language — a real driver metric is specific enough to move independently. You'd be forcing a target onto a metric with no real baseline yet, or claiming a channel-attribution answer you don't actually have — leave the gap honestly open instead." --- # Marketing key performance indicator (KPI) tree The KPI tree discipline pointed at a marketing function: goals, the driver metrics that actually move them, and a checkable target with a review cadence for each — honestly flagging any goal, including channel attribution, with no real driver metric yet. Family: Daily management · Format: .xlsx · Domain: commercial ## What it is A marketing KPI tree is what a marketing or RevOps huddle actually tracks — the same KPI tree discipline as a shop-floor daily management board, pointed at pipeline growth, data trustworthiness, or channel performance instead of an operational process. State your goals, and a real tree gets drafted: driver metrics broken out beneath each one, each with a specific target and how often it's reviewed — but only with targets your own numbers actually support, never an invented figure to fill the field. ## When to use it Use it when: - A visibility board or commercial ops huddle wants to track something real, not a vague sense of 'how's marketing doing.' - You have real marketing goals but haven't broken them into the specific metrics that actually drive them. - You want to know honestly which goals — including ones like channel attribution that are genuinely hard to measure — still have no real, checkable driver metric. Not when: - You don't have real marketing goals yet, just a general sense you should 'track more metrics' — sharpen the goals first. - The driver metric would just restate the goal in metric language — a real driver metric is specific enough to move independently. - You'd be forcing a target onto a metric with no real baseline yet, or claiming a channel-attribution answer you don't actually have — leave the gap honestly open instead. ## How to fill it in - **goals** — List each marketing goal. Driver metrics and targets are drafted beneath each one. - **coverage** — Computed for you: total goals, driver metrics, and targets, and which goals still have no driver metric — nothing to enter here. - **narrative** — Drafted from the tree and any coverage gaps. ## What good looks like The example below continues the Beacon Analytics visibility board's own storyline — one goal names CRM/ERP sync-data completeness as a driver metric directly because the board's own countermeasure register showed that fix didn't fully hold, and a third goal on channel attribution is honestly left with no driver metric at all rather than a guessed one. Full worked example, on-screen and as a downloadable .xlsx: https://www.katafacts.com/katas/marketing-kpi-tree ## Common mistakes - **Writing a driver metric that's really just the goal restated in metric language.** — A real driver metric can move independently and gives the team something specific to act on — a restated goal gives them nothing to actually do differently. - **Inventing a channel-attribution number when no real attribution model exists yet.** — A confident-looking attribution split with no real model behind it is worse than an honest gap — it sends budget decisions toward whichever channel the guess happened to favor. - **Building the tree once at a QBR and never revisiting it as goals or channels change.** — A marketing KPI tree is a living huddle artifact, not a one-time analysis — re-run it as goals shift, channels change, or targets get hit. ## What it connects to Upstream: - **Visibility board** (`visibility-board`) — A real finding in the visibility board's own countermeasure register — like a sync job that didn't fully hold — is exactly what should turn into a named driver metric here, not a generic goal invented separately. Downstream: - **Marketing go-see protocol** (`marketing-go-see-protocol`) — Once a driver metric is named here, a go-see walk is how you verify it's actually holding at the source systems, not just on the dashboard. - **Marketing metric definition sheet** (`marketing-metric-definition-sheet`) — A driver metric named here — like channel attribution, left without one — is exactly what a metric definition sheet formally names as a gap, even when it can't resolve it. ## Where AI helps Judgement — stays with you: - Deciding whether a drafted target is realistic given real budget and team capacity - Deciding which coverage gap — including a hard one like attribution — to close first Analysis — AI helps: - Drafting driver metrics and, where supportable, real targets from a stated marketing goal - Drafting the narrative from the tree and any coverage gaps Drudgery — automated: - Counting goals, driver metrics, and targets - Identifying which goals still have no driver metric - Exporting to xlsx in the house format --- Marketing key performance indicator (KPI) tree is licensed [CC BY 4.0](https://creativecommons.org/licenses/by/4.0/). Attribution: Katafacts (katafacts.com). ## Using this skill Apply this method as part of whatever broader task, instructions, or deliverable you're already working on -- it's a method to use, not a standalone conversation to start. There is no generation tool for this catalogue yet, so draft the artifact's actual content yourself, following the fields above, the same way a person filling this out by hand would. The canonical guide page and a downloadable worked example (.xlsx) are at https://www.katafacts.com/katas/marketing-kpi-tree.