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Lead Generation & Sales

Lead Generation KPI and Measurement Framework

use this prompt when:

  • You need to build a data-driven approach to measuring your lead generation efforts across multiple channels
  • Your marketing team struggles to connect lead metrics to actual business outcomes and ROI
  • You’re preparing to launch new customer acquisition initiatives and need proper measurement in place
  • Stakeholders are questioning the effectiveness of your lead generation investments
  • You need to optimize your marketing budget allocation based on lead quality rather than just quantity

The prompt

Design a comprehensive lead generation KPI and measurement framework for <business name> generating leads for our <products/services> through <marketing channels>. Create a hierarchical metrics structure that connects leading indicators to lagging business outcomes, with appropriate KPIs for different channels, campaign types, and funnel stages. Include definitions for lead qualification levels, conversion calculation methodologies, attribution models, and ROI formulas that provide accurate performance assessment. Develop dashboard layouts, reporting cadences, and insight extraction frameworks for different stakeholder audiences including <stakeholder groups>. Provide guidance on implementation within our <analytics platforms>, benchmark standards for performance evaluation, and continuous improvement protocols. Focus particularly on measurement approaches that address our current analytics challenges with <specific challenges> and demonstrate the business impact of our lead generation investments to achieve our growth objectives of <growth objectives>.

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How to customize

Lead Generation KPI and Measurement Framework
Variables
Description
Variables
business name
Description
Enter your consumer brand name that needs a lead generation measurement framework.
Variables
products/services
Description
Specify the specific products or services you're generating leads for (e.g., "premium skincare line," "subscription meal kits").
Variables
marketing channels
Description
List your primary lead generation channels (e.g., "social media, email marketing, and influencer partnerships").
Variables
stakeholder groups
Description
Identify who needs to understand your lead data (e.g., "executive team, marketing department, sales team, and investors").
Variables
analytics platforms
Description
Name the specific tools you use for tracking (e.g., "Google Analytics, HubSpot, and Salesforce").
Variables
specific challenges
Description
Detail your current measurement difficulties (e.g., "multi-touch attribution across devices, differentiating high-value from low-value leads, and connecting social engagement to purchases").
Variables
growth objectives
Description
Define your specific growth targets (e.g., "30% increase in qualified leads with a 15% improvement in lead-to-customer conversion rate").

Example Output

LEAD GENERATION MEASUREMENT FRAMEWORK FOR GLOW NATURALS

 

I. HIERARCHICAL METRICS STRUCTURE

Business Outcomes (Lagging Indicators)

  • Customer Acquisition Cost (CAC): $42 per customer (Target: $38)
  • Customer Lifetime Value (CLV): $285 (Target: $300)
  • CLV
     Ratio: 6.8:1 (Target: 8:1)
  • Lead-to-Customer Conversion Rate: 2.3% (Target: 3.0%)
  • Marketing ROI: 315% (Target: 350%)

 

Lead Quality Metrics (Connecting Indicators)

  • Marketing Qualified Lead (MQL) Conversion Rate: 4.8% (Target: 6%)
  • Sales Qualified Lead (SQL) Conversion Rate: 12% (Target: 15%)
  • Average Lead Score: 36/100 (Target: 45/100)
  • Time to Conversion: 18 days (Target: 14 days)
  • Lead Velocity Rate: +5% month-over-month (Target: +8%)

 

Channel Performance (Leading Indicators)

  • Instagram:
    • Cost Per Lead (CPL): $6.20
    • Engagement-to-Lead Rate: 1.2%
    • Lead Quality Score: 42/100
  • Email Marketing:
    • Open-to-Lead Rate: 0.5%
    • CPL: $3.50
    • Lead Quality Score: 55/100
  • Influencer Partnerships:
    • CPL: $5.80
    • Engagement-to-Lead Rate: 2.1%
    • Lead Quality Score: 38/100

 

II. LEAD QUALIFICATION FRAMEWORK

Lead Levels

  1. Subscriber Lead (SL): Basic contact information captured, minimal engagement
  2. Marketing Qualified Lead (MQL): Demonstrated interest through multiple interactions, matches target demographic
  3. Product Qualified Lead (PQL): Used product sample or trial, viewed multiple product pages
  4. Sales Qualified Lead (SQL): Added products to cart, engaged with pricing, high lead score
  5. Opportunity (OPP): Initiated checkout, responded to cart abandonment offer

 

Lead Scoring Model

  • Demographic Fit (0-20 points): Target audience alignment
  • Behavioral Engagement (0-40 points): Website interactions, content consumption
  • Purchase Intent (0-30 points): Product page views, cart actions
  • Recency & Frequency (0-10 points): Timing and consistency of engagement

 

III. ATTRIBUTION & ROI METHODOLOGY

Multi-Touch Attribution Model

  • 40% First Touch: Discovery/awareness channel
  • 40% Last Touch: Conversion channel
  • 20% Linear: Touchpoints between first and last

 

ROI Calculation

Channel ROI = [(# of Conversions × Average Order Value × Gross Margin %) – Channel Cost] ÷ Channel Cost × 100

CLV Impact Analysis Projected 3-year customer value based on:

  • Initial purchase value
  • Repeat purchase rate
  • Average order frequency
  • Margin contribution

 

IV. DASHBOARD & REPORTING FRAMEWORK

Executive Dashboard

  • Focus: CAC, CLV
    , Overall ROI, Growth vs. Target
  • Format: Visual KPI cards, minimal detail, trend indicators
  • Cadence: Weekly summary, monthly deep-dive

 

Marketing Team Dashboard

  • Focus: Channel performance, lead quality metrics, A/B test results
  • Format: Detailed charts, segment analysis, campaign comparison
  • Cadence: Daily monitoring, weekly optimization review

 

Sales Team Dashboard

  • Focus: Lead qualification trends, conversion rates by source
  • Format: Lead flow visualization, quality score distributions
  • Cadence: Daily lead review, weekly quality assessment

 

V. IMPLEMENTATION GUIDANCE

Google Analytics Configuration

  • Implement enhanced e-commerce tracking
  • Create custom dimensions for lead scores and qualification levels
  • Set up goal funnels for each lead stage

 

HubSpot Integration

  • Configure lead scoring automation
  • Develop lifecycle stage transitions
  • Build attribution reporting

 

Continuous Improvement Protocol

  1. Weekly A/B tests on lead magnets (alternating channels)
  2. Bi-weekly lead quality score review and threshold adjustments
  3. Monthly channel allocation optimization based on ROI
  4. Quarterly attribution model validation and refinement

 

Addressing Specific Challenges

  • Cross-device tracking: Implement user ID tracking in Google Analytics
  • Lead quality differentiation: Apply behavioral scoring and predictive modeling
  • Social engagement connection: Create unique UTM frameworks for each platform

 

VI. GROWTH OBJECTIVE TRACKING

30% Increase in Qualified Leads Current: 2,200 MQLs/month Target: 2,860 MQLs/month Progress: +12% (+264 MQLs)

15% Improvement in Lead-to-Customer Conversion Current: 2.3% Target: 2.65% Progress: +0.15% (6.5% of goal)

Pro tips

Lead Generation KPI and Measurement Framework
  • Start with the business outcomes and work backward to determine which lead metrics truly matter for your specific customer journey and business model.
  • Implement a simple lead scoring system first and refine it over time rather than trying to build the perfect system immediately.
  • Create separate dashboards for different stakeholders to avoid information overload and ensure everyone focuses on the metrics most relevant to their role.
  • Run an attribution analysis on your past 3-6 months of conversion data before finalizing your framework to ground it in your actual customer journey patterns.

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