# Reporting, KPIs and Pipeline Guides | Crank

Source: https://wearecrank.com/insights/reporting-kpis-and-pipeline

Which KPIs link marketing to pipeline and revenue, how to set a budget, how to connect funnel stages to measurable results, and how to report on customer lifetime value.

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# Reporting, KPIs and pipeline.

KPIs, budgets and funnels that connect marketing activity to pipeline and revenue.

## About this section

Reports full of clicks, impressions and cost per lead do not tell a board whether marketing is working. B2B teams are asked about pipeline and revenue, and online shops about profit and repeat customers, and the usual platform reports stop short of both.

This section is for marketing leaders who have to explain results to people who do not read ad platforms. The guides cover which KPIs connect activity to pipeline, including cost per sales-qualified lead and pipeline contribution, how to set a budget and tie spend to outcomes, and how a funnel links each stage to something you can measure. They also explain how attribution connects marketing to closed revenue, and, for online shops, how to calculate customer lifetime value and set acquisition targets without damaging margin. Use them to decide what to report, what to leave out, and what a reasonable question about the numbers sounds like.

## Guides in this section

Category

[All6](/insights/reporting-kpis-and-pipeline)[B2B5](/insights/reporting-kpis-and-pipeline?category=b2b)[Ecommerce1](/insights/reporting-kpis-and-pipeline?category=ecommerce)

Type

[All6](/insights/reporting-kpis-and-pipeline)[Guide6](/insights/reporting-kpis-and-pipeline?type=guide)[Checklist0](/insights/reporting-kpis-and-pipeline?type=checklist)

Showing 6 of 6 posts

* [B2BGuideReporting, KPIs and pipelineB2B Marketing AttributionB2B marketing attribution helps you understand which marketing activities are actually driving revenue.Read ](/insights/b2b-marketing/marketing-attribution)
* [B2BGuideReporting, KPIs and pipelineB2B Performance Marketing Budget: Allocate SpendHow to allocate your B2B performance marketing budget - tie every pound to pipeline, cut waste, and scale what works. Practical guidance from Wearecrank.Read ](/insights/b2b-marketing/performance-strategy/budget)
* [B2BGuideReporting, KPIs and pipelineB2B Performance Marketing Funnel StrategyBuild a B2B performance marketing funnel that connects every stage to measurable pipeline. Full-funnel strategy, tactics, and expert guidance from Wearecrank.Read ](/insights/b2b-marketing/performance-strategy/funnel)
* [B2BGuideReporting, KPIs and pipelinePerformance Marketing KPIs for B2BDiscover the B2B performance marketing KPIs that drive revenue - from cost per SQL to pipeline contribution.Read ](/insights/b2b-marketing/performance-strategy/kpis)
* [EcommerceGuideReporting, KPIs and pipelineBeauty Customer Lifetime ValueBeauty customer lifetime value (CLV) explained: calculate it properly, set acquisition targets without killing margin.Read ](/insights/beauty/beauty-ecommerce-analytics/beauty-customer-lifetime-value)
* [B2BGuideReporting, KPIs and pipelineRevenue Attribution for Enterprise SoftwareRevenue attribution for enterprise software: connect marketing spend to pipeline and closed revenue using multi-touch models, clean CRM data.Read ](/insights/enterprise-software/pipeline-marketing/revenue-attribution)

## Crank OS for this

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* [Crank OS for B2B](/crank-os/b2b)
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* [Crank OS overview](/crank-os)

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