The Shared Metrics Scorecard

A universal measurement system for aligning Product, Marketing, and Sales around shared progress (without KPI bloat or dashboard overload.)

Three simple universal metrics for aligning product, marketing, and sales.

Most companies track a lot of numbers. Very few track the same ones across Product, Marketing, and Sales.

The Shared Metrics Scorecard gives you three simple, shared metrics that work in B2B, B2C, and B2B2C organizations.

They don’t replace CAC, LTV, or NRR. They sit above them.
They tell you whether your system is aligned enough for those financial metrics to actually improve.

Level 1 — Shared Metrics

Question

Are we aligned?

Description
Three simple, shared questions that show whether Product, Marketing, and Sales are working from the same picture of reality.
Reveals whether the system is aligned enough for downstream metrics to move.

Right Kind of Demand

Question

Are we growing the right kind of demand?

Dumb-Simple Tracking
Review 10 recent leads → mark Yes / No / Unsure. Your score = how many “Yes” out of 10.
High-Tech Tracking
Add “Ideal Fit: Yes/No/Unsure” in CRM or predictive scoring. Track % Ideal Fit over time.

Smooth Journey

Question

Are people moving smoothly from interest to purchase?

Dumb-Simple Tracking
Once a month ask: “Where did buyers get stuck?” Capture top friction points.
High-Tech Tracking
Funnel + stage analytics: • Time in stage • Spike drop-offs • Where deals stall

Time to Value

Question

Are new customers getting value quickly?

Dumb-Simple Tracking
Place 5–10 new customers into buckets: 0–30 / 30–60 / 60–90 / 90+ days. Your “value speed” = most common bucket.
High-Tech Tracking
Use product analytics + CS tooling to track activation moment and time-to-value curve.

Going Two Levels Deeper Post-Alignment

Once you are actually aligned, it can then make sense to answer the same three questions with additional execution and financial metrics.

Level 1 — Shared Metrics

Question

Are we aligned?

Description
Three simple, shared questions that show whether Product, Marketing, and Sales are working from the same picture of reality.
Helps determine if the system is aligned enough for downstream metrics to improve.
Operating Cadence
Monthly cross-functional alignment check-in.
Quick, simple review: Are we seeing the same reality?

Level 2 — Execution Metrics

Question

Are our efforts working?

Description
A focused set of operational metrics showing whether demand, journeys, and onboarding are behaving as they should.
Reveals whether your go-to-market engine is functioning properly.
Operating Cadence
Weekly RevOps review and experiment prioritization.
Monitor motion health and surface friction early.

Level 3 — Financial Metrics

Question

Is the business performing?

Description
The familiar financial measures — CAC, LTV, NRR, etc.
These reflect the economic outcomes created by alignment and execution.
Operating Cadence
Monthly and quarterly financial performance review.
Track long-cycle health: CAC, LTV, NRR, retention.

Are We Building the Right Kind of Demand?

Level 1 — Shared Metric

Question

Are we growing the right kind of demand?

Plain-English

Are we consistently attracting the customers we are actually built to serve?

Dumb-Simple Tracking
Review 10 recent leads or customers.
Mark each as Yes / No / Not sure.
High-Tech Tracking

Add an “Ideal Fit” field in your CRM or use predictive scoring. Track % Ideal Fit over time.

Level 2 — Execution Metrics

How our demand engine behaves
Qualified Lead / Qualified Traffic Rate
Lead-to-Opportunity Conversion Rate
Pipeline from Ideal Customers

Level 3 — Financial Metrics

What shows up in the P&L
Customer Acquisition Cost (CAC)
Segment-Level CAC
CAC Payback Period

As you focus demand on the right customers, CAC drops and payback shortens.

Is Our Customer’s Journey Smooth?

Level 1 — Shared Metric

Question

Are people moving smoothly from interest to purchase?

Plain-English

Do buyers advance without getting stuck?

Dumb-Simple Tracking

Once a month, ask teams: “Where did buyers get stuck this month?”

High-Tech Tracking
Time spent in each key stage
Where drop-offs spike
Where deals stall

Level 2 — Execution Metrics

How our journey behaves
Stage-to-Stage Conversion Rate
Average Sales / Decision Cycle Length
Drop-off Rate at Key Steps

Level 3 — Financial Metrics

What shows up in revenue performance
Win Rate
Revenue Velocity
Pipeline-to-Revenue Conversion

As friction drops, win rates climb and revenue accelerates.

How Long Does It Take Us to Deliver Value?

Level 1 — Shared Metric

Question

Are new customers getting value quickly?

Dumb-Simple Tracking
0–30 days
30–60 days
60–90 days
90+ days
High-Tech Tracking

Use product analytics and customer success tooling to define and track activation + time-to-value curve.

Level 2 — Execution Metrics

How onboarding and adoption behave
Onboarding Completion Rate
Activation Rate
Early Health / First 90 Days Satisfaction

Level 3 — Financial Metrics

What shows up over the long term
Lifetime Value (LTV)
Net Revenue Retention (NRR)
Gross / Logo Retention Rate

When time-to-value shrinks, customers stay longer, buy more, and refer more.