The ultimate customer journey KPI cheat sheet

A standalone reference for marketing and sales teams to categorize, calculate, and source every critical performance metric across the full customer lifecycle.

What is inside

• Metrics grouped by lifecycle stage — awareness, acquisition, activation, pipeline, revenue, retention
• The exact formula for each metric, written so two teams compute it the same way
• Source system for each input, so nobody argues about where the number came from
• Common miscalculations and the distortion each one introduces

Why teams use it

Most reporting disputes are definition disputes. Agree on the sheet once and the weekly meeting gets shorter.

How to use it

Keep it open during planning, QBR prep, and any conversation where marketing and finance need the same denominator.