The 8 Core Reports of the Growth Marketing Leader

Also - Safe versus at risk marketing jobs in the AI era

In this edition:

1. 8 Core Reports of the Growth Marketing Leader

2. Podcast Episode: Safe Versus At-Risk Marketing Jobs in the AI Era

3. Guest Article: How to Start Using AI Agents At Different Stages of The Funnel

4. Exclusive For Paid Subscribers: Real Examples of How My Team Ties Operations Goals to Top Business Priorities

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The 8 Core Reports of The Growth Marketing Leader

The proper growth strategies can change the trajectory of your business.

And it all starts with measuring the right metrics. Big thanks to Scott Laird, VP of Marketing & Ops and Nicole Gates, VP of Growth Marketing for their amazing guidance on this diagram!

Here are the eight core reports that every VP of Growth Marketing should use to track performance, identify bottlenecks, and drive sustainable growth.

1️⃣ CAC by Channel
This report shows each marketing channel's customer acquisition cost (CAC). It helps you understand which channels are the most efficient and where acquisition is most expensive.

2️⃣ Paid Channel Performance
This report breaks down pipeline and revenue generated from each paid channel. It helps you assess which channels deliver results and where budget should be adjusted.

3️⃣ Marketing ROI Metrics
This report summarizes key efficiency metrics like LTV:CAC, pipeline coverage ratio, demo-to-close conversion rate, and average time to close. It helps you evaluate how effectively marketing is turning investment into revenue.

4️⃣ Customer Lifetime Value by Segment
This report shows the average lifetime value of customers by segment (e.g., SMB, Mid-Market, Enterprise). It helps prioritize high-value segments for targeting and retention.

5️⃣ Lifecycle Funnel Performance
This report tracks lead progression through each stage of the funnel—from awareness to expansion. It helps identify where prospects are dropping off and where conversion rates can be improved.

6️⃣ Growth Loop Diagnostics
This report visualizes how users move through your core growth loop (e.g., sign-up → activate → refer → return). It helps identify breakdowns in the loop and opportunities to improve retention and referrals.

7️⃣ Product Activation Metrics
This report shows how users progress through onboarding steps. It helps highlight friction points in the activation process and where users stop engaging.

8️⃣ Growth Experiment Velocity
This report tracks the number of growth experiments run over time. It helps monitor the testing momentum and whether the team is building a strong experimentation culture.

These reports provide a complete picture of marketing's performance—from acquisition to retention—and help you make smarter decisions.

Which reports do you find most useful? What would you recommend changing or adding?

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Podcast Episode: Safe Versus At-Risk Marketing Jobs in the AI Era

The latest episode of Humans of Martech dives deep into the evolving dynamics of marketing roles in the age of AI. Here's a concise breakdown:

🔻 Roles at Risk:

• Campaign Operators: Tasks like configuring marketing automation tools are increasingly automated.

• Generic Content Creators: Routine content without a distinctive voice is easily replicated by AI.

• Report-Pulling Analysts: Standard reporting tasks are being streamlined through AI tools.

🔺 Roles Poised to Thrive:

• AI Implementation Experts: Professionals who can integrate AI tools into marketing strategies.

• Data Orchestrators: Those who connect proprietary data to AI systems effectively.

• Product/Customer Marketers: Individuals with deep customer empathy and strategic insight.

• Ethics Guardians: Roles focused on preventing bias and ensuring ethical AI use.

• Localization Specialists: Experts who understand cultural nuances in global marketing.

💡 Key Takeaway: While AI handles predictions, human judgment remains irreplaceable. Marketers who evolve from execution to strategic roles will lead the future.

For a deeper dive into these insights, check out the full episode here: Humans of Martech Episode 168

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Guest Article: How to Start Using AI Agents At Different Stages of The Funnel

AI agents are radically transforming how we manage the entire customer journey.

From first touch to long-term expansion, AI can now work alongside us to identify better-fit prospects, tailor content, draft proposals, manage onboarding, and even spot churn risk before it happens.

My friend and author Jomar wrote about coordinating AI agents across the bowtie funnel.

Some of the most interesting agent types:

• Enrichment agents: Surface ideal prospects based on real intent signals and firmographics

• Proposal-generation agents: Build custom decks and quotes on the fly

• Training agents: Create onboarding experiences tailored by role and stage

• Issue detection agents: Find and fix churn risks before they escalate

• Expansion agents: Spot upsell and cross-sell opportunities using usage patterns

The result?
Shorter sales cycles. Higher win rates. Better onboarding. Higher LTV.

Jomar breaks this down in his excellent article, Revolutionizing B2B: How AI Agents Are Transforming the Customer Journey Across the Bowtie Funnel. Check it out and subscribe!

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