2026 Guide to Omnichannel KPIs: Measure What Matters in B2B Sales 

Introduction

How do you track success when your buyers zigzag across a dozen channels? In 2025, the average B2B buyer uses over 10 different digital channels during their purchasing journey (1). By 2025, 80% of B2B sales interactions are occurring in digital channels (2) – from email and LinkedIn to video calls and chat. Yet many sales teams still struggle to measure performance beyond isolated metrics like calls made or emails sent. The result? Missed opportunities, inefficiencies, and pipeline blind spots.

We’ve previously discussed why omni-channel lead generation works and how to build a winning B2B omnichannel strategy. The next step is ensuring you’re measuring what matters. After all, you can’t improve what you don’t measure. Data proves omnichannel pays off: More than three-quarters of B2B marketers who adopted omnichannel saw increased lead generation last year, compared to fewer than half of those using fewer channels (9). And yet, up to 70% of sales reps still missed quota in 2024 (3), underscoring the need for better metrics and insights.

In this playbook, we’ll cover exactly which Key Performance Indicators (KPIs) to track in an omnichannel B2B sales program, how to map demand generation metrics to the customer journey, ways to integrate channel data and dashboards, and how to align those KPIs with your broader business goals. We’ll also address common challenges (like data silos and attribution woes) and best practices to overcome them. By the end, you’ll have a comprehensive KPI framework to optimize your omnichannel strategy and drive more predictable revenue. Let’s dive in.

KPI Categories: The Building Blocks of Omnichannel Success

Not all metrics are created equal. To make sense of omnichannel performance, it helps to organize your KPIs into clear categories. As we noted in our B2B Sales KPIs guide, KPIs are simply the most critical metrics – the ones tied directly to your strategic goals (4). “Metrics” can be anything you measure, but KPIs are the vital signs that indicate whether your sales engine is healthy and hitting its marks.

B2B omnichannel KPIs generally fall into several key categories:

• Activity KPIs – These track sales effort and volume. They include metrics like number of outbound calls, emails sent, LinkedIn connections made, and meetings scheduled. Activity KPIs (often SDR KPIs for your sales development representatives) gauge if your team is doing enough outreach to fill the pipeline. For example, an SDR’s daily call count or LinkedIn connection requests would fall here.
  
• Engagement KPIs – These measure prospect responses and interactions. Think email open and click-through rates, LinkedIn response rates, content downloads, webinar attendance, etc. In an omnichannel context, engagement metrics show how effectively you’re capturing prospects’ interest across channels. For instance, tracking an email campaign’s open rate alongside LinkedIn InMail reply rate provides a fuller picture of top-of-funnel engagement.
  
• Conversion KPIs – These metrics tell you how efficiently prospects move through your funnel. Common conversion KPIs include lead-to-opportunity conversion rate, opportunity-to-deal (win) rate, and meeting-to-demo conversion. At each stage of the customer journey (more on that next section), conversion KPIs reveal drop-offs or success rates. For example, what percentage of marketing-qualified leads convert to sales-qualified leads, or what portion of first meetings convert into proposals? A strong omnichannel approach aims to improve these conversion ratios by nurturing prospects consistently on every channel (5).
  
• Value KPIs – These focus on the financial outcomes of your efforts. Key value metrics include average deal size, total pipeline value, monthly/quarterly revenue, and customer lifetime value (LTV). In B2B sales, value KPIs tell you the impact of your omnichannel strategy on revenue generation. If you notice omnichannel-sourced deals have higher average contract values, that’s a sign your multi-touch approach is attracting bigger opportunities.
  
• Efficiency KPIs – These measure the speed and cost-effectiveness of your sales process. Examples are sales cycle length (how many days from first contact to closed deal), lead response time (how quickly your team responds to inquiries or lead actions), and touches per conversion (how many outreach attempts it takes on average to book a meeting or close a sale). Efficiency metrics help identify friction points. For instance, if an omnichannel touch pattern shortens the sales cycle by 20% versus a single-channel approach, that’s a huge win in efficiency.
  
• Cost KPIs – To align with business goals, you must monitor the cost of customer acquisition. Key metrics here include Cost Per Lead (CPL) and Customer Acquisition Cost (CAC). Omnichannel campaigns often have many moving parts (ads, content, SDR outreach, etc.), so keeping an eye on CPL and CAC ensures you maintain a healthy ROI. For example, you might calculate CPL by channel (email vs. social vs. events) to see which gives the most bang for your buck (4).
  
• Retention & Loyalty KPIs – Finally, because the sales journey doesn’t end at the close, track post-sale metrics like customer retention rate, renewal rate, upsell/cross-sell revenue, and Net Promoter Score (NPS). B2B sales teams (especially account managers or customer success) should know if omnichannel engagement leads to stickier customers. Strong omnichannel strategies have been correlated with significantly higher customer retention (as high as 89% vs 33% for weak strategies (6)). If your company relies on recurring revenue or repeat sales, these KPIs are critical.

What are the most important omnichannel KPIs for a B2B sales team?

The most critical KPIs will depend on your goals, but generally B2B sales teams should focus on a mix of funnel conversion metrics and outcome metrics. 

Key omnichannel KPIs include: 

Lead-to-Opportunity Conversion Rate (what percent of leads turn into sales opportunities), 

Opportunity Win Rate (percent of opportunities that close as deals), 

Average Deal Size, 

Sales Cycle Length, and 

Customer Acquisition Cost (CAC). 

In addition, track engagement KPIs like email response rate or meeting acceptance rate across channels – these indicate how well your outreach resonates. 

A top-level KPI many teams use is Pipeline Created (in dollar terms) via omnichannel efforts, as it directly feeds revenue. Essentially, measure how effectively prospects move from initial engagement to closed sale, and at what cost. Those KPIs – conversion rates at each stage, win rate, pipeline value, and CAC – are typically the “North Stars” for a B2B sales team’s omnichannel program.

Together, these categories cover the full spectrum of sales performance. In practice, you’ll select a handful of specific KPIs from each category that best align with your objectives. For example, a common omnichannel KPI dashboard might include: emails sent, calls made (Activity); email open rate, LinkedIn engagement (Engagement); SQL conversion rate, win rate (Conversion); average deal size (Value); sales cycle length (Efficiency); CAC (Cost); and retention rate (Retention). By monitoring a balanced mix, you see both input (effort) and output (results). This balance is key – focusing only on activity without outcomes is as risky as focusing only on revenue without understanding what drives it.

Stat Snapshot: Up to 70% of B2B sales reps missed their quota in 2024 (3). Often, that’s because teams weren’t tracking the right metrics to course-correct in time. By 2026, an estimated 65% of B2B sales organizations will outpace their peers by using data-driven KPIs and insights (7). In short, what gets measured gets improved. Tracking these KPI categories gives your team the visibility to identify gaps and improve performance before it’s too late.

Mapping KPIs to the Customer Journey

An omnichannel approach isn’t just about using multiple channels – it’s about guiding the buyer through a seamless customer journey. To truly optimize your strategy, you need to measure performance at each stage of that journey. Let’s break down the typical B2B customer lifecycle and the metrics to watch in each phase:

1. Awareness Stage – Getting on the buyer’s radar. In this early stage, prospects are just becoming aware of their problem or your solution. Omnichannel marketing efforts (often driven by your marketing team) are crucial here. Key KPIs include brand awareness and reach metrics such as website traffic, ad impressions, social media engagement, content views, and email open rates. For example, track how many target prospects visited your website from your LinkedIn ads or how many opened the introductory cold email. If you’re running multi-channel campaigns, measure the Cost Per Impression (CPM) and click-through rates (CTR) by channel to see which drives the most traffic or interest (10). Benchmark: B2B buyers on average consume 13 pieces of content during their journey (8 from vendors and 5 from third parties) (11). Monitoring content engagement (whitepaper downloads, blog views, video plays) can indicate if your thought leadership is catching eyes at the top of the funnel.

2. Consideration Stage – Nurturing interest and educating the buyer. At this point, prospects are aware of you and are evaluating whether your offering might meet their needs. This stage often overlaps between marketing and sales development. Important KPIs here include lead magnets download rate, webinar registrations and attendance, email engagement over time (are they opening multiple emails or just one and ghosting?), and lead qualification metrics. For instance, track what percentage of webinar attendees turn into sales-qualified leads (SQLs). Engagement depth metrics are useful: how many pages did they view per website session? Did they return to your site multiple times? Also, use lead scoring (if you have a system for that) and track how many leads reach a score threshold indicating high intent (a KPI that marketing automation platforms can generate). Essentially, in consideration you’re measuring prospect intent. A high-intent metric example is demo request rate – what proportion of sales leads that consumed content actually request a demo or pricing info? If you have an omnichannel lead nurturing sequence (emails + LinkedIn touches + maybe retargeting ads), measure the cumulative effect: e.g. the overall conversion rate of nurtured leads to opportunities, not just single-touch attribution.

3. Decision Stage – Converting to opportunities and closing deals. This is where Sales (AEs or account execs) take the lead in direct one-to-one interactions. Key KPIs in this stage are classic sales conversion metrics: Lead-to-Opportunity Conversion Rate (what % of marketing or SDR-qualified leads convert to pipeline opportunities), Opportunity-to-Win Rate (deal close rate), and Sales Cycle Length (how long from first meeting to signed contract). In an omnichannel context, you’ll also want to track multi-touch attribution for deals: for each closed deal, which channels/touches were part of its journey? A practical KPI is the average number of touches or channels engaged per closed deal. For example, maybe your won deals had an average of 5 distinct touchpoints (email, call, LinkedIn, webinar, website chat, etc.) whereas lost deals only had 2 – that insight is gold, showing that a richer omnichannel engagement correlates with wins. You can quantify this as a metric (e.g., “average # of touches for won opportunities”). Also track meeting hold rate (how many booked meetings actually happen) and proposal/quote conversion rate (of proposals sent, how many win). These help diagnose where in the decision stage you might be slipping. If using an account-based omnichannel strategy, monitor account engagement score (some teams aggregate all activity within an account). The goal in this stage: measure how effectively interest translates into revenue. A healthy omnichannel program should see improvement in win rates and possibly faster sales cycles (since prospects are better educated and warmed up by the time they engage sales).

4. Retention and Expansion – After the sale: keeping and growing the customer. Omnichannel doesn’t stop at the sale – consistent multi-channel engagement in onboarding, support, and upselling drives loyalty. Important KPIs here include Customer Retention Rate (what % of customers renew or repeat purchase), Churn Rate (annual % of revenue or customers lost), Upsell/Cross-sell Rate (share of customers who purchase additional products or upgrades), and customer satisfaction metrics like NPS (Net Promoter Score) or CSAT. For B2B teams, a critical metric is Net Revenue Retention (NRR) – how much revenue you retain and expand from your customer base annually, as a percentage. If you have SDR managers or customer success reps doing outreach, track their engagement metrics too (e.g., QBRs held, support tickets closed, training sessions provided). An omnichannel approach to customer success might include regular check-in calls, personalized email campaigns about new features, invitations to customer webinars/community, etc. Measure the engagement rate of customers with these touchpoints. For example, do customers who engage on 3+ channels with your success team have higher renewal rates? If yes, that’s a sign your post-sale omnichannel strategy is boosting loyalty. In fact, omnichannel marketing companies with strong customer engagement retain 89% of their customers on average, versus only 33% retention for companies with weak engagement (6) – a staggering difference that shows the value of consistent multi-channel touch after the sale.

By mapping KPIs to each journey stage, you ensure you’re not over-fixated on one area. It prevents the classic mistake of, say, only tracking bottom-of-funnel metrics like closed deals and neglecting top-of-funnel health, or vice versa. A funnel-stage view of KPIs also helps you diagnose where an omnichannel strategy may need adjustment. For example, if website traffic and lead generation (awareness) look great, but lead-to-opportunity conversion is low (consideration/decision), you might have a qualification or sales follow-up issue. Conversely, if conversions are high when people get to sales, but overall pipeline is weak, you may need to amp up multi-channel marketing outreach.

Pro Tip: Visualize this with a funnel dashboard. Many teams create a funnel chart with conversion rates from stage to stage (Lead -> MQL -> SQL -> Opportunity -> Win -> Renewal). Overlay channel data on it. For instance, you might segment the funnel by leads who engaged on 3+ channels vs. 1 channel. This could reveal (as Omnisend’s research did) that multi-channel touches yield far higher conversion rates than single-channel (8). Seeing that, you can justify investing more in an integrated approach. If you notice certain journey stages underperform (e.g. a lot of opportunities but low win rate), you can revisit your omnichannel tactics at that stage (perhaps prospects need more social proof content or an extra personal touch like a phone call late in the cycle).

Remember, the modern B2B journey is nonlinear – buyers might loop through stages, pause and resume, or engage with content post-sale. So treat these KPIs as guiding posts rather than rigid tunnel vision. The key is to ensure you have measurement coverage across the entire lifecycle. That’s what omnichannel measurement really means: not just multiple channels, but multiple stages and touchpoints, all instrumented for insight.

Need a refresher on what exactly “omnichannel measurement” means? Check out our quick explainer in our B2B Sales Glossary on Omnichannel Measurement for definitions.

Channel Integration: Unifying Data for a 360° View

One of the greatest advantages and simultaneously one of the biggest challenges of omnichannel marketing – is integrating data across all those channels. When your outreach spans email, phone calls, social media, ads, events, and more, you need a unified way to track performance without getting lost in silos of information. In this section, we’ll discuss how to integrate channel metrics and the KPIs that capture the combined impact of multi-channel efforts.

Why Integration Matters: In a multichannel (but siloed) approach, you might have separate reports for each channel – one report for email metrics, another for calls, another from the ad platform, etc. Omnichannel integration brings these together so you can see the whole customer journey in one view. The payoff is huge: campaigns using 3 or more channels dramatically outperform single-channel campaigns. According to Omnisend data, multi-channel campaigns achieve a 0.83% order rate vs just 0.14% for single-channel – nearly 5× higher (6). That’s an aggregate KPI showing the power of integrated outreach. But you’d never discover that if you only looked at channels in isolation. Integration lets you attribute results to the combination of touches, not just the last touch.

Key Integrated KPIs to Track:

• Multi-Touch Attribution Metrics: Traditional last-click attribution (crediting only the last touchpoint for a sale) fails in omnichannel. Instead, use multi-touch attribution models or at least track assist interactions. For each closed deal or won customer, capture how many touches across how many channels occurred. A KPI example is Average # of Channels Used Per Win. If your average closed deal interacted via, say, 4 distinct channels (downloaded a whitepaper, engaged in an email thread, attended a webinar, spoke on a call), that’s a strong indicator of omnichannel engagement. You can also calculate Pipeline Contribution by Channel in a multi-touch sense (e.g., using a weighted attribution model to assign opportunity credit to all touches). This way, you move beyond simplistic “source of lead” to a richer understanding of which combos drive revenue. Consider a dashboard that shows for each deal: which channels touched it before close, and then roll that up to see patterns.
  
• Unified Conversion Rate: Track conversion rates that span channels. For example, you might define a KPI for MQL-to-SQL conversion across all inbound and outbound. Perhaps marketing emails and LinkedIn outreach together nurture a lead to MQL, and then a phone call converts it to SQL. A unified conversion metric treats that whole sequence as one conversion funnel. Your CRM or marketing automation should allow tagging a lead’s origination and touches so you can filter conversion rates by those who had multi-channel contact versus single. If you find blended conversion from lead to opportunity is, say, 25% with omnichannel touches vs 10% with single-channel, that’s integration success.
  
• Engagement Score / Index: Some teams implement an omnichannel engagement score for each account or lead. This score aggregates activity across channels (e.g., +5 points for an email open, +10 for a meeting attended, +3 for a social click, etc.). While the score itself isn’t a traditional KPI, tracking the average engagement score of closed-won deals vs closed-lost is a powerful integrated metric. If wins have a score of 50+ and losses under 20, you’ve quantified the importance of multi-channel engagement. You can turn that into a KPI threshold: e.g., leads that reach 40+ engagement score have an X% higher likelihood to convert. It’s a bit advanced, but very insightful.
  
• Channel Synergy Metrics: These are composite KPIs that measure how channels amplify each other. For instance, measure the email open or reply rate when combined with LinkedIn touches. If an account gets both an email and a LinkedIn message in the same week, does the response rate increase? That can be measured by comparing segments: response rate for email-only vs email+LinkedIn. Another example: Lift in conversion with retargeting ads – e.g., prospects who saw your LinkedIn ad and also got an SDR call convert at Y% versus those who only got the call convert at X%. Essentially, look for KPIs that capture the lift from integration. A statistic from one study showed that nearly 50% of the most successful demand gen programs had adopted omnichannel marketing, even though only ~25% of overall marketers had done so (9). The takeaway is that integrated channel efforts correlate with higher success, and measuring that lift internally helps justify the investment.
  
• Customer Journey Analytics: This is more of a practice than a single metric, but worth mentioning. Use your analytics tools (or a Customer Data Platform if you have one) to map common journey paths and then measure performance of those paths. For example, you might find many customers follow a pattern: click an ad, then attend a webinar, then talk to sales. Measure the conversion rate of common journey paths as a KPI. If the ad->webinar->sales path yields a 30% win rate, whereas ad->ebook->sales yields 15%, that’s actionable. You’d double down on the webinar route. This is channel integration analysis at its finest – blending marketing and sales touches into one journey metric.
  

The Technology Piece: It’s hard to integrate omnichannel KPIs without the right tools. At minimum, a CRM integrated with your marketing automation or outreach tools is required so all interactions log in one place (e.g., emails tracked in CRM, calls logged, LinkedIn touches noted). Consider implementing a customer data platform (CDP) to unify data from various sources (website, ads, CRM, email tool) into one profile per lead. This unified data is what lets you calculate those cross-channel KPIs above. Analytics platforms like Google Analytics 4, or more B2B-focused ones like Dreamdata or HubSpot’s multi-touch revenue attribution, can automate some of this multi-touch KPI reporting. The exact software is less important than ensuring you stitch the data together. As a best practice, define a single source of truth (often your CRM) where all channel metrics funnel into dashboards.

Stat Snapshot: Data silos are the enemy of omnichannel measurement. A whopping 81% of business leaders say data silos hinder their digital initiatives (12). And research by IDC found companies can lose 20-30% of annual revenue due to inefficiencies caused by data silos (16). The message is clear – integrating your channel data isn’t just nice to have, it’s essential to recapture that lost revenue. When you unify your analytics, you’ll likely find insights that were completely invisible before. For example, one B2B company integrated their CRM and marketing data and discovered that if a prospect engaged on 4+ channels, their deal size was 20% higher than average. That insight let them justify investing more in a true omnichannel outreach (and allocating budget to previously siloed channels).

Practical Tip: Create an omnichannel KPI dashboard that is accessible to both marketing and sales. Include the cross-channel metrics we discussed: overall funnel conversions, multi-touch attribution revenue, engagement scores, etc. When everyone can see the full picture, it fosters a data-driven culture and prevents teams from retreating into channel-specific excuses (“my channel did fine, not my fault the leads didn’t close” – that won’t fly when the data shows how each touch contributed). Transparency and integration go hand in hand.

In summary, integrating your channel data allows you to measure the orchestra rather than just the individual instruments. Instead of isolated melodies, you hear the whole symphony of how channels work together. The right KPIs will spotlight those harmonies (and discordances) so you can fine-tune your omnichannel playbook for maximum impact.

Aligning KPIs with Business Goals

It’s easy to get bogged down in click rates and contact attempts and lose sight of the bigger picture: driving business results. Omnichannel KPIs are only valuable if they align with your overarching business goals. This section is all about making sure your metrics ladder up to what the C-suite and stakeholders care about – revenue growth, ROI, customer acquisition, and retention. After all, the ultimate purpose of tracking KPIs is to inform strategic decisions and prove the value of your efforts in business terms.

From Vanity Metrics to Value Metrics: First, a frank reality check – not every metric is meaningful to your CEO or CFO. “Vanity metrics” like social media likes or raw email sends might make us feel productive, but they don’t necessarily indicate business impact. The KPIs you report should be clearly connected to outcomes like pipeline generated, deals won, cost efficiency, or customer lifetime value. For example, tracking email open rate is fine internally for optimization, but the KPI you elevate might be Lead-to-Opportunity Conversion or Pipeline $$ from Email Campaigns – something that links the channel activity to tangible value. Whenever you introduce a new omnichannel metric, ask: How does this affect revenue, cost, or customer experience? If it’s hard to answer, the metric might be a vanity metric to report sparingly (if at all).

Key Business-Alignment KPIs:

• Pipeline and Revenue Metrics: At the end of the day, your CEO cares about growth. Ensure you have KPIs that connect your omnichannel efforts to pipeline and revenue. Examples: Marketing-Sourced Pipeline (dollar value of opportunities created from marketing/omnichannel campaigns), Outbound-Sourced Pipeline (if you separate SDR and BDR efforts), Win Rate and Total Revenue Closed per quarter. If you run account-based omnichannel programs, track pipeline created per target account or deal velocity in those accounts. One useful metric is Pipeline-to-Quota Coverage – how much pipeline has been generated relative to the sales quota target. If your omnichannel lead gen machine consistently delivers 3-5× quota in pipeline coverage, that’s a huge business value (since adequate pipeline is predictive of hitting targets). Highlighting that in executive dashboards will get you buy-in. As Martal, we often emphasize pipeline growth as a core outcome of omnichannel, outbound lead generation.
  
• Customer Acquisition Cost (CAC) and ROI: A critical business goal in any B2B organization is acquiring customers efficiently. CAC is a KPI that every sales/marketing leader should align with. Calculate CAC for your omnichannel programs (total sales & marketing spend on new customer acquisition / number of new customers acquired). If you run distinct campaigns, you can even compute CAC by campaign or channel mix. The lower, the better – as long as you’re not sacrificing quality. Also consider CAC Payback Period (how long until a customer’s revenue pays back their acquisition cost). These KPIs turn your omnichannel performance into CFO-friendly language. If adding an extra channel increases spend but also significantly boosts win rates, your CAC might actually drop due to higher conversion efficiency. Demonstrating a healthy CAC or improving trend is key for budget justification. Don’t forget ROI: For instance, if an omnichannel campaign cost $50k and resulted in $500k in new ARR, that’s a 10x ROI. Those are the kind of numbers that make execs sit up and listen.
  
• Retention and LTV: Aligning with business goals means not only landing customers but keeping them. If your company operates on recurring revenue or has expansion opportunities, align KPIs to those goals as well. Customer Lifetime Value (LTV) is a powerful metric, especially combined with CAC (the LTV:CAC ratio). If your omnichannel approach is improving retention (as earlier stats suggest it can), then LTV will increase – a direct bottom-line impact. Track Net Revenue Retention (NRR) as mentioned; it’s both a customer success and a growth metric (anything above 100% means you’re expanding more revenue than losing). If your omnichannel outreach includes upselling or cross-selling, measure the revenue from existing customers influenced by campaigns (e.g., a multi-channel upsell campaign that leads to $X in expansion ARR). This ties marketing and sales efforts to the full revenue cycle, not just new sales.
  
• Cross-Team KPIs: A big part of aligning with business goals is aligning sales and marketing together. Too often, each side has separate scorecards that don’t sync up, leading to the dreaded smarketing divide. Avoid that by establishing shared KPIs. For example, instead of marketing boasting MQL counts and sales focusing only on closed deals, both teams could share an opportunity creation goal or a pipeline target. That way, everyone rallies around metrics that matter to revenue. Another cross-team KPI is Lead Response Time – a fast response is known to improve conversion, and it requires marketing handing off and sales following up seamlessly. If you set a goal like “100% of inbound leads get a response within 2 hours,” and measure it, you’re aligning processes to a customer-centric goal. Companies with tight sales and marketing alignment achieve significantly better results – aligned teams have been shown to close 38% more deals and drive 36% higher retention on average (15). They also avoid revenue loss: companies with poor alignment lose an estimated 10-15% of revenue annually to inefficiencies (14). Those stats make a compelling case to leadership that working in silos is leaving money on the table.
  
• Business Health Metrics: Beyond immediate sales numbers, consider KPIs that reflect strategic business health, like Market Share Growth, Sales Productivity (revenue per rep), or Cost of Sales as % of Revenue. While these are influenced by many factors, your omnichannel strategy certainly plays a role. If you can tie improvements in these to your initiatives (even qualitatively), do so. For instance, if each rep is handling 20% more outreach touches due to an integrated platform (efficiency gain), and that contributed to higher productivity, call it out. High-level metrics like these resonate with boards and investors.
  

Communicating KPIs Upwards: When presenting omnichannel KPI results to executives, frame them in terms of business outcomes. Instead of “our email open rate jumped to 30%,” say “our multi-channel campaign generated 50 qualified demos, contributing $1.2M to pipeline, at a cost per lead 15% below last quarter – which will likely improve our quarter-end sales.” That ties the metric to pipeline and cost efficiency, which are business goals. Use visuals: an executive-friendly chart might show pipeline vs target, with annotations of how various channel efforts contributed. Or a graph of CAC over time, showing it trending down as you optimized channels. The bottom line: speak the language of revenue and ROI.

Also, don’t overload higher-ups with too many KPIs. Focus on a handful that matter most. A good rule of thumb is to have one primary KPI per major business goal. E.g., if the goal is new customer growth – primary KPI might be pipeline or new ARR; if goal is efficiency – primary KPI could be CAC or sales cycle; if goal is retention – NRR. You’ll still track dozens of metrics internally, but you roll them up into these “North Star” KPIs that leadership cares about.

Aligning Targets: It’s not just the KPIs themselves, but the targets you set for them that need alignment. Ensure that your KPI targets are derived from the company’s goals. For instance, if the company aims for 25% revenue growth, work backwards to how many opportunities and leads that requires, and set KPI targets accordingly (with buy-in from both marketing and sales). This helps avoid the scenario of, say, marketing hitting their MQL goal but sales missing revenue – which likely means the goals weren’t aligned or the MQL definition wasn’t truly tied to revenue potential. Shared planning of goals fosters accountability. We recommend holding a joint sales-marketing quarterly planning session where you review KPI results from the last period and adjust targets together based on the company’s objectives.

Real-World Example: One SaaS company discovered that by aligning their teams on a single “Qualified Pipeline” KPI (instead of separate lead and deal metrics), they dramatically improved collaboration. Marketing focused on fewer but higher-quality leads, and Sales agreed to rapidly engage every qualified lead. The result: a shorter sales cycle and a higher close rate, which helped the company exceed its annual revenue goal. As Gartner notes, companies with inadequate sales-marketing alignment suffer significant revenue loss, but those with optimal alignment see tangible boosts in deals closed (14). The takeaway is clear – when KPIs unite teams toward common business goals, everyone wins.

In summary, always trace your KPIs “up the ladder” to a strategic objective. If a metric doesn’t support a key goal, question why you’re focusing on it. Omnichannel strategies have many moving parts, which means many metrics – but it’s the ones that connect to revenue, cost, and customer value that count the most. By aligning your KPI framework with business goals, you not only demonstrate the impact of your team’s work in terms leadership cares about, but you also ensure you’re steering the omnichannel ship in the right direction. After all, more leads or more clicks mean nothing if they don’t translate into business growth. Keep the focus on outcomes, and you’ll earn the strategic trust (and budget) to keep expanding your omnichannel initiatives.

Challenges and Best Practices for Omnichannel KPI Tracking

Implementing an omnichannel KPI framework is not without its hurdles. From data overload to cultural resistance, you may encounter a variety of challenges on the road to becoming a data-driven, omnichannel powerhouse. The good news: none of these challenges are insurmountable. In this section, we’ll identify common obstacles B2B teams face in measuring omnichannel performance, and we’ll provide best practices to overcome each one. Think of it as a mini troubleshooting guide to ensure your KPI strategy actually delivers value, rather than becoming a spreadsheet exercise.

Challenge 1: Data Silos and Fragmented Systems – Perhaps the biggest challenge is getting a unified view of data. Your information might be scattered across a CRM, an email marketing system, a LinkedIn outreach tool, Google Analytics, etc., none of which talk to each other by default. This fragmentation can lead to inconsistent metrics (each system telling a different story) and lots of manual reporting work. Best Practice: Break down the silos with integration and centralization. Invest time in connecting your systems – even if it’s as simple as ensuring all leads and activities sync into your CRM. Utilize integration tools or built-in connectors (for example, sync your email platform and CRM, connect website form fills to your sales database, feed ad campaign data into a BI tool). If budget allows, use a unified dashboard or BI tool to pull data from all sources and display omnichannel KPIs together. The effort is worth it: companies that eliminate data silos see huge productivity and insight gains. Remember the earlier stat – 68% of organizations cite data silos as their top data management concern (13). Tackling this head-on by establishing a “single source of truth” for your KPIs is foundational. Additionally, set up data governance: clearly define each KPI (e.g., what exactly counts as an “SQL” in your system) so everyone trusts the metrics. Nothing derails a KPI initiative faster than debates over whose numbers are “right.” A unified, integrated data set and agreed definitions will solve that.

Challenge 2: Too Many Metrics, Not Enough Insight (Analysis Paralysis) – Omnichannel programs generate a flood of data. It’s easy to get overwhelmed by dozens of reports and lose sight of actionable insights. Teams sometimes track everything that moves, resulting in huge KPI decks that no one actually uses to make decisions. Best Practice: Focus on the critical few metrics that drive decisions. Revisit the KPI categories and business-aligned metrics we discussed, and prune the rest. It can help to establish a KPI hierarchy: at the top, maybe 5 “North Star” KPIs that indicate overall health (e.g., pipeline created, win rate, CAC, NRR, retention). Underneath, each department or function might have 5-10 supporting metrics they monitor to influence the top KPIs. But don’t try to present 30 KPIs to the whole team every week. Simplify dashboards to highlight red-flag areas and trends. One practical tip: use visualization and KPI targets to your advantage. A dashboard with color-coded indicators (e.g., green/yellow/red vs target) for a handful of key metrics is far more effective than a raw spreadsheet of 50 numbers. Also encourage a culture of asking “so what?” for each metric. If you can’t answer what action you’d take if a KPI goes up or down, then its usefulness is suspect. Better to track fewer metrics deeply than drown in superficial data. Many successful sales organizations hold a weekly metrics meeting where they review just 3-5 KPIs and decide on adjustments (e.g., if meeting conversion is down, plan a coaching session on call techniques). Keep it actionable.

Challenge 3: Attribution and Credit Assignment – In an omnichannel world, it’s tricky to attribute success to specific channels or touches. Sales might say “that deal closed because of our relationship building,” whereas marketing might point to the webinar the prospect attended as the key driver. Mis-attribution can cause internal friction (“marketing leads are weak” vs “sales isn’t following up”) and poor budget decisions if you overvalue one channel at the expense of others. Best Practice: Embrace multi-touch attribution models and share credit for wins. Rather than last-click or first-touch attribution, use a blended approach (e.g., even-weight or time-decay models across touches) to evaluate outbound campaigns. Communicate clearly that in omnichannel, success is joint. For instance, create a report that lists all touches for each closed deal; review it in joint sales-marketing meetings so everyone sees the synergy (e.g., “Look, this big deal involved an email open, a LinkedIn conversation, and two phone calls before closing”). This reinforces that no single touchpoint wins alone. On the tooling side, leverage your CRM to attribute revenue to campaigns or sequences. Many CRMs allow tagging an opportunity with multiple campaign influences. Use that to generate reports like “Closed Revenue by Campaign (multi-touch)” which might show, say, that 60% of deals had Campaign A and 40% had Campaign B involved. It’s also helpful to set expectations with leadership that attribution is a guideline, not an exact science. Provide context around metrics – e.g., “Our LinkedIn outreach didn’t directly source the deal in CRM, but we know it influenced these 5 open opportunities based on engagement data.” Over time, develop a custom attribution that fits your sales cycle (maybe you assign 50% credit to the meeting booked by SDR, 20% to the initial marketing touch, 30% to the sales closing activities – or whatever makes sense). The key is to avoid all-or-nothing thinking for channel credit. Encourage a mindset that the sum is greater than the parts, and measure accordingly.

Challenge 4: Team Adoption and Skills Gap – Introducing an advanced KPI regimen and new tools can meet resistance. Sales reps might feel micromanaged or intimidated by numbers. Marketing folks might be unfamiliar with sales CRM data or vice versa. Some team members may lack analytical skills or confidence to interpret data. If the culture isn’t data-driven yet, people might default to old habits (going by gut or anecdote) even when the dashboards are there. Best Practice: Invest in training and foster a data-driven culture, one step at a time. Start by involving the team in KPI setting – people are more likely to buy in if they have a say in what they’re measured on. Provide clear enablement sessions on any new dashboard or tool: show how to use it, how often to check it, what actions to take based on results. Pair quantitative goals with coaching, not just pressure. For example, if you set a KPI for outbound SDRs like meeting conversion rate, also give them guidance and resources on how to improve that (cold call scripts, call recordings, etc.). Celebrate wins that come from data insights – e.g., call out in a team meeting “We noticed from the metrics that follow-ups were slow in Region X, so we adjusted and now our response time is 4 hours faster, great job team!” This positively reinforces paying attention to KPIs. Also, make the data visible and easy: put a live dashboard monitor on the wall or Slack daily KPI updates to the team. When metrics are front and center, over time people naturally acclimate and get curious to improve them. If certain skills are lacking (maybe interpreting a cohort analysis or calculating ROI), do quick workshops or have your ops/analytics folks mentor the team. One idea is a monthly “metrics spotlight” where a team member presents on a specific KPI trend and what it means – this builds analytical thinking across the group. The goal is to move from feeling “measured” to feeling “empowered by insights.” When done right, reps realize data is their friend – for example, an SDR sees that adding a phone call after an email doubles their meeting rate, so they eagerly adjust their workflow. That’s the culture you want.

Challenge 5: Maintaining Data Quality and Consistency – Your KPIs are only as good as the underlying data. Inconsistent CRM entries, missing fields, or different interpretations (e.g., what counts as a contact vs lead) can wreak havoc on reporting. A common issue is sales reps not logging activities or using the system properly, leading to under-reported metrics. Best Practice: Establish data hygiene processes and accountability. Set standards for data entry (for instance, every new opportunity must have a source and campaign attached; every call must be logged within 24 hours). Use automation where possible to capture data (like email tracking that auto-logs opens/clicks, call dialing software that logs calls). Regularly audit your databases – have ops or an admin run reports to catch anomalies (e.g., leads with no lifecycle stage, deals with close dates in the past still open). Clean data needs to be a priority from leadership on down. It helps to assign an “owner” for each major KPI or data domain – for example, marketing ops ensures all campaign data is clean, sales ops ensures pipeline data is clean. If errors are found, address them with the team constructively (“We noticed some deals missing values, here’s why it matters…let’s get those updated.”). Consistency is also about definitions: maintain a KPI glossary or data dictionary so everyone knows what each metric means and how it’s calculated. This prevents situations like marketing counting an SQL one way and sales counting another – which would make meetings awkward! Consistent data means you spend less time arguing about the numbers and more time improving them.

By anticipating these challenges and implementing best practices, you’ll avoid common pitfalls that cause KPI initiatives to falter. It’s normal to hit bumps – maybe the first dashboard you build isn’t perfect, or adoption is slow at first. Iterate and communicate. Use pilot programs: perhaps start with one team or one campaign to refine your measurement approach, then scale up. And remember, technology is just an enabler – the real transformation comes from people embracing a metrics mindset.

To summarize our best-practice tips in a nutshell:

• Integrate your data for a unified view (don’t let silos hide insights).
  
• Keep it simple by focusing on the KPIs that matter most (avoid analysis paralysis).
  
• Adopt multi-touch thinking and give credit to the entire journey (collaborative wins over channel battles).
  
• Foster a data culture through training, transparency, and teamwork (make data a habit, not a hammer).
  
• Stay consistent and clean with your data (garbage in, garbage out – so ensure quality input).
  

Do this, and you’ll have a robust omnichannel KPI system that truly guides your B2B sales strategy forward. As a result, you can make agile adjustments (tweaking channel mix, reallocating budget, coaching reps) based on what the numbers tell you, rather than on hunches. 

Conclusion: Turn Data into Revenue – We Can Help

By now, it’s clear that mastering omnichannel KPIs can be a game-changer for your B2B sales team. When you measure the right things and act on the insights, you create a continuous improvement loop that drives more leads, higher conversions, and ultimately more revenue. We’ve covered a lot of ground – from KPI categories and customer journey metrics to integration, alignment, and best practices for overcoming obstacles. Implementing all of this may feel daunting, but remember: you don’t have to do it alone.

This is where we come in. At Martal Group, we specialize in building and executing omnichannel B2B sales programs that are data-driven from day one. In our experience working with 2000+ B2B brands, we’ve seen how the right combination of outreach channels – backed by rigorous KPI tracking – can explode a company’s pipeline. We bring an expert outsourced SDR team armed with an AI SDR platform that ensures every email, call, and LinkedIn touch is tracked and optimized. Our teams are data driven, tweaking sequences and targeting in real time based on what the metrics tell us. The result? More qualified leads, faster sales cycles, and higher ROI for our clients.

If reading this playbook got you thinking about leveling up your sales metrics (or if you identified gaps in your current approach), why not have a conversation with us? We can assess your current lead generation process, suggest KPI improvements, and even manage the entire omnichannel outreach for you – delivering results while you retain full visibility through our detailed reporting. Whether you need help integrating data sources, defining the right KPIs, or simply want a seasoned team to execute and hit those targets, Martal has you covered.

Ready to turn your omnichannel strategy into a consistent revenue engine? Let’s chat. Book a free consultation with Martal Group to discuss your sales goals and see how our sales outsourcing services and data-driven approach can accelerate your growth. We’ll work together to craft a KPI-focused game plan that aligns with your business objectives and takes the weight off your shoulders.

Remember, in today’s competitive B2B landscape, the teams that win are those who combine great strategy with great execution – and measure every step. Let’s put your data to work and start hitting those numbers. Contact us today to kickstart your journey to omnichannel sales success!

References

1. Martal Group – Example of Omnichannel
2. Gartner
3. EBSTA, B2B Benchmark Report
4. Martal Group – Sales KPIs
5. Martal Group – Omnichannel Strategy
6. Uniform Market
7. Passive Secrets
8. Omnisend
9. Jones PR
10. Moengage
11. SellersCommerce
12. Salesforce
13. Cherry Bekaert
14. Brixon Group
15. Zoominfo
16. IDC (Via Forbes)