This study explores the integration of key performance indicators (KPIs) into strategic marketing planning and implementation. Recognizing that effective KPI monitoring drives marketing efficiency and campaign success, the study addresses the ongoing challenge organizations face in aligning KPIs with strategic goals. Many firms diverge from KPI-guided pathways during strategy execution, undermining performance and limiting the impact of marketing campaigns. This issue contradicts Drucker’s assertion that performance improves only when effectively measured. Using a qualitative approach, the study adopts the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) framework to ensure a systematic, transparent, and reproducible review of existing literature. The synthesis identifies key factors behind the misalignment between KPIs and strategic marketing outcomes. The findings provide actionable recommendations for selecting KPIs that align with strategic objectives, promoting cross-functional coordination and reinforcing the link between planning and implementation.