Marketing Scorecard with KPIs, Marketing Funnel, and Strategy Map

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Only 38% say that they can measure marketing profitability, 23% measure internal marketing metrics only. Learn how to build your marketing scorecard with key metrics and performance indicators, take into account marketing funnel, and prepare a strategy map.

Empresariales

BSC DESIGNER
Building Marketing
Scorecard
With KPIs, Marketing Funnel, and Strategy Map
Based on “Guide for Tracking Marketing KPIs and Measuring Profitability”
by Aleksey Savkin, www.bscdesigner.com

BSC DESIGNER
Do you really measure
your marketing
efforts?

BSC DESIGNER
23%Organizations measure internal marketing
metrics only *
* “Group Lead Gen Marketing Effectiveness Study 2013” Lenskold Group / Pedowitz

BSC DESIGNER
38%Organizations measure marketing
profitability *
* “Group Lead Gen Marketing Effectiveness Study 2013” Lenskold Group / Pedowitz

BSC DESIGNER
Many overlapping marketing channels
Website
Social
TradeshowsAds
Partners

BSC DESIGNER
Long time between initial contact and
sale
Initial
contact
Marketing
qualified
lead
Sales
qualified
lead
…
Sale
Time

BSC DESIGNER
Marketing need to be
measurable by design!

BSC DESIGNER
Marketing
Challenge
Marketing need to be measurable
by design!

BSC DESIGNER
Marketing
Challenge
Person
Responsible
Marketing need to be measurable
by design!

BSC DESIGNER
Marketing
Challenge
Person
Responsible
Marketing
Strategy
Map
Marketing need to be measurable
by design!

BSC DESIGNER
Marketing
Activity Plan
Marketing
Challenge
Person
Responsible
Marketing
Strategy
Map
Marketing need to be measurable
by design!

BSC DESIGNER
Marketing
Activity Plan
Marketing
Challenge
Marketing
Funnel KPIs
Marketing
ROI Metrics
Person
Responsible
Marketing
Strategy
Map
Marketing need to be measurable
by design!

BSC DESIGNER
Marketing Funnel KPIs
Sales and finance
• Closed deals
• SQL to Closed deals
Ratio
• Cost of Customer
Acquisition (COCA)
• Revenue per closed
deal
• Customer lifetime
value (CLV)
• Sales growth
Marketing Expense
• Marketing Expense
per Employee
• Marketing Expense
as a Percentage of
Revenue
Loyalty
• Customer satisfaction
survey indexes
• Net promoter score
(NPS)
• Referrals, reviews
• Returning visitors (for
a website)
• Open rate, Click
Through Rate for mail
list
• Customer retention

BSC DESIGNER
Key website and mail list metrics
Website
• Visitors
• Visitors to Lead
• Adjusted Bounce
Rate
• And more *
Mail list
• Delivery rate
• Open rate
• Click Through Rate
• Conversion Rate
• Unsubscribe Rate
* Learn more about website metrics: “How do You Set Your Traffic Goals?
Compare it to the Forbes Formula”, Aleksey Savkin, BSC Designer

BSC DESIGNER
What about marketing
strategy?

BSC DESIGNER
Get Marketing Scorecard project
for free
Marketing
Strategy Map
Marketing
Funnel
All Marketing
KPIs
+ +
Free download at:
http://www.bscdesigner.com/marketing-kpis.htm

BSC DESIGNER
THANK YOU!
Give BSC Designer a try at www.bscdesigner.com
Feel free to send us your questions using the contact form at
www.bscdesigner.com

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2. BSC DESIGNER Do you really measure your marketing efforts?

3. BSC DESIGNER 23%Organizations measure internal marketing metrics only * * “Group Lead Gen Marketing Effectiveness Study 2013” Lenskold Group / Pedowitz

4. BSC DESIGNER 38%Organizations measure marketing profitability * * “Group Lead Gen Marketing Effectiveness Study 2013” Lenskold Group / Pedowitz

5. BSC DESIGNER

6. BSC DESIGNER What is a challenge?

7. BSC DESIGNER Many overlapping marketing channels Website Social TradeshowsAds Partners

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9. BSC DESIGNER Marketing need to be measurable by design!

10. BSC DESIGNER Marketing Challenge Marketing need to be measurable by design!

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12. BSC DESIGNER Marketing Challenge Person Responsible Marketing Strategy Map Marketing need to be measurable by design!

13. BSC DESIGNER Marketing Activity Plan Marketing Challenge Person Responsible Marketing Strategy Map Marketing need to be measurable by design!

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16. BSC DESIGNER Marketing KPIs

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Marketing Scorecard with KPIs, Marketing Funnel, and Strategy Map

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Marketing Scorecard with KPIs, Marketing Funnel, and Strategy Map