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.
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Marketing Scorecard with KPIs, Marketing Funnel, and Strategy Map
1. 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
3. BSC DESIGNER
23%Organizations measure internal marketing
metrics only *
* “Group Lead Gen Marketing Effectiveness Study 2013” Lenskold Group / Pedowitz
18. BSC DESIGNER
Marketing Funnel KPIs
Brand indicators
• Brand awareness
• Media mentions
• Owned reach
Leads indicators
• Total leads
• Cost per lead (CPL)
• Marketing qualified leads
(MQL)
• Lead to MQL Ratio
• Sales qualified lead (SQL)
• MQL to SQL Ratio
• Revenue per Marketing
Qualified Lead (MQL)
19. 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
21. 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
27. 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
28. BSC DESIGNER
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