Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
BSC DESIGNER
Building Marketing
Scorecard
With KPIs, Marketing Funnel, and Strategy Map
Based on “Guide for Tracking Marke...
BSC DESIGNER
Do you really measure
your marketing
efforts?
BSC DESIGNER
23%Organizations measure internal marketing
metrics only *
* “Group Lead Gen Marketing Effectiveness Study 20...
BSC DESIGNER
38%Organizations measure marketing
profitability *
* “Group Lead Gen Marketing Effectiveness Study 2013” Lens...
BSC DESIGNER
BSC DESIGNER
What is a challenge?
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
…
Sa...
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 me...
BSC DESIGNER
Marketing
Activity Plan
Marketing
Challenge
Marketing
Funnel KPIs
Marketing
ROI Metrics
Person
Responsible
Ma...
BSC DESIGNER
Marketing
Activity Plan
Marketing
Challenge
Marketing
Funnel KPIs
Marketing
ROI Metrics
Person
Responsible
Ma...
BSC DESIGNER
Marketing KPIs
BSC DESIGNER
Marketing Funnel KPIs
Loyalty
Lead
to sale
Lead
Brand
BSC DESIGNER
Marketing Funnel KPIs
Brand indicators
• Brand awareness
• Media mentions
• Owned reach
Leads indicators
• To...
BSC DESIGNER
Marketing Funnel KPIs
Sales and finance
• Closed deals
• SQL to Closed deals
Ratio
• Cost of Customer
Acquisi...
BSC DESIGNER
KPIs in BSC Designer
BSC DESIGNER
Key website and mail list metrics
Website
• Visitors
• Visitors to Lead
• Adjusted Bounce
Rate
• And more *
M...
BSC DESIGNER
What about marketing
strategy?
BSC DESIGNER
Strategy map for marketing
BSC DESIGNER
Strategy map for marketing
BSC DESIGNER
Strategy map for marketing
BSC DESIGNER
Strategy map for marketing
BSC DESIGNER
Get Marketing Scorecard project
for free
Marketing
Strategy Map
Marketing
Funnel
All Marketing
KPIs
+ +
Free ...
BSC DESIGNER
THANK YOU!
Give BSC Designer a try at www.bscdesigner.com
Feel free to send us your questions using the conta...
Upcoming SlideShare
Loading in …5
×

Marketing Scorecard with KPIs, Marketing Funnel, and Strategy Map

6,988 views

Published on

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.

Published in: Business

Marketing Scorecard with KPIs, Marketing Funnel, and Strategy Map

  1. 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
  2. 2. BSC DESIGNER Do you really measure your marketing efforts?
  3. 3. BSC DESIGNER 23%Organizations measure internal marketing metrics only * * “Group Lead Gen Marketing Effectiveness Study 2013” Lenskold Group / Pedowitz
  4. 4. BSC DESIGNER 38%Organizations measure marketing profitability * * “Group Lead Gen Marketing Effectiveness Study 2013” Lenskold Group / Pedowitz
  5. 5. BSC DESIGNER
  6. 6. BSC DESIGNER What is a challenge?
  7. 7. BSC DESIGNER Many overlapping marketing channels Website Social TradeshowsAds Partners
  8. 8. BSC DESIGNER Long time between initial contact and sale Initial contact Marketing qualified lead Sales qualified lead … Sale Time
  9. 9. BSC DESIGNER Marketing need to be measurable by design!
  10. 10. BSC DESIGNER Marketing Challenge Marketing need to be measurable by design!
  11. 11. BSC DESIGNER Marketing Challenge Person Responsible Marketing need to be measurable by design!
  12. 12. BSC DESIGNER Marketing Challenge Person Responsible Marketing Strategy Map Marketing need to be measurable by design!
  13. 13. BSC DESIGNER Marketing Activity Plan Marketing Challenge Person Responsible Marketing Strategy Map Marketing need to be measurable by design!
  14. 14. 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!
  15. 15. BSC DESIGNER Marketing Activity Plan Marketing Challenge Marketing Funnel KPIs Marketing ROI Metrics Person Responsible Marketing Strategy Map Marketing Plan Execution Marketing need to be measurable by design!
  16. 16. BSC DESIGNER Marketing KPIs
  17. 17. BSC DESIGNER Marketing Funnel KPIs Loyalty Lead to sale Lead Brand
  18. 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. 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
  20. 20. BSC DESIGNER KPIs in BSC Designer
  21. 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
  22. 22. BSC DESIGNER What about marketing strategy?
  23. 23. BSC DESIGNER Strategy map for marketing
  24. 24. BSC DESIGNER Strategy map for marketing
  25. 25. BSC DESIGNER Strategy map for marketing
  26. 26. BSC DESIGNER Strategy map for marketing
  27. 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. 28. 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

×