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Creating a Marketing Dashboard

A quick and easy guide on creating your own marketing dashboard. It details what to include, and a few tips of how to present your dashboard.

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Creating a Marketing Dashboard

  1. 1. Marketing Dashboard Creating your own
  2. 2. A marketing dashboard provides an easy method of identifying & measuring key business performance indicators. I like to break this up into four sections: 1. Sources of Business (Retrospective) 2. Accelerate Growth (Active) 3. Environmental (Passive) 4. Brand Awareness (Active & Passive) Creating a Marketing Dashboard
  3. 3. Sources of Business It’s important to know where your business is coming from, this helps to direct future effort and provide visibility on trends (seasonal or otherwise). You should analyze your last few years worth of business to establish a baseline. A lead source is any referrer that a sales lead may have originated from.
  4. 4. What sources should I measure? • Measure your growth accelerators • Any activity where an increase in effort, skill, funding, etc. can directly influence the quantity of leads produced • They are lead generation capabilities that you control, agents and 3rd party/external sources that operate independently do not count • Examples include: cold calling, search engine advertising , website (if you have a lead gen/content campaign), emailers, events, etc. • Whilst you can’t count leads from agents, you might include the number of agents registered with you as a metric
  5. 5. • Include your passive sources • Sources which generate business for you independent of any direct action you take • Uncontrolled or fixed lead source • Where you can not influence the quantity of leads generated • For example: government tenders, agent referrals
  6. 6. That’s a lot of sources! • Limit your dashboard to 4 largest, with everything else coming into a 5th called “Other” • If all your sources are delivering equally, then cluster based on another form of commonality, and present them based on this group • If your other sources section is a significant portion, then consider a separate metric or page just to analyse your lead-source distribution – A highly dispersed lead source makes it harder to focus your marketing efforts & budgets – It does however mean you’re not dependent on just one source of business
  7. 7. Presenting your Sources 0 1 2 3 4 5 6 Jan Feb Mar Apr Agents Website Direct Sales 1. Mar - Loss of website leads during web agency switch 2. Feb – Fluctuation in agent leads is within normal tolerances Percentage DistLeads by Source Summary graphs for easy reading & better illustration of your key points Bullet points stating key findings. List any big gains/events/losses here
  8. 8. Active & Passive – Setting Metrics Once you’ve identified your key sources, you can break down key factors relating to those sources. These will form your marketing KPIs. Do this for all your sources. Let’s assume emailers are an important lead source, and start asking questions: 1. How many email campaigns did we run this month? 2. How many addresses do we have in our database? 3. How many leads were generated? (MQL) 4. How many real opportunities were identified from these? (SQL) 5. What was the value of these opportunities? 6. How many were won/realized? Each of these questions helps to identify a measurable factor that influences the total amount of business realized.
  9. 9. Here’s an example of what it might look like. The time trending is important, and the benchmark /target values would make it even more valuable:
  10. 10. MQL vs. SQL Identify in every chain of questions at what point Marketing Qualified Leads (MQL) are handed over to Sales for Opportunity identification (Sales Qualified Lead). Whilst marketing & sales work closely, quality lead generation is usually a marketing responsibility, and actual conversion is a sales responsibility. Don’t accidentally inherit responsibilities that aren’t yours.
  11. 11. What about less tangible measures? • Brand Awareness is not something you can hide behind. Your impact on your brand can be measured. – Measure any actions or occurrences that raise the profile of your company, this could include: • Press Releases, news or article coverage online of offline • Product placements anywhere • Workshops, seminars or summits for key influencers/target groups • Charitable events or co-branded events • Number of mentions/shares on social media (do not measure likes, they’ve been proven to be worthless
  12. 12. Beware! Metrics can lie Metrics, like any statistic can tell lies. Be wary of metrics that are self serving, or that can not be drilled down to “opportunity value”. Reasonable efforts should be made to link brand awareness / intangible campaigns to “new opportunities”. (Coupons/ref. codes are a great start)
  13. 13. Beware! of Client Entertainment Events that largely accommodate existing clients, should be tracked separately. If at all. Opportunity value from such events is hard to measure. This shouldn’t be a core marketing metric unless you have a team specifically focused / responsible for client entertainment & management. Don’t take this too literally, there are lots of things that aren’t really marketing that you might get lumped with. Understand your metrics. This is actually a sales tactic - sometimes it hides under a marketing budget.
  14. 14. Presentation is everything Don’t over complicate this. Make it easy to measure, update and present. It shouldn’t more than a moment for anyone to understand what you’ve presented, deep dive only when there’s a question or something you need to highlight. Try making the front page a few key graphs, with specific findings or actions. Keep the detail for the other sheets. You can download a sample dashboard here:

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A quick and easy guide on creating your own marketing dashboard. It details what to include, and a few tips of how to present your dashboard.


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