startup marke+ng seriesthe scorecard: how to build a customized marke3ng performance dashboardJune 4, 2013
Deﬁne Founda3on Projectsthe backstory — by the numbersenterprise social so-ware company6 months oldseed funding of $250,00030 ac9ve customersavg. 50 users per account at $10 per user ($500/month)recurring revenue = $15,000/monthseeking Series A funding of $2.5 million
ﬁnancial stability (3) is a concern.marke<ng budget (5-‐10%) is a challenge.brand, leads and sales all high priority.marke<ng team (1) is weak.weak customer (3) and lead (2) databases.lacking cri*cal marke*ng tech solu*ons.audiences primarily escalators.source: leon_eyemuch building work to be done . . .key ﬁndings
top 3-5 key performance indicators (KPIs)?highest priority marketing needs?greatest opportunities for growth?marketing staffing plans?commitment to content marketing?source: Ethan LoLon
“CMOs today are under increasing pressure to provide quan<ﬁable evidence of how their marke*ng expenditure is helping the organiza*on achieve its goals.” — IBM Global Chief Marke3ng Oﬃcer Study, 2011
Source: The Chief Marketing (CMO) Council report More Gain, Less Strain.52% of marketers do not have a formal scorecard for ra*ng agency performance on an annual basis.
Source: The Chief Marketing (CMO) Council report More Gain, Less Strain.71% of clients cited accountability as the main area of frustra*on with agencies, as CEOs and board levels demand greater marke*ng ROI eﬀec*veness.
Source: IBM Global Chief Marke5ng Oﬃcer Study, 2011
5-‐step scorecard process1) iden<fy KPIs.2) customize the funnel.3) input and analyze data.4) establish benchmarks and goals.5) update and integrate the scorecard.
‣ In Google Drive, collabora9on permissions are found under the “Share” buYon in the upper right-‐hand corner.‣ Determine internal and client contacts that can view and edit the Scorecard.‣ Tip: Set up your Google spreadsheet so that you receive email no<ﬁca<ons when edits are made.collabora<on permissions