The document discusses key performance indicators (KPIs) that influence company performance and growth. It notes that sufficient foundation, budget, funds, and support for innovation are important drivers of growth for winning companies. Consistency is also mentioned as an important growth driver. The document goes on to list the most common marketing mistakes according to Dutch marketers, which include making assumptions about customers, inconsistency, not standing out, lacking brand distinctiveness, and poor media spending. It closes by reiterating the importance of KPI selection and the need to change perspectives on brands.

1. And there are clear differences between good and bad performing companies on their kpi choice
+10%
+10%
Market share
Brand equity
+20%
+15%
+7%
Loyalty
Brand awareness
Customer satisfaction

2. The most important ingredients for growth are:

3. 94%
78%
62%
45%
Sufficient foundation
Enough budget
innovation is important for growth and the companies that have enough budget and foundation for innovation
grow harder
Winners Losers
Sufficient foundation
Enough budget

4. 94%
78%
62%
45%
Sufficient support
Sufficient funds
innovation is important for growth and the companies that have sufficient funds and support for innovation grow
harder
Winners Losers
Sufficient support
Sufficient funds

5. 55%
22%
18%
51%
Belief in current strategy
Reorientation
consistentency is an important driver for growth and mentioned the most during our vision interviews
Winners Losers

6. What are the most important marketing mistakes that can be made according to Ducth marketeers

7. Making assumptions and thinking for the customer: “i know what’s good for my customers and what
they think”

8. Inconsistency is also mentioned often, in particular in the vision interviews

9. Does marketing agree?
91%
88%
74%
73%
49%
46%
35%
35%
26%
Not standing out or being recognized
Don't know what makes the brand distinctive
No connection with the brand in advertising
Don't know which memory stuctures the brand has
Change packaging too often
Not reaching a sufficient amount of people with media
Price discounts
Too much focus on loyal customers
Wasting media euro's by bursting

10. We already showed that there are differences in kpi selection that influences performance
+10%
+10%
Market share
Brand equity
+20%
+15%
+7%
Loyalty
Brand awareness
Customer satisfaction

11. We need to change the way we look at brands
46%
34%
26%
59%
41%
38%
28%
57%
Innovative
Authentic
Is close to me
Brand that I trust