This document discusses the importance of key performance indicators (KPIs) for keeping marketing teams focused on goals and measuring growth. It recommends establishing a KPI program that includes: (1) agreeing on metrics that measure marketing's impact on sales; (2) using dashboards and models to track metrics; and (3) implementing the program through clear objectives, success indicators, reporting routines, and rewards to motivate the team. The overall message is that KPIs provide a framework for accountability, continuous improvement, and demonstrating marketing's value.

2. KPIs KEEP YOU AND
YOUR TEAM
FOCUSED
EYE ON THE PRIZE

3. YOU DON’T MEASURE TO
REPORT
YOU MEASURE TO GROW.
LORI WIZDO VP and Principal Analyst, Forrester Research

4. METRICS THAT MATTER

5. 1. What impact is marketing
going to have on Sales?
2. Metrics and models
3. Implementing a KPI Program
OVERVIE
W

6. 1. WHAT IMPACT IS MARKETING
GOING TO HAVE ON SALES?
Measure and understand ROI

7. CONSIDER THE
COMPLETE PICTURE

8. OVERVIE
W

9. 2. METRICS AND MODELS

10. DASHBOARD MODELS

11. MARKETING PIE

12. REVENUE CYCLE

13. NET PROMOTOR SCORE (NPS)
How likely customers are to
recommend your product or service to
someone else?

14. MARKETING FUNNEL

15. BALANCED SCORECARD
PERSPECTIVES
FIANCIAL CUSTOMER INTERNAL BUSINESS INNOVATION & LEARNING

16. SIMULATION AND OPTIMISATION TOOLS
https://www.klipfolio.com/executive

17. 3. IMPLEMENTING
THE KPI PROGRAM

18. Practical lens Commercial focus
Individual / Marketer / Agency / You Clarity - Core agency objectives
Clear KPI dashboard - Success indicators
Ease of implementation Consequences - Rewards
Reporting routine - Training
Focus on deliverables - Adjust / re-assign process
WHAT IS A
KPI PROGRAM?

19. Vision – goals Success Indicators
Quantitative
Qualitative
OBJECTIVES &
SUCCESS
INDICATORS

20. Vision – goals Success Indicators
Individual Marketer Agency Individual Marketer Agency
Quantitative
Qualitative
OBJECTIVES &
SUCCESS
INDICATORS

21. WHY HAVE A
KPI
PROGRAM?
This is your 1st step
• Why do you want to embed a KPI Program?
- To articulate your vision
- To agree accountabilities
- What else?
• Why would your team want a KPI Program?
• Are your Whys strong enough to keep
everyone focused?

22. Will your Whys keep you on
track on a rainy day?
Vision board
•Make it personal
•Make it visual
•Display it for everyone to see
•Keep it ‘alive’ - Reporting – church spire /
dashboards
- Rewards
OBJECTIVES
& SUCCESS
INDICATORS

23. HOW TO
CREATE
A KPI
PROGRAM
• Make the decision – Just do it!
• Set a timeline
• Map out your strategy – Why, Who, How, When
• Present your plan to the team

24. • Meet one-on-one to discuss their KPIs
• Sign off KPI agreements with each team
member
• Report and reinforce – keep your KPIs 'alive’
• Reward and take action every month/quarter
HOW TO
CREATE
A KPI
PROGRAM

25. WHEN?
Anytime
Just make sure you are ready to start
• Have your Whys
• Drafted KPI tables for each team member
• Know which reports you will use
• Decide on a report format and routine
• Present to team and engage them
• Sign off each persons KPI agreement
And you’re ready to go!

26. CONSOLIDATION
The KPI Program is a team program
Involve & engage all players
• Keep it simple
• Clarity is crucial
• Create rhythm
• Manage expectations
• Reward and acknowledge

27. SUMMARY

28. • Work as a team
• Common language and metrics
• Build credibility
• Demonstrate that marketing is a
powerful and worthwhile investment
THE
COMPLET
E PICTURE

29. NEXT
STEPS
1. Team collaboration
2. Agreed metrics
3. KPI Program/ Career Curriculum