The marketing strategy scorecard outlines four objectives: 1) increase market penetration of current products, 2) improve customer retention and satisfaction, 3) implement marketing technology, and 4) improve awareness of brand attributes. For each objective, the document lists programs, key performance indicators, and target timeframes to achieve goals in 2012-2013, such as identifying new markets, launching a customer support portal, consolidating customer databases, and increasing brand impressions in trade journals.