This document outlines key marketing metrics for a company including budgets, leads generated, costs, and returns. The total marketing expense was $25,000 with $5,000 in credits, for a net cost of $20,000. They generated 5,000 leads at a cost of $40 per lead, for a total investment of $220,000. The marketing generated 5,000 incremental leads, 750 incremental sales of $1,000 each, for $750,000 in incremental revenue and $337,500 in incremental gross margin. The total return was $117,500 and the ROI was 53%.

1. KEY Marketing Metrics

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4. Budget Planned Actual
Total Marketing Expense
Credits
$
$
25,000
5,000
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Net Marketing Cost $ 20,000
Average Sales Cost per Lead $ 40
# Leads Generated
Cost to Sales
$
$
5,000
200,000
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Total Investment $ 220,000
Marketing Impact
Awareness - Impressions - # Audience Reached
Marketing Lead Rate
$ 4,000
125% •
Incremental Leads $ 5,000
Marketing Cost per Lead $ 4
Sales Impact
Incremental Leads $ 5,000 •
Close rate 15%
Incremental Sales $ 750
Av Rev Per Sale $ 1,000
Total Incremental Revenue
Average GM
$ 750,000
45% •
Total Incremental GM $ 337,500
Total Return $ 117,500
ROI 53%

5. Area Why Backward / Lagging Current / What's Future / Leading
Working
Revenue/ Impact on • Actual Vs. • Conversion • Marking
Company Target Rate Projections..
[ Topline impact ] Revenue • Prospect DB
Program Financial • Investment • Response • Projected
Performance Contribution of Return Rate Contribution
Programs • Program ROI
[Efficiency /
Effectiveness]
Customer Lifetime Value of • ASP • Cost to • NPS
Profitability a Customer Acquire a • Retention
New Cust
[Intangible]

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7. Quality Is Better than Quantity
Awareness Prospects Leads Opportunity Bookings Post Sale Investment
Web Visits # Prospects New Active Mktg Gen Total Retention / $DG /
Leads Churn Prospect
Blog Size of Old Leads Sales By Segment $ DG per
Subscribers Prospect Gen Opportunity
List
F/book ? Inbound Referral Gen ASP ROI on
Leads Program
SEA Leads SEA Leads Av. Discount Total Mktg
Investment/
Opportunity
ANZ Leads ANZ Leads
CN etc. CN etc.
Lead to Opp Conv %

8. Email Seminars Comms Web Online Ads DM Customer
Unsubscribes Attendees # Press Views / Impressions Eyes On Churn
Releases Visitors
Bounce s Drop offs # Interviews Unique Views CPC Delivery Customer
Lifetime
Value
Open Rate Engagement # Press Conversions CPM Response SOW
Rate Events
Click Coverage / CPC CPC NPS
Throughs Sentiment
Share of CPA Customer
voice Engagement
Quality Is Better than Quantity

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This is an area that I have some expertise in .. But I have not included this
in this slide Deck – Better to discuss Face on Face

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13. 5x
Average Great Retention