Marketing Measurement Maturity Assessment by demandmetric

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									                                                                                                                        Marketing Measurement Maturity Assessment




Instructions:
1. In the "Weighting" tab, set the weighting for each category based on relevancy and current business needs.


2. In the "Self Assessment" tab, rank your organization on a scale of 1-5 on your compliance with each best practice.


3. Check the "Results" tab to identify your current/goal state of maturity in each category.


4. View the "Recommendations" tab for actionable advice on how to improve your capabilities.
                                                                                                                                             Marketing Measurement Maturity Assessment


Customize this tool by changing the weighting scale for each assessment category.




   Weighting Scale

  Executive    Marketing                                     Branding,
                                                                                                             Website &
Dashboarding Dashboarding                                   Advertising, &            Events &    Direct                                           Product     Pricing &
                                          Customers                                                           Online     Collateral   Channel                                 Total
 & Top Level  & High Level                                     Public               Tradeshows   Marketing                                       Management    Discounts
                                                                                                             Marketing
     KPIs         KPIs                                        Relations


      15%                 10%                  5%                 5%                   10%         10%         10%         10%         10%           10%          5%          100%
                                                                                                                                                                                   Ranking Criteria



Level   Process Maturity     Description of Process Maturity Level
                           Marketing Measurement Processes are Non-Existent. Marketing programs are informal and do not require business cases, ROI, key performance indicators (KPIs) or
                           metrics to be tracked or analyzed. Senior management does not view marketing investments as strategic, and marketing is not represented in the boardroom. While some
 1         Non-Existent    metrics may be accessible, like website visitors, reports are not generated, evaluated, or used to make decisions. Results are not predictable, and decisions are made based on
                           gut-feel instincts, not empirical data.

                           Marketing Measurement Processes are Ad Hoc and Not Documented. Marketing programs are becoming more formal with basic project management processes in place to
                           identify & document purpose, scope, timelines, KPIs, and possibly ROI. Senior management views marketing as important, but still perceives it to be a cost-center over profit-
 2           Ad Hoc        driver. Simple campaign or program metrics, such as email open-rates, are reviewed periodically and informally. Some marketing applications are in place, but data from
                           applications is not used for reporting. Results are inconsistent, but are at least estimated in advance.

                           Marketing Measurement Processes are Clearly Defined and Communicated. Marketing programs require a documented project plan to identify KPIs/metrics & expected
                           ROI prior to launch. Some metrics can be collected, but are not integrated, analyzed, or used to predict future results. Program post-mortem meetings are not leveraged to
 3           Defined       compare target and actual results. No datamart exists to compare metrics with baselines, goals, or industry benchmarks. Data resides in separate applications but can be pulled
                           together when needed. Results are becoming more consistent, but are not entirely predictable.

                           Marketing Measurement Processes are Documented, Communicated, Measured, and Managed. Marketing program KPIs/metrics are assessed prior/post project to
                           determine if targets were achieved. Metrics are collected and stored in a central repository or datamart and accessible for deeper analysis. Program results are compared with
 4          Measured       previous time periods to determine incremental improvement. A datamart is used to store data from multiple applications, build reports, and compare programs & campaigns
                           with baselines, goals, and industry benchmarks. Results are consistent and in line with expectations.

                           Marketing Measurement Processes are Automated and Best Practices are Followed. Marketing program KPIs/metrics are identified, assessed, evaluated, used to inform
                           resource allocation decisions, and predict future results. A comprehensive datamart or business intelligence system is used to integrate data from various systems, generate
 5         Automated       reports, and provide an automated Marketing Dashboard to senior executives. Marketing is viewed as credible, accountable, and valuable. Results can be accurately forecasted
                           and used to make strategic business decisions with confidence.
                                                                                                                                                                                Self Assessment



Rank your organization's compliance with each best practice using the drop-down box in the Score column.


   Executive Dashboarding & Top Level KPIs
   Key Performance Indicators (KPIs)                     Level                                  Description of Process Level Maturity                           Score   Notes/Comments
                                                          1      Metrics are not collected at all, reports are not generated, no predictability in results
                                                          2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
   Customer Base Value (# customers x customer
   expected lifetime value)                               3      Defined process for collecting data & communicating reports, results are becoming consistent    1
                                                          4      Results are assessed, compared against historical metrics, and used to make decisions
                                                          5      Reports are automatically generated by systems and used to predict future results

                                                          1      Metrics are not collected at all, reports are not generated, no predictability in results
                                                          2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
   Product & Service Revenues/Month                       3      Defined process for collecting data & communicating reports, results are becoming consistent    2
                                                          4      Results are assessed, compared against historical metrics, and used to make decisions
                                                          5      Reports are automatically generated by systems and used to predict future results

                                                          1      Metrics are not collected at all, reports are not generated, no predictability in results
                                                          2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
   Leads, Opportunities, & Closed Sales/Month             3      Defined process for collecting data & communicating reports, results are becoming consistent    4
                                                          4      Results are assessed, compared against historical metrics, and used to make decisions
                                                          5      Reports are automatically generated by systems and used to predict future results

                                                          1      Metrics are not collected at all, reports are not generated, no predictability in results
                                                          2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
   Cost Per Sale                                          3      Defined process for collecting data & communicating reports, results are becoming consistent    2
                                                          4      Results are assessed, compared against historical metrics, and used to make decisions
                                                          5      Reports are automatically generated by systems and used to predict future results

                                                          1      Metrics are not collected at all, reports are not generated, no predictability in results
                                                          2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
   Cost Per Opportunity                                   3      Defined process for collecting data & communicating reports, results are becoming consistent    2
                                                          4      Results are assessed, compared against historical metrics, and used to make decisions
                                                          5      Reports are automatically generated by systems and used to predict future results

                                                          1      Metrics are not collected at all, reports are not generated, no predictability in results
                                                          2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
   Expected Sales Forecast/Month                          3      Defined process for collecting data & communicating reports, results are becoming consistent    4
                                                          4      Results are assessed, compared against historical metrics, and used to make decisions
                                                          5      Reports are automatically generated by systems and used to predict future results

   Marketing Dashboarding & High Level KPIs
   Key Performance Indicators (KPIs)                     Level                                  Description of Process Level Maturity                           Score   Notes/Comments
                                                          1      Metrics are not collected at all, reports are not generated, no predictability in results
                                                          2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
   Marketing Budget to Revenue Ratio                      3      Defined process for collecting data & communicating reports, results are becoming consistent    2
                                                          4      Results are assessed, compared against historical metrics, and used to make decisions
                                                          5      Reports are automatically generated by systems and used to predict future results

                                                          1      Metrics are not collected at all, reports are not generated, no predictability in results
                                                          2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
   Total Leads & Opportunities/Source/Month               3      Defined process for collecting data & communicating reports, results are becoming consistent    3
                                                          4      Results are assessed, compared against historical metrics, and used to make decisions
                                                          5      Reports are automatically generated by systems and used to predict future results

                                                          1      Metrics are not collected at all, reports are not generated, no predictability in results
                                                          2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
   Average Age of Opportunities                           3      Defined process for collecting data & communicating reports, results are becoming consistent    3
                                                          4      Results are assessed, compared against historical metrics, and used to make decisions
                                                          5      Reports are automatically generated by systems and used to predict future results

                                                          1      Metrics are not collected at all, reports are not generated, no predictability in results
                                                          2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
   Total Opportunities by Stage                           3      Defined process for collecting data & communicating reports, results are becoming consistent    4
                                                          4      Results are assessed, compared against historical metrics, and used to make decisions
                                                          5      Reports are automatically generated by systems and used to predict future results

                                                          1      Metrics are not collected at all, reports are not generated, no predictability in results
                                                          2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
   Return on Marketing Investment        (Opportunity
   Funnel/Marketing Spend)
                                                          3      Defined process for collecting data & communicating reports, results are becoming consistent    2
                                                          4      Results are assessed, compared against historical metrics, and used to make decisions
                                                          5      Reports are automatically generated by systems and used to predict future results

                                                          1      Metrics are not collected at all, reports are not generated, no predictability in results
                                                          2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
    Stalled Opportunities (30 days inactivity)            3      Defined process for collecting data & communicating reports, results are becoming consistent    1
                                                          4      Results are assessed, compared against historical metrics, and used to make decisions
                                                          5      Reports are automatically generated by systems and used to predict future results

   Customers
   Key Performance Indicators (KPIs)                     Level                                  Description of Process Level Maturity                           Score   Notes/Comments
                                                          1      Metrics are not collected at all, reports are not generated, no predictability in results
                                                          2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
   Total Number of Customers/Month                        3      Defined process for collecting data & communicating reports, results are becoming consistent    4
                                                          4      Results are assessed, compared against historical metrics, and used to make decisions
                                                          5      Reports are automatically generated by systems and used to predict future results

                                                          1      Metrics are not collected at all, reports are not generated, no predictability in results
                                                          2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
   Customer Retention Rate/Month                          3      Defined process for collecting data & communicating reports, results are becoming consistent    3
                                                          4      Results are assessed, compared against historical metrics, and used to make decisions
                                                          5      Reports are automatically generated by systems and used to predict future results

                                                          1      Metrics are not collected at all, reports are not generated, no predictability in results
                                                          2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
   Expected Lifetime Value Per Customer                   3      Defined process for collecting data & communicating reports, results are becoming consistent    2
                                                          4      Results are assessed, compared against historical metrics, and used to make decisions
                                                          5      Reports are automatically generated by systems and used to predict future results

                                                          1      Metrics are not collected at all, reports are not generated, no predictability in results
                                                          2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
   Net New Customers by Product/Month                     3      Defined process for collecting data & communicating reports, results are becoming consistent    5
                                                          4      Results are assessed, compared against historical metrics, and used to make decisions
                                                          5      Reports are automatically generated by systems and used to predict future results
                                                  1      Metrics are not collected at all, reports are not generated, no predictability in results
                                                  2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
Avg. Profit Per Customer/Month                    3      Defined process for collecting data & communicating reports, results are becoming consistent    2
                                                  4      Results are assessed, compared against historical metrics, and used to make decisions
                                                  5      Reports are automatically generated by systems and used to predict future results

                                                  1      Metrics are not collected at all, reports are not generated, no predictability in results
                                                  2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
Customer Satisfaction Survey Results              3      Defined process for collecting data & communicating reports, results are becoming consistent    5
                                                  4      Results are assessed, compared against historical metrics, and used to make decisions
                                                  5      Reports are automatically generated by systems and used to predict future results

Branding, Advertising, & Public Relations
Key Performance Indicators (KPIs)                Level                                    Description of Process Level Maturity                         Score   Notes/Comments
                                                  1      Metrics are not collected at all, reports are not generated, no predictability in results
                                                  2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
Net Promoter Score                                3      Defined process for collecting data & communicating reports, results are becoming consistent    2
                                                  4      Results are assessed, compared against historical metrics, and used to make decisions
                                                  5      Reports are automatically generated by systems and used to predict future results

                                                  1      Metrics are not collected at all, reports are not generated, no predictability in results
                                                  2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
Total Impressions & Media Hits                    3      Defined process for collecting data & communicating reports, results are becoming consistent    3
                                                  4      Results are assessed, compared against historical metrics, and used to make decisions
                                                  5      Reports are automatically generated by systems and used to predict future results

                                                  1      Metrics are not collected at all, reports are not generated, no predictability in results
                                                  2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
Cost Per Media Impression                         3      Defined process for collecting data & communicating reports, results are becoming consistent    3
                                                  4      Results are assessed, compared against historical metrics, and used to make decisions
                                                  5      Reports are automatically generated by systems and used to predict future results

                                                  1      Metrics are not collected at all, reports are not generated, no predictability in results
                                                  2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
Ad Value Equivalency for Public Relations         3      Defined process for collecting data & communicating reports, results are becoming consistent    1
                                                  4      Results are assessed, compared against historical metrics, and used to make decisions
                                                  5      Reports are automatically generated by systems and used to predict future results

                                                  1      Metrics are not collected at all, reports are not generated, no predictability in results
                                                  2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
Media Hits/Impressions by Campaign/Source         3      Defined process for collecting data & communicating reports, results are becoming consistent    3
                                                  4      Results are assessed, compared against historical metrics, and used to make decisions
                                                  5      Reports are automatically generated by systems and used to predict future results

                                                  1      Metrics are not collected at all, reports are not generated, no predictability in results
                                                  2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
Number of Analyst Firm Mentions                   3      Defined process for collecting data & communicating reports, results are becoming consistent    2
                                                  4      Results are assessed, compared against historical metrics, and used to make decisions
                                                  5      Reports are automatically generated by systems and used to predict future results

                                                  1      Metrics are not collected at all, reports are not generated, no predictability in results
                                                  2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
Advertising Spend/PR Value Ratio                  3      Defined process for collecting data & communicating reports, results are becoming consistent    3
                                                  4      Results are assessed, compared against historical metrics, and used to make decisions
                                                  5      Reports are automatically generated by systems and used to predict future results

                                                  1      Metrics are not collected at all, reports are not generated, no predictability in results
                                                  2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
Total Advertising Value Generated (Adv & PR)      3      Defined process for collecting data & communicating reports, results are becoming consistent    4
                                                  4      Results are assessed, compared against historical metrics, and used to make decisions
                                                  5      Reports are automatically generated by systems and used to predict future results

Events & Tradeshows
Key Performance Indicators (KPIs)                Level                                    Description of Process Level Maturity                         Score   Notes/Comments
                                                  1      Metrics are not collected at all, reports are not generated, no predictability in results
                                                  2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
Number of Online Events Hosted/Month              3      Defined process for collecting data & communicating reports, results are becoming consistent    4
                                                  4      Results are assessed, compared against historical metrics, and used to make decisions
                                                  5      Reports are automatically generated by systems and used to predict future results

                                                  1      Metrics are not collected at all, reports are not generated, no predictability in results
                                                  2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
Number of Tradeshows Attended/Month               3      Defined process for collecting data & communicating reports, results are becoming consistent    5
                                                  4      Results are assessed, compared against historical metrics, and used to make decisions
                                                  5      Reports are automatically generated by systems and used to predict future results

                                                  1      Metrics are not collected at all, reports are not generated, no predictability in results
                                                  2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
Exec Keynote Speeches & Webinars/Month            3      Defined process for collecting data & communicating reports, results are becoming consistent    4
                                                  4      Results are assessed, compared against historical metrics, and used to make decisions
                                                  5      Reports are automatically generated by systems and used to predict future results

                                                  1      Metrics are not collected at all, reports are not generated, no predictability in results
                                                  2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
Number of Registrants/Attendees for Online and
Offline Events (tradeshows, webcasts, etc)
                                                  3      Defined process for collecting data & communicating reports, results are becoming consistent    3
                                                  4      Results are assessed, compared against historical metrics, and used to make decisions
                                                  5      Reports are automatically generated by systems and used to predict future results

                                                  1      Metrics are not collected at all, reports are not generated, no predictability in results
                                                  2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
Total Number of Leads/Event/Month                 3      Defined process for collecting data & communicating reports, results are becoming consistent    2
                                                  4      Results are assessed, compared against historical metrics, and used to make decisions
                                                  5      Reports are automatically generated by systems and used to predict future results

                                                  1      Metrics are not collected at all, reports are not generated, no predictability in results
                                                  2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
Total Revenue & Opportunities Won/Event           3      Defined process for collecting data & communicating reports, results are becoming consistent    4
                                                  4      Results are assessed, compared against historical metrics, and used to make decisions
                                                  5      Reports are automatically generated by systems and used to predict future results

Direct Marketing
Key Performance Indicators (KPIs)                Level                                    Description of Process Level Maturity                         Score   Notes/Comments
                                                  1      Metrics are not collected at all, reports are not generated, no predictability in results
                                                  2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
Number Email Contacts in Database                 3      Defined process for collecting data & communicating reports, results are becoming consistent    1
                                                  4      Results are assessed, compared against historical metrics, and used to make decisions
                                                  5      Reports are automatically generated by systems and used to predict future results

                                                  1      Metrics are not collected at all, reports are not generated, no predictability in results

Email Open Rate by Campaign                                                                                                                              4
                                               2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
Email Open Rate by Campaign                    3      Defined process for collecting data & communicating reports, results are becoming consistent    4
                                               4      Results are assessed, compared against historical metrics, and used to make decisions
                                               5      Reports are automatically generated by systems and used to predict future results

                                               1      Metrics are not collected at all, reports are not generated, no predictability in results
                                               2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
Email Click-Through Rate by Campaign           3      Defined process for collecting data & communicating reports, results are becoming consistent    5
                                               4      Results are assessed, compared against historical metrics, and used to make decisions
                                               5      Reports are automatically generated by systems and used to predict future results

                                               1      Metrics are not collected at all, reports are not generated, no predictability in results
                                               2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
# Calls to Direct Mail 1-800 Number            3      Defined process for collecting data & communicating reports, results are becoming consistent    2
                                               4      Results are assessed, compared against historical metrics, and used to make decisions
                                               5      Reports are automatically generated by systems and used to predict future results

                                               1      Metrics are not collected at all, reports are not generated, no predictability in results
                                               2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
Call Center Lead Conversion Rate               3      Defined process for collecting data & communicating reports, results are becoming consistent    2
                                               4      Results are assessed, compared against historical metrics, and used to make decisions
                                               5      Reports are automatically generated by systems and used to predict future results

                                               1      Metrics are not collected at all, reports are not generated, no predictability in results
                                               2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
Total Leads Acquired from Direct Campaigns     3      Defined process for collecting data & communicating reports, results are becoming consistent    4
                                               4      Results are assessed, compared against historical metrics, and used to make decisions
                                               5      Reports are automatically generated by systems and used to predict future results

Website & Online Marketing
Key Performance Indicators (KPIs)             Level                                  Description of Process Level Maturity                           Score   Notes/Comments
                                               1      Metrics are not collected at all, reports are not generated, no predictability in results
                                               2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
Unique Visitors/Month (New & Total/Month)      3      Defined process for collecting data & communicating reports, results are becoming consistent    5
                                               4      Results are assessed, compared against historical metrics, and used to make decisions
                                               5      Reports are automatically generated by systems and used to predict future results

                                               1      Metrics are not collected at all, reports are not generated, no predictability in results
                                               2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
Newsletter Subscribers (New & Total/Month)     3      Defined process for collecting data & communicating reports, results are becoming consistent    3
                                               4      Results are assessed, compared against historical metrics, and used to make decisions
                                               5      Reports are automatically generated by systems and used to predict future results

                                               1      Metrics are not collected at all, reports are not generated, no predictability in results
                                               2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
Total Pageviews/Month                          3      Defined process for collecting data & communicating reports, results are becoming consistent    5
                                               4      Results are assessed, compared against historical metrics, and used to make decisions
                                               5      Reports are automatically generated by systems and used to predict future results

                                               1      Metrics are not collected at all, reports are not generated, no predictability in results
                                               2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
Most Viewed Pages/Month                        3      Defined process for collecting data & communicating reports, results are becoming consistent    4
                                               4      Results are assessed, compared against historical metrics, and used to make decisions
                                               5      Reports are automatically generated by systems and used to predict future results

                                               1      Metrics are not collected at all, reports are not generated, no predictability in results
                                               2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
# Visitors from Paid Search Advertisements     3      Defined process for collecting data & communicating reports, results are becoming consistent    3
                                               4      Results are assessed, compared against historical metrics, and used to make decisions
                                               5      Reports are automatically generated by systems and used to predict future results

                                               1      Metrics are not collected at all, reports are not generated, no predictability in results
                                               2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
Avg. Pageviews Per Visitor Session/Month       3      Defined process for collecting data & communicating reports, results are becoming consistent    4
                                               4      Results are assessed, compared against historical metrics, and used to make decisions
                                               5      Reports are automatically generated by systems and used to predict future results

                                               1      Metrics are not collected at all, reports are not generated, no predictability in results
                                               2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
Avg. Time on Site Per Visitor Session/Month    3      Defined process for collecting data & communicating reports, results are becoming consistent    5
                                               4      Results are assessed, compared against historical metrics, and used to make decisions
                                               5      Reports are automatically generated by systems and used to predict future results

                                               1      Metrics are not collected at all, reports are not generated, no predictability in results
                                               2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
Top Traffic Sources & Referring Sites/Month    3      Defined process for collecting data & communicating reports, results are becoming consistent    3
                                               4      Results are assessed, compared against historical metrics, and used to make decisions
                                               5      Reports are automatically generated by systems and used to predict future results

                                               1      Metrics are not collected at all, reports are not generated, no predictability in results
                                               2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
Top Keyword Search Traffic/Month               3      Defined process for collecting data & communicating reports, results are becoming consistent    5
                                               4      Results are assessed, compared against historical metrics, and used to make decisions
                                               5      Reports are automatically generated by systems and used to predict future results

                                               1      Metrics are not collected at all, reports are not generated, no predictability in results
                                               2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
Total Premium Content Views/Month (Videos,
Whitepapers, Web/Podcasts, Case Studies)       3      Defined process for collecting data & communicating reports, results are becoming consistent    2
                                               4      Results are assessed, compared against historical metrics, and used to make decisions
                                               5      Reports are automatically generated by systems and used to predict future results

Collateral
Key Performance Indicators (KPIs)             Level                                  Description of Process Level Maturity                           Score   Notes/Comments
                                               1      Metrics are not collected at all, reports are not generated, no predictability in results
                                               2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
Total Collateral Created or Updated/Month      3      Defined process for collecting data & communicating reports, results are becoming consistent    3
                                               4      Results are assessed, compared against historical metrics, and used to make decisions
                                               5      Reports are automatically generated by systems and used to predict future results

                                               1      Metrics are not collected at all, reports are not generated, no predictability in results
                                               2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
Total Proposals Created or Approved/Month      3      Defined process for collecting data & communicating reports, results are becoming consistent    1
                                               4      Results are assessed, compared against historical metrics, and used to make decisions
                                               5      Reports are automatically generated by systems and used to predict future results

                                               1      Metrics are not collected at all, reports are not generated, no predictability in results
                                               2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
Total Collateral Downloads by Sales/Month      3      Defined process for collecting data & communicating reports, results are becoming consistent    1
                                               4      Results are assessed, compared against historical metrics, and used to make decisions
                                               5      Reports are automatically generated by systems and used to predict future results
Channel
Key Performance Indicators (KPIs)             Level                                  Description of Process Level Maturity                           Score   Notes/Comments
                                               1      Metrics are not collected at all, reports are not generated, no predictability in results
                                               2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
Number Channel Partners/Product                3      Defined process for collecting data & communicating reports, results are becoming consistent    2
                                               4      Results are assessed, compared against historical metrics, and used to make decisions
                                               5      Reports are automatically generated by systems and used to predict future results

                                               1      Metrics are not collected at all, reports are not generated, no predictability in results
                                               2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
Channel Partner Revenues by Product/Month      3      Defined process for collecting data & communicating reports, results are becoming consistent    3
                                               4      Results are assessed, compared against historical metrics, and used to make decisions
                                               5      Reports are automatically generated by systems and used to predict future results

                                               1      Metrics are not collected at all, reports are not generated, no predictability in results
                                               2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
Channel Partner Leads by Product/Month         3      Defined process for collecting data & communicating reports, results are becoming consistent    1
                                               4      Results are assessed, compared against historical metrics, and used to make decisions
                                               5      Reports are automatically generated by systems and used to predict future results

Product Management
Key Performance Indicators (KPIs)             Level                                  Description of Process Level Maturity                           Score   Notes/Comments
                                               1      Metrics are not collected at all, reports are not generated, no predictability in results
                                               2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
Contribution Margin by Product/Month           3      Defined process for collecting data & communicating reports, results are becoming consistent    2
                                               4      Results are assessed, compared against historical metrics, and used to make decisions
                                               5      Reports are automatically generated by systems and used to predict future results

                                               1      Metrics are not collected at all, reports are not generated, no predictability in results
                                               2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
Avg. Sale Price by Product/Month               3      Defined process for collecting data & communicating reports, results are becoming consistent    5
                                               4      Results are assessed, compared against historical metrics, and used to make decisions
                                               5      Reports are automatically generated by systems and used to predict future results

                                               1      Metrics are not collected at all, reports are not generated, no predictability in results
                                               2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
Total Sales Revenue by Product/Month           3      Defined process for collecting data & communicating reports, results are becoming consistent    5
                                               4      Results are assessed, compared against historical metrics, and used to make decisions
                                               5      Reports are automatically generated by systems and used to predict future results

                                               1      Metrics are not collected at all, reports are not generated, no predictability in results
                                               2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
Total Unit Sales by Product/Month              3      Defined process for collecting data & communicating reports, results are becoming consistent    3
                                               4      Results are assessed, compared against historical metrics, and used to make decisions
                                               5      Reports are automatically generated by systems and used to predict future results

                                               1      Metrics are not collected at all, reports are not generated, no predictability in results
                                               2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
Unit Fixed & Variable Cost by Product/Month    3      Defined process for collecting data & communicating reports, results are becoming consistent    4
                                               4      Results are assessed, compared against historical metrics, and used to make decisions
                                               5      Reports are automatically generated by systems and used to predict future results

                                               1      Metrics are not collected at all, reports are not generated, no predictability in results
                                               2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
Contribution Margin Per Unit/Product           3      Defined process for collecting data & communicating reports, results are becoming consistent    4
                                               4      Results are assessed, compared against historical metrics, and used to make decisions
                                               5      Reports are automatically generated by systems and used to predict future results

                                               1      Metrics are not collected at all, reports are not generated, no predictability in results
                                               2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
Break Even Sales Point by Product              3      Defined process for collecting data & communicating reports, results are becoming consistent    4
                                               4      Results are assessed, compared against historical metrics, and used to make decisions
                                               5      Reports are automatically generated by systems and used to predict future results

                                               1      Metrics are not collected at all, reports are not generated, no predictability in results
                                               2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
Market Penetration Index                       3      Defined process for collecting data & communicating reports, results are becoming consistent    5
                                               4      Results are assessed, compared against historical metrics, and used to make decisions
                                               5      Reports are automatically generated by systems and used to predict future results

                                               1      Metrics are not collected at all, reports are not generated, no predictability in results
                                               2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
Competitive Market Share by Product            3      Defined process for collecting data & communicating reports, results are becoming consistent    4
                                               4      Results are assessed, compared against historical metrics, and used to make decisions
                                               5      Reports are automatically generated by systems and used to predict future results

Pricing & Discounts
Key Performance Indicators (KPIs)             Level                                  Description of Process Level Maturity                           Score   Notes/Comments
                                               1      Metrics are not collected at all, reports are not generated, no predictability in results
                                               2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
Number Sales with Discounts/Month              3      Defined process for collecting data & communicating reports, results are becoming consistent    2
                                               4      Results are assessed, compared against historical metrics, and used to make decisions
                                               5      Reports are automatically generated by systems and used to predict future results

                                               1      Metrics are not collected at all, reports are not generated, no predictability in results
                                               2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
Avg. Discount % & Amount Given/Month           3      Defined process for collecting data & communicating reports, results are becoming consistent    4
                                               4      Results are assessed, compared against historical metrics, and used to make decisions
                                               5      Reports are automatically generated by systems and used to predict future results

                                               1      Metrics are not collected at all, reports are not generated, no predictability in results
                                               2      Metrics are collected on an ad hoc basis as requested by management, inconsistent results
Total Revenue Discounted/Month                 3      Defined process for collecting data & communicating reports, results are becoming consistent    2
                                               4      Results are assessed, compared against historical metrics, and used to make decisions
                                               5      Reports are automatically generated by systems and used to predict future results
                                                                                                                                                                              Results


Measurement Category                         Current State State State
                                                      Goal Goal                                 Marketing Measurement Maturity Chart

Executive Dashboard                              2.5           3.0
                                                                                                            Executive Dashboard
Marketing Dashboard                              2.5           3.0                                                 5.0

                                                                                    Pricing & Discounts                                     Marketing Dashboard
Customers                                        3.5           4.0                                                 4.0

                                                                                                                         2.5
Brand, Adv, PR                                   2.6           3.1                                        2.7      3.0               2.5

                                                                         Product Management
                                                                                          4.0                                                              Customers
Events & Tradeshows                              3.7           4.2                                                 2.0
                                                                                                                                                     3.5

Direct Marketing                                 3.0           3.5                                                 1.0



Website & Online                                 3.9           4.4                                  2.0
                                                                                                                   0.0

                                                                                                                                               2.6
                                                                                 Channel                                                                     Brand, Adv, PR
Collateral                                       1.7           2.2
                                                                                                          1.7
Channel                                          2.0           2.5
                                                                                                                                               3.7
Product Management                               4.0           4.5                     Collateral                                                    Events & Tradeshows
                                                                                                                               3.0
Pricing & Discounts                              2.7           3.2
                                                                                                             3.9
                                         5                                                    Website & Online                       Direct Marketing


Measurement Effectiveness (out of 100)                    62
                                                       30.25
                                                                                                                                                                                                               Recommendations



 Marketing Measurement Maturity Areas                                                        Scores                  Recommendations

       Executive Dashboarding & Top Level KPIs
       Customer Base Value (# customers x customer expected lifetime value)                      1           Work with Senior Management to define Expected Lifetime Value per customer & multiply by # customers.

       Product & Service Revenues/Month                                                          2           Define a process for generating a monthly product/services revenue report & compare to sales forecasts.

       Leads, Opportunities, & Closed Sales/Month                                                4           0

       Cost Per Sale                                                                             2           Benchmark current cost per sale, and work to reduce this metric by using a more cost-effective marketing mix.

       Cost Per Opportunity                                                                      2           Compare cost per opportunity by lead source to determine which marketing programs are most profitable.

       Expected Sales Forecast/Month                                                             4           0

       Marketing Dashboarding & High Level KPIs
       Marketing Budget to Revenue Ratio                                                         2           Establish a budget/revenue ratio, and compare with firms in your industry/company size to optimize spend.

       Total Leads & Opportunities/Source/Month                                                  3           Understand where the majority of leads & opportunities are coming from. Look for under-performing channels.

       Average Age of Opportunities                                                              3           Work with Sales Management to reduce the average age of opportunities, and shorten sales-cycles.

       Total Opportunities by Stage                                                              4           0

       Return on Marketing Investment                                                            2           Use this benchmark to demonstrate that increased marketing spending equals an increased opportunity funnel.

       Stalled Opportunities                                                                     1           Work with Sales Management to eliminate or manage all opportunities that have been inactive for over 30 days.

       Customers
       Total Number of Customers/Month                                                           4           0

       Customer Retention Rate/Month                                                             3           Determine the customer retention rate on a monthly basis and set compensation goals around this objective.

       Expected Lifetime Value Per Customer                                                      2           Work with Finance to agree on a definition for Expected Lifetime Value and compare with Cost Per Sale.

       Net New Customers by Product/Month                                                        5           0

       Avg. Profit Per Customer/Month                                                            2           Use this benchmark to correlate profitability and customer retention rates.

       Customer Satisfaction Survey Results                                                      5           0

       Branding, Advertising, & Public Relations
       Net Promoter Score                                                                        2           Benchmark your brand equity by calculating the average Net Promoter Score from your client base.

       Total Impressions & Media Hits                                                            3           Document total brand impressions by media source to communicate value of advertising & public relations.

       Cost Per Media Impression                                                                 3           Analyze cost/impression to determine which sources provide the most value for increasing brand awareness.

       Ad Value Equivalency for Public Relations                                                 1           Measure PR value by assessing how much paid advertisements would have cost in that media source.

       Media Hits/Impressions by Campaign/Source                                                 3           Assess which media sources or and advertising campaigns are providing the most brand awareness.

       Number of Analyst Firm Mentions                                                           2           Work to increase the amount/quality of relationships with analysts who influence purchases in your industry.

       Advertising Spend/PR Value Ratio                                                          3           Demonstrate cost-savings by showing how PR is being leveraged to save money on advertising spend.

       Total Advertising Value Generated (Adv & PR)                                              4           0

       Events & Tradeshows
       Number of Online Events Hosted/Month                                                      4           0

       Number of Tradeshows Attended/Month                                                       5           0

       Exec Keynote Speeches & Webinars/Month                                                    4           0

       Number of Registrants/Attendees for Online and Offline Events                             3           Analyze registrations for all event types to determine what events are most valued by customers/prospects.

       Total Number of Leads/Event/Month                                                         2           Track the amount of leads generated by event to determine leading indicators of event ROI.

       Total Revenue & Opportunities Won/Event                                                   4           0

       Direct Marketing
       Number Email Contacts in Database                                                         1           Work to increase the amount of total email contacts by list building, purchasing, or web registrations.

       Email Open Rate by Campaign                                                               4           0

       Email Click-Through Rate by Campaign                                                      5           0

       # Calls to Direct Mail 1-800 Number                                                       2           Measure direct mail ROI by capturing call responses to 1-800 numbers or micro-site landing pages.

       Call Center Lead Conversion Rate                                                          2           Set benchmarks for lead conversion rates, and compare with campaigns supported by marketing efforts.

       Total Leads Acquired from Direct Campaigns                                                4           0

       Website & Online Marketing
       Unique Visitors/Month (New & Total/Month)                                                 5           0

       Newsletter Subscribers (New & Total/Month)                                                3           Keep track of total newsletter subscribers. Ensure newsletter sign-up is on your homepage and easy to find.

       Total Pageviews/Month                                                                     5           0

       Most Viewed Pages/Month                                                                   4           0

       # Visitors from Paid Search Advertisements                                                3           Analyze amount of visitors from paid-search advertisements to increase/decrease daily budget for campaigns.

       Avg. Pageviews Per Visitor Session/Month                                                  4           0

       Avg. Time on Site Per Visitor Session/Month                                               5           0

       Top Traffic Sources & Referring Sites/Month                                               3           Increase the amount of sites that link to your website, and ensure you are indexed on all major search engines.

       Top Keyword Search Traffic/Month                                                          5           0

       Total Premium Content Views/Month                                                         2           Demonstrate ROI for collateral such as podcasts, whitepapers, videos, etc, by tracking premium content views.

       Collateral
       Total Collateral Created or Updated/Month                                                 3           Monitor how many pieces of collateral you update/create to demonstrate value of marketing beyond lead gen.

       Total Proposals Created or Approved/Month                                                 1           Track proposals created/approved to capture value of time spent helping sales representatives close business.

       Total Collateral Downloads by Sales/Month                                                 1           Measure engagement of your sales reps by monitoring product & collateral downloads. Improve top content.

       Channel
       Number Channel Partners/Product                                                           2           Keep track of the total number of channel partners to measure business development initiatives.

       Channel Partner Revenues by Product/Month                                                 3           Analyze which channel partners provide the most value. Reward top performers, and cut under-performers.

       Channel Partner Leads by Product/Month                                                    1           Measure the total amount of leads generated by channel partners who are not actually selling your products.

       Product Management
       Contribution Margin by Product/Month                                                      2           Determine the average contribution margin by product to assess profitability of product lines based on inputs.

       Avg. Sale Price by Product/Month                                                          5           0

       Total Sales Revenue by Product/Month                                                      5           0

       Total Unit Sales by Product/Month                                                         3           Monitor unit sales by product line to capture total number of sales, and compare with number of sales reps.

       Unit Fixed & Variable Cost by Product/Month                                               4           0

       Contribution Margin Per Unit/Product                                                      4           0

       Break Even Sales Point by Product                                                         4           0

       Market Penetration Index                                                                  5           0

       Competitive Market Share by Product                                                       4           0

       Pricing & Discounts
       Number Sales with Discounts/Month                                                         2           Work with Sales Management to minimize discounting. Provide sales training focused on value-selling.

       Avg. Discount % & Amount Given/Month                                                      4           0

       Total Revenue Discounted/Month                                                            2           Use this measure to demonstrate how much profit could have been generated with improved selling methods.




Work with Senior Management to define Expected Lifetime Value per customer & multiply by # customers.
Define a process for generating a monthly product/services revenue report & compare to sales forecasts.
Create & distribute a monthly report to show senior management results from marketing activities.
Benchmark current cost per sale, and work to reduce this metric by using a more cost-effective marketing mix.
Compare cost per opportunity by lead source to determine which marketing programs are most profitable.
Work with Sales Management to tighten up your sales forecasting processes to increase predictability of results.

Establish a budget/revenue ratio, and compare with firms in your industry/company size to optimize spend.
Understand where the majority of leads & opportunities are coming from. Look for under-performing channels.
Work with Sales Management to reduce the average age of opportunities, and shorten sales-cycles.
Review opportunities by stage to ensure that the sales funnel maintains strength in the long-term.
Use this benchmark to demonstrate that increased marketing spending equals an increased opportunity funnel.
Work with Sales Management to eliminate or manage all opportunities that have been inactive for over 30 days.

Set goals for Total Clients milestones, and ensure that you are increased total net customers each month.
Determine the customer retention rate on a monthly basis and set compensation goals around this objective.
Work with Finance to agree on a definition for Expected Lifetime Value and compare with Cost Per Sale.
Determine which product/services are growing quickly or if more sales training is required for certain products.
Use this benchmark to correlate profitability and customer retention rates.
Assess and communicate results at least semi-annually. Be sure to include testimonials and positive feedback.

Benchmark your brand equity by calculating the average Net Promoter Score from your client base.
Document total brand impressions by media source to communicate value of advertising & public relations.
Analyze cost/impression to determine which sources provide the most value for increasing brand awareness.
Measure PR value by assessing how much paid advertisements would have cost in that media source.
Assess which media sources or and advertising campaigns are providing the most brand awareness.
Work to increase the amount/quality of relationships with analysts who influence purchases in your industry.
Demonstrate cost-savings by showing how PR is being leveraged to save money on advertising spend.
Compare your Adv vs PR spending ratio with your top competitors to demonstrate spending efficiency.

Keep track of all the events that were produced by marketing that position your firm as a thought-leader.
Monitor tradeshow attendance to determine if there is any room for balancing the annual tradeshow schedule.
Demonstrate marketing's ability to market senior executives by tracking speaking engagements & webinars.
Analyze registrations for all event types to determine what events are most valued by customers/prospects.
Track the amount of leads generated by event to determine leading indicators of event ROI.
Capture event/tradeshow ROI to determine which events are most effective and profitable.

Work to increase the amount of total email contacts by list building, purchasing, or web registrations.
Determine which messages are most effective at getting through. Update draft messages accordingly.
Analyze call-to-action in email messages to optimize click-through rates and conversions.
Measure direct mail ROI by capturing call responses to 1-800 numbers or micro-site landing pages.
Set benchmarks for lead conversion rates, and compare with campaigns supported by marketing efforts.
Measure total leads acquired via direct campaigns and compare with budget for direct marketing.

Use Google Analytics or a more advanced application to capture web metrics. Correlate campaigns & visitors.
Keep track of total newsletter subscribers. Ensure newsletter sign-up is on your homepage and easy to find.
Assess total page views to determine the 'stickiness' of your website. Ensure navigation is clear for end users.
Determine most viewed pages to understand customer/prospect interests. Add more content of this nature.
Analyze amount of visitors from paid-search advertisements to increase/decrease daily budget for campaigns.
Work to improve this benchmark each month by optimizing landing pages, and adding new value-added content.
Monitor time per visitor session to demonstrate how adding new content/features impacts web marketing efforts.
Increase the amount of sites that link to your website, and ensure you are indexed on all major search engines.
Determine your rankings for major keywords. Use keyword analyzer tools to optimize pages & increase traffic.
Demonstrate ROI for collateral such as podcasts, whitepapers, videos, etc, by tracking premium content views.

Monitor how many pieces of collateral you update/create to demonstrate value of marketing beyond lead gen.
Track proposals created/approved to capture value of time spent helping sales representatives close business.
Measure engagement of your sales reps by monitoring product & collateral downloads. Improve top content.

Keep track of the total number of channel partners to measure business development initiatives.
Analyze which channel partners provide the most value. Reward top performers, and cut under-performers.
Measure the total amount of leads generated by channel partners who are not actually selling your products.

Determine the average contribution margin by product to assess profitability of product lines based on inputs.
Assess average selling price to improve forecasting and determine if too many discounts are being given.
Provide a report on top selling products to senior management, sales, and customer service representatives.
Monitor unit sales by product line to capture total number of sales, and compare with number of sales reps.
Analyze product line inputs that affect profitability such as shipping, inventory, etc, to maximize profitability.
Determine the average contribution margin per unit to conduct scenario planning for new business models.
Understand the minimum number of unit sales & revenues required to profit. Set goals based on target profits.
Analyze the maturity/saturation of markets by comparing the product sales with market size percentages.
Use an independent market research firm or association to compare market share with competitors.

Work with Sales Management to minimize discounting. Provide sales training focused on value-selling.
Benchmark the average discount % and amount to demonstrate improvement to senior management.
Use this measure to demonstrate how much profit could have been generated with improved selling methods.

								
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