Marketing Measurement Maturity Assessment

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 Dashboarding Dashboarding & Top Level & High Level KPIs KPIs
15% 10%
Customers
Branding, Advertising, & Public Relations

5%
Events & Tradeshows
Direct Marketing
Website & Online Marketing
Collateral
Channel
Product Management
Pricing & Discounts
Total
5%
10%
10%
10%
10%
10%
10%
5%
100%
Ranking Criteria Level Process Maturity

Non-Existent
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 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 profitdriver. 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 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 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 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.
1 2 3 4 5
Ad Hoc
Defined
Measured
Automated
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)
Customer Base Value (# customers x customer expected lifetime value) Level 1 2 3 4 5 1 2 Product & Service Revenues/Month 3 4 5 1 2 Leads, Opportunities, & Closed Sales/Month 3 4 5 1 2 Cost Per Sale 3 4 5 1 2 Cost Per Opportunity 3 4 5 1 2 Expected Sales Forecast/Month 3 4 5
Description of Process Level Maturity

Metrics are not collected at all, reports are not generated, no predictability in results Metrics are collected on an ad hoc basis as requested by management, inconsistent results Defined process for collecting data & communicating reports, results are becoming consistent Results are assessed, compared against historical metrics, and used to make decisions Reports are automatically generated by systems and used to predict future results Metrics are not collected at all, reports are not generated, no predictability in results Metrics are collected on an ad hoc basis as requested by management, inconsistent results Defined process for collecting data & communicating reports, results are becoming consistent Results are assessed, compared against historical metrics, and used to make decisions Reports are automatically generated by systems and used to predict future results Metrics are not collected at all, reports are not generated, no predictability in results Metrics are collected on an ad hoc basis as requested by management, inconsistent results Defined process for collecting data & communicating reports, results are becoming consistent Results are assessed, compared against historical metrics, and used to make decisions Reports are automatically generated by systems and used to predict future results Metrics are not collected at all, reports are not generated, no predictability in results Metrics are collected on an ad hoc basis as requested by management, inconsistent results Defined process for collecting data & communicating reports, results are becoming consistent Results are assessed, compared against historical metrics, and used to make decisions Reports are automatically generated by systems and used to predict future results Metrics are not collected at all, reports are not generated, no predictability in results Metrics are collected on an ad hoc basis as requested by management, inconsistent results Defined process for collecting data & communicating reports, results are becoming consistent Results are assessed, compared against historical metrics, and used to make decisions Reports are automatically generated by systems and used to predict future results Metrics are not collected at all, reports are not generated, no predictability in results Metrics are collected on an ad hoc basis as requested by management, inconsistent results Defined process for collecting data & communicating reports, results are becoming consistent Results are assessed, compared against historical metrics, and used to make decisions Reports are automatically generated by systems and used to predict future results
Score
Notes/Comments
Marketing Dashboarding & High Level KPIs

Level 1 2 Marketing Budget to Revenue Ratio 3 4 5 1 2 Total Leads & Opportunities/Source/Month 3 4 5 1 2 Average Age of Opportunities 3 4 5 1 2 Total Opportunities by Stage 3 4 5 1 2 3 4 5 1 2 Stalled Opportunities (30 days inactivity) 3 4 5

Score
Notes/Comments
Return on Marketing Investment Funnel/Marketing Spend)
(Opportunity
Customers
Level 1 2 Total Number of Customers/Month 3 4 5 1 2 Customer Retention Rate/Month 3 4 5 1 2 Expected Lifetime Value Per Customer 3 4 5 1 2 Net New Customers by Product/Month 3 4 5 1 Avg. Profit Per Customer/Month

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

Level 1 2 Net Promoter Score 3 4 5 1 2 Total Impressions & Media Hits 3 4 5 1 2 Cost Per Media Impression 3 4 5 1 2 Ad Value Equivalency for Public Relations 3 4 5 1 2 Media Hits/Impressions by Campaign/Source 3 4 5 1 2 Number of Analyst Firm Mentions 3 4 5 1 2 Advertising Spend/PR Value Ratio 3 4 5 1 2 Total Advertising Value Generated (Adv & PR) 3 4 5

Metrics are not collected at all, reports are not generated, no predictability in results Metrics are collected on an ad hoc basis as requested by management, inconsistent results Defined process for collecting data & communicating reports, results are becoming consistent Results are assessed, compared against historical metrics, and used to make decisions Reports are automatically generated by systems and used to predict future results Metrics are not collected at all, reports are not generated, no predictability in results Metrics are collected on an ad hoc basis as requested by management, inconsistent results Defined process for collecting data & communicating reports, results are becoming consistent Results are assessed, compared against historical metrics, and used to make decisions Reports are automatically generated by systems and used to predict future results Metrics are not collected at all, reports are not generated, no predictability in results Metrics are collected on an ad hoc basis as requested by management, inconsistent results Defined process for collecting data & communicating reports, results are becoming consistent Results are assessed, compared against historical metrics, and used to make decisions Reports are automatically generated by systems and used to predict future results Metrics are not collected at all, reports are not generated, no predictability in results Metrics are collected on an ad hoc basis as requested by management, inconsistent results Defined process for collecting data & communicating reports, results are becoming consistent Results are assessed, compared against historical metrics, and used to make decisions Reports are automatically generated by systems and used to predict future results Metrics are not collected at all, reports are not generated, no predictability in results Metrics are collected on an ad hoc basis as requested by management, inconsistent results Defined process for collecting data & communicating reports, results are becoming consistent Results are assessed, compared against historical metrics, and used to make decisions Reports are automatically generated by systems and used to predict future results Metrics are not collected at all, reports are not generated, no predictability in results Metrics are collected on an ad hoc basis as requested by management, inconsistent results Defined process for collecting data & communicating reports, results are becoming consistent Results are assessed, compared against historical metrics, and used to make decisions Reports are automatically generated by systems and used to predict future results Metrics are not collected at all, reports are not generated, no predictability in results Metrics are collected on an ad hoc basis as requested by management, inconsistent results Defined process for collecting data & communicating reports, results are becoming consistent Results are assessed, compared against historical metrics, and used to make decisions Reports are automatically generated by systems and used to predict future results Metrics are not collected at all, reports are not generated, no predictability in results Metrics are collected on an ad hoc basis as requested by management, inconsistent results Defined process for collecting data & communicating reports, results are becoming consistent Results are assessed, compared against historical metrics, and used to make decisions Reports are automatically generated by systems and used to predict future results
Score
Notes/Comments
Events & Tradeshows

Level 1 2 Number of Online Events Hosted/Month 3 4 5 1 2 Number of Tradeshows Attended/Month 3 4 5 1 2 Exec Keynote Speeches & Webinars/Month 3 4 5 1 2 3 4 5 1 2 Total Number of Leads/Event/Month 3 4 5 1 2 Total Revenue & Opportunities Won/Event 3 4 5

Score
Notes/Comments
Number of Registrants/Attendees for Online and Offline Events (tradeshows, webcasts, etc)
Direct Marketing
Level 1 2 Number Email Contacts in Database 3 4 5 1 2 Email Open Rate by Campaign

Metrics are not collected at all, reports are not generated, no predictability in results Metrics are collected on an ad hoc basis as requested by management, inconsistent results Defined process for collecting data & communicating reports, results are becoming consistent Results are assessed, compared against historical metrics, and used to make decisions Reports are automatically generated by systems and used to predict future results Metrics are not collected at all, reports are not generated, no predictability in results Metrics are collected on an ad hoc basis as requested by management, inconsistent results
Score
Notes/Comments
Email Open Rate by Campaign
3 4 5 1 2
Defined process for collecting data & communicating reports, results are becoming consistent Results are assessed, compared against historical metrics, and used to make decisions Reports are automatically generated by systems and used to predict future results Metrics are not collected at all, reports are not generated, no predictability in results Metrics are collected on an ad hoc basis as requested by management, inconsistent results Defined process for collecting data & communicating reports, results are becoming consistent Results are assessed, compared against historical metrics, and used to make decisions Reports are automatically generated by systems and used to predict future results Metrics are not collected at all, reports are not generated, no predictability in results Metrics are collected on an ad hoc basis as requested by management, inconsistent results Defined process for collecting data & communicating reports, results are becoming consistent Results are assessed, compared against historical metrics, and used to make decisions Reports are automatically generated by systems and used to predict future results Metrics are not collected at all, reports are not generated, no predictability in results Metrics are collected on an ad hoc basis as requested by management, inconsistent results Defined process for collecting data & communicating reports, results are becoming consistent Results are assessed, compared against historical metrics, and used to make decisions Reports are automatically generated by systems and used to predict future results Metrics are not collected at all, reports are not generated, no predictability in results Metrics are collected on an ad hoc basis as requested by management, inconsistent results Defined process for collecting data & communicating reports, results are becoming consistent Results are assessed, compared against historical metrics, and used to make decisions Reports are automatically generated by systems and used to predict future results
Email Click-Through Rate by Campaign
3 4 5 1 2
# Calls to Direct Mail 1-800 Number
3 4 5 1 2
Call Center Lead Conversion Rate
3 4 5 1 2
Total Leads Acquired from Direct Campaigns
3 4 5

Level 1 2 Unique Visitors/Month (New & Total/Month) 3 4 5 1 2 Newsletter Subscribers (New & Total/Month) 3 4 5 1 2 Total Pageviews/Month 3 4 5 1 2 Most Viewed Pages/Month 3 4 5 1 2 # Visitors from Paid Search Advertisements 3 4 5 1 2 Avg. Pageviews Per Visitor Session/Month 3 4 5 1 2 Avg. Time on Site Per Visitor Session/Month 3 4 5 1 2 Top Traffic Sources & Referring Sites/Month 3 4 5 1 2 Top Keyword Search Traffic/Month 3 4 5 1 2 3 4 5

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

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

Score
Notes/Comments
Product Management
Level 1 2 Contribution Margin by Product/Month 3 4 5 1 2 Avg. Sale Price by Product/Month 3 4 5 1 2 Total Sales Revenue by Product/Month 3 4 5 1 2 Total Unit Sales by Product/Month 3 4 5 1 2 Unit Fixed & Variable Cost by Product/Month 3 4 5 1 2 Contribution Margin Per Unit/Product 3 4 5 1 2 Break Even Sales Point by Product 3 4 5 1 2 Market Penetration Index 3 4 5 1 2 Competitive Market Share by Product 3 4 5

Metrics are not collected at all, reports are not generated, no predictability in results Metrics are collected on an ad hoc basis as requested by management, inconsistent results Defined process for collecting data & communicating reports, results are becoming consistent Results are assessed, compared against historical metrics, and used to make decisions Reports are automatically generated by systems and used to predict future results Metrics are not collected at all, reports are not generated, no predictability in results Metrics are collected on an ad hoc basis as requested by management, inconsistent results Defined process for collecting data & communicating reports, results are becoming consistent Results are assessed, compared against historical metrics, and used to make decisions Reports are automatically generated by systems and used to predict future results Metrics are not collected at all, reports are not generated, no predictability in results Metrics are collected on an ad hoc basis as requested by management, inconsistent results Defined process for collecting data & communicating reports, results are becoming consistent Results are assessed, compared against historical metrics, and used to make decisions Reports are automatically generated by systems and used to predict future results Metrics are not collected at all, reports are not generated, no predictability in results Metrics are collected on an ad hoc basis as requested by management, inconsistent results Defined process for collecting data & communicating reports, results are becoming consistent Results are assessed, compared against historical metrics, and used to make decisions Reports are automatically generated by systems and used to predict future results Metrics are not collected at all, reports are not generated, no predictability in results Metrics are collected on an ad hoc basis as requested by management, inconsistent results Defined process for collecting data & communicating reports, results are becoming consistent Results are assessed, compared against historical metrics, and used to make decisions Reports are automatically generated by systems and used to predict future results Metrics are not collected at all, reports are not generated, no predictability in results Metrics are collected on an ad hoc basis as requested by management, inconsistent results Defined process for collecting data & communicating reports, results are becoming consistent Results are assessed, compared against historical metrics, and used to make decisions Reports are automatically generated by systems and used to predict future results Metrics are not collected at all, reports are not generated, no predictability in results Metrics are collected on an ad hoc basis as requested by management, inconsistent results Defined process for collecting data & communicating reports, results are becoming consistent Results are assessed, compared against historical metrics, and used to make decisions Reports are automatically generated by systems and used to predict future results Metrics are not collected at all, reports are not generated, no predictability in results Metrics are collected on an ad hoc basis as requested by management, inconsistent results Defined process for collecting data & communicating reports, results are becoming consistent Results are assessed, compared against historical metrics, and used to make decisions Reports are automatically generated by systems and used to predict future results Metrics are not collected at all, reports are not generated, no predictability in results Metrics are collected on an ad hoc basis as requested by management, inconsistent results Defined process for collecting data & communicating reports, results are becoming consistent Results are assessed, compared against historical metrics, and used to make decisions Reports are automatically generated by systems and used to predict future results
Score
Notes/Comments
Pricing & Discounts

Level 1 2 Number Sales with Discounts/Month 3 4 5 1 2 Avg. Discount % & Amount Given/Month 3 4 5 1 2 Total Revenue Discounted/Month 3 4 5

Score
Notes/Comments
Results Measurement Category

Executive Dashboard Marketing Dashboard Customers Brand, Adv, PR Events & Tradeshows Direct Marketing Website & Online Collateral Channel Product Management Pricing & Discounts 5
Current State State State Goal Goal
Marketing Measurement Maturity Chart
2.5 2.5 3.5 2.6 3.7 3.0 3.9 1.7 2.0 4.0 2.7
3.0 3.0 4.0 3.1 4.2 3.5 4.4

Channel 2.0 Product Management 4.0 Pricing & Discounts
4.0
Executive Dashboard
5.0
Marketing Dashboard 2.5 2.7

3.0
2.5 3.5 Customers
2.0
1.0
0.0
2.6 1.7
Brand, Adv, PR
2.2 2.5 4.5 3.2

Collateral
3.7 3.0
Events & Tradeshows
3.9 Website & Online
Direct Marketing
Measurement Effectiveness (out of 100)
62
30.25
Recommendations Marketing Measurement Maturity Areas Executive Dashboarding & Top Level KPIs
Customer Base Value (# customers x customer expected lifetime value) Product & Service Revenues/Month Leads, Opportunities, & Closed Sales/Month Cost Per Sale Cost Per Opportunity Expected Sales Forecast/Month
Scores
Recommendations
1 2 4 2 2 4 2 3 3 4 2 1 4 3 2 5 2 5 2 3 3 1 3 2 3 4 4 5 4 3 2 4 1 4 5 2 2 4 5 3 5 4 3 4 5 3 5 2 3 1 1 2 3 1 2 5 5 3 4 4 4 5 4 2 4 2
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. 0 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. 0
Marketing Dashboarding & High Level KPIs

Marketing Budget to Revenue Ratio Total Leads & Opportunities/Source/Month Average Age of Opportunities Total Opportunities by Stage Return on Marketing Investment Stalled Opportunities 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. 0 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.
Customers
Total Number of Customers/Month Customer Retention Rate/Month Expected Lifetime Value Per Customer Net New Customers by Product/Month Avg. Profit Per Customer/Month Customer Satisfaction Survey Results 0 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. 0 Use this benchmark to correlate profitability and customer retention rates. 0

Net Promoter Score Total Impressions & Media Hits Cost Per Media Impression Ad Value Equivalency for Public Relations Media Hits/Impressions by Campaign/Source Number of Analyst Firm Mentions Advertising Spend/PR Value Ratio Total Advertising Value Generated (Adv & PR) 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. 0
Events & Tradeshows

Number of Online Events Hosted/Month Number of Tradeshows Attended/Month Exec Keynote Speeches & Webinars/Month Number of Registrants/Attendees for Online and Offline Events Total Number of Leads/Event/Month Total Revenue & Opportunities Won/Event 0 0 0 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. 0
Direct Marketing
Number Email Contacts in Database Email Open Rate by Campaign Email Click-Through Rate by Campaign # Calls to Direct Mail 1-800 Number Call Center Lead Conversion Rate Total Leads Acquired from Direct Campaigns Work to increase the amount of total email contacts by list building, purchasing, or web registrations. 0 0 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. 0

Unique Visitors/Month (New & Total/Month) Newsletter Subscribers (New & Total/Month) Total Pageviews/Month Most Viewed Pages/Month # Visitors from Paid Search Advertisements Avg. Pageviews Per Visitor Session/Month Avg. Time on Site Per Visitor Session/Month Top Traffic Sources & Referring Sites/Month Top Keyword Search Traffic/Month Total Premium Content Views/Month 0 Keep track of total newsletter subscribers. Ensure newsletter sign-up is on your homepage and easy to find. 0 0 Analyze amount of visitors from paid-search advertisements to increase/decrease daily budget for campaigns. 0 0 Increase the amount of sites that link to your website, and ensure you are indexed on all major search engines. 0 Demonstrate ROI for collateral such as podcasts, whitepapers, videos, etc, by tracking premium content views.
Collateral
Total Collateral Created or Updated/Month Total Proposals Created or Approved/Month Total Collateral Downloads by Sales/Month 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.
Channel
Number Channel Partners/Product Channel Partner Revenues by Product/Month Channel Partner Leads by Product/Month 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.
Product Management
Contribution Margin by Product/Month Avg. Sale Price by Product/Month Total Sales Revenue by Product/Month Total Unit Sales by Product/Month Unit Fixed & Variable Cost by Product/Month Contribution Margin Per Unit/Product Break Even Sales Point by Product Market Penetration Index Competitive Market Share by Product Determine the average contribution margin by product to assess profitability of product lines based on inputs. 0 0 Monitor unit sales by product line to capture total number of sales, and compare with number of sales reps. 0 0 0 0 0
Pricing & Discounts

Number Sales with Discounts/Month Avg. Discount % & Amount Given/Month Total Revenue Discounted/Month Work with Sales Management to minimize discounting. Provide sales training focused on value-selling. 0 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.

Marketing Measurement Maturity Assessment

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Marketing Measurement Maturity Assessment

Uploaded by

Copyright:

Available Formats

Marketing Measurement Maturity Assessment

Marketing Measurement Maturity Assessment

Branding, Advertising, & Public Relations

Events & Tradeshows

Website & Online Marketing

Pricing & Discounts

Ranking Criteria Level Process Maturity

Description of Process Maturity Level

Executive Dashboarding & Top Level KPIs

Description of Process Level Maturity

Marketing Dashboarding & High Level KPIs

Description of Process Level Maturity

Return on Marketing Investment Funnel/Marketing Spend)

Description of Process Level Maturity

2 Avg. Profit Per Customer/Month 3 4 5 1 2 Customer Satisfaction Survey Results 3 4 5

Branding, Advertising, & Public Relations

Description of Process Level Maturity

Events & Tradeshows

Description of Process Level Maturity

Description of Process Level Maturity

Email Open Rate by Campaign

Email Click-Through Rate by Campaign

# Calls to Direct Mail 1-800 Number

Call Center Lead Conversion Rate

Total Leads Acquired from Direct Campaigns

Website & Online Marketing

Description of Process Level Maturity

Total Premium Content Views/Month (Videos, Whitepapers, Web/Podcasts, Case Studies)

Description of Process Level Maturity

Description of Process Level Maturity

Description of Process Level Maturity

Pricing & Discounts

Description of Process Level Maturity

Results Measurement Category

Current State State State Goal Goal

Marketing Measurement Maturity Chart

3.0 3.0 4.0 3.1 4.2 3.5 4.4

Marketing Dashboard 2.5 2.7

2.5 3.5 Customers

2.2 2.5 4.5 3.2

Events & Tradeshows

3.9 Website & Online

Measurement Effectiveness (out of 100)

Marketing Dashboarding & High Level KPIs

Branding, Advertising, & Public Relations

Events & Tradeshows

Website & Online Marketing

Pricing & Discounts

You might also like