q5 key marketing metrics
DESCRIPTION
Metrics - How to show valueTRANSCRIPT
KEY Marketing Metrics
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Budget Planned Actual
Total Marketing Expense 25,000$
Credits 5,000$
Net Marketing Cost 20,000$
Average Sales Cost per Lead 40$
# Leads Generated 5,000$
Cost to Sales 200,000$
Total Investment 220,000$
Marketing Impact
Awareness - Impressions - # Audience Reached 4,000$
Marketing Lead Rate 125%
Incremental Leads 5,000$
Marketing Cost per Lead 4$
Sales Impact
Incremental Leads 5,000$
Close rate 15%
Incremental Sales 750$
Av Rev Per Sale 1,000$
Total Incremental Revenue 750,000$
Average GM 45%
Total Incremental GM 337,500$
Total Return 117,500$
ROI 53%
Area Why Backward / Lagging Current / What's Working
Future / Leading
Revenue/ [ Topline impact ]
Impact on Company Revenue
• Actual Vs. Target
• Conversion Rate
• Marking Projections..
• Prospect DB
Program Performance [Efficiency / Effectiveness]
Financial Contribution of Programs
• Investment Return
• Program ROI
• Response Rate
• Projected Contribution
Customer Profitability [Intangible]
Lifetime Value of a Customer
• ASP • Cost to Acquire a New Cust
• NPS • Retention
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Awareness Prospects Leads Opportunity Bookings Post Sale Investment
Web Visits # Prospects
New Active Leads
Mktg Gen Total Retention / Churn
$DG / Prospect
Blog Subscribers
Size of Prospect List
Old Leads Sales Gen
By Segment $ DG per Opportunity
F/book ? Inbound Leads
Referral Gen ASP ROI on Program
SEA Leads SEA Leads Av. Discount Total Mktg Investment/ Opportunity
ANZ Leads ANZ Leads
CN etc. CN etc.
Lead to Opp Conv %
Quality Is Better than Quantity
Email Seminars Comms Web Online Ads DM Customer
Unsubscribes Attendees
# Press Releases
Views / Visitors
Impressions Eyes On Churn
Bounce s Drop offs # Interviews Unique Views CPC Delivery Customer Lifetime Value
Open Rate Engagement Rate
# Press Events
Conversions CPM Response SOW
Click Throughs
Coverage / Sentiment
CPC CPC NPS
Share of voice
CPA Customer Engagement
Quality Is Better than Quantity
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This is an area that I have some expertise in .. But I have not included this in this slide Deck – Better to discuss Face on Face
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Average Great Retention
5x