This is a template for marketing scorecard. Customize it according to your needs, answer the questions about profitability, and align marketing initiatives with overall organization's strategy. Learn more: http://www.bscdesigner.com/marketing-kpis.htm
89.46%
5,251.01
Finance
If we satisfy the needs of our customers, what outcomes will our stakeholders see?
120.78%
516.37
Increase revenue
120.78%
516.37
Generate sales qualified lead (SQL)
92.87%
490.27
Sales qualified lead (SQL)
75%
15
Total Leads
79.58%
2,300
Marketing qualified lead (MQL)
90%
54
Lead to Marketing Qualified Lead (MQL) Ratio
113.09%
2.35
SQL to Sale
106.67%
80
Build and present brand
76.7%
20,454.68
Control marketing costs
73.17%
392.33
Cost of Customer Acquisition (COCA)
62.69%
575
Marketing Expense per Employee
70.16%
575
Marketing Expense as a Percentage of Revenue
86.67%
27
ROI by Marketing Channel
220.75%
243.48
Investments in Channel
29.84%
6,900
Revenue Generated by Channel
65.88%
16,800
Customer lifetime value (CLV)
82.35%
1,400
Revenue per Marketing Qualified Lead (MQL)
100%
410
Deals closed
80%
12
Generate sales qualified lead (SQL)
92.87%
490.27
Control marketing costs
73.17%
392.33
ROI by Marketing Channel
220.75%
243.48
Customer
To achieve our vision, how must we look to our customers?
76.7%
20,454.68
Build and present brand
76.7%
20,454.68
Media mentions
76.67%
23
Owned reach
75.36%
62,400
Subscribers
75%
60,000
Social followers
85.71%
1,200
Customer database
85.71%
1,200
Brand awareness
62.5%
15
Website
92.27%
19,380.71
SEO
96.16%
18,752.73
Inbound links
85.71%
1,200
Sessions
88.89%
40,000
Referral visits
100%
15,000
Page views
100%
75,000
Page per Session
112.5%
1.88
Average Session Duration
88%
2.2
Bounce Rate
77.78%
65
Website Key Metrics
88.9%
20,008.7
Visitors
88.89%
40,000
Visitor-to-Lead Rate
111.69%
17.39
Implement marketing tools
Build website, maillist.
66.52%
20.62
Optimize lead generation
104.17%
15.39
Internal business processes
How are we going to satisfy customer needs and meet financial goals?
85.35%
18
Implement marketing tools
Build website, maillist.
66.52%
20.62
Adjusted Bounce Rate
83.33%
20
Email Marketing
49.72%
21.24
Delivery Rate
97.7%
85
Open Rate
82.35%
14
Click Through Rate
66.67%
4
Conversion Rate
80%
2
Unsubscribe Rate
99.9%
1.2
Increase customer loyalty
75%
15
Optimize lead generation
104.17%
15.39
Cost per lead (CPL)
125%
3
MQL to SQL Ratio
83.33%
27.78
Research & test new marketing methods
0%
Education & growth
How should the company learn and improve in order to achieve its vision?
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