Target Baseline Value
KPI tree preview. Document date 12/8/19
Name Description Performance Value
Marketing Scorecard 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 86.31%
Finance 108.19% 491.35
Increase revenue 108.19% 491.35
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%
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%
Control marketing costs 73.17%
ROI by Marketing Channel 220.75%
Customer 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%
Optimize lead generation 104.17%
Internal business processes 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%
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
Education & growth 75% 15
Increase customer loyalty 75% 15
Net promoter score (NPS) 85.26% 81
Returning visitors 75% 15
Referrals and reviews
Customer Retention
Research & test new marketing methods