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Tier 2 - Marketing Scorecard |
An example of Balanced Scorecard cascading. This is Tier 2 Marketing scorecard. Learn more in: https://bscdesigner.com/cascading.htm |
86.31%
|
150.26
|
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%
|
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
|
Build and present brand |
|
76.7%
|
76.7
|
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 |
|
76.7%
|
76.7
|
Build and present brand |
|
76.7%
|
76.7
|
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
|
Provide engaging content |
|
|
|
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%
|
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%
|
0
|
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 |
|
|
0
|
Copy writing training |
|
|
|