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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 |
|
|
|