The document discusses measuring marketing success and key performance indicators (KPIs). It recommends establishing SMART goals aligned to business objectives and measuring KPIs for different marketing activities. Examples are provided for setting lead generation targets based on revenue goals and calculating return on investment (ROI) for marketing campaigns. The importance of regular performance tracking and using the right reporting tools is also highlighted.

1. Elise McFarlane, Global Marketing Manager
marketing@printfleet.com
November 13, 2018
Performance Metrics and Reporting
Measuring Marketing Success

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SMART Goals
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S M A R T
Specific
What do you want to achieve? Why
is it important? Who is involved?
Relevant
Is your goal important for your company?
Does it address a core business objective?
Attainable
Is your goal realistic? Can your
team achieve it?
Measurable
What are the criteria for measuring
progress and reaching your goal?
Time-bound
In what timeframe would you
like to achieve your goal?

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Anatomy of a SMART Goal
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Within the first eight weeks after launching our
new product, we will sign 50 new customers.
Clear time frame
for the goal
Metric you can
measure
Related to
business
objective
Achievable for
the business
Detailed and specific information

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Key Performance Indicators
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A measurable value that demonstrates
how effectively a company is achieving a
key business (or marketing) objective.
Source: Klipfolio

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Aligning Your Goals
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KPIs
Metrics to measure for
each marketing activity
within a campaign
SMART goal
The overall goal(s) for
your campaign
Business objective
A key strategic goal for
the business

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Goals and KPIs
MEASURING MARKETING SUCCESS
Email
• Delivery rate (%)
• Email opens
• Link or CTA clicks
• Click rate (%)
• Unsubscribes
Our onboarding email workflow will
reduce the number of tier 1 support
requests by 15% in the next six months.

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Goals and KPIs
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Social Media (Paid and Organic)
• Profile visits
• Post impressions
• Post engagement
• Mentions
• Number of followers
• Cost of acquisition
Our 20% off social campaign will run
from July to September and generate
$12,000 in revenue.

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Goals and KPIs
MEASURING MARKETING SUCCESS
Blogs and Websites
• Unique visitors
• Unique sessions
• Blog views
• Blog subscribers
• Click-through rates
• Time spent on page
• Bounce rate
Our managed print services blog series
will generate 30 organic leads between
January and March.

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Reporting
MEASURING MARKETING SUCCESS
Weekly Monthly Quarterly Annually
Lead generation Social engagement
Website performance
Blog performance
Advertising spend
(PPC and social)
Campaign check ins
and adjustments
Website performance
Blog performance
Overall campaign
performance
Strategic marketing
goals

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Setting Lead Generation Targets
MEASURING MARKETING SUCCESS
1. Determine your revenue goals for the next fiscal year
• Review forecasts and revenue projections for the last year – how close where you to your
actual? How much would you like to grow in the coming year?
• Determine the sales and marketing budget required to achieve this goal
2. Calculate the number of customers required
• Determine your average deal size - how many opportunities do you need to win to hit your
sales goal based on the average deal size?
3. Understand your win/loss ratio
• Using past sales, find out how many leads you need to achieve the number of customers
required
• If you don’t have a win/loss ratio or can’t determine it, use an average win ratio (e.g. 1 in 5)

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Example
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Goal Value Comments
Revenue goal $250,000
Based on forecasts and financial
projections
Average deal size $50,000 Based on pricing strategy
Customers required 5 Revenue goal/average deal size
Win/loss rate 1 in 5
Try to base your win rate on
historical data
Leads required 25
Number of customers multiplied
by 5

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Calculating Your ROI
MEASURING MARKETING SUCCESS
(Gain from Investment – Cost of Investment)
Total Cost of the Investment

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Example
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($2,000 Revenue from Campaign – $800 Spent on PPC Campaign)
$800 Spent on PPC Campaign
1.5
The revenue generated from closed-
won opportunities that can be
attributed to the campaign
The actual spend for the campaign you
are trying to measure the return on

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Regular Performance Tracking
MEASURING MARKETING SUCCESS
How can you incorporate tracking into your day-to-day marketing activities?
• Weekly reports for your manager or Sales team
• Quarterly business reviews with leadership team
• Quarterly marketing reviews with the Marketing team
• Campaign postmortems to review the overall performance of a campaign after
it is finished
• Book time in your calendar to focus on reports so you don’t forget
• Always, always, always use UTM tracking codes
Resource
Google Campaign URL Builder

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Reporting Tools
MEASURING MARKETING SUCCESS
• Native social analytics platforms
• Analytics and reporting in your
marketing tools (e.g. HubSpot)
• Keyword ranking tools
• Google Analytics (free) or GA360
(paid)
• Excel spreadsheets
KPIs
• Workflow tools with kanaban boards
(e.g. Trello)
• Task and project management tools
(e.g. Asana)
• Time tracking tools (e.g. Toggl)
• Messaging applications
Productivity

17. PRINTFLEET
• Measuring MPS Success
Learn how to organize your sales and marketing efforts, and develop realistic goals for
your business. Get worksheets for SMART goals, ROI calculators and more. Download the
eBook here.
• Digital Marketing Blog Series
• Is email marketing dead?
• Using Lead Forms for Targeted Content
• SEO for Beginners
• Social Media 101
• Creating Your Buyer Personas
• Strategic Planning: Your Mission, Vision & Values
Resources
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