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1. Marketing Insights
Y ou r Com pany
N am e
1

2. 2
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Content
Capture
Marketing Insights
Connect with
Customers
Build
Strong Brands
Shape the
Market Offerings
Deliver
Value
Communicate
the Value
Create successful
Long-term Growth
KPI’s and
Dashboard

3. 3
Gathering Information &
Scanning the Environment
Conducting Marketing Research
& Forecasting Demand
Capture Marketing Insights
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4. PESTEL Analysis 4
E
Economics
• Growth Rates
and Tax Policies
• Text Here
L
Legislation
• Laws regarding
consumer
protection
• Text Here
T
Technology
• Emerging
Technologies
• Text here
• Text Here
S
Society
• Population
growth and
Demographics
• Text Here
E
Environment
• Recycling and
Waste
Management
Policies
• Text Here
P
Politics
• Government
Policy
• Text Here
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5. SWOT Analysis 5
Strengths
Weaknesses
Opportunities
Threats
• What is the USP of
Business?
• How are you better
than competitor?
• Text here
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audience's attention.
• What sort of skills
require to work on?
• What are the require
resources?
• Text here
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audience's attention.
• Are there any
untouched potential
market areas?
• Text here
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audience's attention.
• What are our
Competitors doing
that we are not?
• Are there any
government
regulations that could
hamper our business?
• text here.
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6. Global Market Potential Graphical Format
In Billion In %
U.S.A $ 200 10%
Brazil $ 250 8%
Africa $ 305 5.2 %
Australia $500 5.2 %
Russia $ 420 20 %
Market Size Growth SizeRegion
USA
Brazil
Russia
Australia
Africa
6
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7. Global Market Potential Tabular Format
Region Market Analysis 2016 2017 2018 2019 2020
CAGR
(2016 - 2020)
Europe
Market Value (US $ Mn) xx xx xx xx xx xx
Market Volume (* 000 Units) xx xx xx xx xx xx
Asia Pacific
Market Value (US $ Mn) xx xx xx xx xx xx
Market Volume (* 000 Units) xx xx xx xx xx xx
North America
Market Value (US $ Mn) xx xx xx xx xx xx
Market Volume (* 000 Units) xx xx xx xx xx xx
Middle East & Africa
Market Value (US $ Mn) xx xx xx xx xx xx
Market Volume (* 000 Units) xx xx xx xx xx xx
Latin America
Market Value (US $ Mn) xx xx xx xx xx xx
Market Volume (* 000 Units) xx xx xx xx xx xx
Total
Market Value (US $ Mn) xx xx xx xx xx xx
Market Volume (* 000 Units) xx xx xx xx xx xx
7
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8. Market Survey Insights 8
Add your Key Summary HereAdd your Key Summary Here
Add your Key takeaways from this slide
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Survey Result 1
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Survey Result 2
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Survey Result 3
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Survey Result 4
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Survey Result 5

9. Market Opportunity Analysis 9
Market
Opportunity
Analysis
Can Benefit Convince Target Markets?
Can Target Markets Be Reached with Cost Effective Media
& Trade Channels?
Possess Resources to Deliver Benefits?
Are Benefits Better Than Competitors?
Is It Profitable?
• To evaluate opportunities
• To determine attractiveness & probability of success
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10. 10
Creating Customer Value and Loyalty
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Analyzing Consumer Market
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Analysing Business Markets
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your audience's attention.
Identifying Market Segments & Targets
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your audience's attention.
ConnectwithCustomers

11. Creating Customer Value 11
Understand the
marketplace, customer
needs and wants
Design a customer
driven marketing
strategy
Construct an
integrated marketing
programme
Build profitable
relationships and
create delight
• Research the
marketplace,
customer needs and
wants
• Manage marketing
information and
customer data
• Text Here
• Text Here
• Select customers to
serve: Segmentation
and targeting
• Design a value
proposition:
Differentiation and
Positioning
• Text Here
• Text Here
• Product (or service)
design and building
strong brands
• Pricing and making
attractive
• Place (Distribution):
making available
• Promotion:
communicate
customer value
• Text Here
• Text Here
• CRM: building strong
relations with target
customers
• PRM: building strong
relations with
marketing partners
• Text Here
• Text Here
Capture Value
from customers to
create profit and
customer equity
• Create customers
satisfaction and
delight
• Capture Customers
lifetime value
• Increase market share
and share of
customers
• Text Here
• Text Here
Capture value from
Customers in return
01 02 03 04 05
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12. Creating Customer Loyalty 12
Description Earn Points and Redeem For Rewards
Receive Cashback Relative to Their
Transaction Spend
Rewards for Privilege Member Only
Advantages Flexible and Offers Control Easy To Manage
Most Profitable (For Elite
Members Only)
Disadvantages Text Here Text Here Text Here
Typical Offers Text Here Text Here Text Here
Sample Programs Text Here Text Here Text Here
Text Here Text Here Text Here Text Here
Titles
Loyalty Programs Bonus Points Rebate Program Recognition Program
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13. 13
Customer Purchase Stages
Initial
Consideration
Active
Evaluation
Closure
Post –
Purchase
• Incentives
• Seasonal promotions
• Online catalog with
known prices
• Benefits-integrated
guided search
• Care management
notifications/alerts
• Out - of – pocket cost share
• Financing
• Care setting preference
• Location
• View ratings / reviews
• Quality / outcomes scores
• Shopping cart with check – out
• Oder management / concierge service
• Order Modifications
• Merchant processing (consumer payment)
• EFT (health plan payment)
• Online EOB (PDF)
• Enter ratings / reviews
• Net promoter score /
surveys
It explains the
buying behavior,
define the prime
factors to increase
the market
acceptance
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14. Moderating Effect on Consumer Decision Making 14
An endorsement from an celebrity
Recommendations from a friend / Family
SMS / text message ad
Video game advertising
Online review by someone you do not know
An endorsement from an online personality
Recommendation from within your social media circle
Television ads
Ads delivered through social media platforms
66% 77% 65% 95% 76% 73%
57% 5% 35% 25% 57% 55%
86% 53% 60% 60% 66% 16%
36% 44% 80% 55% 38% 30%
58% 23% 23% 23% 58% 85%
47% 8% 18% 18% 22% 22%
17% 21% 62% 21% 17% 14%
32% 9% 48% 29% 12% 20%
58% 78% 28% 78% 8% 30%
70%
60%
50%
48%
40%
35%
30%
25%
20%
1 2 3 4 5 6 7 8 9 10
Low Impact High Impact
Text Here
Millennials
Gen X
33-49
Baby
Boomers
50-68
Matures
69+14-18 19-25 26-32
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15. Medium that Influence Purchase Decision 15
15
52
75
0 10 20 30 40 50 60 70 80 90 100
Advertising
Previous Usage
Word of Mouth
Stage 1
Initial consideration Set
18
32
85
0 10 20 30 40 50 60 70 80 90 100
Word of Mouth
Shopping
Internet Information
Stage 2
Active Evaluation
8
46
30
0 10 20 30 40 50 60 70 80 90 100
Word of Mouth
Shopping
Internet Information
25
35
40
0 10 20 30 40 50 60 70 80 90 100
Previous Usage
Advertising
Word of Mouth
20
28
32
0 10 20 30 40 50 60 70 80 90 100
Previous Usage
Advertising
Word of Mouth
Stage 3
Moment of Purchase
20
50
70
0 10 20 30 40 50 60 70 80 90 100
Previous Usage
Advertising
Word of Mouth
InMatureMarketsInDevelopingMarkets
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16. Analysing Business Situation 16
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Major Competitors
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Market Trend
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Service Available
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Funds Available
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Market Size
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Target User
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17. Consumer Market
Segmentation
17
Geographic
• Region - Text Here
• Country - Text Here
• Population - Text Here
• Climate - Text Here
Demographic
• Age - Text Here
• Gender - Text Here
• Ethnicity - Text Here
• Nationality - Text Here
• Occupation - Text Here
• Income - Text Here
• Family Size - Text Here
Psychographic
• Lifestyle – Text Here
• Personality - Text Here
• Values - Text Here
• Interest - Text Here
Behavioral
• Brand Loyalty - Text Here
• Benefits Sought - Text Here
• User Status - Text Here
• Usage Rates - Text Here
• Occasion - Text Here
• Readiness to Buy - Text Here
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Market
Segmentation

18. Business Market Segmentation 18
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Purchasing Approaches
• Purchasing Function - Text Here
• Power Structure - Text Here
• Nature of Existing Capabilities - Text Here
• Urgency -Text Here
• Specific Application - Text Here
• Size of Order -Text Here
Situational FactorsOperating Variable
• Technology - Text Here
• User/ Non User Status - Text Here
• Customer Capabilities - Text Here
• Buyer Seller Similarity -Text Here
• Attitude towards Risk -Text Here
• Loyalty - Text Here
Personal CharacteristicsDemographics
• Industry - Text Here
• Company Size -Text Here
• Location -Text Here

19. International Market
Segmentation
19
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Economic
• Occupation - Text Here
• Income - Text Here
• Nationality - Text Here
Political-Legal
• Country - Text Here
• Interest - Text Here
Cultural
• Lifestyle - Text Here
• Beliefs - Text Here
• Social Groups - Text Here
• Ethnicity -Text Here
• Values - Text Here
Geographic
• Region - Text Here
• Country - Text Here
• Population - Text Here
• Climate - Text Here
• Language -Text Here

20. 20
Creating Brand Equity
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Crafting Brand Positioning
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Develop Strategic Positioning
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Dealing with Competition
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BuildStrongBrands

21. Create Brand Equity 21
Future
Performance
Indicators
/Effects
Category
Brand Equity
Brand
Loyalty
Brand
Awareness
Perceived
Quality
Brand
Association
Other
Proprietary Assets
• Reduce
marketing costs
• Trade Leverage
• Familiarity – linking
• Signal of substance /
commitment
• Reason to buy
• Price
• Channel member
interest
• Differentiating / Positioning
• Reason to buy
• Create positive attitude /
feelings
• Competitive
advantage
Provides value to customers by
enhancing customer’s:
• Confidence in the purchase
decision
• Use satisfaction
Provides value to firm by
enhancing:
• Brand Loyalty
• Prices/ Margins
• Brand extensions
• Competitive advantage
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The purpose of the
slide is to provide a
framework of value

22. What the Product Does for Me
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How I Would Describe the Product
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How the Brand Makes Me Feel
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How the Brand Makes Me Look
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Crafting Brand Positioning 22
BrandPersonality
Facts
Text Here
Symbols

23. Brand Positioning Framework 23
Don’t even think about this
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Ideal positioning
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needs and capture your audience's attention.
Competitor positioning
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needs and capture your audience's attention.
Risky
What
Competition
has to Give
What You
have to
offer
What
Customers
Want
01
0203

24. Develop Strategic Positioning 24
Differentiation
Write Your Strategy Based On Product Differentiation
Comprehensive Cost Leadership
Write Your Strategy Based Cost Leadership Mention Your Key Focus Areas
Focus on Priorities
STRATEGIC TARGET
Superior
Quality
Moderate
Prices
Customer
Value
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25. Competitive Analysis 25
Company &
Product
Target
Customers
Key
Benefits
Price
Value
Proposition
Quality Conscious
Consumers Of Chicken
Tenderness 10% Premium
Safety-conscious Upscale
Families
Durability & Safety 20% Premium
Convenience-minded Pizza
Lovers
Delivery Speed & Good
Quality
15% Premium
Good Pizza Delivered
Promptly At Your Doorstep
With Moderate Prices
Evaluating the product on
the basis of commonly
used parameters which
can be altered as per
customer requirements
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26. Market Competitiveness- Ratings 26
Key Success Factors Own Competitor 1 Competitor 2 Competitor 3
Financial Position
Advertising
Market Share
Brand Image
Customer Loyalty
Product Range
Distribution
Price Competition
Geographical Expansion
Ratings
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27. Own Competitor 1 Competitor 2 Competitor 3
Market Competitiveness- Score 27
Key Success
Factors
Weight Rating Weighted Score Rating Weighted Score Rating Weighted Score
Financial Position 0.8 3 0.32 4 0.28 3 0.24
Advertising 0.12 4 0.63 5 0.32 2 0.36
Market Share 0.12 5 0.96 3 0.45 1 0.48
Brand Image 0.10 3 0.45 1 0.15 3 .012
Customer Loyalty 0.12 5 1.23 4 0.63 3 0.36
Product Range 0.08 4 4.36 3 1.30 2 0.20
Distribution 0.10 4 0.00 3 2.30 4 0.28
Price Competition 0.08 4 5.01 2 0.40 5 2.80
Geographical
Expansion
0.10 4 1.06 2 0.9 1 1.56
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28. 28
Designing & Managing Services
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Setting Product Strategy
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your audience's attention.
Developing Pricing Strategies & Program
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your audience's attention.
Shape the Market Offerings

29. Setting Product Strategy 1/4 29
What are you Trying to Market?
› Mention Your Key
Strategies /
Comments Here
Key Attributes Of Your
Product / Solution
› Mention Your Key
Strategies /
Comments Here
Business Model
› Mention Your Key
Strategies /
Comments Here
Market Position
› Mention Your Key
Strategies /
Comments Here
Price Positioning
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30. Setting Product Strategy 2/4 30
› Mention Your Key
Strategies /
Comments Here
Market Targets
› Mention Your Key
Strategies /
Comments Here
Initial Market
Penetration Strategy
› Mention Your Key
Strategies /
Comments Here
Launch Team
› Mention Your Key
Strategies /
Comments Here
Channels / Partners
Who Should be Involved internally & Externally
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31. 31
Why Should They Adopt It?
Setting Product
Strategy 3/4
Value Proposition & Key Message for
Customers
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audience's attention.
Channels
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audience's attention.
Audience
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32. Setting Product Strategy 4/4 32
How & Where Should It Be Done?
External Activities
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Tools for Customers
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Tools for Internal Audience
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33. Designing & Managing Services 1/2 33
Rational Behind Choosing the Objective
Text Here Text Here Text Here Text Here
Text Here Text Here Text Here Text Here
Add Comment Here
Survival Maximum
Current Profit
Maximum
Market Share
Product-
Quality Leadership
Maximum
Market Skimming
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34. 34
Designing & Managing Services 2/2
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Market Skimming
Value Pricing
Loss Leader
Psychological Pricing
Competitor Pricing
Predatory Pricing
Cost-plus Pricing
Contribution Pricing
Penetration Pricing

35. 35
Developing Pricing
Strategies and Programs 1/4
Enter the “Name of Strategy here
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audience's attention.
01
Strategy for Introducing this price
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audience's attention.
02

36. Developing Pricing Strategies and Programs 2/4 36
Basic
$10 Per month
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Pro
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Advanced
$30 Per month
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Business
$40 Per month
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Platinum
$50 Per month
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37. Developing Pricing Strategies and Programs 3/4 37
10s per month
1 GB Bandwidth
10 MB Max File Size
3 GHZ CPU
256 MB Memory
Get Private Plan
20s per month
10 GB Bandwidth
50 MB Max File Size
5 GHZ CPU
1024 MB Memory
Get Business Plan
Mega Plan
Unlimited Bandwidth
No Maximum File Size
50s per month
5 GHZ CPU
4 GB Memory
Get Mega Plan
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Private Plan Business Plan Mega Plan

38. Developing Pricing Strategies and Programs 4/4 38
Placeholder
Description
Placeholder Text
Text
$9.90
Subscribe
Placeholder
Description
Placeholder Text
Text
$9.90
Subscribe
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PremiumBasic

39. 39
Manage
Channel Partner
Managing Retailing,
Wholesaling, &
Logistics
Deliver Value
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40. Manage Channel Partner 1/3 40
Face-to-Face & WebEx Training
Prepare advanced, hands on training program & deliver it live via
WebEx Training & it includes the following:
Point A
Point B
Point C
Channel Flash Email Newsletter
To Provide recent news on promotions, incentives, sales tools &
more. Add other details as well like person who is accountable for
implementing, timelines etc
Video Library
When it is to be launched
All Trainings, instructed guide & announcements will be available
on (mention platform name)
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41. Manage Channel Partner (2/3) 41
Name1
Name 2
Name 3
Mention Key
Comments
Mention Key
Comments
Mention Key
Comments
Name1
Name 2
Name 3
Mention Key
Comments
Mention Key
Comments
Mention Key
Comments
Tier 1 Channel Partners Tier 2 Channel Partners
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42. Manage Channel Partner 3/3 42
Sr. No. Product / Service Pricing Pricing Rational
1 Product 1 Text Here Text Here
2 Product 2 Text Here Text Here
3 Product 3 Text Here Text Here
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43. Managing Retailing, Wholesaling, & Logistics 1/2 43
Supply Side Demand Side
Supply Chain
Management
Information Flow
Physical Flow
Purchasing &
Supply Management
Materials
Management
Physical Distribution
Management
Logistics
Supply Manufacturing
Distribution &
Warehousing Retail Consumer
End
Customer
Second
Tier Supplier
First
Tier Supplier
First
Tier Customer
Second
Tier Customer
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44. Managing Retailing, Wholesaling, & Logistics 2/2 44
Complete Previous
Expenditure
Records & Volumes
Expenditure
Divided by Items
& Sub Items
Expenditure by
Division,
Department or User
Expenditure
by the
Supplier
Future Demand
Projections
or Budgets
The 5 major segment that are analyzed in the first stage are as follows
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45. 45
Designing & Managing
Integrated Marketing
Communications
Marketing Reach
by Channels
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Communicate the Value

46. Designing and Managing Integrated Marketing Communication 46
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Print Ads
Online
Advertising
Trade Fairs
Tele Marketing
Referrals
Canvassing
Direct Mail

47. Marketing Reach by Channels (1/2) 47
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Online Marketing Offline Marketing
Social Media
SEO
Blogs
Email
PPC
Affiliates
Events
Print Ads
Sponsorships
Radio
Target
Audience
We have listed down a
few ways through which
you can acquire
customers, you can
choose any basis of your
requirements

48. Marketing Reach by Channels (2/2) 48
Trade Fairs
Referrals
Tele Marketing
Emails
Online Media
Print Ads
10%
25%
30%
21%
6%
8%
Current Year’s Acquisition Sources
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49. 49
Create Successful Long-term Growth
New Product Detailed Overview
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Introducing New Market Offerings
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Tapping into Global Markets
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50. Introducing New Market Offerings- Product Introduction 50
• Explain the product idea in brief: e.g.
to lock & unlock door from your
smartphone
• Text Here
Idea
Product Details
• Explain the product idea in detail for e.g.
Requirement of the product
• Technology used
• Benefits
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Now is the best time to
explain your product idea
in an effective manner so
that the audience gets
immersed in it right from
the beginning

51. New Product Detailed Overview 51
Strategic
• Degree To Which Project
Aligns With Business Strategy
• Strategic Importance
Product Advantage
• Unique Benefits
• Meets Customer Needs Better
• Value For Money
Market Attractiveness
• Market Size
• Market Growth
• Competitive Situation
Synergies
• Market Synergies
• Technological Synergies
• Manufacturing/Processing Synergies
Technical feasibility
• Technical Gap
• Complexity
• Technical Uncertainty
Profitability Analysis
• Expected Profitability
(Magnitude ; E. G. NPV
• Return(e.g. IRR)
• Payback Period
• Low Cost And Fast To Do
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This step is crucial to
ensure that unsuitable
ideas are rejected as soon
as possible as Ideas need
to be considered
objectively
Detailed
Market

52. Tapping into Global Markets 52
Sales
South America
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North America
Sales
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Sales
Asia
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Sales
Australia
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30%
20%
35%
15%

53. 53
Dashboard & KPIs

54. Marketing Management Dashboard 1/5 54
2020/01/21 2020/01/22 2020/01/23 2020/01/24 2020/01/25 2020/01/26 2020/01/27 2020/01/28 2020/01/29 2020/01/30
Daily Impressions by Campaign – Last 12 Weeks
80
40
50
20
0 10 20 30 40 50 60 70 80 90
Category 4
Category 3
Category 2
Category 1
CPA by Campaign – Last 12 Weeks
45%
24%
20%
11%
Acquisition by Campaign – Last 12 weeks
147
Cost Per Acquisition
586
Total Impressions
2580
Total Click
250
Total Acquisitions
Campaign 1
vs Budget of 25.000$
30%
Campaign 2
vs Budget of 30.000$
60%
Campaign 3
vs Budget of 50.000$
80%
Total Spend
vs Total Budget of 105.00$
70%

55. Marketing Management Dashboard 2/5 55
Cost Per Conversion
$30.36
Conversion Rate
5%
CTR
2%$2125
Total Spend
10
Conversions
$200 20 $30 2%
Campaign Performance (today)
100
300
500
700
900
1100
1300
10 May
2020
11 May
2020
12 May
2020
13 May
2020
14 May
2020
15 May
2020
16 May
2020
17 May
2020
18 May
2020
Clicks vs Conversion
Clicks Conversions
30
50
20
70
0 20 40 60 80
Campaign 1
Campaign 2
Campaign 3
Campaign 4
Conversion Per Campaign
$0
$20
$40
Campaign 1 Campaign 2 Campaign 3 Campaign 4
Cost Per Conversion Per Campaign
$25
Cost Per Conversion
$40.5
Total Spend
$3200
10% $5200
Average CTR
12.36%

56. Marketing Management Dashboard 3/5 56
0
10
20
30
40
50
60
0 10 20 30 40 50
New Customer Signups
0
2
4
6
8
0
2
4
6
8
10
Feb-20 Mar-20 Apr-20 May-20 Jun-20 Jul-20 Aug-20 Sep-20 Oct-20 Nov-20 Dec-20
Revenue & Sales – Last 12 months
Amount Product
2.563
Net Profit
200
Active Customers
10.362
Solid Units
4.560
Total Revenue
24%
30%
20%
40%
20%
30%
26%
Sales by
Product
Category
30 20 20 30
Customers by Region

57. Marketing Management Dashboard 4/5 57
0
0.5
1
1.5
2
2.5
3
3.5
4
w1 w2 w3 w4 w5 w6 w7 w8 w9 w10 w11 w12 w13 w14 w15
Bounce Rate By Week Of Year
0
10
20
30
40
50
w1 w2 w3 w4 w5 w6 w7 w8 w9 w10 w11 w12 w13 w14 w15
Visits By Week Of Year
45%
25%
20%
10%
Direct
DisplayOrganic
Paid
Traffic Sources
1.029.973
Visits
35 Sec
Avg Session Duration
2,6 Pages
Per Visit
30%
Bounce Rate
1.53.258
Page Views
30%
Goal Conversion
2
5
3
4
0
1
2
3
4
5
6
Category 1 Category 2 Category 3 Category 4
Visitors by User Type
8%
12%
20%
0% 10% 20% 30%
Direct
Paid Search
Organic
Top 3 Channels by Conversion
8%
12%
20%
0% 5% 10% 15% 20% 25%
Direct
Paid Search
Organic
Top 3 Campaigns by Conversion
8%
12%
20%
0% 5% 10% 15% 20% 25%
Direct
Paid Search
Organic
Top 3 Pages by Conversion

58. Marketing Management Dashboard 5/5 58
0
20
40
60
80
100
120
Co. 1 Co. 2 Co. 3 Co. 4 Co. 5 Co. 6 Co. 7 Co. 8 Co. 9 Co. 10 Co. 11 Co. 12 Co. 13
Daily Marketing Spend Last 30 days
Spend Revenue ROI
8.3612.569 320%
30%
Display
60%
Organic
40%
Paid
80%
Referral
ROI Per Marketing Channel

59. Marketing Management KPI Metrics 1/2 59
Business
Objectives
KPI 1 KPI 2 KPI 3 KPI 4 KPI 5
Awareness Social Community Growth Share of Influencer’ Voice
Volume Per Conversation &
Reach
Ratio Of Positive , Negative &
Neutral Sentiment
Traffic To Product Pages
Engagement
Percent Of Community
Interacting With Content
Interaction Per Followers Content Virality & Velocity
“ Likes”, Re-tweets, Shares,
Mentions, Etc
Campaign #Hashtag Use
Lead Generation
Cost Per Lead From Social
Channel
Social Media ‘S Assist In
Purchase Path
Qualified Sales Leads From
Social
Reach Within Target
Audience
# Of White Paper Downloads
Demand Gen /
Conversion
Direct Attribution- Revenue &
Trial Downloads Through
Tracked Links
Cost Per Acquisition
Conversion Rates & Average
Order Value From Social
Channels
Revenue Attribution For Key
Influencers
On-site Product Review
Influences On Conversion
Rates
Customer Support Cost Savings (Call Deflection) Avg. Time To Issue Resolution
Chane In Sentients Around
Support Issue
Number Of Issues Resolved
Issue Resolution Rate Per
Agent
Advocacy Number Of Active Advocates Share Of Influence
Percent Of Brand
Communication Driven By
Advocates
Influence Score & Reach Of
Advocates
Revenue Attributable To
Advocates
Product Innovation
Number Of Product Ideas
Submitted
Number Of Ideas Included In
Product Developing
Number Of Bugs Reported &
Fixed
Size Of Community Providing
Product Feedback
Engagement Rates In Product
Forums

60. Marketing Management KPI Metrics 2/2 60
KPI Activities Metrics Calculation Trend Indication
Demand
generation
Direct & Indirect Indications at event,
trade show, on-line subscription,
document downloads, advertising etc.
Cost Per Lead;
Cost per Sales Appointment;
Response rate
Number of Lead/sales appts/ responses
divided by marketing investment in lead
generation programmes
Declining ratios ,may indicates ineffective
marketing activities.
Determine efficiency by correlating lead
generation to new client acquisition
results
New client
acquisition
RFP & collateral marketing material,
targeted advertising, strategic investment
tactics
Marketing’s contribution to the cost of
acquisition
(Marketing’s cost to support client
retention divided by total retention
budget comprising contributions from
Marketing & other departments)
multiplied by present value of new
business over 12 months
Increasing result may indicate that
marketing activities are costly
Increasing budget can be justified if
retention of clients are high. If not, identify
alternative marketing tactics- digital vs
print formats for collateral & advertising.
Profitability
& Retention of
Current Clients
On-going communication, special
promotion
Marketing’s contribution to retention
(Marketing’s cost to support client
retention divided by total retention
budget comprising contributions from
Marketing & other departments)
multiplied by client revenues, less gross
margin & lost revenues form clients who
were not retained over a 12 month period
Increasing result may indicate that
marketing activities are costly. It may be
worth the investment for highly profitable
clients. Consider segmenting clients
according to potential for new business &
long-term profits & allocates budgets
accordingly.

61. Marketing Insights Icons Slide 61

62. 62
Coffee Break
Let’s Start Again in 15 Minutes
11:15 to 11:30

63. 63
Additional Slides

64. Stacked Column 64
4.3
2.5
-3.5
-4.5
2.4
4.4
-1.8
-0.8
-6
-4
-2
0
2
4
6
8
Product 01
This graph/chart is linked to excel, and
changes automatically based on data. Just
left click on it and select “Edit Data”.
Product 02
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changes automatically based on data. Just
left click on it and select “Edit Data”.

65. Area Chart 65
4.3
2.5
-3.5 -4.5
2.4
4.4
-1.8
-0.8
-5
-4
-3
-2
-1
0
1
2
3
4
5
Product 01
This graph/chart is linked to excel, and
changes automatically based on data.
Just left click on it and select “Edit Data”.
Product 02
This graph/chart is linked to excel, and
changes automatically based on data.
Just left click on it and select “Edit Data”.

66. Vision
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Mission
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Goal
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Mission &
Vision
66

67. 67
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Name Here
Designation
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Designation
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Name Here
Designation
Our Team

68. Our Goal
68
Goal 1
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Goal 2
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69. 69
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Revenue
$234
Deposits
$423
Net Income
$345
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Financial

70. Thank You
Address Contact Number Email Address
# street number, city, state emailaddress123@gmail.com0123456789
70