This document provides information on marketing management processes. It includes sections on capturing marketing insights through research, connecting with customers by understanding their needs and building loyalty, shaping market offerings through pricing strategies and product development, and communicating value to deliver long-term growth. Various tools for analysis are also presented such as PESTEL, SWOT, segmentation frameworks and competitive analyses.

1. Your Company Name
Marketing
Management
Process

2. 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
2

3. Capture Marketing Insights
Gathering Information &
Scanning the Environment
Conducting Marketing Research
& Forecasting Demand
3

4. PESTEL Analysis
Politics
P
Economics
E
Society
S
Technology
T
Environment
E
Legislation
L
• Government
Policy
• Add Text here
• Add Text Here
• Growth Rates
and Tax Policies
• Add Text here
• Add Text Here
• Population
growth and
Demographics
• Add Text here
• Add Text Here
• Emerging
Technologies
• Add Text here
• Add Text Here
• Recycling and
Waste
Management
Policies
• Add Text here
• Add Text Here
• Laws regarding
consumer
protection
• Add Text here
• Add Text Here
4

5. SWOT Analysis
• What is the USP of Business?
• How are you better than
competitor?
• Add Text here
• What sort of skills require to
work on?
• What are the require
resources?
• Add Text here
• Are there any untouched
potential market areas?
• Add Text here
• What are our Competitors doing
that we are not?
• Are there any government
regulations that could hamper our
business?
• Add your text here.
Strengths Weaknesses Opportunities Threats
SWOT
5

6. Global Market Potential Graphical Format
USA
Brazil
Russia
Australia
Africa
USA Brazil Africa Australia Russia
Market Size In Billion $200 $250 $305 $500 $420
Growth Size In % 10% 8% 5.2% 15% 20%
6

7. Global Market Potential Tabular Format
Region Market Analysis 2014 2015 2016 2017 2018
CAGR
(2014 -
2018)
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

8. Market Survey Insights
Add Your Key Takeaways From This Slide
• Your text here • Your text here • Your text here • Your text here
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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audience's attention.
Survey Result 5
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needs and capture your
audience's attention.
Add Your
Key
Summary
Here
8

9. Market Opportunity Analysis
• To evaluate opportunities
• To determine attractiveness & probability of success
Market
Opportunity
Analysis
Is it profitable? 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?
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10. Connect With Customers
Creating Customer
Value and Loyalty
Analyzing
Consumer Market
Analysing
Business Markets
Identifying Market
Segments & Targets
10

11. Creating Customer Value
01 02 03 04 05
Understand the
marketplace, customer
needs and wants
Design a customer driven
marketing strategy
Construct an integrated
marketing programme
Build profitable
relationships and create
delight
Capture Value from
customers to create profit
and customer equity
• Research The Marketplace,
Customer Needs And Wants
• Select Customers To Serve:
Segmentation And Targeting
• Product (Or Service) Design
And Building Strong Brands
• CRM: Building Strong
Relations With Target
Customers
• Create Customers
Satisfaction And Delight
• Manage Marketing
Information And Customer
Data
• Design A Value Proposition:
Differentiation And
Positioning
• Pricing And Making Attractive
• PRM: Building Strong
Relations With Marketing
Partners
• Capture Customers Lifetime
Value
• Your Text Here • Your Text Here
• Place (Distribution): Making
Available
• Your Text Here
• Increase Market Share And
Share Of Customers
• Your Text Here • Your Text Here
• Place (Distribution): Making
Available
• Your Text Here • Your Text Here
• Promotion: Communicate
Customer Value
• Your Text Here
• Your Text Here
• Your Text Here
Capture value from Customers and build customer relationship
Capture value from
Customers in return
11

12. Loyalty Programs Bonus Points Rebate Program Recognition Program
Titles
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 Your Text Here Your Text Here Your Text Here
Typical Offers Your Text Here Your Text Here Your Text Here
Sample Programs Your Text Here Your Text Here Your Text Here
Your Text Here Your Text Here Your Text Here Your Text Here
Creating Customer Loyalty
12

13. It explains the buying
behavior, define the
prime factors to
increase the market
acceptance
Initial
Consideration
• Incentives
• Seasonal promotions
• Online catalog with known
prices
• Benefits-integrated guided
search
• Care management
notifications/alerts
Active
Evaluation
• Out - of – pocket cost share
• Financing
• Care setting preference
• Location
• View ratings / reviews
• Quality / outcomes scores
Closure
• Shopping cart with check –
out
• Oder management /
concierge service
• Order Modifications
• Merchant processing
(consumer payment)
• EFT (health plan payment)
Post - Purchase
• Online EOB (PDF)
• Enter ratings / reviews
• Net promoter score /
surveys
Customer
Purchase Stages
13

14. Moderating Effect on Consumer Decision Making
Your Text Here
Millennials
Gen X
33-49
Baby
Boomers
50-68
Matures
69+
14-18 19-25 26-32
Recommendations From A Friend / Family 66% 77% 65% 95% 76% 73%
SMS / Text Message Ad 57% 5% 35% 25% 57% 55%
Video Game Advertising 86% 53% 60% 60% 66% 16%
Online Review By Someone You Do Not Know 36% 44% 80% 55% 38% 30%
An Endorsement From An Online Personality 58% 23% 23% 23% 58% 85%
Television Ads 47% 8% 18% 18% 22% 22%
An Endorsement From An Celebrity 17% 21% 62% 21% 17% 14%
Recommendation From Within Your Social Media
Circle
32% 9% 48% 29% 12% 20%
Ads Delivered Through Social Media Platforms 58% 78% 28% 78% 8% 30%
80%
70%
50%
48%
40%
35%
30%
20%
15%
1 2 3 4 5 6 7 8 9 10
Low Impact High Impact
14

15. Medium that Influence Purchase Decision
Stage 01
Initial Consideration
Set
Stage 02
Initial Consideration
Set
Stage 03
Initial Consideration
Set
InMature
Markets
InDeveloping
Markets
8
46
30
0 10 20 30 40 50 60 70 80 90 100
Word of Mouth
Shopping
Internet Information
18
32
65
0 10 20 30 40 50 60 70 80 90 100
Word of Mouth
Shopping
Internet Information
15
52
75
0 10 20 30 40 50 60 70 80 90 100
Advertising
Previous Usage
Word of Mouth
20
25
35
0 10 20 30 40 50 60 70 80 90 100
Previous Usage
Advertising
Word of Mouth
25
35
40
0 10 20 30 40 50 60 70 80 90 100
Previous Usage
Advertising
Word of Mouth
20
40
50
0 10 20 30 40 50 60 70 80 90 100
Previous Usage
Advertising
Word of Mouth
15

16. Analysing Business Situation
Major Competitors
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Service Available
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Market Size
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your audience's attention.
Funds Available
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your audience's attention.
Target User
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Market Trend
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your audience's attention.
16

17. Consumer Market Segmentation
• Region - Your Text Here
• Country - Your Text Here
• Population - Your Text Here
• Climate - Your Text Here
• Age - Your Text Here
• Gender - Your Text Here
• Ethnicity - Your Text Here
• Nationality - Your Text Here
• Occupation - Your Text Here
• Income - Your Text Here
• Family Size - Your Text Here
• Lifestyle – Your Text Here
• Personality - Your Text Here
• Values - Your Text Here
• Interest - Your Text Here
• Brand Loyalty -Your Text Here
• Benefits Sought -Your Text Here
• User Status -Your Text Here
• Usage Rates -Your Text Here
• Occasion -Your Text Here
• Readiness to Buy -Your Text Here
Geographic Demographic Psychographic Behavioral
Segmentation is done
on the basis of the
mentioned parameters,
you can fill in the details
as per the requirements
17

18. Business Market Segmentation
• Buyer Seller Similarity - Your Text Here
• Attitude towards Risk - Your Text Here
• Loyalty - Your Text Here
Personal Characteristics
• Urgency - Your Text Here
• Specific Application - Your Text Here
• Size of Order - Your Text Here
Situational Factors
• Purchasing Function - Your Text Here
• Power Structure - Your Text Here
• Nature of Existing Capabilities - Your Text Here
Purchasing Approaches
• Technology - Your Text Here
• User/ Non User Status - Your Text Here
• Customer Capabilities - Your Text Here
Operating Variable
• Industry - Your Text Here
• Company Size - Your Text Here
• Location - Your Text Here
Demographics
Segmentation is done
on the basis of the
mentioned parameters,
you can fill in the details
as per the requirements
18

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

20. Build Strong Brands
Creating Brand
Equity
Crafting Brand
Positioning
Develop Strategic
Positioning
Dealing With
Competition
BRAND
20

21. Create Brand Equity
Brand Equity
Brand Loyalty Brand
Awareness
Perceived
Quality
Brand
Associations
Other Proprietary
Assets
Category
• 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
• 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
Indicators / Effects
Future Performance
The purpose of the
slide is to provide a
framework of value
21

22. Crafting Brand Positioning
Brand
Personality
Symbols
FactsText Here
How The Brand Makes
Me Look
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your needs and capture your
audience's attention.
Market Development
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audience's attention.
Diversification
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your needs and capture your
audience's attention.
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your needs and capture your
audience's attention.
What The Product
Does For Me
You can decide on the
basis of below
mentioned parameters
how you want to position
the brand in the minds of
the target audience
22

23. Brand Positioning Framework
Risky
What
Customers
Want
What you
have to offer
What
competition
has to give
Competitor Positioning
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your needs and capture your
audience's attention.
Ideal Positioning
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audience's attention.
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audience's attention.
Don’t Even Think About This
23

24. Develop Strategic Positioning
Strategic Target
Differentiation
Write your strategy based on
product differentiation
Comprehensive
Cost Leadership
Write your strategy based
cost leadership
Focus
on Priorities
Mention your key
focus areas
Superior Quality Moderate Prices Customer Value
24

25. Competitive Analysis 1/1
Company & Product Target Customers Key Benefits Price Value Proposition
Quality Conscious
Consumers Of Chicken
Tenderness 10% Premium Text Here
Safety-conscious Upscale
Families
Durability & Safety 20% Premium Text Here
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
25

26. Market Competitiveness- Ratings
Ratings
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
26

27. Market Competitiveness- Score
Own Competitor 1 Competitor 2 Competitor 3
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
Total Score 1 6.45 10 4.05
27

28. Shape the Market Offerings
Developing Pricing
Strategies & Program
Designing & Managing
Services
Setting Product
Strategy
28

29. Setting Product Strategy 1/4
Market
Position
What are you
trying to Market?
Business ModelKey Attributes of
your product /
solution
Price
Positioning
• Mention your Key
strategies / comments
here
• Your Text Here
• Your Text Here
• Your Text Here
• Your Text Here
• Your Text Here
• Your Text Here
• Mention your Key
strategies / comments
here
• Your Text Here
• Your Text Here
• Your Text Here
• Mention your Key
strategies / comments
here
• Your Text Here
• Your Text Here
• Your Text Here
• Mention your Key
strategies / comments
here
• Your Text Here
• Your Text Here
• Your Text Here
What Are You Trying To Market?
29

30. Why Should
They Adopt
It?
Value
Proposition &
Key Message
for
Customers
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audience's attention.
Channels
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needs and capture your
audience's attention.
Audience
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needs and capture your
audience's attention.
Setting Product
Strategy 3/4
30

31. How & Where
should it be
done?
Setting Product
Strategy 4/4
External Activities
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capture your audience's attention.
Tools for Customers
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capture your audience's attention.
Tools for Internal Audience
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capture your audience's attention.
31

32. Designing & Managing Services 1/2
Rational Behind Choosing the Objective
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Survival Situational
Factors
Maximum
Market Share
Product-Quality
Leadership
Maximum Market
Skimming
32

33. Designing & Managing Services 2/2
Predatory Pricing
Cost-plus Pricing
Penetration Pricing
Contribution Pricing Market Skimming
Value Pricing
Loss Leader
Psychological Pricing
Competitor Pricing
33

34. Developing Pricing
Strategies and Programs
1/4
Enter the
“Name of
Strategy here
Write your comments
here stating the reason
behind selecting this
particular strategy
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audience's attention.
Strategy for
Introducing this
price
Enter your key strategy
here i.e. which geography
you are planning to
introduce the price first
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editable. Adapt it to your
needs and capture your
audience's attention.
34

35. Developing Pricing Strategies and Programs 2/4
Basic
$10 Per month
• Your Text Here
• Your Text Here
• Your Text Here
Pro
$20 Per month
• Your Text Here
• Your Text Here
• Your Text Here
Advanced
$30 Per month
• Your Text Here
• Your Text Here
• Your Text Here
Business
$40 Per month
• Your Text Here
• Your Text Here
• Your Text Here
Platinum
$50 Per month
• Your Text Here
• Your Text Here
• Your Text Here
35

36. Developing Pricing Strategies and Programs 3/4
10s per month
1 GB Bandwidth
10 MB Max File Size
3 GHZ CPU
256 MB Memory
Private Plan
Get Private Plan
Business Plan
20s per month
10 GB Bandwidth
50 MB Max File Size
5 GHZ CPU
1024 MB Memory
Get Business Plan
Mega Plan
50s per month
Unlimited Bandwidth
No Maximum File Size
5 GHZ CPU
4 GB Memory
Get Mega Plan
36

37. Developing Pricing Strategies and Programs 4/4
Basic
Placeholder
Description
Placeholder Text
Text
$9.90
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Premium
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Description
Placeholder Text
Text
$9.90
Subscribe
37

38. Deliver Value
Managing Retailing,
Wholesaling, & Logistics
Manage Channel
Partner
38

39. 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)
Manage Channel
Partner 1/3
39

40. Manage Channel Partner 2/3
Tier 1 Channel Partners Tier 2 Channel Partners
Mention Key Comments
Name 1
Mention Key Comments
Name 2
Mention Key Comments
Name 3
Mention Key Comments
Name 1
Mention Key Comments
Name 2
Mention Key Comments
Name 3
40

41. Manage Channel Partner 3/3
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
4 Product 1 Text Here Text Here
5 Product 2 Text Here Text Here
6 Product 3 Text Here Text Here
7 Product 3 Text Here Text Here
41

42. Managing Retailing, Wholesaling, & Logistics 1/2
Supply Side Demand Side
End Customer
Second
Tier Supplier
First
Tier Supplier
First
Tier Supplier
Second
Tier Supplier
Supply Manufacturing
Distribution &
Warehousing
Retail Consumer
Supply Chain Management
Purchasing &
Supply Management
Physical Distribution
ManagementInformation Flow
Physical Flow
Materials
Management
Logistics
42

43. Managing Retailing,
Wholesaling, & Logistics 2/2
The five major segment that are analyzed in the first stage are as follows
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
43

44. Communicate The Value
Designing & Managing Integrated
Marketing Communications
Marketing Reach by
Channels
44

45. Designing and Managing Integrated Marketing Communications
Print Ads
Online
Advertising
Trade Fairs
Tele
Marketing
Referrals
Direct Mail
Canvassing
45

46. OnlineMarketing
Social Media
SEO
Blogs
Email
PPC
Affiliates
OfflineMarketing
Events
Print Ads
Sponsorships
Radio
Marketing Reach by
Channels (1/2)
Target Audience
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your needs and capture your
audience's attention.
We have listed down a few
ways through which you can
acquire customers, you can
choose any basis of your
requirements
46

47. Marketing Reach by Channels (2/2)
15%
20%
35%
25%
12%
10%
Current Year’s
Acquisition
Sources
Trade Fairs
Referrals
Print Ads
Tele Marketing
Emails
Online Media
47

48. Create Successful Long-term Growth
Tapping into Global
Markets
New Product Detailed
Overview
Introducing New
Market Offerings
48

49. Idea
• Explain the product
idea in brief: e.g. to
lock & unlock door
from your smartphone
• Text Here
• Explain the product
idea in detail for e.g.
Requirement of the
product
• Technology used
• Benefits
Product Details Introducing New
Market Offerings-
Product Introduction
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your audience's attention.
49

50. Strategic
Product
Advantage
Market
Attractiveness
Profitability
Analysis
Technical
Feasibility
Synergies
• Expected Profitability
(Magnitude ; E. G. NPV )
• Return(e.g. IRR)
• Payback Period
• Low Cost And Fast To Do
• Technical Gap
• Complexity
• Technical Uncertainty
• Market Synergies
• Technological Synergies
• Manufacturing/Processing
Synergies
• Degree To Which Project Aligns
With Business Strategy
• Strategic Importance
• Unique Benefits
• Meets Customer Needs
Better
• Value For Money
• Market Size
• Market Growth
• Competitive Situation
New Product Detailed Overview
50

51. Tapping into Global Markets
North America
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audience's attention.
Asia
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to your needs and capture your
audience's attention.
Australia
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to your needs and capture your
audience's attention.
South America
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to your needs and capture your
audience's attention.
30%
Sales
40%
Sales
10%
Sales
20%
Sales
51

52. Dashboard
And KPIs
52

53. Marketing Management Dashboard 1/5
70%
Total Spend
vs Total Budget of 105.00$
30%
Campaign 1
vs Budget of 25.000$
60%
Campaign 2
vs Budget of 30.000$
80%
Campaign 3
vs Budget of 50.000$
586
Total Impressions
2580
Total Click
147
Cost Per Acquisition
250
Total Acquisitions
80
40
50
20
0 20 40 60 80 100
Category 4
Category 3
Category 2
Category 1
0
20
40
60
80
100
45%
24%
20%
11%
Product 01
Product 04
Product 03
Product 02
53

54. Marketing Management Dashboard 2/5
Cost Per
Conversion
$40.5
$25
Average CTR
12.36%
10%
$5200
Total Spend
$3200
Campaign Performance
(Today)
$2125
Total Spend
$200
10
Conversions
20
Cost Per Conversion
$30.36 $30
Conversion Rate
5%
CTR
2% 2%
100
300
500
700
900
1100
1300
12-May 13-May 14-May 15-May 16-May 17-May 18-May 19-May 20-May
Clicks Vs Conversion 2018
$0
$20
$40
Campaign 1 Campaign 2 Campaign 3 Campaign 4
Cost Per Conversion Per Campaign
0 20 40 60 80 100
Campaign 1
Campaign 2
Campaign 3
Campaign 4
54

55. Marketing Management Dashboard 3/5
200
Active Customers
10.362
Solid Units
4.560
Total Revenue
2.563
Net Profit
0
10
20
30
40
50
60
0 10 20 30 40 50
New Customer Signups
0
2
4
6
8
10
Revenue & Sales – Last 12 months
Amount Product
30 20 20 30
Customers By Region
24%
30%
20%
40%
20%
30%
26%
Sales By
Product
Category
Product 01
Product 02
Product 03
Product 04
Product 05
Product 06
Product 07
55

56. Marketing Management Dashboard 4/5
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
4%
7%
5%
6%
0
2
4
6
8
Category
1
Category
2
Category
3
Category
4
0% 10% 20% 30%
Direct
Paid Search
Organic
0% 10% 20% 30%
Direct
Paid Search
Organic
0% 10% 20% 30%
Direct
Paid Search
Organic
0
1
2
3
4
5
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 Visits By Week Of Year
45%
25%
20%
10%
Direct
Organic
Paid
Display
56

57. Marketing Management Dashboard 5/5
Spend
2.569
Revenue
8.361
ROI
320%
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. 10Co. 11Co. 12Co. 13
Daily Marketing Spend Last 30 days
30%Display60%Organic 40%Paid80%Referral
ROI Per Marketing Channel
57

58. Marketing Management KPI Metrics 1/2
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
58

59. Marketing Management KPI Metrics 2/2
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.
59

60. 15 MIN
TIME FOR
A
BREAK!
60

61. BRAN
D
Marketing Management Icons Slide
61

62. Marketing Management Icons Slide Cont…
62

63. Additional
Slides
63

64. Meet Our
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69. Magnify Glass
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70. Donut
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71. Clustered Bar
35
45
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40
20
30
25
50
55
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75
80
0 10 20 30 40 50 60 70 80 90 100
FY 01
FY 02
FY 03
FY 04
Product 1 Product 2 Product 3
71

72. Area Chart
0
10
20
30
40
50
60
70
80
90
100
DecNovOctSepAugJulJun
SalesInPercentage(%)
Financial Year 2018
Product 01
Product 02
Product 03
72

73. Email Address:
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Contact Numbers:
0123456789
Address:
# street number, city, state
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