Only 38% say that they can measure marketing profitability, 23% measure internal marketing metrics only. Learn how to build your marketing scorecard with key metrics and performance indicators, take into account marketing funnel, and prepare a strategy map.

1. BSC DESIGNER
Building Marketing
Scorecard
With KPIs, Marketing Funnel, and Strategy Map
Based on “Guide for Tracking Marketing KPIs and Measuring Profitability”
by Aleksey Savkin, www.bscdesigner.com

2. BSC DESIGNER
Do you really measure
your marketing
efforts?

3. BSC DESIGNER
23%Organizations measure internal marketing
metrics only *
* “Group Lead Gen Marketing Effectiveness Study 2013” Lenskold Group / Pedowitz

4. BSC DESIGNER
38%Organizations measure marketing
profitability *
* “Group Lead Gen Marketing Effectiveness Study 2013” Lenskold Group / Pedowitz

5. BSC DESIGNER

6. BSC DESIGNER
What is a challenge?

7. BSC DESIGNER
Many overlapping marketing channels
Website
Social
TradeshowsAds
Partners

8. BSC DESIGNER
Long time between initial contact and
sale
Initial
contact
Marketing
qualified
lead
Sales
qualified
lead
…
Sale
Time

9. BSC DESIGNER
Marketing need to be
measurable by design!

10. BSC DESIGNER
Marketing
Challenge
Marketing need to be measurable
by design!

11. BSC DESIGNER
Marketing
Challenge
Person
Responsible
Marketing need to be measurable
by design!

12. BSC DESIGNER
Marketing
Challenge
Person
Responsible
Marketing
Strategy
Map
Marketing need to be measurable
by design!

13. BSC DESIGNER
Marketing
Activity Plan
Marketing
Challenge
Person
Responsible
Marketing
Strategy
Map
Marketing need to be measurable
by design!

14. BSC DESIGNER
Marketing
Activity Plan
Marketing
Challenge
Marketing
Funnel KPIs
Marketing
ROI Metrics
Person
Responsible
Marketing
Strategy
Map
Marketing need to be measurable
by design!

15. BSC DESIGNER
Marketing
Activity Plan
Marketing
Challenge
Marketing
Funnel KPIs
Marketing
ROI Metrics
Person
Responsible
Marketing
Strategy
Map
Marketing
Plan
Execution
Marketing need to be measurable
by design!

16. BSC DESIGNER
Marketing KPIs

17. BSC DESIGNER
Marketing Funnel KPIs
Loyalty
Lead
to sale
Lead
Brand

18. BSC DESIGNER
Marketing Funnel KPIs
Brand indicators
• Brand awareness
• Media mentions
• Owned reach
Leads indicators
• Total leads
• Cost per lead (CPL)
• Marketing qualified leads
(MQL)
• Lead to MQL Ratio
• Sales qualified lead (SQL)
• MQL to SQL Ratio
• Revenue per Marketing
Qualified Lead (MQL)

19. BSC DESIGNER
Marketing Funnel KPIs
Sales and finance
• Closed deals
• SQL to Closed deals
Ratio
• Cost of Customer
Acquisition (COCA)
• Revenue per closed
deal
• Customer lifetime
value (CLV)
• Sales growth
Marketing Expense
• Marketing Expense
per Employee
• Marketing Expense
as a Percentage of
Revenue
Loyalty
• Customer satisfaction
survey indexes
• Net promoter score
(NPS)
• Referrals, reviews
• Returning visitors (for
a website)
• Open rate, Click
Through Rate for mail
list
• Customer retention

20. BSC DESIGNER
KPIs in BSC Designer

21. BSC DESIGNER
Key website and mail list metrics
Website
• Visitors
• Visitors to Lead
• Adjusted Bounce
Rate
• And more *
Mail list
• Delivery rate
• Open rate
• Click Through Rate
• Conversion Rate
• Unsubscribe Rate
* Learn more about website metrics: “How do You Set Your Traffic Goals?
Compare it to the Forbes Formula”, Aleksey Savkin, BSC Designer

22. BSC DESIGNER
What about marketing
strategy?

23. BSC DESIGNER
Strategy map for marketing

24. BSC DESIGNER
Strategy map for marketing

25. BSC DESIGNER
Strategy map for marketing

26. BSC DESIGNER
Strategy map for marketing

27. BSC DESIGNER
Get Marketing Scorecard project
for free
Marketing
Strategy Map
Marketing
Funnel
All Marketing
KPIs
+ +
Free download at:
http://www.bscdesigner.com/marketing-kpis.htm

28. BSC DESIGNER
THANK YOU!
Give BSC Designer a try at www.bscdesigner.com
Feel free to send us your questions using the contact form at
www.bscdesigner.com