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1. Marketing Strategy Scorecard
Objective 1 - Increase Market Penetration of Current Products
Programs, Initiatives, & Actions Key Performance Indicators & Metrics Target Timeframe to Achieve Goals
Identify new markets for existing products # New Markets for Existing Products 1 New Market for Existing Products in 2012
Customer education campaign (product use cases) # Customers Attending Product Education Workshop 50% Customers Attendance in 2012
Objective 2 - Improve Customer Retention & Satisfaction
Programs, Initiatives, & Actions Key Performance Indicators & Metrics Target Timeframe to Achieve Goals
Voice of Customer # New Ideas for R & D 12 New Ideas in 2012
Customer Support Portal Portal Launch Date Launch by Oct 2012
Customer Satisfaction Surveys Net Promoter Score, # Surveys Completed Get NPS Benchmarks in 2012
Objective 3 - Implement Marketing Technology
Programs, Initiatives, & Actions Key Performance Indicators & Metrics Target Timeframe to Achieve Goals
Marketing Automation System Implementation System Go-Live Date Go-Live by Oct 2012
Marketing AutomationTraining Adoption Rate 100% Adoption by Staff by Jan 2013
Data Migrations # Customer Databases Consolidate to 1 Database by Dec 2012
Objective 4 - Improve Awareness of Brand Attributes

2. Programs, Initiatives, & Actions Key Performance Indicators & Metrics Target Timeframe to Achieve Goals
Increase Brand Impressions in Industry Trade Journals # New Articles Written in Selected Trade Journals 50 New Articles in Key Trade Journals Each Quarter
Relationships with Analyst Firms # Analyst Firms who Cover our Products/Services Partner or Establish Relationship with 5 New Firms