Individuals,
Teams, Managers and Leaders Focus on Keys to Success
Dashboards
are displayed on desktops, tablets, smart phones and wall mounted monitors. Leading KPI metrics drive action during a
program or campaign. Lagging KPI metrics
provide information to be leveraged when creating the next plan, process,
program or campaign.
Leading Indicator Dashboards
1. A Marketing Funnel
dashboard presents
the number of entries and dollar value, and length of time in each funnel stage
[suspects, prospects, recycled sales opportunities and MQLs]. It compares the number of new funnel entries to
the number of Sales Qualified Leads [SQLs], losses and abandons that exit the marketing
funnel.
2. For Campaigns in Process
[strategic
and tactical], the dashboard displays in-process participation and early stage CTA
responses.
3. A Conversion Rate
dashboard profiles
the time it takes for marketing qualified leads [MQLs] to enter the sales funnel.
Lagging Indicator Dashboards
1. Close Rate
dashboards present
marketing
influenced sales opportunities and the number that become closed-won deals.
2. For Campaigns Completed
[strategic
and tactical], the dashboard presents CTA and ROI results.
3. The Lead Source Analysis
dashboard
traces the number and dollar value of MQLs, SQLs and Closed-won deals to their
original lead source.
- Existing customers – repeat business, new business
- Channels – sales, contact center, distributors, online [website, social media, SEM, etc.]
- Referrals – employees, customers, partners
- Campaigns – strategic and tactical
- Place Advertising – site signs, vehicles, billboards, other venues
- Space Advertising – digital and print media
4. The Online
Marketing
dashboard presents
CTA results, top content and number of MQLs from websites, Email, Video, Blog, Live
Chat, Social Media, and online advertising.
Website performance also presents Goal Completion Rate (GCR), traffic
sources [direct, referral, organic keywords, campaigns], and landing page
performance.
5. The Content
Marketing
dashboard presents
the number of downloads, #GCRs, #sessions, bounce rate, and time on page for strategic
content.
