Product Management/Product Development
The product management team supervises the creation of new products and initiates marketing plans, branding, profit/revenue objectives, product improvements, and market positioning across a company’s array of products
Related: Product Manager, Product Marketing Manager, Product Leader, Director/Manager of Product Management, Associate Product Manager, Senior Product Manager
- Number of Signatures to Approve New Product – Number of signatures needed to authorize the development of new merchandise/product offering
- New Product Approval Cycle Time – Average number of days from the moment the new product concept is conceived up to the time it is introduced to the market
- Average Number of Revisions – Average number of modifications of a new product concept from the moment the concept is introduced up to the time it is authorized for development
- Number of New Products Launched – Total number of new products introduced to the market in the preceding year
- Time to Market – The amount of time passed from the ideation of a new product up to the time the product is ready for purchase by the people
- Average Revenue per Customer – The average profit produced by one client relationship for particular merchandise or service over a determined time period
- Market Penetration – An approximation of the possible amount of money that could be generated on a merchandise or service (prospective clients and market share x selling price x yearly consumption).
- Types of Media – Yes/no metric showing the form of media sources utilized for advertising operations
The public relations team handles communication between the company and any social channel.
Related: Public Relations Representative, Public Relations Director, Public Relations Specialist
- Advertising Value Equivalency – The amount that editorial PR broadcasting would cost if it were advertising slot
- Clip Counting – The amount of time that editorial broadcasting spends across all mediums
Marketing Communications (Qualitative)
The marketing communications team supervises brand strategy and keep track of all communications related to marketing across all channels (TV, radio, print, social media) to establish a consistent image for a specific product or service
Related: VP/EVP/SVP of Marketing, Communications and Marketing Manager, Corporate Communications Specialist, Marketing Communications Associate
- Means of Communication – The mediums used by the firm to educate the staff of new product or service offerings
Marketing Programs & Campaigns
Marketing programs and campaigns group members collaborate with the marketing communications and market research group to create, introduce, and keep track of company marketing efforts.
Related: Campaign Manager, Marketing Program Manager, Director/Manager of Marketing Programs, Marketing Manager, Marketing Specialist
- Means of Communication – The mediums used by the firm to educate the staff of new product or service offerings
- Marketing Originated Customer Rate – The percentage of new clients gained over a specified time period that came from a lead produced by marketing channels
- Number of External Promotional Events – Number of promotional events conducted during the preceding year in each of the following types
- Number of Promotional Employees – Total number of staff members engaged in promotional efforts
- Outsourcing – Yes/no showing whether areas of event planning are outsourced
- Number of Direct Marketing Employees – Total number of staff member engaged in direct marketing efforts
- Customer Acquisition Cost (CAC) – Total marketing and sales expenditure (salaries, advertising costs, fixed costs) per new client gained via marketing mediums over a similar time period
- Cost per Impression – The average expense on a single impression for a single marketing/advertising project
- Impressions per Campaign – The number of views, by channel (TC, print, web produced by a single marketing/advertising project
- Reach – The percentage of entities in a target audience who were exposed at least one time to an advertisement during a specific time period
Marketing Programs & Campaigns (Qualitative)
- Means of Direct Marketing Campaigns – Direct Marketing Campaigns Channels
- Direct Marketing Functions – Yes/no metric showing profitable sections within direct marketing
Field Sales (Qualitative)
- Types of Field Sales Promotions Responsibility – An individual or team within the firm in charge of organizing field sales promotions
- Types of Sales Training Conducted – Yes/no metric showing a kind of training performed by the firm for the field staff
Content Marketing (Qualitative)
Content marketing group members collaborate with industry subject matter experts (SMEs) and marketing administrators to create, arrange, and disseminate marketing materials.
Related: Content Marketing Specialist/Manager, Marketing Analyst, Graphic Designer, Marketing Copywriter, Technical Writer, Marketing Specialist, Content Strategist
- Outsource – Yes/No metric showing whether the firm hires an outside vendor to perform market research
Digital marketing deals with marketing and advertising endeavors that utilize digital media like tablets, phones, and computers.
Related: Digital Marketing Strategist, Digital Marketing Manager, Digital Marketing Analyst, Social Media Marketing Manager, SEO Specialist, Search Marketing Specialist
- Email Marketing: Click Rate – The percentage of email sent out to clients or subscribers that generates a click in one place within the email body
- Email Marketing: Open Rate – The percentage of emails sent out to clients or subscribers during one email campaign that is accessed by the receiver
- SEO: Lead-to-Close Rate – The percentage of leads produced from SEO marketing campaigns (organic search traffic) that lead to a purchase
- SEO: Visitor-to-Lead Rate – The percentage of website visits produced by SEO campaigns (organic search traffic) that produce a qualified sales leads
- SEO: Sales Conversion Rate – The percentage of leads produced from SEO marketing campaigns (organic search traffic) that lead to a purchase
- Brand Mentions – The number of instances the brand is mentioned on each social media platform used by the marketing group over a specified time period
Market Research & Analysis (Qualitative)
The marketing research team is in charge of connecting the needs and problems of consumers with the marketing plan of the company and evaluate the efficacy of marketing efforts.
Related: Marketing Intelligence Analyst, Market Research Analyst, Director/Manager of Market Research, Business Analyst, Market Research Specialist, Research Strategist
- Research Methods Used – A yes/no metric showing which audience research technique are employed (online surveys, phone surveys, focus groups, etc.)
Market Research & Analysis
- Cost per Lead (by Platform) – The average expenditure on generating one qualified sales lead (categorized by channel: social media, print, TV)
- Traffic Source Breakdown – The classification of traffic sources for company websites or landing pages (social media, paid search, organic search, recommendation)
- Net Promoter Score (NPS) – A metric (200 point scale; – 100 to +100) to calculate client loyalty. NPS detects the possibility of a client recommending a firm’s products or services to a contact
- Click-Through Rate – The percentage of clients who view social media advertisements or entries and click through to the website or destination
Marketing and Prospecting
- Contribute to marketing communication – Contribute effectively to Team’s marketing communication, including FMG Suite, social media, and other touches.
- Contribute to marketing events and activities – Contribute to marketing events and activities, such client appreciation events, networking, and planning.
- Contribute to referral activity – Ask for referrals (Financial Advisor, Advisor Associate) or facilitates referral process (Administrative Assistant, Practice Manager) on a regular basis.
- Identify and act on business opportunities – Identify opportunities to increase revenue to the Team. Act appropriately to help the Team close on business opportunities.
- Rate overall marketing and prospecting – Rate overall marketing and prospecting skills and activity. Include examples, ideas for improvement and other comments.
- Track and follow-up on business opportunities – Track business opportunities in process and follow-up in an appropriate and timely manner.
Digital Campaign Manager job responsibilities
- Act as technical support to help troubleshoot problems with creative, tags, and platforms.
- Actively monitor campaign pacing and performance.
- Campaign set-up: keyword development, ad copy creation & testing, account set-up and restricting, bid and budget management.
- Contribute to internal projects that improve the company’s trafficking and data processes.
- Escalate any performance issues directly to relevant technology providers.
- Escalate any usage concerns and provide solution recommends to Account Managers.
- Execute and support paid search campaigns, including but not limited to account setup, strategy development, organization, and management.
- Manage the setup and day-to-day trafficking of online ad campaigns.
- Perform all basic tactical execution and campaign audits.
- Provide optimization analysis and create thoughtful recommendations that support client objectives.
- Provide quality assurance (QA) to any trafficked ad, tracking tags, and data uploads.
- Pull campaign reports on behalf of the Account Managers as required.
- Support Account Managers in evaluating and testing new features and products.
- Use reporting, analytics, and trend tools on a daily basis.
Content and Communications Director job responsibilities
- Draft and review corporate documents – Business plans.
- Draft and review corporate documents – Discovery, development, and regulatory materials, where appropriate.
- Draft and review corporate documents – Investor collateral.
- Support business development and fundraising – Communications.
- Support business development and fundraising – Due diligence.
- Support business development and fundraising – Presentations.
- Support business development and fundraising – Research and modeling.
- Support business development and fundraising -Transaction.
- Support strategic communication goals – Advocacy partnerships.
- Support strategic communication goals – Investor communications.
- Support strategic communication goals – Medical meetings.
- Support strategic communication goals – Social media.
- Support strategic communication goals – Public relations.
Brand Awareness KPIs
The fundamental purpose of brand awareness is to determine how well your brand is known amongst its target audience. Secondly, it is essential to determine the market share and market traction because improving these metrics will convert customers, drive sales, and increase the company’s bottom line. Therefore, it is essential to develop KPIs to measure the company’s progress in reaching its brand awareness goals.
- Improve sales growth metrics – The sales growth metric measures your sales team’s ability to increase revenue over time. This is an essential metric to measure as, without growth in revenue, your company is at risk of stagnating and being overtaken by its competition. This measurement is also a strategic indicator that is used by C-suite executives for decision-making purposes. Finally, this metric influences the formulation and execution of the company’s business strategy.
- Improve lead generation numbers – Lead generation is defined as the process of attracting and converting visitors into a lead, or an individual who has expressed an interest in your brand’s products or services. The greater the number of leads your brand generates, the higher the potential for customer conversions and sales growth. There are three types of leads: a marketing qualified lead (MQL) is someone who has engaged with your marketing team. A sales qualified lead (SQL) is an individual who has expressed an intent to become a paying customer. And, a product qualified lead (PQL) is a customer who has purchased your company’s products.
- Increase the lifetime value (LTV) of a customer – The lifetime value of a customer is the net profit a particular customer will generate during the total time that they purchase your company’s products and services. Ergo, the longer a customer’s lifetime value, the greater the net profit will be. It makes sense to improve the customer’s lifetime value by measuring and tracking this KPI. Finally, it also offers an insight into the length an average customer spends with the company to help management implement measures to improve the length of this relationship.
- Improve the website traffic to website lead ratio – The website traffic to website lead ratio is designed to determine how many of your brand’s website visitors convert into leads. Consequently, this KPI measures the quality of your website traffic. And, it measures your website’s conversion rate.
- Increase the website lead to marketing qualified lead (MQL) ratio – A website lead is someone who has landed on your brand’s website. They have not expressed an interest in your brand’s products. A marketing qualified lead (MQL) is someone who has engaged with your marketing team. It is typically a visitor or prospect who has expressed an interest in your brand. And, they have supplied the marketing team with their identification details. It is important to measure the number of website leads who have converted into marketing qualified as it will help you understand the quality of the leads that your marketing is generating.
- Improve email marketing performance metrics – Email marketing is still the best value in terms of marketing spend versus its ROI. Statistics show that email’s inbox placement rate is about 85%. Therefore, it is reasonable to state that your company’s email marketing strategy is essentially your lifeline to your customer. Therefore, it is critical to evaluate and improve your company’s email marketing performance metrics.
- Improve inbound link building metrics – Inbound link building is a cornerstone of a successful SEO strategy. And, it adds immense value to any brand awareness campaign. Essentially, when a third-party website or blog post links to your website, it adds value to your website’s Google ranking and raises your brand’s profile. In other words, people become more aware of your brand. Finally, the more authoritative sites link to your website, the higher your brand’s profile will be in its niche, the better your search rankings, and the more traffic your website will receive.
- Improve landing page conversion metrics – Landing pages are a critical element of any inbound marketing and brand awareness strategy. It is vital to have more than one landing page. Statistics show that companies who have increased their landing pages from 10 to 15 have seen a 55% increase in lead generation metrics. It is also essential to check that your landing pages are converting customers. These pages might need revision and optimization before they start converting customers. Finally, tracking your website’s landing page conversion metrics is an important way to determine how successful this aspect of your brand awareness strategy is.
- Improve brand awareness metrics – Measuring brand awareness is one of the most challenging KPI metrics to track. This is because brand awareness is not necessarily measured in numbers. Consequently, it is essential to consider aspects such as the percentage of direct and referral traffic to your website in relation to the overall website traffic. Track earned media value and share of voice metrics. And, finally, compare your brand’s earned media value to your competitors.
- Improve brand familiarity metrics – Brand familiarity translates into how acquainted your target audience is with your brand. This is a vital metric to measure because if your audience does not know that you exist, how can they decide to buy your brand’s products? Therefore, the question to ask when measuring this KPI is, how easily does your brand come your target audience’s mind? And how recognizable is your brand? When deciding which products to buy, your brand must be foremost in the consumer’s mind.
- Improve brand consideration metrics – Brand consideration KPIs answer the question of whether your brand’s target audience wants to buy the products linked to the brand. In other words, what is your brand audience’s intent? And, the simplest way to determine whether people want to buy your brand or not, is the ask them. However, there is a caveat here. If the consumer is interested in buying your brand, but the sales figures do not correlate with the intent, then you need to research where the disconnect is.
- Improve brand purchase ratio – The brand purchase ratio is the difference between the number of people who intend to buy your products and who complete the purchase transaction. The ideal scenario is where everyone who shows an intent to purchase, completes the sales transaction. Therefore, in a perfect world, the ratio should be 1:1. And, by using brand purchase KPIs as a benchmark, it is possible, and an imperative, to work towards achieving the perfect score.
- Improve brand advocacy metrics – Brand advocacy measures the number of your customers who will recommend your brand to their social circle. The greater the number of clients that recommend your brand, the higher your sales figures will be. Thus, it is an essential metric to measure and improve.
- Increase search volume data metrics – The search volume data metrics helps you determine how much interest your brand attracts in its niche. It also shows how your brand’s online search volume compares to your competition. And finally, it demonstrates the level of opportunity that there is to build brand awareness using specific keywords. In summary, this data is used to launch more informed and targeted campaigns.
- Increase brand awareness survey metrics – Brand awareness surveys are a useful tool to provide context to your qualitative data. These surveys should be designed to answer the question of how aware your target audience is of your brand. In other words, the question that needs answering is, to what extent does your brand exist in the consumer’s mind? When conducted correctly, these surveys will also help you build brand affinity.
- Improve earned media metrics – The earned media metric measures all of the conversation and content around your brand that has been created by a third-party. And, it is published on media channels other than your own. Your brand’s paid marketing efforts have generated this media attention. It is an amplification of your marketing activities as social media users help spread the word.
- Increase the number of external links – External links are hyperlinks that link (point) back to a landing page on your brand’s website. The landing page can be the home page or any other page. These external links are an essential source of ranking power. The greater the number of high-quality sites that publish links back to your brand’s website, the higher its authority and ranking on the Google Search Engine Results Page (SERP). The higher the ranking, the greater your brand’s exposure, and the greater the chance of converting visitors into returning customers.
- Improve the total brand coverage metrics – The total brand coverage metric shows the total channels where your brand is mentioned. These channels include bylines, social mentions, news sites, and blog posts. It is essential to measure this metric because it shows how well your brand is reaching its target audience. The more widespread the media cover, the greater the chance there is of your brand’s voice attracting your target audience. Therefore, this is a vital metric to measure as it tracks your brand’s overall media coverage.
- Improve message pull-through metrics – Message pull-through measures the quality of your brand’s media coverage. In other words, are the different media challenges picking up on your brand messages? It’s important to land key company messages in the right media so that the brand will benefit both directly and indirectly. Ergo, if brand awareness messages are not being picked up by the media, it is either that they are not resonating with the media or the media that you are targeting is not seen by your target audience.
- Increase the social shares metric – The social shares metric can be translated into social proof. It is essential to determine the number of social shares and the channels that your brand’s messages are shared. This metric provides insight into which social media channels are popular with your brand’s target audience so that you can increase your brand’s social coverage.
- Increase the total followers metric – Measuring the total number of social media followers on all the main social media channels, including Facebook, LinkedIn, Instagram, and Twitter is a vital part of the brand awareness measurements. A brand’s social media audience must be targeted and focused; otherwise, there can be no customer conversions. Finally, this measurement provides value to the overall brand awareness strategy determination.
- Improve the referral traffic & quality of visits metrics – Referral traffic and social media visits are an essential part of the brand awareness campaign. However, the referral traffic and social media visits must contribute towards customer conversions and drive up sales figures. Thus, it is essential to measure the quality of social media visits and referral traffic.
KPIs or Key Performance Indicators for the marketing department are designed to gauge the optimal performance and success of the organization’s ability to market and advertise itself to its target audience.
Marketing KPIs or Key Performance areas that must be measured include the cost of marketing versus sales, brand and product development and management, advertising penetration and success metrics per media type, public relations and communications, and market growth and research metrics.
Real-time KPI tracking affords the Marketing manager the opportunity to identify negative short-term trends to take proactive measures to rectify these inclinations before they evolve into full-blown crises.