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 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 recommendations 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 Objectives
Brand awareness aims to increase how well your brand is known amongst its target audience. Its goal is to improve market share and market traction to convert customers, drive sales, and increase the company’s bottom line. Measuring these metrics determine whether the company is meeting 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.
- 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.
- Increase the lifetime value (LTV) of a customer – A customer’s lifetime value (LTV) is the net profit a particular customer will generate during the total time that they purchase your company’s products and services. The longer a customer’s lifetime value, the greater the net profit will be.
- 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. This KPI measures the quality of your website traffic and 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 but has not expressed an interest in your brands. A marketing qualified lead (MQL) is someone who has engaged with your marketing team. It is typically a visitor who has expressed an interest in your brand.
- Improve the quoted to closed customer ratio – This metric measures how many of your sales team’s leads (quotes) convert into customers. Your company’s profitability ratios will increase dramatically if your sales team spends time closing quoted customers (or leads). After all, your company has already committed the marketing spend to attracting leads.
- 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%. Your company’s email marketing strategy is 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 the cornerstone of a successful SEO strategy. And, it adds immense value to any brand awareness campaign. 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.
- Improve landing page conversion metrics – Landing pages are a critical element of any inbound marketing and brand awareness strategy because they are designed to convert visitors into customers. It is essential to track your website’s landing page conversion metrics to determine how successful this aspect of your brand awareness strategy is.
- Improve brand awareness metrics – Brand awareness is a challenging KPI to measure. Brand awareness is not necessarily measured in numbers. The measurement includes the percentage of direct and referral traffic versus the overall website traffic, earned media value, the share of voice metrics, and the brand’s earned media value versus its competitors.
- Improve brand familiarity metrics – Brand familiarity translates into how acquainted your brand’s target audience is with the brand. If the brand’s audience does not know it exists, they will not purchase any related products. 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 your brand or not. The simplest way to determine what your target audience’s intent is to ask them.
- 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. In a perfect world, the ratio should be 1:1. Using brand purchase KPIs as a benchmark, it is possible 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.
- Increase search volume data metrics – The search volume data metrics helps you determine how much interest your brand attracts. It also shows how your brand’s online search volume compared to its competition and demonstrates the level of opportunity there is to build brand awareness using targeted keywords.
- Increase brand awareness survey metrics – Brand awareness surveys are useful to provide context to your qualitative data. These surveys must be designed to answer the question of how aware your target audience is of your brand. When conducted correctly, these surveys will also help you build brand affinity.
- Improve earned media metrics – The earned media metric measures the conversations and content around your brand that is created by, and published on, third-party media channels. This media attention is an amplification of your marketing activities, and it is generated by your brand’s paid marketing efforts.
- Increase the number of external links – External links are hyperlinks that link back to a landing page (home page or other) on your brand’s website. These external links are an essential source of ranking power. 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.
- Improve message pull-through metrics – Message pull-through measures the quality of your brand’s media coverage. The different media channels must pick up on your brand messages? It’s essential to land key company messages in the right media so that the brand will benefit both directly and indirectly.
- Increase the social shares metric – Social shares are translatable into social proof. It is necessary to determine the number of social shares and the channels that your brand’s messages are shared on. This metric provides insight into which social media channels are popular with your brand’s target audience to increase your brand’s social coverage.
- Increase the total followers metric – Gauging the total number of social media followers on the main social media channels 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.
- 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.
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.