15 KPIs To Include In Every EndOfYear Marketing Report
As the end of the year approaches, marketers are busy preparing reports on the year's results. While it's important to identify marketing revenue and customer acquisition metrics, there are other key performance indicators that can help businesses improve their marketing efforts over the next year, and it's important to know what to focus on.
Here, 15 members of the Forbes Communications Council discuss the KPIs that should be included in every year-end marketing report. Follow their guidelines to ensure you're tracking and sharing the metrics most valuable to your business.
1. Return on Investment
ROI would be an excellent figure for management if it were sufficiently measurable. Comparing tangible and soft costs to ROI is very powerful and will help CFOs and executives translate all of this into overall company performance. - Corey Morris, excitement
2. Main results
Marketers often undersell themselves by focusing too much on metrics from their CRM tools or analytics. While important, non-marketers are more interested in profits. Track and report (in dollars) the growth generated by your marketing and see if it earns you a bigger budget next year. If this is not possible, work with your sales team to include these quality records in your report. -Mike Neumeier, Arketi Group
3. Effort vs. Conversion Costs
How much time and effort did you put in compared to the value and number of conversions you got as a result? Spent 200 hours on five conversions for $100? I hope not, but this quick scan will show you where you're putting your time and attention and can give you some real direction so you can move forward quickly. - Zachary Hardison, Digital Questline
4. Net Promoter Account
NPS is the most important indicator of willingness to recommend your company, product or service to a friend or colleague. This easily quantifiable number (often on a scale of 1 (girl) to 10 (very likely)) allows you to measure current customer perception and track your trends on a quarterly or yearly basis. - Melea McRae, Crux KC
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5. Customer Retention and Acquisition
Customer retention and acquisition are the superhero metrics of any year-end marketing report. They show how sales and marketing work together and how sales teams use your content. It also provides insight into your orphan content (content that isn't being used enough) and shows where sales and marketing can improve their alignment in the year ahead. -Leslie Poston, Austin Data Laboratories
6. External situations that can spoil your results
Before you begin, first think about your business goals for this year and possibly next year. There's no point in sending a report that doesn't help your management team. Once that's established, some obvious metrics like year-over-year analysis will suffice, but watch out for specific events or companies that may skew your numbers. -Anthony Wong, Attensi
7. The relationship between the cost of customer acquisition and the cost of living
CAC and its relationship with LTV should always be at the top of the list. It is not only at the top level, but also by geography, divisions, products, etc. This is a business performance KPI that ensures alignment of all go-to-market teams and optimization of resources for positive and negative outcomes. It brings the whole conversation to the point. - Kelly Grover, Acoustics
8. Experiments with new technologies
Consider continuing to test new technologies. Successful market participants continue to invest in new innovations and experiment with new innovations. It's important to track and measure your investment in new ideas and reward those who take risks by trying something new. - Alex Goryachov, Tulane University Freeman School of Business
9. Revenue from Advertising Spend
ROAS is an important metric that sometimes gets lost in the mix. Many businesses focus on revenue, but measuring the impact of your advertising investments on the bottom line is an important step in demonstrating the value of marketing and advertising as key drivers of business growth and revenue. -Tom Wozniak, OPTIZMO Technologies, LLC
10. Customer sentiment and loyalty
As marketing becomes more sophisticated (and therefore marketing budgets tighter), marketers must consider customer sentiment and loyalty. Marketers need to make sure their home is in good condition, which means not only will customers be happy and ready to come back, but positive reviews can help marketers get more referrals and traffic. . -Monica Ho, SOCI
11. Pipeline Conversion
The converted pipeline is a key indicator of the health of your sales pipeline and your company's ability to close deals and grow sales. It's the driving force behind what needs to improve and what needs to stay the same over the next year to enable more aligned account-based selling where marketing, sales and customer success converge. - Mariana Prado Kogan, People.ai
12. Converging indicators for marketing, sales and service
It's good for B2B SaaS marketers to look beyond traditional metrics to see how marketing, sales, and service work together. Look at churn (how well are you retaining customers?), monthly revenue (how quickly are you acquiring customers and revenue?), customer acquisition costs, average revenue per user (are you paying enough?), and lifetime value - Caroline Lyle, Driven -Brands.com
13. Efficiency
This is the perfect time to analyze the effectiveness of your exposure. With macroeconomic headwinds and many brands taking a closer look at their budgets, marketers will need to focus on a less-is-more approach over the next year. That means demonstrating and demonstrating appropriate justification for spending, and optimizing increasingly effective tactics for maximum brand and business impact. - Alyssa Kopelman, Healthline Media
14. Origin of Lead
Understanding where users are coming from is a key KPI that allows marketers to measure the most effective strategies. Are they private events, webinars, sponsored content from trade journals, or speakers? What is more effective in generating leads? More leads sealing the deal? Focus on strategies that generate a known return on investment. - Christine Russell, simpler
15. Earnings per Campaign
Show company turnover. All other metrics are pure metrics and for far too long sales have only represented revenue. But with today's shopping experience, it's time for marketers to step into the limelight and take responsibility for driving sales. Marketers who do this and link campaigns will benefit in the long run. Those who don't will continue to consider it a cost center. -Patrick Ward, Rootstrap
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