Do you want to be more effective in your marketing implementation? One way we help clients be more effective is by creating an action plan that includes all of the marketing activities and deliverable due dates. Our action plan spreadsheet enables them to track activities, person responsible, due dates, next steps and any issues to ensure that everyone is clear on what needs to be done and when. We hope it helps you too!
KPI Tracker & Results Dashboard Overview
Overview
These deliverables are how you track KPI’s (key performance indicators) and analyze results to enhance effectiveness
KPI Tracker: Excel worksheet with KPI’s for all relevant marketing channels
Results Dashboard: Summary of the most important marketing KPI’s by funnel stage.
- Shows how the tactics performed in the current time period, as compared to a previous time period and trends over time
- The Insights and Indicated Actions provide an explanation of the results and what to do to enhance results
KPI Tracker
- Excel worksheet with KPI’s for all relevant marketing tactics
- Data from many sources pulled in a consistent way
- Time periods (weekly)
- Type of data
- How the data is pulled
- Shows how all marketing tactics work together during the time periods and over time
Results Dashboard
Summary of the most important marketing KPI’s by funnel stage.
- Shows how the tactics performed in the current time period, as compared to a previous time period and trends over time.
Components
- Table broken out by Funnel Stage
- KPI’s, Current Period Result, Previous Period Result, Current vs. Previous, Trend chart
- Insights and Indicated Actions - An explanation of the results and what to do to enhance results in the future
- Insights – What’s working? Why? What’s not working? Why not?
- Indicated Actions – What should you stop, start or continue to enhance results?
Results Dashboard - Example
Insights & Indicated Actions
An explanation of the results and what to do to enhance results
- Insights – What’s working? Why? What’s not working? Why not?
- Indicated Actions – What should you stop, start or continue to enhance results?
Insights & Indicated Actions - Example
CMO-OnLoan has a full funnel plan that is delivering results. Since we are 100% referral based, the most effort should continue to be building relationships and leveraging them with our clients. Our second biggest effort is increasing interest by Amy building stronger relationships with her COI network.
Budget Priorities
What are Budget Priorities?
- An estimate of what investment is needed to deliver your brand’s Marketing Plan - Priorities, Tactics & KPIs
Steps
- Start with your Priorities, Tactics & KPIs
- Estimate the Cost of Activities for each Tactic
- Calculate Total Estimated Budget & Priorities
- Determine Marketing Budget as % of Revenue
- Review & Refine
Start With Your Priorities, Tactics & KPIs
Estimate the Cost of Activities
- Add all Tactics to the “Budget by Tactic” sheet
- Add estimated costs for the activities needed to execute each Tactic
- Add notes to explain breakout/costs if needed
Calculate Total Budget & Priorities
- The “Budget Overview” sheet sums all of the costs = Estimated Budget
- It also calculates Category % of Total Budget = Priorities
Determine Budget % of Revenue $
- Add Total Revenue $ for the same period as the Estimated Budget
- New Brand = 12% to 20%
- Established Brand = 6% to 12%
