3-part event created for Bizdom Cleveland as an entrepreneur's guide to marketing success. Session 2—The Scorecard—focuses on how to create a customized marketing performance dashboard.

1. startup
marke+ng
series
the
scorecard:
how
to
build
a
customized
marke3ng
performance
dashboard
June
4,
2013

2. Define
Founda3on
Projectsthe
backstory
—
by
the
numbers
enterprise
social
so-ware
company
6
months
old
seed
funding
of
$250,000
30
ac9ve
customers
avg.
50
users
per
account
at
$10
per
user
($500/month)
recurring
revenue
=
$15,000/
month
seeking
Series
A
funding
of
$2.5
million

3. www.TheMarke*ngScore.com

4. 73%
rated
as
escalators
(including
N/A)

5. financial
stability
(3)
is
a
concern.
marke<ng
budget
(5-­‐10%)
is
a
challenge.
brand,
leads
and
sales
all
high
priority.
marke<ng
team
(1)
is
weak.
weak
customer
(3)
and
lead
(2)
databases.
lacking
cri*cal
marke*ng
tech
solu*ons.
audiences
primarily
escalators.
source:
leon_eye
much
building
work
to
be
done
.
.
.
key
findings

6. top 3-5 key performance indicators (KPIs)?
highest priority marketing needs?
greatest opportunities for growth?
marketing staffing plans?
commitment to content marketing?
source:
Ethan
LoLon

7. 1)
build
brand.
2)
generate
leads.
3)
convert
leads
into
sales.
4)
increase
customer
loyalty.

8. “CMOs
today
are
under
increasing
pressure
to
provide
quan<fiable
evidence
of
how
their
marke*ng
expenditure
is
helping
the
organiza*on
achieve
its
goals.”
—
IBM
Global
Chief
Marke3ng
Officer
Study,
2011

9. the
scorecard

10. Source: The Chief Marketing (CMO) Council report More Gain, Less Strain.
52%
of
marketers
do
not
have
a
formal
scorecard
for
ra*ng
agency
performance
on
an
annual
basis.

11. Source: The Chief Marketing (CMO) Council report More Gain, Less Strain.
71%
of
clients
cited
accountability
as
the
main
area
of
frustra*on
with
agencies,
as
CEOs
and
board
levels
demand
greater
marke*ng
ROI
effec*veness.

12. Source:
IBM
Global
Chief
Marke5ng
Officer
Study,
2011

13. 5-­‐step
scorecard
process
1)
iden<fy
KPIs.
2)
customize
the
funnel.
3)
input
and
analyze
data.
4)
establish
benchmarks
and
goals.
5)
update
and
integrate
the
scorecard.

14. 1)
iden<fy
top
KPIs.

16. Define
Founda3on
Projects top
KPIs
website
visitors
leads
free
trials
signups
customer
conversions
customer
reten<on
(churn)
recurring
revenue
brand
leads
sales
loyalty

17. Google
Drive
dashboard

18. 2)
customize
the
funnel.

19. build
brand
(standard
metrics)

20. build
brand
(SBU
metrics)

21. generate
leads
(standard
metrics)

22. generate
leads
(SBU
metrics)

23. convert
sales
(standard
metrics)

24. convert
sales
(SBU
metrics)

25. increase
loyalty
(standard
metrics)

26. increase
loyalty
(SBU
metrics)

27. 3)
input
and
analyze
data.

28. Google
spreadsheet

29. ‣ Collect
at
least
3
months
of
historical
data.
‣ Look
for
fluctua<ons
and
abnormali<es.
‣ Insert
notes
to
explain
increases
and
decreases.
populate
the
scorecard

30. ‣ Google
Analy<cs
‣ Overall
site
traffic
and
engagement
metrics
‣ Landing
page
engagement
‣ Ungated
content
downloads
(9p:
use
tracking
codes)
‣ Keywords
‣ HubSpot
‣ Lead
+
conversion
sources
‣ Lead
quality
score
‣ Gated
content
and
forms
‣ Inbound
links
sample
analy<cs
tools

31. data
sources

32. ‣ Social
media
management
solu<ons
‣ followers,
likes,
subscribers,
etc.
‣ social
engagement
‣ Email
soPware
‣ subscribers,
list
sizes
‣ Call
tracking
soPware
‣ CRM
systems
‣ prospects
‣ sales
data
sources

33. 4)
establish
benchmarks
and
goals.

34. build
brand

35. generate
leads

36. convert
sales

37. increase
loyalty

38. 5)
update
and
integrate
the
scorecard.

39. scorecard
maintenance
process

40. ‣ In
Google
Drive,
collabora9on
permissions
are
found
under
the
“Share”
buYon
in
the
upper
right-­‐hand
corner.
‣ Determine
internal
and
client
contacts
that
can
view
and
edit
the
Scorecard.
‣ Tip:
Set
up
your
Google
spreadsheet
so
that
you
receive
email
no<fica<ons
when
edits
are
made.
collabora<on
permissions

41. Define
Founda3on
Projectsmonthly
reports
prime
goals
funnel
view
KPIs
by
funnel
sec*on
highlights
+
analysis
top
campaigns/projects
priority
ac<ons

42. 5-­‐step
scorecard
process
1)
iden<fy
KPIs.
2)
customize
the
funnel.
3)
input
and
analyze
data.
4)
establish
benchmarks
and
goals.
5)
update
and
integrate
the
scorecard.

43. session
3:
the
gameplan
(june
11)

44. paul
roetzer
paul@pr2020.com
@paulroetzer
www.TheMarke*ngScore.com
www.PR2020.com
thank
you