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    Essential Sales and Marketing KPIs
    Essential Sales and Marketing KPIs
    Essential Sales and Marketing KPIs
    Ebook185 pages1 hour

    Essential Sales and Marketing KPIs

    By Bernie Smith

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    About this ebook

    If you are looking for a clearly defined and explained set of sales and marketing KPIs, this is the guide for you. Each KPI entry includes a full description, worked example, formula and typical data sources. Many of the definitions for more complex KPIs also include advice for dealing with common problems and mistakes. The KPIs included are part of the ROKS ExpressTM KPI selection approach, so are designed to integrate perfectly with other KPIs from the series ('Essential KPIs' books, or 'Getting Started with KPIs’ - the full manual for the ROKS ExpressTM approach). The KPIs in this book have been developed by Bernie Smith, founder of Made to Measure KPIs. Bernie has over twenty years experience helping companies grow and succeed through the effective use of performance measurement and practical improvement techniques. His hands-on experience spans aerospace, banking, manufacturing, defence, e-commerce and healthcare. Prominent clients include HSBC, Airbus, Barclays and UBS.

    LanguageEnglish
    PublisherBernie Smith
    Release dateMay 24, 2018
    ISBN9781910047156
    Essential Sales and Marketing KPIs
    Author

    Bernie Smith

    Bernie coaches businesses to develop meaningful KPIs and present their management information in the clearest possible way to support good decision making. Frustrated by the random way in which performance measures are often chosen and implemented, Bernie set up Made to Measure KPIs in 2007. The goal was to develop simple, structured and repeatable ways to create KPIs that normal humans could design and use to improve businesses. Using the experience (and scars) of working with a huge variety of organisations over his consulting career, Bernie has boiled that experience down into simple, sensible and practical advice on performance measurement. His books aim to share that expertise in a down to earth and conversational style. Bernie lives in Sheffield, UK, with his wife and two children and some underused exercise equipment.

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      Book preview

      Essential Sales and Marketing KPIs - Bernie Smith

      Copyright

      Published by Metric Press

      Email: bernie@madetomeasureKPIs.com

      Website: https://madetomeasureKPIs.com

      First published in Great Britain in 2018

      ©2018 Bernhard Smith

      The right of Bernhard Smith to be identified as the author of this work has been asserted by him in accordance with the Copyright, Designs and Patents Act 1988.

      All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without either the prior written permission of the Publisher or a licence permitting restricted copying in the United Kingdom issued by the Copyright Licensing Agency Ltd., Saffron House, 6-10 Kirby Street, London EC1N 8TS. This book shall not be lent, resold, hired out or otherwise disposed of by way of trade in any form of binding cover other than that in which it is published, without the prior consent of the Publisher.

      ISBN: 978-1-910047-15-6

      11052018-EK005-SW

      Free Download Templates

      This book is intended as a practical guide for selecting sales and marketing KPIs for your organisation, so it comes with some useful free implementation templates. It’s a good idea to download the free templates pack right now, so you have the templates when you need them. Here’s the link...

      https://goo.gl/8r2cxA

      Here’s a quick description of each template...

      KPI Shortlisting Template (Excel): A tool to enable you to score and then prioritise your chosen KPIs based on how ‘important’ they are and their ‘ease of measurement’.

      ROKS KPI Definitions Canvas (PDF and Excel): A carefully designed one-page definition template to prompt you to think about, and record, all the important aspects of tuning the KPI definition for your particular organisation.

      KPI Definition Management Tool (Excel): A simple spreadsheet tool that enables you to keep all your definitions electronically in one place on a spreadsheet.

      Dashboard Templates (Excel): A selection of ‘get you started’ dashboard templates with easy-to-read chart and table designs.

      Acknowledgements

      Thanks to Liz, my wife, for her patience and unending support. Thanks also to Jenny Emby for her incisive editing, Dave Bishop, Matt Atkin and James Lawther for feedback.

      Introduction

      What this book will do for you…

      This guide is intended to be a ‘quick and simple’ source of sales and marketing KPIs.

      This guide will...

      Offer you a very carefully chosen selection of the most important and useful sales and marketing KPIs.

      Give you full definitions for all the KPIs, with (fictional) case study examples to show you how they work.

      Provide you with free, downloadable, battle-tested templates to help get you started with your freshly-chosen KPIs.

      How to use this guide

      To make best use of this guide you should think about your business objectives (the outcome you want your KPIs to help you achieve), read through the KPIs on offer, select the ones relevant to your objectives then implement them. Nice and simple.

      How the KPIs in this book are organised

      Many aspects of your business will be similar to other businesses. These similarities are grouped into what I call the ‘traits’ of a business. The ‘traits’ of a business are things that naturally spring from the nature of your business and some physical characteristics, attributes, or features of that business. Example traits...

      Customers present and waiting for service - business trait

      A coffee shop deals with customers that queue for service. We know that there are certain measures you might be interested in for a business that has queues. For example: How long does a customer have to queue? How many customers got fed up with queuing and gave up?

      Selling our time - business trait

      Advice-based businesses, like consulting firms, sell their staff’s time. These businesses want to focus on KPIs like consultant utilisation and hourly billing rate. These measures would be pretty meaningless to a shop or manufacturing business. So, for the ‘traits’ of Sales, Efficiency and Quality, we have broken out each one into a separate trio of traits; for service-based businesses, word-based businesses and production-based businesses.

      Contact handling - business trait

      Some businesses need to deal with substantial volumes of inbound contacts - phone calls, emails and web chats. If your business has these, then there’s a whole set of KPIs that are worth considering.

      This book focuses on sales and marketing traits. Just review the KPI Family that is relevant to your business and ignore the ones which are not. Here are the KPI families for this sales and marketing KPI guide...

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