Marketing KPIs-What is

your value to your company

Constantine Lau
GM, Marketing,
Yokogawa Corporation of America

Yokogawa Corporation of America

Corporation

Design/Innovate
Design/Innovate

BUY
BUY

Copyright 2007
Yokogawa Corporation of

MAKE
MAKE

Page.2

Plan
Plan

Sell
Sell

Marketing

Design/Innovate
Design/Innovate

BUY
BUY

Copyright 2007
Yokogawa Corporation of

MAKE
MAKE

Page.3

Plan
Plan

Sell
Sell

General Types of Marketing

B to B
B to C
Internet Marketing
Marketing Communications
Product Marketing
Industry Marketing

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Yokogawa Corporation of

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Marketing & Sales

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Yokogawa Corporation of

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Sales
Sales

One on
on One
One
One

Short term
term
Short

More tactical
tactical
More

Push
Push

Quota
Quota

Close the
the deal
deal
Close

Marketing
Marketing

One
One to
to Many
Many

Long
Long term
term

More
More strategic
strategic

Pull
Pull

Intangible
Intangible

Multi-prong
Multi-prong
program
program

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Yokogawa Corporation of

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What is the value of

Marketing?

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Yokogawa Corporation of

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Evolution of Marketing Department (1/2)

President

President

Sales VP

Sales VP

Salesforce

Other marketing
functions

Salesforce

Stage 1
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Yokogawa Corporation of

Marketing Director
Other marketing
functions

Stage 2
Page.8

Evolution of Marketing Department (2/2)

President

President

Executive VP
of Marketing & Sales
Sales VP

Salesforce

Marketing VP
Marketing VP

Salesforce

Other marketing
functions

Other marketing
functions

Stage 3
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Yokogawa Corporation of

Sales VP

Stage 4
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External vs. Internal

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How to increase
Visibility?

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3 things you can do to increase visibility

1. Big Bang Event

2. Periodical Reports
3. KPI Scorecard

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Yokogawa Corporation of

Page.12

1) Big Bang Event

What was your most memorable

Oscar Performance?
More than just a good plan and daily
best practice
You may have to take risk

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Yokogawa Corporation of

Page.13

2) Periodic Report

Internal communication document

Weekly or monthly
Update on recent marketing
activities
Market trends
Provide basis for KPIs

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Yokogawa Corporation of

Page.14

3)Marketing KPIs
KPIs

Annual
Goal

Actual

Past Year

800

1000

900

# Press Release

30

35

32

# Customer Newsletter

# Success Stories

20

18

16

# Times mentioned in
publications
# Conference &
Tradeshows
# Speaking
Engagements
# Advertisements

80

78

70

30

32

25

10

40

42

38

Web Improvement

100%

90%

100%

# Advertisements

40

42

38

# of Qualified Leads

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Yokogawa Corporation of

Page.15

Sales & Marketing KPIs

KPIs

Annual
Goal
800 M

Actual

Past Year

820 M

550 M

Profit

300M

350 M

250 M

# of Accounts
Supported
# Customer Sites
Visited
# Proposals

500

550

430

200

240

180

450

488

340

# Proposals Won (%
win)
$ Proposals

150 (33%) 177(36%)

100(29%)

800 M

820 M

550 M

$ Proposals Won

400 M

410 M

310 M

# Sales Training

30

20

25

# Marketing Brochures

20

22

Order Intake

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Marketing KPI Scorecard

Review quarterly
Tied into personal objectives/ bonus

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Yokogawa Corporation of

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What is the
value of
Marketing?

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Yokogawa Corporation of

Page.18

What is the
value of
Marketing?

What happens when there isnt

any marketing?
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Yokogawa Corporation of

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Copyright 2007
Yokogawa Corporation of

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