Foundations First Marketing for B2B

Leadership Rock: Define your marketing KPIs and marketing Score Card

Define marketing KPIs

What are Marketing Rocks?

If you’re running on EOS® (Entrepreneurial Operating System) you know how to use Rocks for your Quarterly meetings. We’re big fans of EOS® and are frequently asked for ideas on what marketing Rocks would look like.

This Rock is ready for you to copy, paste, and adjust as needed.

We hope this saves you time and keeps you focused on your marketing foundations.

Marketing Leadership Rock: Define your marketing KPIs and marketing Score Card

Marketing KPIs should:

  • Be simple: You should be able to see the number alone and immediately understand what it means.
  • Be high level: Keep your core metrics and granular tracking within the marketing team. Keep leadership focused on the outcomes, not the outputs. Things like organic traffic or social media engagement rarely belong in your KPIs.
  • Measure progress towards your vision: KPIs are how you track your progress to your vision. If you don’t have a clear vision, go back, and do that Rock first.

Feel free to cut, paste, adjust, and use for your next Quarterly Rocks:

Rock: Decide on your marketing KPIs/Build your marketing Score Card

V – Vision: Choosing your KPIs or Score Card metrics are critical as they should track progress towards your vision. If the KPI doesn’t directly impact your progress, then it’s probably not worthy of being a KPI.

S – Specific: What are the 1-3 marketing metrics your CEO can look at to know your marketing is on track?

M – Measurable: Make sure you choose metrics you can measure and don’t require any context to understand their relevance (i.e., number of new customers).

A – Attainable: Defining your marketing KPIs is only attainable if leadership can keep it high level and not request granular data points such as organic website traffic.

R – Realistic: Make sure you can accurately measure the KPI. If you can’t define and measure how many leads you get, for example, then don’t include it as a KPI until you can accurately report on it.  

T – Timely: Define your KPIs and make sure you can easily update them on a regular basis. 90 days should be enough to define your KPIs, get buy-in from leadership, and set up tracking (automated if possible).

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