marketing kpi's
TRANSCRIPT
-
7/17/2019 Marketing KPI's
1/20
Yokogawa Corporation of America
Marketing KPIs-What isyour value to your company
Constantine Lau
GM, Marketing,
Yokogawa Corporation o !merica
-
7/17/2019 Marketing KPI's
2/20
Copyright 2007Yokogawa Corporation of
Page.2
Corporation
BUY MAKE Sell
Design/Innovate
Plan
-
7/17/2019 Marketing KPI's
3/20
Copyright 2007Yokogawa Corporation of
Page.3
Marketing
BUY MAKE Sell
Design/Innovate
Plan
-
7/17/2019 Marketing KPI's
4/20
Copyright 2007Yokogawa Corporation of
Page.4
General "ypes o Marketing
#$ to $
#$ to C
#Internet Marketing
#Marketing Communications
#Pro%uct Marketing
#In%ustry Marketing
-
7/17/2019 Marketing KPI's
5/20
Copyright 2007Yokogawa Corporation of
Page.5
Marketing & 'ales
-
7/17/2019 Marketing KPI's
6/20
Copyright 2007Yokogawa Corporation of
Page.6
Marketing
# (ne to Many# Long term
# More strategic
# Pull
# Intangi)le# Multi-prong
program
'ales
#
(ne on (ne#
'hort term
#
More tactical
#
Push
#
*uota
#
Close the %eal
-
7/17/2019 Marketing KPI's
7/20Copyright 2007Yokogawa Corporation of
Page.7
What is the value o
Marketing+
-
7/17/2019 Marketing KPI's
8/20Copyright 2007Yokogawa Corporation of
Page.8
Salesforce
Salesforce
Other marketing
functions
Other marketing
functions
,volution o arketing -epartment ./012
Sales VP
Sales VP
President
President
Salesforce
Salesforce
Marketing Director
Other marketing
functions
Marketing Director
Other marketing
functions
Sales VP
Sales VP
President
President
'tage / 'tage 1
-
7/17/2019 Marketing KPI's
9/20Copyright 2007Yokogawa Corporation of
Page.9
Sales VP
Sales VP
Marketing VP
Marketing VP
,volution o arketing -epartment .1012
President
President
'tage 3 'tage 4
Salesforce
Salesforce
Other marketing
functions
Other marketing
functions
Sales VP
Sales VP
Marketing VP
Marketing VP
Executive VP
of Marketing & Sales
Executive VP
of Marketing & Sales
President
President
Salesforce
Salesforce
Other marketing
functions
Other marketing
functions
-
7/17/2019 Marketing KPI's
10/20
Copyright 2007Yokogawa Corporation of
Page.0
5ternal vs6 Internal
-
7/17/2019 Marketing KPI's
11/20
Copyright 2007Yokogawa Corporation of
Page.
7ow to increase
8isi)ility+
-
7/17/2019 Marketing KPI's
12/20
Copyright 2007Yokogawa Corporation of
Page.2
3 things you can %o to increase visi)ility
/6 9$ig $ang: vent
16 Perio%ical ;eports
36 KPI 'corecar%
-
7/17/2019 Marketing KPI's
13/20
Copyright 2007Yokogawa Corporation of
Page.3
/2 $ig $ang vent
# What was your most memora)le9(scar Perormance:+
# More than
-
7/17/2019 Marketing KPI's
14/20
Copyright 2007Yokogawa Corporation of
Page.4
12 Perio%ic ;eport
#Internal communication %ocument
#Weekly or monthly
#=p%ate on recent marketingactivities
#Market tren%s
#Provi%e )asis or KPIs
-
7/17/2019 Marketing KPI's
15/20
Copyright 2007Yokogawa Corporation of
Page.5
32Marketing KPIs
KPIs !nnual
Goal
!ctual Past Year
> o *ualiie% Lea%s ?@@ /@@@ A@@> Press ;elease 3@ 3B 31> Customer ewsletter 4 4 4> 'uccess 'tories 1@ /? /D> "imes mentione% in
pu)lications?@ E? E@
> Conerence &
"ra%eshows3@ 31 1B
> 'peaking
ngagements
/@ ? A
> !%vertisements 4@ 41 3?We) Improvement /@@F A@F /@@F> !%vertisements 4@ 41 3?
-
7/17/2019 Marketing KPI's
16/20
Copyright 2007Yokogawa Corporation of
Page.6
'ales & Marketing KPIs
KPIs !nnual
Goal
!ctual Past Year
(r%er Intake ?@@ M ?1@ M BB@ MProit 3@@M 3B@ M 1B@ M> o !ccounts
'upporte%B@@ BB@ 43@
> Customer 'ites8isite%
1@@ 14@ /?@
> Proposals 4B@ 4?? 34@> Proposals Won .F
win2/B@ .33F2 /EE.3DF2 /@@.1AF2
Proposals ?@@ M ?1@ M BB@ M Proposals Won 4@@ M 4/@ M 3/@ M> 'ales "raining 3@ 1@ 1B> Marketing $rochures
1@ 11 A
-
7/17/2019 Marketing KPI's
17/20
Copyright 2007Yokogawa Corporation of
Page.7
Marketing KPI 'corecar%
#;eview Huarterly
#"ie% into personal o)
-
7/17/2019 Marketing KPI's
18/20
Copyright 2007Yokogawa Corporation of
Page.8
What is the
value ofMarketing?
-
7/17/2019 Marketing KPI's
19/20
Copyright 2007Yokogawa Corporation of
Page.9
What is thevalue of
Marketing?
What happens when there isntany marketing+
-
7/17/2019 Marketing KPI's
20/20
Copyright 2007 Page.20