gain perspective on kpis and improve your viewpoint · 2019-05-08 · social media kpis typical...
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Gain Perspective on KPIsand Improve Your ViewpointPresented by:Lindsay Diven, CPSM, Senior Consultant, Full Sail Partners
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Agenda
Key Performance Indicators and How to Set Them Information Sources Industry ResourcesBuilding Your DashboardsTechnology OptionsQ&A
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Key Performance Indicators and How to Set Them
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A key performance indicator (KPI) is a measurable value that demonstrates how effectively a company is
achieving key business objectives.
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KPIs Should:
Be meaningful, enabling and supporting decision-makingBe material (or measurable. We’re not
going for the abstract here.)Support decisions for strategic
positioningAlign with the firm’s strategic direction
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Action
Positive
Clear
Relevant
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Determining Your Firm’s KPIs
Be clear on what business objectives are most importantTurn objectives into goalsThink which KPIs will help you
meet these goalsDefine what success will look likeOutline the whole process in detailStart tracking your progress
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Starter Guide
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Marketing KPIs
Based on Marketing PlansEach Tactic Covered by KPIMarketing Goals and Tactics
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Content Marketing KPIs
Proving content marketing ROIPopular KPIs:
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Lead generation Total number of leads Number of leads per channel Number of leads per asset Overall trend (comparison to previous numbers)
Conversion rate of landing pages Number of pages read Page flow before conversion
Lead qualification Categorization in MQLs (marketing qualified leads), SQLs
(sales qualified leads), supporters Ratios of MQL to SQL and closed Lead scoring
Lead nurturing How many leads in active campaigns How many leads converting in campaigns
Individual emails and other touch point KPIs Email open rate Click-through rate
Content production Cost of content Length of process
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Content Library KPIs
The performance of your existing content – online and offlineWhat additional content may be neededWhat patterns you can see
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Company Website KPIs
Visitor numbersDuration of stayNumber of pagesBounce rateSource of the web traffic
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Social Media KPIs
Typical Goals: Lead generationBrand awarenessEngagement – clients and employeesRecruitment
Quality of Engagement vs. Number of FollowersRight kind of followers Increase LI page followers by 25% AND at least 5% new followers with title of Facility Manager
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Event Marketing KPIs
Number of attendeesNumber of quality leadsNumber of pipelines moved alongTotal costRatio of existing clients to leads in attendance Soft parameters – ‘effective networking’ or ‘brand impact’
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Offline Marketing KPIs
Most of our activitiesOrganizational and association involvement/leadershipPhilanthropy Project awardsTraditional PR/Media Measured by: Hours of facetime with clients/decision makers Dollars raised or contributed to client’s philanthropyMedia mentions Subjective feedback from employees
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Sales Teams KPIs
Conversions RatioCost of AcquisitionCustomer Retention RateNet Promoter Score (NPS)
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A/E/C Industry Differences
Marketing vs. SalesSales vs. Business Development vs. Seller-DoersTeam-Based SellingFirm vs. Individual KPIsSales and Marketing Alignment
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Marketing KPIs
Brand Awareness
• Social Media Reach
• Brand Mentions
• Media Mentions
• Events
Firm Growth
• Pipeline• Revenue
Growth• Client
Acquisition Cost
• Traffic to Lead Ratio
• Costs to Sales Ratio
Client Satisfaction
• Net Promoter Score (NPS)
• Client Retention
• Client Lifetime Value
Content
• Conversion• Time on Page• Social
Engagement
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Business Development (Sales) KPIs
Firm Growth
• Pipeline• Average Contract
Value• Revenue Growth• Profit Margins• Sales Cycle
Duration• Win Rates• Costs to Sales Ratio
Client Satisfaction
• Net Promoter Score (NPS)
• Client Retention• Client Lifetime Value
Content
• Content Creation Time
• Content Usage
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Information Sources
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Brand Awareness & Content Marketing Google Analytics Web traffic volume Time on pages Conversions
Brand Monitoring & Mentions Google Alerts Software like HubSpot, Sprout Social,
BuzzSumo, etc. Social media platforms
Events Conference organizers Social media around event Attendees and participants
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Brand Awareness
• Social Media Reach
• Brand Mentions
• Media Mentions
• Events
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Firm GrowthCRM system - software or Excel
Pipeline Revenue Sales Growth Traffic to Lead Ratio Sales Cycle Duration
Accounting Client Acquisition Cost Costs to Sales Ratio
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Firm Growth
• Pipeline• Revenue• Client
Acquisition Cost
• Traffic to Lead Ratio
• Costs to Sales Ratio
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Customer (Client) Acquisition Cost (CAC)
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Total Marketing Investment
# of Clients AcquiredCAC
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Project Acquisition Cost (PAC)
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Total Pursuit Investment
# of Projects AcquiredPAC
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Client Satisfaction
Client Surveys/FeedbackNet Promoter Score
CRM system - software or ExcelClient Retention
AccountingClient RetentionClient Lifetime Value
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Client Satisfaction
• Net Promoter Score (NPS)
• Client Retention
• Client Lifetime Value
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Net Promoter Score (NPS)
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Client Retention Rate (CRR)
Define a former clientCount how many reach this status during a given period
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# of Former Clients
# of Total ClientsCRR
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Client Lifetime Value (CLV)
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Annual Profit Amount per
ClientCLV
Number of Years they
Have Been a Client
Initial ClientAcquisition
Cost & Ongoing
Client Relationship Management
Costs
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How to Identify Your Firm’s KPIs
1. Make metric identification a team effort2. Use SMART criteria3. Choose 3 Priority Goals and no more than 3 KPIs per Goal4. Resist the urge to add more metrics5. Review on a structured basis6. Use reviews an opportunity to share success
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Industry Resources
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Additional Information
SMPS Foundation Report: Measuring for Success: A Look at Hit Rates & Other KPIs in the A/E/C IndustriesDeltek CLARITY StudyZweig Group Financial Performance SummaryPSMJ’s Benchmark Survey Reports
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FullSailPartners.com/resources Blogs: Key Performance Metrics for Architecture and Engineering Firms Key Performance Indicators vs Benchmarking KPI - the New Industry “Buzz” Word Evaluating Your Business Growth Plan With Metrics: An Introduction How to Define Success with a Project KPI Dashboard
Webinars (FREE!): Moving Beyond Metrics: Actionable Insight - Strategies, Tools and
Technologies for Success Modernize Your Business with the Next Generation Business Intelligence
Tool Reporting AE Clarity Metrics Using Deltek Vision Performance Management
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Building Your Dashboards
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Needed to Build a Dashboard
Information sourcesData setsKPIsCharts, graphics, visuals
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Technology Options
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What is Business Intelligence (BI)?
BI is a way of performing data analytics, that combines data from a single or multiple sources:HistoricalCurrentPredictive
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Software Firm Already Has
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Business Intelligence Tools
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Closing Thoughts
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Success with KPIs
Data has to be good, identify data sources firstStart with 3 goals, 3 KPIs per goalAvoid jumping from one to anotherUse them for at least one yearTest, test, and test again
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Questions
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Vision CRM In-Person WorkshopsWorkshop Objectives Fundamentals of Deltek CRM Configure the system for your needs Identify meaningful metrics Reporting
Coming to a City Near You May 23rd | Raleigh, NC 1 Day After CXps Conference
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www.fullsailpartners.com/eventsReserve Your Spot:
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Thank You for Attending!
Lindsay Diven, CPSMSenior Consultant | Full Sail Partners
Founder/Writer A/E/C Marketing Blog: Marketers Take Flight
www.MarketersTakeFlight.comwww.fullsailpartners.com
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