Session 2: The Scorecard

The Marketing Performance Blueprint Series is a three-part webinar event. It is designed for marketers, executives and entrepreneurs who are looking to accelerate their success. The full event cost is $450. All sessions are available on-demand for registrants

Session 2: Highlights and Details

Measurement matters now more than ever. Marketing executives and business leaders are drowning in data. They have access to powerful tools that produce endless streams of information about contacts, including visitors, leads and customers. However, data without analysis is simply noise.

Marketing technology advances have made it easier and more affordable to connect activities to outcomes, but marketers have largely dropped the ball when it comes to monitoring, reporting and improving performance.

There are technology solutions we will touch on in this session that offer robust reporting and visualizations, but for many businesses, a straightforward Excel document or Google Sheets spreadsheet with charts is a solid start.

The key is to align marketing KPIs with overall business goals, have a logical and well-documented process for updating and reporting results, and develop systems for turning data into intelligence and intelligence into action.

In Session 2, we’ll walk through the process of building a scorecard using a hypothetical B2B software company as an example.

In this 60-minute session, we’ll cover how to:

• Prioritize marketing goals.
• Identify Key Performance Indicators (KPIs).
• Customize the four primary sections of the Scorecard—brand, leads, sales and loyalty.
• Input and analyze sample data.
• Establish benchmarks.
• Define quarterly goals.
• Review Scorecard maintenance processes.
• Create report templates.
• Optimize your use of Google Analytics.

Learn More About the Marketing Performance Blueprint Series

• Session 1: The Marketing Assessment
  
• Session 2: The Marketing Scorecard
• Session 3: The Marketing Game Plan