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Driving Success: Key Focus Areas for a Marketing Manager
Roger Knocker • January 30, 2024
Driving Success: Key Focus Areas for a Marketing Manager
Important Aspects of the Marketing Manager Role
In the dynamic realm of marketing, the role of a Marketing Manager is multifaceted, requiring a keen
focus on various aspects to ensure not only the growth of the business but also the establishment of
a robust brand presence. Let's explore key areas that are paramount for Marketing Managers,
forming the foundation for meaningful performance measurement.
1. Financial Management:
- Profitability: Monitoring and enhancing the overall financial health of the business.
- Weeding Out Underperformers and Retention of Top Performers: Ensuring a high-performing marketing team through effective talent management strategies.
- Relevance of Costing Assumptions: Aligning costing assumptions with market dynamics and business objectives.
- Management of Overheads: Efficiently managing overhead costs to optimize resource allocation.
2. Sales and Brand Growth:
- Accurate Processing and Reporting of Transactions: Ensuring precision in transactional processes and reporting.
- Using Historical Sales for New Sales Plans: Leveraging historical sales data to formulate innovative and effective sales strategies.
- Converting Prospective Leads: Assessing the efficiency of lead conversion into tangible business deals.
- Brand Equity: Measuring and enhancing overall brand equity through increased brand awareness and share of wallet.
3. People and Performance:
- Succession Planning: Identifying and nurturing potential leaders within the marketing team.
- Skills Gap Identification and Personal Development Plans: Recognizing skills gaps and implementing personal development plans for continuous improvement.
- Post-Service Customer Satisfaction: Evaluating customer satisfaction after service or product delivery.
- Feedback Methods and Surveys: Utilizing feedback methods and surveys to gain insights into service and product delivery.
4. Innovation and Data Management:
- Revenue from Innovations: Tracking and maximizing revenue generated from innovative marketing initiatives.
- Completeness and Accuracy of Product Master Data: Ensuring the accuracy and completeness of product master data for effective process automation and pricing accuracy.
- On-Time and Accurate Payment of Supplier Invoices: Maintaining smooth relationships with suppliers through timely and accurate payments.
5. Operations and Automation:
- New Projects and Initiatives: Measuring the success of new projects based on scope, time, and budget.
- Business Predictability: Assessing the levels of predictability in business operations.
- Planning and Adherence to Deadlines: Ensuring effective planning and adherence to deadlines in marketing strategies.
- Adherence to Processes and Policies: Upholding the integrity of processes, standard operating procedures, and policies.
6. Risk Management and Capability Development:
- Risk Management and Compliance: Managing risks, ensuring compliance, and addressing environmental and sustainability issues.
- Capability Development: Nurturing the skills and capabilities of the marketing team.
- Systems Planning and Improvement: Planning and implementing system improvements for automation, better reporting, analytics, and decision-making.
- IT Solutions: Input, testing, implementation, and adoption of new IT solutions for enhanced efficiency.
- Process Automation and Reporting: Extent of process automation, reporting self-service, and the elimination of spreadsheets.
- Personal Development Plans and Training: Implementing personal development plans and training initiatives for continuous growth.
In the challenging landscape of marketing, a Marketing Manager's success hinges on these key
aspects. By focusing on these categories, organizations can ensure that their Marketing Managers are
equipped to drive superior performance and contribute significantly to business growth
Here are some suggested Key Performance Indicators
- $ Sales Value
- % Net Promoter Score
- % Profit Contribution per Customer
- % Client Retention Rate
- % Revenue from New Products
- % Overall Revenue Growth
- % Gross Profit Growth
- % New Market Revenue Growth
- % Services Revenue Growth
- % Market Share Value
- % Share of Voice
- % Revenue from Innovations (Marketing Manager Processes)
- % Brand Share of Voice (SOV)
- % Brand Awareness Survey Score
- % Brand Used Most Often (BUMO)
- % Revenue from New Services
- % Revenue from New Solutions
- % Revenue in New Markets to Total Revenue
- % Revenue Variance to Budget
- % Revenue Variance to Forecast
- % Services Revenue to Total Revenue
- % Revenue Forecast Accuracy - 6 mth
- % Revenue Forecast Accuracy - 3 mth
- % Revenue Forecast Accuracy - 1 mth
- % Personal Development Plans Completed
- % Team Tasks completed by Deadline (Marketing Manager Dept.)
- % Reportees Capability/Training Achieved (Marketing Manager Staff)
- % Reportees KPIs Achieved (Marketing Manager Staff)
- % Users Active on Systems (Marketing Manager Systems)
- % Reportees Personal Development Plans Completed (Marketing Manager Staff)
- % Reportees Personal Objectives Achieved (Marketing Manager Staff)
- % Automated Reporting from ERP (Marketing Manager Processes)
- % Process Steps Automated with Workflow (Marketing Manager Processes)
- % Processes Automated / Systemized
- % Variance to Budgeted Overheads
- % Succession Plans in Place (Marketing Manager Dept.)
- % Agreed Succession Plans Implemented (Marketing Manager Dept.)
- % Senior Jobs Appointed Internally (Marketing Manager Staff)
- % KPIs Benchmarked (Marketing Manager Dept.)
- % Skills Gap (Marketing Manager Dept.)
- % Staff Capability/Training Achieved (Marketing Manager Staff)
- % Training Plan Adherence (Marketing Manager Staff)
- % Strategic Risks Mitigated
- % Milestones Achieved against Marketing Plan
- % EDI Customers
- % Growth in Website Hits
- % Marketing Events on Time, Scope & Budget
- % Marketing Event Satisfaction
- % Marketing Events within Budget
- % Marketing Events within Scope
- % Personal Tasks Overdue
- % Click Through Rate (PPC)
- % Average Bounce Rate
- % Hit Rate of Proposals
- % Customer Survey Score (Price Questions)
- % Customer Survey Score (Quality Questions)
- % Internal Survey Score (Quality Questions) (Marketing Manager Processes)
- % Customer Survey Score (Service Questions)
- % Employee Satisfaction Score (Marketing Manager Staff)
- % Key-Staff Retention (Marketing Manager Staff)
- % Staff Turnover (Marketing Manager Dept.)
- % Staff Turnover of Top Performing Staff (Marketing Manager Staff)
- % Variance to Expense Budget (Marketing Manager Dept.)
- % Completed Projects with ROI
- % Projects on Time, Scope & Budget (Marketing Manager Initiatives)
- % Projects within Budget
- % Projects within Scope
- % Master Data Accuracy (Customer Contacts)
- % Master Data Accuracy (Customers)
- % Internal Survey Score (Delivery Questions) (Marketing Manager Processes)
- % Voluntary terminations (Marketing Manager Staff)
- % Employment Equity (South Africa) (Marketing Manager Dept.)
- % Policies & Processes up to Date (Marketing Manager Dept.)
- % Affirmative Procurement Spend (South Africa) (Marketing Manager Dept.)
- % Planning deadlines achieved (Marketing Manager Dept.)
- % Executive Interactions with clients (Marketing Manager Dept.)
- % Executive contacts with clients
- % Completed Projects with ROI
- % Unit Prices inline with Market
- % Revenue in New Geographies to Total Revenue
- % Ratio Revenue to Marketing Spend
- $ Value of Cross Selling Deals
- $ Annuity Revenue
- $ Average Cost per Click (PPC)
- $ Sales Volume
Feel free to sign up for the KPI spreadsheet to access these and additional KPIs in a structured format that offers better context.
Watch the video below to see what you will get and how to use the KPI spreadsheet to take the guesswork out of KPIs
In the rapidly evolving world of data analytics, understanding foundational techniques is only the beginning. To truly stand out, data professionals need to go beyond the basics and leverage advanced methods that transform raw data into actionable insights. Building on Roger Knocker’s top 10 tips, this article explores advanced strategies to take your data analysis skills to the next level.
In a recent webinar, Roger Knocker, CEO of KPI Management Solutions, shared invaluable insights on extracting meaningful analysis from any data set. These strategies, honed over years of practical experience, are universally applicable—whether you're working with financial data, fitness statistics, or sales figures. Supported by research and best practices, here’s a breakdown of the 10 tips Roger presented to enhance your data analysis skills :