ABOUT APQC's OPEN STANDARDS BENCHMARKING MEASURE LIST

Transcription

1 ABOUT APQC's OPEN STANDARDS BENCHMARKING MEASURE LIST The APQC Open Standards Benchmarking measure list concisely lists all of the measures currently available for a specific survey. These measures are organized by research area (A), the survey name (B), and finally by category of measure (C). The list identifies each measure's "metric group ID" number (D), the measure name (E), the formula in english as APQC computes it(f), the formula in question numbers specific to this survey (G), and whether or not the measure is a key performance indicator for its associated process (H). For more information about APQC's Open Standards Benchmarking, please contact us directly on or visit the APQC Open Standards Benchmarking website on Page 1

2 ID # NAME FORMULA KPI SALES AND MARKETING COST EFFECTIVENESS (10 MEASURES) Average return on investment on indirect marketing (billboards, print, broadcasting (radio/tv)) channel marketing/sales campaigns Average return on investment on mobile application channel marketing/sales campaigns Average return on investment on search engine marketing channel marketing/sales campaigns Average return on investment on social media marketing channel marketing/sales campaigns Average return on investment on traditional face-to-face channel marketing/sales campaigns Average return on investment on website channel marketing/sales campaigns campaigns for the indirect marketing channel campaigns for the mobile application channel campaigns for the search engine marketing channel campaigns for the social media channel campaigns for the face-to-face channel campaigns for the website channel Budget for marketing as a percentage of revenue (Budget for marketing / Total business entity revenue) * 100 ( / ) * Budget for sales as a percentage of revenue (Budget for sales / Total business entity revenue) * 100 ( / ) * Marketing budget per marketing FTE Budget for marketing / Number of FTEs who perform the marketing function / Sales budget per sales FTE Budget for sales / Number of FTEs who perform the sales function CYCLE TIME (1 MEASURES) Average time in weeks to develop and launch a new marketing campaign (from ideation to the delivery of an offer/message to a customer/prospect) / Average time in weeks to develop and launch a new marketing campaign (from ideation to the delivery of an offer/message to a customer/prospect) Page 2

3 PROCESS EFFICIENCY (14 MEASURES) Customer retention rate for all customers over the past three reporting periods Customer retention rate over the past three years Customer wallet share Customer wallet share Net Promoter Score Net Promoter Score Percentage of customers claiming to be satisfied Percentage of customers claiming to be satisfied Percentage of customers who can name brand in unaided recall test Percentage of customers who can name your business entity's brand in an unaided recall test Percentage of customers who would recommend product/service to family/friends Percentage of customers who would recommend your business entity's product/service to family/friends Average sales conversion rate for direct mail The organization's average conversion rate for direct mail Average sales conversion rate for face to face contact The organization's average conversion rate for face to face contact Average sales conversion rate for mobile applications The organization's average conversion rate for mobile applications Average sales conversion rate for telemarketing The organization's average conversion rate for telemarketing Average sales conversion rate for website (your company name.com) The organization's average conversion rate for website (your company name.com) Number of marketing FTEs per $1 billion revenue Number of FTEs who perform the marketing function / (Total business entity revenue * ) / ( * ) Page 3

4 PROCESS EFFICIENCY (14 MEASURES) Number of sales FTEs per $1 billion revenue Number of FTEs who perform the sales function / (Total business entity revenue * ) Percentage of revenue attributed to customers who made first purchase of the brand STAFF PRODUCTIVITY (1 MEASURES) Percentage of total annual net sales revenue resulting from crossselling or up-selling Customer retention rate for customers attempting service cancellation / ( * ) Percentage of revenue from customers making their first purchase of the brand in the last 12-month reporting period Percentage of total annual revenue that is a result of cross-selling or up-selling Percentage of customers that try to cancel their service that are kept Marketing FTEs as a percentage of total business entity FTEs (Number of FTEs who perform the marketing function/number of business entity FTEs)*100 ( / )* Percentage of active customers who are repeat customers Percentage of active customers who are repeat customers Percentage of annual net sales revenue attributable to repeat customers Percentage of customers opting out of receiving marketing messages from the organization campaigns using the direct mail channel campaigns using the indirect marketing channel campaigns using the mobile application channel Percentage of net sales revenue attributable to repeat customers Percentage of customers that opt out of receiving marketing messages from the organization campaigns using the direct mail channel campaigns using the indirect marketing channel campaigns using the mobile application channel Page 4

5 campaigns using the search engine marketing channel campaigns using the social media channel campaigns using the traditional face-to-face contact channel campaigns using the website channel Percentage of customers using indirect marketing for information gathering on your business entity's products/services Percentage of customers using mobile applications for information gathering on your business entity's products/services Percentage of customers using social media for information gathering on your business entity's products/services Percentage of customers using traditional face-to-face contact for information gathering on your business entity's products/services Percentage of customers using your business entity's website for information gathering on your business entity's products/services campaigns using the search engine marketing channel campaigns using the social media channel campaigns using the traditional face-to-face contact channel campaigns using the website channel Percentage of your customers uses indirect marketing such as billboards, print, broadcasting (radio/tv) for information gathering or research on your products/services Percentage of your customers uses mobile applications for information gathering or research on your products/services Percentage of your customers uses social media (interactions via social platforms external to your company website) for information gathering or research on your products/services Percentage of your customers uses traditional faceto-face contact for information gathering or research on your products/services Percentage of your customers uses your website (your company name.com) for information gathering or research on your products/services Percentage of customers who are inactive customers Percentage of customers that have been inactive for longer than 12 months Page 5

6 Percentage of total annual marketing budget allocated to allocated overhead Percentage of total annual marketing budget allocated to digital marketing - digital content creation (e.g., videos, games) Percentage of total annual marketing budget allocated to digital marketing - marketing Percentage of total annual marketing budget allocated to digital marketing - mobile app design, management, and optimization Percentage of total annual marketing budget allocated to digital marketing - mobile marketing other than apps (e.g., text/multimedia messages) allocated overhead marketing - digital content creation (e.g., videos, games) marketing - marketing marketing - mobile app design, management, and optimization marketing - mobile marketing other than apps (e.g., text/multimedia messages) Percentage of total annual marketing budget allocated to digital marketing - online advertising (banners, pop-up ads, ads on external websites) marketing - online advertising (banners, pop-up ads, ads on external websites) Percentage of total annual marketing budget allocated to digital marketing - other Percentage of total annual marketing budget allocated to digital marketing - search engine optimization (seo) and paid search / pay per click (ppc) Percentage of total annual marketing budget allocated to digital marketing - social media engagement Percentage of total annual marketing budget allocated to digital marketing - virtual events (e.g., webinars) marketing - other marketing - search engine optimization (seo) and paid search / pay per click (ppc) marketing - social media engagement marketing - virtual events (e.g., webinars) Page 6

7 Percentage of total annual marketing budget allocated to digital marketing - website design, management, and optimization Percentage of total annual marketing budget allocated to nondigital content creation Percentage of total annual marketing budget allocated to nondigital direct marketing - direct postal mail Percentage of total annual marketing budget allocated to nondigital direct marketing - telemarketing marketing - website design, management, and optimization nondigital content creation nondigital direct marketing - direct postal mail nondigital direct marketing - telemarketing Percentage of total annual marketing budget allocated to other other Percentage of total annual marketing budget allocated to physical events (e.g., trade shows) physical events (e.g., trade shows) Percentage of total annual marketing budget allocated to traditional media advertising and sponsorships - other media (e.g., billboards) Percentage of total annual marketing budget allocated to traditional media advertising and sponsorships - print media Percentage of total annual marketing budget allocated to traditional media advertising and sponsorships - television/radio media traditional media advertising and sponsorships - other media (e.g., billboards) traditional media advertising and sponsorships - print media traditional media advertising and sponsorships - television/radio media Percentage of total annual marketing budget that is not related to personnel (compensation and benefits) Percentage of total annual marketing budget that is personnel related (compensation and benefits) nonpersonnel personnel (compensation-related) Page 7

8 on business entity's website on indirect marketing on mobile applications on other channels on search engine marketing on social media on traditional face-to-face contacts to sales completed on mobile applications to sales completed on social media to sales completed on your business entity's website to sales completed through digital channels other than social media, website, or mobile applications on business entity's website on indirect marketing on mobile applications on other channels on search engine marketing on social media on traditional face-to-face contacts to mobile applications to social media to your website channel to a digital channel other than your website, social media, or mobile applications Page 8

9 to sales completed through human-assisted channels other than face-toface contact to sales completed through traditional face-to-face channels to a human-assisted sales method other than faceto-face contact to the face-to-face channel Sales FTEs as a percentage of total business entity FTEs (Number of FTEs who perform the sales function/number of business entity FTEs)*100 ( / )*100 About APQC's Open Standards Benchmarking APQC is the steward of the open standard benchmarking content. Content is developed and reviewed by various subject matter experts. Participation in APQC's Open Standards Benchmarking is complimentary for APQC Enterprise Members. APQC Functional Members can benchmark in their functional membership at no cost. By participating, you will receive a detailed table comparing your responses with those of your peers. In essence, you ll get a row-by-row comparison of your responses versus those of your peers. The data tables will feature your answers as well as indicate the high, median and low performance ranges. Past participants have used open standards benchmarking research reports to set baselines for process improvement projects, to build a business case for new initiatives, to prioritize high-impact opportunities, and even to validate success or return on investment from efforts. For more information, call or visit Page 9