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 +1-713-681-4020 or visit the APQC Open Standards Benchmarking website on www.apqc.org/osb. Page 1
ID # NAME FORMULA KPI SALES AND MARKETING COST EFFECTIVENESS (12 MEASURES) 103656 Total cost to perform the process "manage sales orders" per process FTE Total cost to perform the process "manage sales orders" / Number of FTEs who perform the process "manage sales orders" 104756 Average return on investment on indirect marketing (billboards, print, broadcasting (radio/tv)) channel marketing/sales campaigns 104752 Average return on investment on mobile application channel marketing/sales campaigns 104753 Average return on investment on search engine marketing channel marketing/sales campaigns 104754 Average return on investment on social media marketing channel marketing/sales campaigns 104755 Average return on investment on traditional face-to-face channel marketing/sales campaigns 104751 Average return on investment on website channel marketing/sales campaigns 269.1310 / 269.1300 campaigns for the indirect marketing channel 269.0530 campaigns for the mobile application channel 269.0540 campaigns for the search engine marketing channel 269.0550 campaigns for the social media channel 269.0560 campaigns for the face-to-face channel 269.0520 campaigns for the website channel 269.0570 100025 Budget for marketing as a percentage of revenue (Budget for marketing / Total business entity revenue) * 100 (269.0990 / 269.0050) * 100 100027 Budget for sales as a percentage of revenue (Budget for sales / Total business entity revenue) * 100 (269.1000 / 269.0050) * 100 100859 Marketing budget per marketing FTE Budget for marketing / Number of FTEs who perform the marketing function 269.0990 / 269.1010 103165 Sales budget per sales FTE Budget for sales / Number of FTEs who perform the sales function 269.1000 / 269.1020 Page 2
COST EFFECTIVENESS (12 MEASURES) 104464 Selling, general, and administrative (SGA) costs as a percentage of business entity revenue CYCLE TIME (2 MEASURES) 105823 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) 100170 Cycle time in hours from the time a sales order is received until the time manufacturing/logistics is notified PROCESS EFFICIENCY (15 MEASURES) 104302 Customer retention rate for all customers over the past three reporting periods (Total SG&A costs / Total business entity revenue) * 100 (269.0100 / 269.0050) * 100 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) 269.0770 #S26910239QN0001# #S26910239QN0001# Customer retention rate over the past three years 269.0640 100479 Customer wallet share Customer wallet share 269.0580 104725 Net Promoter Score Net Promoter Score 269.0680 101014 Number of FTEs that perform the process "manage sales orders" per $1 billion revenue Number of FTEs who perform the process "manage sales orders" / (Total business entity revenue *.000000001) 269.1300 / (269.0050 *.000000001) 102602 Percentage of customers claiming to be satisfied Percentage of customers claiming to be satisfied 269.0620 101928 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 101929 Percentage of customers who would recommend product/service to family/friends 269.0610 Percentage of customers who would recommend your business entity's product/service to family/friends 269.0630 105815 Average sales conversion rate for direct mail Organization's conversion rate for direct mail 269.0690 Page 3
PROCESS EFFICIENCY (15 MEASURES) 105816 Average sales conversion rate for face to face contact Organization's conversion rate for face to face contact 269.0700 105817 Average sales conversion rate for mobile applications Organization's conversion rate for mobile applications 269.0710 105818 Average sales conversion rate for telemarketing Organization's conversion rate for telemarketing 269.0720 105819 Average sales conversion rate for website (your company name.com) Organization's conversion rate for website (your company name.com) 269.0730 104485 Number of marketing FTEs per $1 billion revenue Number of FTEs who perform the marketing function / (Total business entity revenue * 0.000000001) 269.1010 / (269.0050 * 0.000000001) 104486 Number of sales FTEs per $1 billion revenue Number of FTEs who perform the sales function / (Total business entity revenue * 0.000000001) 102525 Percentage of revenue attributed to customers who made first purchase of the brand STAFF PRODUCTIVITY (2 MEASURES) 105822 Percentage of total annual net sales revenue resulting from crossselling or up-selling 103159 Revenue per employee for the current reporting period (business entity) 105820 Customer retention rate for customers attempting service cancellation 269.1020 / (269.0050 * 0.000000001) Percentage of revenue from customers making their first purchase of the brand in the last 12-month reporting period 269.0590 Percentage of total annual revenue that is a result of cross-selling or up-selling 269.0760 Total business entity revenue/number of business entity employees 269.0050/269.0060 Percentage of customers that try to cancel their service that are kept 269.0740 102288 Marketing FTEs as a percentage of total business entity FTEs (Number of FTEs who perform the marketing function/number of business entity FTEs)*100 (269.1010/269.0070)*100 Page 4
104763 Percentage of active customers who are repeat customers Percentage of active customers who are repeat customers 104764 Percentage of annual net sales revenue attributable to repeat customers 105821 Percentage of customers opting out of receiving marketing messages from the organization 104738 campaigns using the direct mail channel 104739 campaigns using the indirect marketing channel 104734 campaigns using the mobile application channel 104735 campaigns using the search engine marketing channel 104736 campaigns using the social media channel 104737 campaigns using the traditional face-to-face contact channel 104733 campaigns using the website channel 104744 Percentage of customers using indirect marketing for information gathering on your business entity's products/services 269.0660 Percentage of net sales revenue attributable to repeat customers 269.0670 Percentage of customers that opt out of receiving marketing messages from the organization 269.0750 campaigns using the direct mail channel 269.0450 campaigns using the indirect marketing channel 269.0470 campaigns using the mobile application channel 269.0480 campaigns using the search engine marketing channel 269.0490 campaigns using the social media channel 269.0500 campaigns using the traditional face-to-face contact channel 269.0460 campaigns using the website channel 269.0510 Percentage of your customers uses indirect marketing such as billboards, print, broadcasting (radio/tv) for information gathering or research on your products/services 269.0940 Page 5
104742 Percentage of customers using mobile applications for information gathering on your business entity's products/services 104741 Percentage of customers using social media for information gathering on your business entity's products/services 104743 Percentage of customers using traditional face-to-face contact for information gathering on your business entity's products/services 104740 Percentage of customers using your business entity's website for information gathering on your business entity's products/services Percentage of your customers uses mobile applications for information gathering or research on your products/services 269.0950 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 269.0960 Percentage of your customers uses traditional faceto-face contact for information gathering or research on your products/services 269.0930 Percentage of your customers uses your website (your company name.com) for information gathering or research on your products/services 269.0970 105824 Percentage of customers who are inactive customers Percentage of customers that have been inactive for longer than 12 months 105844 Percentage of total annual marketing budget allocated to allocated overhead 105829 Percentage of total annual marketing budget allocated to digital marketing - digital content creation (e.g., videos, games) 105834 Percentage of total annual marketing budget allocated to digital marketing - email marketing 105828 Percentage of total annual marketing budget allocated to digital marketing - mobile app design, management, and optimization 105833 Percentage of total annual marketing budget allocated to digital marketing - mobile marketing other than apps (e.g., text/multimedia messages) 269.0780 Percentage of marketing budget allocated to allocated overhead 269.1220 marketing - digital content creation (e.g., videos, games) 269.1070 marketing - email marketing 269.1120 marketing - mobile app design, management, and optimization 269.1060 marketing - mobile marketing other than apps (e.g., text/multimedia messages) 269.1110 Page 6
105832 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) 105836 Percentage of total annual marketing budget allocated to digital marketing - other 105831 Percentage of total annual marketing budget allocated to digital marketing - search engine optimization (seo) and paid search / pay per click (ppc) 105835 Percentage of total annual marketing budget allocated to digital marketing - social media engagement 105830 Percentage of total annual marketing budget allocated to digital marketing - virtual events (e.g., webinars) 105827 Percentage of total annual marketing budget allocated to digital marketing - website design, management, and optimization 105837 Percentage of total annual marketing budget allocated to nondigital content creation 105842 Percentage of total annual marketing budget allocated to nondigital direct marketing - direct postal mail 105843 Percentage of total annual marketing budget allocated to nondigital direct marketing - telemarketing 269.1100 marketing - other 269.1140 marketing - search engine optimization (seo) and paid search / pay per click (ppc) 269.1090 marketing - social media engagement 269.1130 marketing - virtual events (e.g., webinars) 269.1080 marketing - website design, management, and optimization 269.1050 Percentage of marketing budget allocated to nondigital content creation 269.1150 Percentage of marketing budget allocated to nondigital direct marketing - direct postal mail 269.1200 Percentage of marketing budget allocated to nondigital direct marketing - telemarketing 269.1210 105845 Percentage of total annual marketing budget allocated to other Percentage of marketing budget allocated to other 269.1230 105838 Percentage of total annual marketing budget allocated to physical events (e.g., trade shows) Percentage of marketing budget allocated to physical events (e.g., trade shows) 269.1160 Page 7
105841 Percentage of total annual marketing budget allocated to traditional media advertising and sponsorships - other media (e.g., billboards) 105839 Percentage of total annual marketing budget allocated to traditional media advertising and sponsorships - print media 105840 Percentage of total annual marketing budget allocated to traditional media advertising and sponsorships - television/radio media Percentage of marketing budget allocated to traditional media advertising and sponsorships - other media (e.g., billboards) 269.1190 Percentage of marketing budget allocated to traditional media advertising and sponsorships - print media 269.1170 Percentage of marketing budget allocated to traditional media advertising and sponsorships - television/radio media 105826 Percentage of total annual marketing budget that is not related to personnel (compensation and benefits) 105825 Percentage of total annual marketing budget that is personnel related (compensation and benefits) 104726 on business entity's website 104732 on indirect marketing 104728 on mobile applications 104731 on other channels 104730 on search engine marketing 104727 on social media 269.1180 Percentage of marketing budget allocated to nonpersonnel 269.1040 Percentage of marketing budget allocated to personnel (compensation-related) 269.1030 on business entity's website 269.0850 on indirect marketing 269.0810 on mobile applications 269.0820 on other channels 269.0860 on search engine marketing 269.0830 on social media 269.0840 Page 8
104729 on traditional face-to-face contacts 104747 to sales completed on mobile applications 104746 to sales completed on social media 104745 to sales completed on your business entity's website 104750 to sales completed through digital channels other than social media, website, or mobile applications 104749 to sales completed through human-assisted channels other than face-toface contact 104748 to sales completed through traditional face-to-face channels on traditional face-to-face contacts 269.0800 to mobile applications 269.0880 to social media 269.0890 to your website channel 269.0900 to a digital channel other than your website, social media, or mobile applications 269.0910 to a human-assisted sales method other than faceto-face contact 269.0920 to the face-to-face channel 269.0870 102530 Sales FTEs as a percentage of total business entity FTEs (Number of FTEs who perform the sales function/number of business entity FTEs)*100 (269.1020/269.0070)*100 Page 9
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 +1-713-681-4020 or visit www.apqc.org/osb. Page 10