Lead Generation Metrics Dashboard

Use this tool to define, track, and report on your key lead generation metrics and key performance indicators. All the metrics can be easily customized to suit your organization’s needs.

CRM Program Metrics Dashboard

Use this tool to define, track, and report on your key CRM Program metrics and key performance indicators. All the metrics can be easily customized to suit your organization’s needs.

Preparing an Accurate Marketing Budget

Although every department is expected to prepare an annual budget, most do not understand the intrinsic value of effectively leveraging this management process. Take a step back from the budget and evaluate what your department will be expected to deliver this year. Next, identify which budget model will provide the most value to your department. Use Demand Metric’s downloadable Department Budget Template to help you prepare your annual budget.

Budgeting Models:

• Zero-based Budgeting - this model assumes that you are building your budget from scratch this year. Working backwards from your department’s strategic plan, estimate costs for each planned program, determine staffing & resource requirements, and project expenses for any other expenditures.
• Priority-based Budgeting - some organizations do not have formalized budgeting procedures in place for the Marketing department. Instead, funds are allocated on an as-needed basis, depending on the priorities of the organization at that time. Use Demand Metric’s Priority Index Tool to help you justify spending in your department based on Feasibility, Fit, & Risk.
• % Change from Last Year – perhaps the most common model for budgeting, the % change model assumes you will spend roughly the same amount of money on Marketing activities, plus or minus a few percentage points. The standard in the industry is to allocate 3-10% of gross revenue to the Marketing department. Start-ups usually require a higher percentage.

Finding ROI with Online Advertising Campaigns

Search engine keyword programs like Google AdWords and other pay-per-click (PPC) advertising campaigns have proven to be an exceptionally inexpensive method for generating web traffic, qualified leads, and online web-sale revenues. Determining how much daily budget to set aside; knowing the right amount to spend per-click; and assessing ROI, can be much more difficult tasks. Use our downloadable Online Advertising ROI Calculator for help with your next program.

What are the Key Considerations?

• Product Price – what is the online selling price for your product?
• Cost of Goods Sold – for each unit of product sold, what are your costs?
• Lead Conversion % – what percentage of web visitors will purchase?
• Daily Advertising Budget – what is the max you are willing to spend daily?
• Cost Per Click – how much does it cost to purchase keywords/ad clicks?
• Daily Leads – how many leads (web visitors) will your budget provide?
• Revenue Per Month – how much incremental revenue will be generated?

Assess Advertising Concept Effectiveness

While many advertisements have a chance to win graphic design competitions, most do not deliver on the simple, fundamental, characteristics required for effective marketing communications. Read this summary to learn the key characteristics of a solid advertising concept, and download our Advertisement Evaluation Matrix.

What Makes an Advertising Concept Effective?

• Engaging – does the advertisement stop the reader and engage them to continue spending their time to learn more about your offer?
• Credibility - are your claims believable? Can they be backed up?
• Impression – will the ad be remembered? Does it create a lasting impression? How likely is this ad to be recalled in a future survey?